Even successful financial professionals can be unsettled by the dreaded sales objection. Navigating the situation requires thinking on your feet and interpreting the message behind the objection. The next time a client pitches an objection, think of it as a gift, because objections reveal hidden information about your client. How you unwrap that gift can make the difference between a sale and a lost opportunity. Follow these suggestions to overcome common objections to disability income insurance.
- Pinpoint the true objection. Most objections come down to need, trust, or finances. The prospect doesn’t believe a need for disability insurance exists; the prospect believes the need exists but isn’t sure about buying disability insurance from you; or the prospect isn’t sure about how disability insurance fits into the family budget. Remember, an objection is a delayed decision rather than a decision not to buy.
- Confirm your understanding of the objection. Rephrase the objection and ask prospects if you’ve accurately stated their concerns. This technique does two things: it buys you time to think about how you will respond and clarifies the issue so you can respond more appropriately.
- Dig into the core issue. Reframing an objection requires you to step into your prospects’ shoes and look at your recommendations through their eyes. Here are examples of reframing each of the three objection types.
Need – The objection, “I have disability income insurance at work,” indicates that prospects value the coverage they already have, but may be overestimating the scope of their disability insurance protection. Reframe the objection to focus on coverage gaps.
Trust – The objection, “I want to talk it over with my spouse,” tells you that prospects may lack confidence in their own decision-making or in your recommendations. Reframe this objection to build the client’s confidence. Offer handouts to reinforce your advice. Schedule a follow up meeting that includes the spouse to gain support of all financial decision stakeholders.
Finances – The objection, “I can’t afford it right now,” suggests that prospects understand the need for disability insurance but want to delay the decision to buy. Reframe the financial objection to finding a place in their budget. Reinforce the need by sharing stories and statistics and then emphasize that some protection is better than none, and find out what budget is comfortable.
- Be prepared for multiple objections. It’s not uncommon to face more than one objection. As you overcome one obstacle, the client may present another. A second objection provides even more prospect insight. It also indicates the prospect is thinking about your recommendations. Don’t give up! This prospect may require more follow up, but is still worth your time.
Want to know more? You may also want to read this article on common disability objections, and download our Business Bonus Pack – Three Questions Guide. With a little practice, you’ll be a pro at overcoming objections. Need a disability insurance quote? Visit our online quoting tool.
