The purpose of this article is to run through a brief introduction to the basics of sales itself, and what separates closers from the rest of the crowd – three C’s of closing. These are not absolute laws, but rather a set of guiding principles, known to different people by different names. Having a set of simple principles is useful to frame your mentality and guide business decisions, such as overhead investments and client interactions.

It’s important to understand that, while we brand ourselves as “financial professionals” or “financial educators,” being an insurance producer is essentially a sales role.
(Note: you cannot legally refer to yourself as a “financial advisor” unless you’re Securities licensed.)
On the front end of things, we teach people the tricks the wealthy use to attain that status, and to retain it. We don’t charge for consultations and the included education – that is a perk we will provide to our prospective customers regardless. On the back end, where we actually make our money is writing new life insurance contracts.

Some people present themselves like a salesman – if that works for you, roll with it. Everyone has a niche. However, the heart of what results in a reliable revenue stream is the same for all of us.

The essence of sales is rapport. People buy from salespeople they like and trust.

For a lot of us, we’re going to be pursuing the “warm market” – friends, family, social media connections. There’s already some established rapport there, and that will help tremendously. There’s one simple means of building it further that comes before all else:

A lot of people, especially those who already have sales experience, tend to answer “confidence” here – that answer isn’t wrong, but, we’ll get to that in a moment. If you want to build your business, you need the credibility and professionalism of someone who can supply the knowledge that your clients lack. It can seem daunting in the beginning, as you enter the world of finances, investments, insurance products and all the associated legal regulations that come with it.
Recognize this: you do not need to be “book smart.” This industry does not require you to be a genius, or a college graduate. In fact, you don’t even need to be born an extrovert. People who are innately shy and introverted can excel, and stepping outside of your comfort zone is like climbing into cool water. You dread it at first, but then you get past your waist… Next thing you know you’re used to it, and only a short while later you’ll find yourself enjoying it. It’s just like that. It isn’t easy, but it IS patently simple. The best way to make it easier is to just dive in headfirst.

So, why the emphasis on competent professionalism instead of confidence? Simple: if you study your products, as you grow in the basic knowledge, confidence will come as a natural result. The better you understand the market, the deeper your own personal realization of how powerful this education is. The better you know your products, the more professional your presentations will be. As that knowledge deepens, your confidence will with it. People see that. Even if you’re dealing with the cold market – someone you’ve just met – they will sense when you know what you’re talking about.

Here's another angle to consider: personal monetary investments, like calendar management software, a professionally taken profile photo, or even non-material investments such as time spent building a social media presence. All of these things contribute to how professional you look, and consequently how credible and competent your clients and connections perceive you to be. Put simply: a shot of you at the beach as your photo on LinkedIn might cost you customers - a shot of you in a crisp suit might win you some. Again, consider the principle behind these things. There's a wide range of dynamic to building and maintaining your image to the public when you're in sales. (Note: be sure to keep track of business expenses you can write off on your taxes, also!)

Is competence all that you need to write business? Technically, yes. However, there’s another factor that will work wonders to strengthen the impact of your presentation as a competent educator and producer:

A genuine desire to help people. If you only remember one thing from this article, remember this: we are providing products and assistance that people need. Check out the statistics!
If you’re talking to someone, there’s around a 50/50 chance that they are in dire need of what you offer. Keep that in mind while you talk to people. It will help genuine concern for your customers to shine through. Knowing you have their best interests in mind AND have the know-how to help make those interests a reality will instantly build rapport with your people. It will transform you in their mind from a mere acquaintance to a reliable resource that they can count on to help them pursue a better future. Chasing money will COST you money.

It has been said that triangles are not only the strongest, but the most stable structures. That’s why we’re building a three-legged stool here. Our last item is by far the most simple – but also one of the easiest to fail in:

Consistency means communication. It means that you keep your customers in the loop, you routinely peruse your list of contacts, and you connect with people who you haven’t spoken to in a while. Those who missed appointments, no-shows, reschedules, even former clients. Don’t just close contracts – build a business. Reach back out to old clients, check in to ensure they are satisfied with their product, and check if they have any friends or family they could send your way who might also benefit from your expertise. If you strike while the iron is hot in the first two C’s and you yourself are a reliable asset to your people, you won’t feel guilty in the slightest about relying on them for the same. Check your calendar every morning to get a mental impression of what you have scheduled throughout the day. General diligence in the small things day-to-day is a foundational element to success.

In conclusion,
It can be helpful to think of each of these key points as integral to the others. They’re equal parts of the same concept, within which there is unlimited potential for growth.
As you do begin to find success, don’t ride on yesterday’s accolades. The landscape of finances changes daily and true professionals are not people who have arrived at a destination and now spend their days resting. They are people who at one point in time took the first step on a journey of a million miles, and the sun shines each day on new progress in their life. Every day is new growth and development. Another step taken. The goal is closer than you think, because the true goal is the journey itself.