Persuasive Selling for Relationship Driven Insurance Agents

By Brian Ahearn

With so many books to read and so little time to read, why do you want to pick up Persuasive Selling for Relationship Driven Insurance Agents? Simple, because you want to help your insurance clients and boost your sales at the same time.

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• Language: English
• Publisher: Influence PEOPLE, LLC
• Release date: Jan 21, 2021
• ISBN: 9781733178532

Brian Ahearn

"You hit it out of the park! The last time I've seen such high marks was when we had Colin Powell as our keynote a few years ago!" - Jim Hackbarth, President & CEO, Assurex Global Brian Ahearn is the Chief Influence Officer at Influence PEOPLE. A dynamic international keynote speaker, trainer, coach and consultant, Brian specializes in applying the science of influence and persuasion in everyday situations. He is one of only 20 individuals in the world who currently holds the Cialdini Method Certified Trainer® designation. This specialization in the psychology of persuasion was earned directly from Robert B. Cialdini, Ph.D. - the most cited living social psychologist in the world on the science of ethical persuasion. Brian is one of only a handful of people certified to lead the Moment Maker Workshop, which is based on Robert Cialdini's New York Times bestselling book Pre-suasion. Brian's passion is to help you achieve greater professional success and enjoy more personal happiness. He does this by teaching you how to ethically move others to action using the science of persuasion. Always looking to perfect his presentation skills, Brian regularly does improv comedy and some occasional acting. This enables him to have fast-paced, lively and engaging presentations. When Brian isn't busy influencing he enjoys physical activity and travel. In his younger days he was a competitive powerlifter and bodybuilder. When he decided to put the weights down, he took up long-distance running, twice qualifying for and competing in the historic Boston Marathon. An avid martial artist, he is a 2nd degree black belt in Taekwondo. A Scotch lover, to celebrate their 30th anniversary he and his wife Jane spent three weeks in Scotland and Ireland. Brian and Jane have one daughter, Abigail, who is studying to be an American Sign Language (ASL) interpreter

Book preview

Title

Contents

Praise for Persuasive Selling

Foreword by Anthony Iannarino

Brian Ahearn, CPCU, CMCT

Introduction

Persuasion: Changing Hearts, Minds, and Behavior

Pre-suasion: Setting the Stage for More Effective Selling

DEALing with PEOPLE

Drivers

Expressives

Amiables

Logicals

Sales Cycle

Productive Prospecting

Memorable First Meetings

Qualifying Prospects

Presenting Like a Pro

Dealing with Objections

Negotiating with Confidence

Closing without Closing

Getting Quality Referrals

Conclusion

Case Studies

Resources

Acknowledgements

Praise for Persuasive Selling

"Persuasive Selling is a rare find, uncomplicating the intricate process of relationship sales with streamlined principles of human psychology. It’s a gem."

– Robert B. Cialdini, Ph.D., author of Influence Science and Practice and Pre-suasion: A Revolutionary Way to Influence and Persuade

I’ve been involved with insurance sales, training, and sales management for over 30 years. Often I’ll pick up a self-help or sales book and begin reading it only to find myself drifting elsewhere not able to really get into what’s been written. Not so here as Brian Ahearn does a masterful job of grabbing your attention and keeping it right from the start. This book builds upon the foundational principles of influence and selling shared in his first book, Influence PEOPLE. Brian takes you further into the world of applying the science behind the successful application of these principles to help even the experienced salesperson develop and grow. He does so by giving you many relevant and insightful examples for each of the principles and how to apply them in your everyday world of selling and life. The approach offered by this book allows the reader to not only learn about influence and selling but thoughtfully, logically, and most importantly, easily apply these learnings so that you can see quick and tangible success. This book should be a primer for every new agent and producer that gets into insurance. It takes you beyond the typical reading of a book which might give you an idea or two, and catapults the reader into a roadmap for applying influence on a daily basis and making it foundational to your future and ongoing success!

