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Selling the Toughest Customer

Selling insurance comes with its own set of obstacles, and salespeople are constantly searching for ways to overcome them. Especially if you’re just starting out, you’re probably trying to rise to every challenge, have an answer to every excuse your customers throw at you. Today, I’m talking about the toughest customer you’ll face and how to sell to them.

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Who Is The Toughest Customer?

When I first started out in sales, I asked myself, “What’s the toughest customer there is? Because if I can sell the toughest customer, I can sell any customer.” I asked other salespeople, and they all gave me different answers: someone really old, someone who’s flat broke, someone who already has what you’re selling. But then I asked someone else, a salesman I knew named Leo, and he gave me an unexpected answer.

The Toughest Customer

“I can tell you who’s the toughest customer,” Leo said to me, “and if you can sell this customer on a daily basis, you can sell to any customer.” I asked him who it was, and he said, “You. If you can sell to yourself, you can sell to anybody.” I found that statement to be true; when it comes down to it, you can only sell as well as you’re sold yourself.

Selling to Yourself

The last four letters in “enthusiasm” stand for “I Am Sold Myself.” When you’re sold on the product you’re offering, it’s so much easier to have the enthusiasm, conviction, and confidence you need to persuade a potential customer. When it comes to anticipating objections during a sales pitch, most people focus on the customer’s objections. But, the worst objections, the worst excuses that will keep you from selling, are your own. If you can eliminate those excuses out of your mind, overcome the objections, then dealing with the customers is simple. 

So before you try to anticipate every obstacle a customer can throw in your path, examine your own mindset and see if you can remove any obstacles of your own.

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