subject: Selling is More of an Art than it is a Science [print this page] Selling is More of an Art than it is a Science
Selling is More of an Art than it is a Science
Michelle Havelock, RFC (Author & Sales Coach)
Ok! So it has been established and endorsed by many great authors, researchers and sales coaches that Selling is both an Art and a Science and I totally agree.
We know and understand that the skill in selling is the "Art" and the "Science" of selling is the product knowledge.
The Science:
It's very easy to master the science of selling.
The science of selling is theoretical. This theory can be learnt by anyone because it's factual and the information learnt can be disseminated easily because it's literally information made available which is to be regurgitated to prospective buyers.
In the process of selling products (physical/tangible items), it usually consists of relaying information that can be found in print, literally identifying "features and benefits" of the product(s). Some information include:
Product description
Product features
Product uses
Product benefits
In the case of introducing products relative to insurance sales, the information is more or less the same. However, the product (solution recommended based on needs) is invisible (intangible).
The description, features and benefits etc. is usually outlined in a policy contract. So the big question is:
"How do we as salespersons sell the intangible to prospective buyers?"
Easy, we learn the skills of selling!
We learn the Art of Selling!
The Art
The Art of selling is developing and improving on negotiation and persuasion skill sets. It is the "skill of talk" as I like to call it.
Taking a closer look at the Sales Process, we can see that from the initial contact; the telephone call, where the objective is to get an appointment through talk and persuasion, we need the "skill of talk" to be in control and literally talk our way into securing the first meeting appointment.
We also need the "skill of talk" when sitting with our prospects up to and including moving him/her emotionally to see for himself/herself that he/she has a need or problem and even more "talk' is needed to help them want to buy into your recommendation/solution.
More of an Art than it is a Science because it's creative in nature
Sometimes we get so caught up in the technical side of the sale that we forget the human side. We are so confident and competent to deliver the product features and benefits (because we have learnt it and know it so well) that we actually "force the sale" or as I like to say, "peddle the product" and the prospect may buy but may do so having buyer's remorse.
We have to be careful. Do we want clients or policy holders?*
So because you'll be interacting with people at all levels and who have a multitude of personalities you have to bear in mind that selling is an art because is definitely creative in nature.
It is described as creative in nature because of the level of skill competence you must have.
Sales persons, especially those in the financial services industry more so those in insurance sales must develop a strong level of self-confidence not only in the ability to speak effectively and sincerely about the product or service but he/she must believe that to convince prospects to become clients you must have the skills to talk and persuade the prospect that he/she will be better off because of what they bought and not what you sold them.
Selling is therefore no easy task. A lot of effort has to be placed in skill set development (skill of talk).
Every sales person in the field of insurance sales should be able to:
Understand the buyer's behaviour (The Buying Cycle)
Talk about the basic concepts and ideas relative to the economic hazards we humans face that is:
The Economic costs to us for living too long
The Economic Costs to our families if we die too soon and
The Economic cost to us and our families should we become disabled due to accident or critical illness
Do Proper Prospecting (Methods and Applications)
Handle telephone approaches to "get the appointment"
Help the client through "talk" to identify his/her own needs and requirements
Through talk build trust and develop a relationship with the prospect
Discuss without influence the concerns through "talk" techniques such as "Story Selling"
Analyse and Present the recommendations (solutions) - Skilfully
Motivate through Emotional Selling (skills and techniques)
Skilfully handle objections and address them without hesitation
Use effective closing techniques
Think and use" outside the box" strategies to maintain the relationship with the client through excellent customer service
And oh yeah... Know your products for product recommendation purposes.
The objective therefore is to explore the real opportunities available to close a sale through talk, building a relationship on trust, the salesperson's competence and the salesperson's ability to influence the sale through the identification of needs and persuasion.
Developing skills through discipline and habit will not help a salesperson to fulfil his/her sales targets and objectives but also help increase the client portfolio through referrals and recommendations.
Improvement in skill set development also helps the salesperson handle more effectively the changing behaviour of buyers in our ever changing and dynamic environment. It increases the competence levels when addressing the change environment and technologies.
Selling can be a challenging job, especially in insurance sales where we have to sell the intangible but with the right attitude and skill set development we can handle the challenges presented more readily.
(*A Policy holder will buy from you once! A client will buy again and again because you did a good job)
