Subconscious selling can help advisors get inside the client’s head

When you want to influence people, especially using neuro-selling techniques, ask yourself what worry are you easing, what pleasing experience are you providing and how you can save them some energy. To increase the success of your presentation, you must accompany facts and figures with an appeal to the subconscious mind. Keep this in mind and your sales will double.

Here are the neuro-selling techniques, which involve the science of finding the buy button in the consumer’s brain, that work best for me when presenting insurance:

• • Differentiate. Find out how you can be different from your competitors. Advisors are offering essentially the same products, which makes buying decisions difficult for consumers. However, you can be the difference by finding a way to stand out.
  • Don’t be a threat. If you come on too strong with the hard sell, your prospects will flee because they think you see them as a transaction. Ask the right questions and find out what their biggest fears are. You’ll be able to offer a solution for that pain.
  • Storytelling. It is a helpful tool, considering that we’ve loved hearing stories since we were children. Storytelling helps people visualize numbers, which is how we speak to the subconscious mind.
  • Don’t forget the rational. While purchases are irrational and based on feelings, there’s no harm in reinforcing the purchase process by providing data, numbers and statistics. These facts remind clients they are making a good purchase.

This article was excerpted from “Subconscious selling,” which is in the May/June 2022 Round the Table magazine.

Below are more recommendations that have helped me win over my clients:

• The opening of a meeting is crucial. Within the first five minutes after thanking the clients for meeting and introducing yourself, state in a powerful and brief manner what you do and how you can help. “We help parents pay their children’s education once they are gone.” Reassure them by mentioning how much time you need and that the process will be confidential.
• How you close can determine whether clients will buy. End the session by telling a story about a previous experience that helps clients understand how the product can be applied to their situation. Then use a call to action with a powerful closing sentence like, “Life insurance is like a love letter from you long after you are gone.”
• Select useful keywords. The right word can trigger the purchase decision in people’s minds. Use verbs like achieve, make, transcend and conquer. However, there is a specific word that is the most important of all the keywords: the name of your prospect.

Walter Ramirez Madrid is a two-year MDRT member from San Salvador, El Salvador.