Build Rapport Quickly And Drive Up Your Closing Ratios!

By Michael Beck Jun 27, 2008 Product knowledge is important in selling insurance. Understanding how to uncover your prospect抯 needs and then determining which product will best address those needs is critical. But as we抳e heard before, people buy from people they like. People buy Benefits, not Features ?and they抮e more likely to believe in the benefits you offer when they like you, trust you, and can relate to you. A key to effective communications is understanding and applying your knowledge of the four social styles ?Analytical, Commander, Expressive, & Stabilizer (A.C.E.S.). In this article we抣l touch on each of the four styles, how they think and act, how to read your prospects to spot their style(s), and what to do once you know who you抮e talking to. The Four Faces of A.C.E.S. Let抯 spend some time talking about the traits of each style. We抣l briefly go into the strengths and weakness of each one. (No one style is better than another.) Analyticals are just that ?very analytical. They seek perfection. They抮e organized, detail-minded, and somewhat idealistic. Analyticals tend to be perfectionists. They are good planners and schedulers, and can be creative and somewhat musical. Analyticals are sensitive, intellectual and tend to be conservative. Their weaknesses show up in a number of ways. Analyticals can become easily depressed. They often are moody and sarcastic. Because of their idealistic, perfectionist tendencies, they often are hard to please and can be fussy. Analyticals can be suspicious, skeptical, unpopular and unsociable. Commanders are natural leaders. They seek control. They are high achievers, can be bold and assertive, and are often very competitive. They抮e driven and goal-oriented, resourceful, strong-willed, and tenacious. Commanders are independent, perceptive, outspoken, and productive. Their flip side, or weaknesses, can show up as being overly controlling and bossy. They can be egocentric, headstrong, and short-tempered. Sometimes Commanders are insensitive, intolerant, and/or tactless. Many of them are workaholics. Expressives are people. They seek fun. They抮e animated, cheerful, and enthusiastic. Expressives mix easily, are spontaneous, and often are playful. You抣l frequently see Expressives as popular and sociable. As fun as they are to be around, Expressives have their share of weaknesses, too. They can be loud and overly talkative, and when they explain things may often exaggerate and/or generalize. They can be messy, undisciplined and unfocused. Sometimes they抮e alarmists and impulsive in their decisions and actions. Stabilizers are relationship builders. They seek peace. You抣l often see then as accommodating, considerate and easy-going. Stabilizers are great listeners, patient, and soft-spoken. They have strengths as mediators, counselors and can be diplomatic. Even though they抮e excellent at keeping the boat from rocking, they, too, have weaknesses. Stabilizers avoid conflict, sometimes at any cost. They can be too compromising, indifferent, and timid. Sometimes Stabilizers will be uninvolved, noncommittal, and emotionless. They aren抰 goal-oriented, so they are often weak at goal setting, can be aimless, and un-ambitious. Playing Your Hand How can you use the knowledge to improve your ability to build rapport and close more sales? Remember not to follow the Golden Rule! (Do unto others, as you would have them do unto you.) Instead of communicating in the style you抮e most comfortable in, work on communicating in the style they抮e most comfortable in. With Analyticals, use facts and figures. Details matter. They抮e the ones that, when they say, 揕et me think about it,?they really mean it! Don抰 go too fast, be too pushy, be inaccurate, or be too light-hearted. With Commanders, get to the bottom line. Don抰 burden them with the details (yet), just have them ready if asked for. Don抰 let your presentation ramble ?stay on track and make your point. They don抰 want their time wasted. With Expressives, details make them glassy eyed. Keep your presentation light, colorful, and somewhat entertaining. They抣l buy because they had a good time with you, rather than on the logic. With Stabilizers, relationships rule. If you get right into your business, they won抰 connect with you. They want to connect with you. They want to have you understand them and they want to understand you. Don抰 rush them, and 搘ork together? to solve a problem. Summing Things Up If you truly want to have a thriving book of business, you need to understand people and have them connect with you. Study the traits of the four social styles (Analytical, Commander, Expressive, Stabilizer). Practice picking up clues from prospect抯 clothing, body language, surroundings, and speech. Then, make a conscious effort to modify what you say and how you say it to match your prospect抯 social style(s). You抣l connect more easily and comfortably, and you抣l see your closing ratios climb!

Author's Bio Written by Michael Beck, 揌ead Zookeeper?at www.ClientMonkey.com , a marketing strategies website dedicated to getting more clients, making more money, and having more fun! Receive a FREE program on recruiting & prospecting success at: www.PowerRecruitingandProspecting.com