A small difference worth millions

Tony Gordon (on right) talks with Alessandro Forte.

Not long ago, 40-year MDRT member Tony Gordon was stopped by another MDRT member who had doubled his production and reached Top of the Table for the first time. It happened because this person took Gordon’s advice of asking clients want they want instead of telling them what they need.

“What people want is always greater than their needs,” Gordon said. “Tell them what they need, and we’re selling to them. Tell them what they want, and we’re helping them to buy. It’s a subtle difference, but it’s worth millions in income for us.”

You can find out what people want by asking your client simple questions as

• What would you want for income for yourself when you don’t want to work anymore?
• What would you want as income for your family in the event of a diagnosis of a life-threatening illness?

Once you discover the income level the client wants, determine what plan or financial products the client needs to get them that income, Gordon said.

Hear more from Gordon in the 2017 Annual Meeting presentation, “A conversation: The journey to success,” where he talks with longtime friend Alessandro Forte, Dip PFS, of London, England. Gordon, is from Bristol, England, and Forte is a 19-year MDRT member. Between the two of them, they have nearly 60 years of Top of the Table qualifications.

Written by Antoinette Tuscano, Content Specialist