Discover how a great final expense sales presentation will disarm knee-jerk objections in the beginning of a sales call.
This article is for you guys that have been in sales, whether it’s doing final expense sales presentations or not.
Have you ever walked into a sales presentation and the final expense lead says, “Listen, I’m not buying anything, alright? I’m not buying; I just wanted the information. I’m just here to hear what you say. That’s all I want.”
Most of you should be nodding, “Yeah, absolutely!”
The purpose of today’s post is how to address knee-jerk objections and how to subtly rebut them in the beginnings of your final expense sales presentation.
I have been exchanging emails with a brand new agent regarding knee-jerk objections. He was in a final expense sales presentation where the lead replied to a direct mail final expense piece. The agent told me, upon sitting at the dinner table, the lead said, “Listen, I’m not here to buy anything. I just want to hear what you’ve got to say, OK?”
Not knowing any better, the new final expense agent took his objection seriously. The agent said, “That’s totally fine. Let’s just talk about the information.” And so he did. The agent ONLY gave the information. He didn’t give a full final expense sales presentation. Instead, he took that objection at face value. Let’s discuss why you should never do that.
When at the very beginning of your final expense sales presentation, how can a lead say they don’t want to buy what you’re selling when they don’t know or truly understand what you’re selling? They THINK they know. But as a sales professional, you’re the one giving them the information, right? And any buying decision can only be made AFTER you give that information, right?
Understand that any knee-jerk objections you hear in the beginning of your final expense sales presentation are almost universally made from ignorance. I’m not insulting the prospect. But they don’t have any basis to make such a statement. It’s important to understand that what you’re telling them in your final expense sales presentation may be different than the perspective they have already assumed before you arrived and sat down.
The Reason Behind The Objection
How do you get around this? And how do you know if that objection is legitimate or not? Here’s how I look at it: you have to treat knee-jerk objections as an unfounded statement a lead uses who’s worried about making a bad buying decision.
Throwing out a baseless knee-jerk objection early on in your final expense sales presentation is a form of stress relief for your lead. It’s how they deal with the stress of an impending sales situation. In a way, it’s almost therapeutic for the final expense lead, as it lowers his stress level.
In your final expense sales presentation, to move around a knee-jerk objection, just acknowledge it and move on. You don’t give it any more credence than just saying, “OK, that’s fine.” That’s it. You don’t say, “Well, OK, jeez– what kind of information do you want?!” Otherwise, you’re handing control over to the lead. And control is everything in a final expense sales presentation.
You want them to THINK they have control, but yielding to a knee-jerk objection transfers control to the lead.
Here’s how the objection and rebuttal are scripted, “Listen, I know you’re here about this card. I just want the information; I’m not interested in buying. I’m broke.” Just acknowledge it. Say, “That’s fine. I’m here to deliver the information,” and then go on with your sales call, “What was the reason you sent the card in?” Don’t spend any more time on it than that.
This next point is critical. You must continue the final expense sales presentation as if nothing was ever objected to.
Understand that the perspective of a final expense lead in the beginning of the sales process is totally different than it is closer to the end. Once they begin to know who you are and begin to trust your authority on the subject matter, your leads will take your recommendation more seriously and forget ever objecting to your final expense sales presentation in the first place.