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.

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.

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.