What Does Ben Franklin Have to Do With Selling Preneed?
Below are five basic closing techniques
taught at Brigham Young University, including how Ben Franklin can
help you with your bottom line.*
Sharp Angle Close: This is conditional and usually starts with
the word “if”. This close tends to commit the customers
to a specific action. If a preneed counselor performs a specific
action, then the customer commits to do something in return. Such
as: “If I can get the policy completed tomorrow, where should
I bring it for you to sign?”
Impending Event Close: Uncovering a future event can provide a
sense of urgency. Preneed counselors need to motivate the customer
to act on a decision as soon as possible before inflation causes
the rates to increase. “If we write the policy now, you can
secure a funeral at the current prices; however, as inflation rates
increase, so will the cost of funerals.”
Feel, Felt, Found Close: This is one of the strongest closes because
it helps to get you identified with the person you are trying to
close. It works on emotions more than logic. As always, it only
works when being truthful with the customer. “I know how you
feel, my mother passed away in a similar fashion.”
Physical Action Close: Get the customer to take a physical action
of some sort. A physical action could include anything from completing
a preplanning form to viewing different caskets at a funeral firm.
The customer will stop you if he or she isn’t ready for that
step.
Ben Franklin Close: When Ben Franklin was faced with a problem,
he would take out a sheet of paper and list the positives on one
side and negatives on the other. It provides rational, objective,
factual support to appeal to their emotions and removes or reduces
perceived risk – and the fear that risk creates. Fear of loss
is why most people don't buy. Unless they simply don't have a genuine
need for a preneed policy.
*Source: Stephen Gibson, Brigham Young University
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