“Buy that latest product in the market, or die trying.” That seems to be the passion that drives people in our increasingly consumerist society.
In addition to this, and perhaps also because of this, there is always a liquidity shortage. Under the circumstances, how do you pitch it right with a potential client? Read what Mr R Gopinath advises.
Last month we saw how, although by and large people want to choose rationally, most of the time they end-up choosing emotionally. Now let us see what higher emotional pulls we can trigger to turn their minds to buying Life insurance.
How do people choose? Human beings make choices; they make choices every minute of their lives. Choices are always based on avoding pain or gaining pleasure. Mr R Gopinath takes you through the decision making process of the buyer.
“Failing to understand the mind of the client is injurious to sales”
If we can choose between happiness and pain, everybody will choose only happiness. Nobody will choose pain. A deep-rooted instinct in each one of us will guide us in making this choice and the choice will always be only in favour of happiness.
The need is the trigger that makes a person look for solutions to fulfil it. For instance, hunger is the need that makes a person search for food. The need for being respected puts a person on the path of searching for things that will show him in a good light to others. So, it is primarily the need that triggers the action of searching for solutions.
But once a few choices that will fulfill the need are spotted, further movement will be influenced by ‘Wants’. That is why people involved in marketing need to understand both the ‘Needs’ and the ‘Wants’ of the prospect.
Wants are mostly governed by the surroundings of the prospect like culture, group, trends and fashions
Have you come across situations where a few of your prospects readily agree to your recommendations and Life insurance policies from you immediately, but some others go on postponing their buying decisions, and yet others outright reject your recommendations? Confused or dejected by this? Don’t worry, this happens to every Life insurance agent, says Mr R Gopinath in his monthly column.
Of late I am constantly faced with questions related to one specific area from the audience, and that is “uncertainty”. The wordings of these questions are different, but they all mean the same. “Sir, what is the future of Life insurance industry in India? What will happen to us? Will the regulations kill us? One [...]
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Brushing Teeth Jobs Socialising for Prospecting R Gopinath Getting back to our Rainbow of pros pecting, we will have a look at the last remaining colour which is RED. In this issue we will look at that – in the form of “Social Activities” Human beings can feel the pain of others, and that is [...]
