Secure The Insurance Sale With Pictures

What do you take to client interviews? What do you present when discussing the client's needs, the concept and the products? Using visual aids will make your job a whole lot easier. Consider the following US research on the subject:

If you use visual aids, prospects are 43% more likely to be persuaded; prospects will be willing to pay 26% more for the same product or service (this helps overcome cheaper competitor products); learning is improved by up to 200% (important, since your products are not easily understood by most clients); retention is improved up to 38% and the time it takes to explain complex topics is reduced by up to 40% (it has to be worth the effort for this one alone)

The bottom line here is to make everything as visual as possible. Think through each step of the sales process, from the initial prospecting letter, to the client interview, to follow-ups to on-going client relationships. What visual elements are you including at each step? Below are a few ideas:

Contact by post: Postcards have impact due to being heavy on pictures and light on text. Make the opening line in your letters very large (over 24 pt) to act as a visual element. Include drawings or cartoons if appropriate.

Newsletters: Newsletters should include pictures, graphs and charts. Cartoons work well.

The presentation: Use a structured presentation that takes the client through a series of fill-the-gaps pages in a booklet. Use charts and graphs. Blow them up to A3 or even larger when you present them.

'Word pictures' such as case studies in newsletters work well, because they build up a picture in the mind of the client. Successful use of analogies achieves the same impact.

Some advisors take this one step further, with graphic illustrations of getting the client from where they are now to where they want to be in the future. This just takes a little imagination. Some that are currently being used are pictures of ladders, a ship charting a course, road maps with milestones, climbing financial mountains and racetracks (retirement being the finish line).

You will have been to many motivational sessions where a very important message is to "visualize your dreams." The same applies to your clients. If they can visualize their financial lives or goals, they will relate to the relevance of the products far easier.

The key message in all of this - instead of saying to your clients: "I'll put that in writing for you," say: "Let me draw you a picture."

Paul Watkins has helped financial advisors grow their businesses for nearly two decades. The secret to growth is not a single silver bullet but appreciating that the best techniques are simple, small, inexpensive activities that can mostly be put on auto-pilot. Paul has more details on his web site http://www.financialadvisormarketingtips.com

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