In today’s digital, high-tech world, it’s easy to downgrade the importance of conversation. However, studies indicate that an agent conversation continues to be essential for selling life insurance products. Life Foundation’s 2011 Insurance Barometer Study, found that across all age groups, 64 percent prefer to buy from an agent. And 59 percent say they would use the Internet to conduct research, but would ultimately buy from an agent.

So despite the speed and convenience of texting and email, insurance producers need to remember how to have a conversation. And one of the most compelling elements of conversation is the ability to tell a good story. Throughout time, civilizations have learned lessons, shared parables and established legacies all through the art of story-telling.

In a recent LifeHealthPro article, “Less is the New Black,” author Kelley Robertson says producers can stand apart from their competitors by reducing information overload. Gargantuan PowerPoint presentations packed with jargon, bullet-points and charts are going out of style. Now, customers don’t want to be impressed – they want a relationship with someone who takes the time to know them and care about them.

One way to build relationships is share your own life experiences. If you are asking a prospect to purchase a disability insurance policy, you should be prepared to tell your story. When you did you make the decision to purchase DI? What held you back from purchasing it before then? Have you ever been disabled? Which of your friends and acquaintances have had life-changing experiences with disability?  How did those experiences touch your life?

A recent article in Inc. Magazine sums it up nicely. Author Riley Gibson says:

  • Stories are memorable. Try telling a prospect a well-crafted story and see what happens. The prospect will stop fidgeting and start listening. He might even be spellbound.
  • Stories travel farther. Unlike PowerPoint presentations and charts, stories are retold again and again. The prospect can go home and tell his wife the same story. She can tell her book group and your message spreads.
  • Stories compel action. As I always say, people buy for emotional reasons and justify the decision with logical reasons. Your story can be the emotional impetus for a sale.

What’s your story? Why did you purchase paycheck protection? How have you been touched by an encounter with disability (either your own or someone else’s)? Over the next two months, DIS will be searching the nation for the best disability insurance stories. If yours is chosen, it could be featured in a nationally-published insurance journal article (with your permission of course).

Tell us your story today by posting a blog comment.

Also, we have four stories to share with you – from insurance professionals affiliated with DIS. Click here to download our “FOUR STORIES” flier. It’s a great piece to share with your prospects to spark meaningful conversations.

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