Think about when you see something you like at a clothing store that costs more than you intended to pay. Maybe you set aside the item, saying it’s too expensive. But it’s also possible that your budget concerns will disappear because trying on the outfit changes your perspective — “This looks so good, it was necessary to buy this!”
As Bhupinder S. Anand, ACII, Dip PFS, a 21-year MDRT member from London, England, put it, “People buy with emotion and justify with logic.”
Help clients feel connected to buying decisions
Now consider how that applies to your conversations with prospects or clients, who sometimes tell you they can’t afford a product/premium/fee that you know they really can afford. Said Anand, “What they’re really saying to us is, ‘I don’t have enough emotional attachment to what you’re telling me.’ We know that if there was enough emotional attachment, the budget would not be the issue.”
So when discussing products with the client, make sure to use language that clarifies the importance of the product with an emotional component about how the product will benefit the client and their family. Those words, Anand said, establish emotional attachment, and that influences behavior and decisions.
Hear more of Anand’s tips about client communication in the July episode of MDRT Presents.
- Read more about “Overcoming objections”
Written by Matt Pais, MDRT Content Specialist
Fantastic idea that will definitely help prospects decide to act!