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The Feldman Method Part 3: Conveying Your Message

Posted on May 19, 2016 by Mark Sonders

Sonders' Selling Tips

Ben Feldman’s Book, The Feldman Method, lays out the methodology he used to obtain world-record sales numbers selling insurance. Even the greatest insurance sales people still aspire to replicate Mr. Feldman’s success. So, what did he possess that was so unusual? Whatever he had, no one can argue with the success of his methods or the practice of reviewing his methodologies for the sake of one’s own sales performance. Make sure you take the time to review part one and part two of this three part series for more helpful sales tips. If you’re already up to speed, fantastic, let’s dive into the 3rd and final tip from the Feldman Method.

Would You Like $2,000,000 a Year?

Another factor that contributed to Ben Feldman’s successful insurance sales career was his ability to convey his message. It was evident that Mr. Feldman was able to convey his message to life insurance prospects. Need evidence? Just look at the results. He singlehandedly surpassed entire sales forces of other life insurance companies he was competing with. By the end of his career, he was averaging more than $1,000,000 in sales commission per year. In today’s dollars, that would be nearly $2 million!


Ben Feldman had an uncanny ability to convey his message. Are you familiar with the phrase, “keep it simple stupid?” Well, one of Ben’s strategies was just that, to keep it simple. He was frank, open, and got to the point very quickly. He often began his life insurance pitches by saying that he wanted to help the client be protected or to be better protected. You can’t get much more simple and direct than that.

Give Them Your Power Phrase

One of Ben Feldman’s most successful means of making a lasting impression was through use of “the power phrase.” A power phrase doesn’t have to be something corny or cliché (In fact, it should never be corny or cliché). It is simply a powerful statement that gives people pause…It makes them stop and think. It's memorable and stays with the prospect long after your meeting ends. Ben Feldman was a master of the power phrase and a few long outlived his phenomenal sales career.

Many of his sayings are still used to this very day. One of his famous sayings was, "I do not sell life insurance. I sell money. I sell dollars for pennies apiece. My dollars cost 3 cents per dollar per year."

Some of Ben Feldman’s other power phrases and statements that I like include:

Making lots-and-lots of money is hard work until you learn what to do that works best for you, and then keep doing that correctly.”

Nothing has really changed in our business, only our perceptions. If you want to be successful selling life insurance (or anything else) then you need to get back to the basics!”

If you keep up your good work then, at some point sooner or later, your good work will keep you up.”

Keep Dreaming Those Big Dreams

Ben Feldman had a habit of inscribing the back of $1 bills and giving them to new insurance agents. The inscription read simply, ”dream big dreams.” Ben Feldman did not regard himself as one of the greatest salesman in the world, but to the rest of the world, he was, and still is. His legacy lives on to this day. I dare say if he were here today his advice to you would still be the same. Keep on dreaming those big dreams...

Mr. Feldman based his success on his ability to overcome objections with creativity, his belief in his product; and his ability to convey his message. I encourage you to read The Feldman Method by Andrew H. Thomson, who was also a personal friend to Mr. Feldman. It may possibly be the greatest book on insurance sales methodology ever written! 

Have you already read the book? I’d love to hear some of tips you uncovered in your studies. Check back next week for tips about how you can use online communities to expand your sales network

Mark Sonders

Mr. Sonders is the Senior Vice President of Sales and Marketing at Vertafore. With over 25 years of sales, marketing, and financial experience at companies like Thomson Reuters and Kaplan Financial, Mark’s career has focused on delivering long-term success for his clients in order to help them get the maximum value out of his organizations products and services.




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