Untitled article The secret of insurance sales: Humorous selling insurance will help you double your performance.

Marketing staff of Shenzhen Central Branch of a life insurance company in Guangdong.

Problem statement: I have been engaged in the insurance industry for more than a year, and I can basically master some exhibition skills, but sometimes it seems a bit dull during the exhibition. When interviewing customers, I often encounter these situations-customers have no impression of me and can't find a topic (no information) when talking to customers. Sometimes leaving the ice like this makes me embarrassed and I can't find the steps. The atmosphere of the conversation suddenly cooled down, so that I ended in failure. I'm an introvert, but I'm not completely incapable of talking to strangers. I usually have a sense of humor from time to time, but when I meet a client, I am rather stiff and don't know how to start a conversation with humor. Sometimes I am happy to see my supervisor and colleagues talking to customers, talking and laughing, and signing the bill easily. Looking back, in fact, humor is the best exhibition speech, which not only promotes myself, eases the atmosphere, but also increases my confidence in adapting to the situation, so that I can skillfully find the topic and promote the signing of the bill. But I have no ability to improvise, and I don't know how to create a relaxed and humorous atmosphere for the talks. In view of the magical role of humor in the exhibition industry, as an insurance salesman, how to use humor to promote insurance? What are the skills?

In the field of marketing, humor has always been regarded as the golden key to successful promotion. It has great appeal and attraction, which can quickly open the door to customers' hearts, make customers feel good about you and products or services after smiling, thus inducing purchase motives and facilitating the rapid conclusion of transactions. In fact, the success of many famous insurance salesmen at some time also stems from their use of humor in their visits. Yuan, a famous salesman in Japan's insurance industry, who is known as the "God of Marketing", is also a humorous salesman. Yuan is only 1.45 meters tall. Every time he visits customers, he will brush his body, make them laugh and leave a deep impression on him. The signing of the bill was soon reached. It can be seen that humor has a magical charm, which can make Yuan, who is short in stature, grow into a giant in the field of insurance marketing and be admired by the world.

Insurance salesmen call on customers to promote their products, which actually means that you have stepped into the territory of a stranger, and customers will treat you as a strange intruder, and they will be instinctively alert and resistant to you. At this time, if you just explain the product blindly, it will only pull you farther and farther away from the customer. In general, customers will only recognize your products if they recognize you as a person. If exaggerated language, expressions, movements or limbs are used to create a humorous atmosphere, it seems easier to popularize. Humor is not innate, but can be acquired through hard work. Humor is also an improvisational skill, which requires improvisation, not behind closed doors. In this column, we invite three excellent insurers to state their views, not to impart humorous skills, but to inspire readers through the practice of others.

When we first met, the joke was "leading the red line"

When we first met, the joke was "leading the red line"

Humor can quickly win the favor of others and narrow the distance between them. Humor is an indispensable professional quality that marketers should master. In a humorous atmosphere, facilitation will also become relatively easy. Creating a humorous atmosphere with a joke and a joke is of course an excellent sales channel. In fact, many times in the sales process, it's not that customers don't accept insurance, but that they don't accept our marketers. Therefore, there is a saying in the marketing field: first-class sales sell themselves, second-rate sales sell ideas, and third-rate sales sell products. In fact, the most taboo in selling insurance is to talk about products for the sake of selling. Then how can we make our customers open their hearts to us and establish empathy in a short time?

When I used to sell insurance, I often said loudly that I was selling RMB in order to attract customers' attention at first. The customer found it very interesting and asked me ridiculously: Are you selling counterfeit money or mingbi? I said that what I sell is neither counterfeit nor mingbi. You give me 200 yuan money and I will sell it to you for 654.38+ 10,000 yuan! The customer said that you wronged me, so what good? ! At this time, I will tell you that this is our accident insurance, 200 yuan to protect 65438+ 10,000; Actually, I just talked about accident insurance from another angle, but customers began to be interested because it sounded novel. Communication will be much smoother in the future, and the next signing will be relatively easier.

