Awards & Engraving

January '17

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14 a-e-mag.com • A&E JANUARY 2017 by Stephen L. Capper, CRM PEOPLE BUY FROM PEOPLE A STORY THAT PROVES "PEOPLE BUY FROM PEOPLE" In the spring of the year I turned 25, my father, who was a group life insurance salesman for 37 years, told me, "Son, you are turning 25 years old this year and it is time for you to buy your first life insur- ance policy while you can buy it rea- sonable." I said, "OK, dad you want to get it together for me?" He said, "No. I could sell it to you and even do it less my commission, but this is going to be your project. Start calling salespeople and get a quote, interview the sales people, learn as much as you can, and buy the policy you choose." This was some remarkable education and let me learn from a group of different types of salespeople: those who knew nothing and others who were polished and well educated. The experience took me over six months—I talked with and interviewed 25 different salespeople with 25 different companies. My results were simple: When you buy Ordinary Whole Life Insurance of over $50,000 at the same age and sex, the price for comparing apples to apples is nearly the same price at all companies. I suspect my father already knew what results I would have when I completed the process. He could have sat me down and explained the various techniques, but when I lived it, I learned it. If this is true, why do we buy a product like insur- ance from whom we do? I found that it had to do with the person selling the policy. I wanted a professional who knew his product, his business, and would take care of me at a competitive range. The individual I selected was about 10 years older than me and his father was a great insurance salesman known all over Indiana. The young man, Bart Kaufman, L ast month, we started with this series on the Concepts of Building Your Business for Success with two additions to our Think Tank and setting up our business's legal position. Before we continue, I'd like to share a story with you that tells how important you are to a client. IS YOUR BUSINESS TOOL BOX FULL? PART LXV Concepts of Building Your Business for Success Section B

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