An easy way to make clients feel special

When a prospect or client walks into the office for a meeting with Walton W. Rogers, ChFC, CLU, the first thing they see is a laminated sign in the lobby that reads: “W. Rogers & Associates welcomes Mr. and Mrs. Smith.”

The sign is the first step in paying attention to the psychology of a sale. “It shows I’ve done something special, I’ve prepared for them,” said Rogers, a 45-year MDRT member from Annapolis, Maryland, who served as MDRT President in 2009. “They love it; some ask to take it with them.”

Paying attention to the psychological aspects of client interactions can make all the difference when it comes to moving forward with clients. “It’s about how we communicate, listen and understand a person’s needs and dreams,” Rogers said. “Once we understand what they need, we can design solutions that benefit them.”

When they’re ready for the meeting, Rogers’ second step is seating people at a round table. Because nobody’s at the head, this demonstrates all parties are equal partners in the process. If they’re meeting someplace where there is a square or rectangular table, Rogers watches where they sit.

“If they sit at the head, I know they want to be in charge,” he said. “If it’s a couple, I make sure I sit where I can make eye contact with them. If they need to talk, I’ll turn away briefly or sometimes even leave the room to give them privacy.”

Read more in “Understanding the psychology of the sale” in Round the Table, or watch his 2019 Annual Meeting presentation. [Members only]