The second example is the method of telling stories to customers. There is a saying in life insurance marketing theory: life insurance salesmen are actors first. Storytelling is an actor's basic skill. We often say that it is better to be reasonable than to be reasonable. For example, once I told a story to my client to make the conversation more interesting: one day, there were two women's husbands on the plane (of course, they were already dead). A woman was holding a quilt and crying: How can I live without you? The other cried with 5 million cash (insurance money): Shit, why not buy more! Only 5 million. The customer smiled at that time. Of course, when telling this story, you can't say it directly. You should imitate the tone of two women and be vivid.

In case of rejection, appropriately "play the devil's advocate"

In case of rejection, appropriately "play the devil's advocate"

Selling products is actually selling yourself, and a person who knows humor is popular everywhere. Humor is also one of the necessary psychological factors for marketers. For marketers, humor is not only a language art, but also the "lubricating oil" of exhibition activities. It can eliminate the friction between you and your customers, especially the understanding of insurance, and make him feel that insurance is also a necessity in life in a humorous way. When you encounter a serious rejection from a customer, tell the customer's mind humorously, even if it is a joke. As long as the language is sincere and does not embarrass the customer, sometimes you will receive unexpected joy.

Once I took one of my subordinates to see Cui, the manager. Manager Cui is my subordinate's hometown. As soon as we met, I felt that the man was arrogant and said that everything was ready and no insurance was needed. I smiled and said, "Manager Cui, I think you are richer than Li Ka-shing and know more about planning than him." Smile brilliantly, giving the impression that this sentence and the next one are full of praise. "Li Ka-shing said that his richest thing is to buy enough life insurance for himself and his family. Now that you have everything ready, you must be richer than him." At this time, Manager Cui smiled shyly. "Li Ka-shing, I am not as good as one percent of others. You are really joking. " At this moment, I changed my expression and said with a sincere smile that you and Li Ka-shing are both rich people. Only when you have money do you need to manage money. Our insurance is the most stable and scientific financial management tool. Let me introduce you. Do you mind? Later, we not only signed his bill, but also signed different quotas with several of his employees.

Sometimes joking with customers will be well accepted by customers. I read an example in a magazine: the customer said that he had a pension and could get it at the age of 60. The insurance salesman smiled and said to the customer: You are right, but have you ever thought about what to do if you accidentally live to the age of 90? Have you ever thought about how to enjoy your old age when you are 90? The customer smiled and felt reasonable, and finally bought a pension insurance.

Humorous interview, preparing for "double-edged sword"

Humorous interview, preparing for "double-edged sword"

There is a saying in the marketing field: whoever can tell stories best will do sales best. Some of our insurance salesmen think that it is easy to develop the exhibition industry if you are proficient in writing. Actually, it is not. The last thing customers like is that salespeople start talking about big things. During the interview, if insurance knowledge is integrated into the story, it will be more easily accepted by customers. But it's just a dry story, and it's boring to tell it a few times. If you can tell a story humorously, you will never be happy. Especially when meeting prospective policyholders who meet for the first time, it is really abrupt to laugh and joke immediately after meeting, but if the interview is not smooth, the words are clumsy and there is no good communication, then proper humor is an extremely effective refreshing agent, which can alleviate the embarrassing atmosphere at that time. This skill, which can make the interview go smoothly again, is very necessary and important in the interview situation.

So how to use humor in an interview? From my personal experience, I should pay attention to the following points: 1. Laugh when you feel funny, and laugh when others feel funny. 2. Learn to imitate the tone, expression and movements of the characters in the story. It doesn't matter if you exaggerate at all. Don't forget the key link when you make up the story. 4. Make fun of people around you and create a comedy effect. 5. Clear the object, cooperate with the action, and learn to laugh at yourself.

As for whether to look for witty and humorous materials in the interview or prepare in advance, it depends on the personal opinion of the salesman, but it is very important for you to cultivate your humorous mentality slowly, because humor is often an indispensable factor in successful marketing. When you really have the "double-edged sword" of "humorous skills+humorous mentality", no matter how you change the knife, you can do it with ease.

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