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The Feldman Method Part 2: You Must Believe in Your Product

Posted on May 12, 2016 by Mark Sonders

Sonders' Selling Tips

If you would've seen Ben Feldman in person, there was nothing remarkable about his appearance.

He was short, balding and talked with a bit of a lisp.

Not exactly what you'd expect considering his grandeur as one of the world’s very best insurance salesman. However, this unassuming man managed to sell $1,800,000,000 in life insurance for New York Life from 1942 until his death in 1993. And yes, he was still working at the time of his death. 

So how did he do it?

Simply put: he believed. This might sound simple, but it's also so powerful. Mr. Feldman passionately believed everyone needed life insurance and this passion was evident in his delivery. Mr. Harry Hohn, chairman of New York Life at the time of Ben Feldman’s death, said that “Ben really felt everyone in the world was underinsured.” Much like his use of creativity we discussed in last weeks blog, a simple conviction, firmly believed and masterfully presented is indeed a powerful thing.

Bend Feldman selling tip

If You Build It, They Will Come

Because he believed, they believed. Mr. Feldman's ability to convey his enthusiasm about what he was selling to prospects was rare and unique. It may be hard for you to imagine being unflinchingly passionate about all types of insurance,  but, if you are not, perhaps you're in the wrong profession. You can’t sell something you wouldn’t buy yourself. Ben Feldman bought life insurance himself, and lots of it. He knew the product, every aspect of it, inside and out. He was able to answer any and all questions in order to overcome any argument and ultimately sell policies.

This is a good time to stop for a bit of reflection. For whatever reason, the choices you’ve made in life have led you to where you are today. It's your responsibility to find a way to get excited about selling, but that doesn’t mean you can’t include other people in the process. Everyone is different, so whatever gets you amped up is going to be different from the guy or gal down the hall, and that’s okay! That’s the way it’s supposed to be. If you aren’t having fun and enjoying the process, reveling in the thrill that comes from closing the deal, talk to your friends and colleagues about what you can do to spice things up and renew your sense of motivation. When in doubt, follow Libbie Cedeno’s advice and take a vacation! Life is too short to burn out.

If at First You Don’t Succeed…Become Relentless

Ben Feldman said that he never gave up on a prospect regardless of how many times he got rejected. To make it in the world as a salesperson you have to be tenacious and relentless, but also human, kind, and empathetic. Remember, it’s not always what you say, but how you say it. People don’t remember what you say to them, they remember how you make them feel. You can’t just barrage someone with phone calls and expect them to take the deal. That being said, persistence pays off, and in Ben Feldman’s case it paid off big time. His lifetime sales volume exceeded $1.5 billion! He never stopped believing in himself, his product, or his ability to overcome objections. He kept working at it and he kept getting better and better. You can too.


Sales principle

Ben Feldman’s Secret of Sincerity

You might not think you possess the natural talent of a Ben Feldman, but you'd be surprised to know to what extent his success was achieved by simply being sincere. When he began his career, Ben Feldman had almost no money and very little sales training. He was real and believable. There was nothing phony about Ben Feldman and those who dealt with him were able to pick up on this right away. The last thing anyone wants is another “fake” conversation with someone who’s clearly lacking authenticity. Don’t be fake.

To sell a product, you must believe in it. You also must be able to help customers understand the need they have and how you can help fill that gap. Mr. Feldman once said that he tried to make himself known as “the guy who can help folks with their money concerns and problems.” That’s a pretty good thing to be known for, and as you can see, it doesn’t have to be overly complicated. This is the kind of person we should be striving to be in order to reach more prospects and achieve our ultimate sales goals in insurance.

Never give up. 

 

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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