– Steve Berry, President, New England Region, Main Street America Insurance

"During my last 30 plus years in the insurance industry, I have read many books about the sales process. Many of the books provided valuable information that helped me as an agent and as a sales manager. However, Brian Ahearn understands the insurance business and what it takes to win as an agent. Brian has conducted multiple workshops for our sales team and staff over the years. The concepts in his training and now his book are spot on and timeless. I would encourage any salesperson to read Persuasive Selling and I would say it is a must read for all insurance agents."

– Tony Burkhart, President, Burkhart Insurance Agency, Inc.

"Your basic recipe in this book is how to have winning relationships. Certainly influencing people is part of that for many roles, but Brian’s message is as important to a spouse, parent, child, bricklayer, janitor, lawyer, etc, as it is to someone selling insurance."

– Dean Hildebrandt, President, Assurex Global

"With a career spanning more than two decades in various sales roles within the insurance industry, I have a keen appreciation for Brian’s approachable methods to help insurance salespeople achieve success in a way that feels authentic and honest to them – and the people they want to help. With real-world examples and his no-nonsense style, Brian has created a valuable tool for any salesperson – regardless of tenure in the industry."

– Meg McKeen, Founder, Adjunct Advisors, LLC

"I’ve had the privilege of being a part of the insurance industry for more than 25 years and I’m always looking for resources of higher level thinking. This book has done a masterful job of doing just that! It tightly weaves together the fundamentals of the sales process and the science behind the decisions we make. Research concludes that 95% or more of our decision making happens at the subconscious level. That’s why it’s imperative for every insurance agent to grasp the concepts laid out in this book. As an executive for a large independent insurance agency, I can assure you this book will be a key part of our initial and ongoing training for our insurance agents. Well done Brian!"

– Kurt Hetherington, CRM, CPIA, CIC, President, James Greene & Associates

"Now you can teach an old dog new tricks!! In this world of constant incoming multi-device, multi-media digital material to read, listen to, and digest, it is rare that I have or make time to read a book. It is even more rare at this point with more than 40 years in the insurance industry that I would read another book about selling insurance. But, I did just that and once I started I could not stop reading until I finished Brian’s newest book. I have read volumes on this subject and attended more than 50 seminars and training workshops on insurance sales, but this is different; it’s not about selling insurance, it’s about selling relationships.

What I also realized in reading Brian’s book is that I already do many of the things that he teaches. Either by luck or trial I already deploy some of his methods, but WHY these things work is what pulled me into the book. I wish this had been the first introduction to insurance sales I experienced when I started in the business because it provides the WHY backed by actual data. And for good measure Brian walks you through planning each step in the sales cycle...scratch that, I mean the relationship cycle. All in an ethical, customer focused approach designed to assist clients and prospects in making informed, logical decisions. No high pressure closing or manipulative techniques that leave you or the client/prospect feeling uncomfortable.

This is a must read for new and veteran insurance salespeople. In fact I think this will also help our customer service representatives who sell every day, but have never considered themselves salespeople. Brian’s approach makes me feel good about client interactions regardless of the outcome."

– Al Jannett, President, First State Insurance Agency

Selling insurance is unique and not for the faint of heart. It dramatically favors the status quo which is why even mediocre agents retain almost nine in 10 renewals. This book helps cut through the common pitfalls for insurance sales professionals with clear examples and applies not just effective principles, but specific suggestions of how to respond to the frequent objections that I encounter. It’s a great read that will be required for any new producers, but also a great resource for our seasoned producers as well!

– David Baily, President, Baily Insurance Agency

The book is fantastic! Lots of relevant information and advice for a young producer in our business. I enjoyed very much the personal and anecdotal perspective.

– Rick Miley, Chairman & CEO, BroadStreet Partners

"This book is a primer, and then some, for anyone wanting to improve their personal best performance in insurance sales skills. It is deep in the science of how humans are persuaded, motivated to act and make decisions. Ignoring the science and only relying upon your personal art in how you currently sell is like telling an Olympic coach who personally trained the best runners in the world that you’re not sure the coach’s advice would work for others who want to learn how to run faster."

– Mark Blackburn, Managing Partner, Blackburn Consulting Group

For an insurance professional in a sales related role, Brian’s knowledge of human behavior is valuable insight. Both seasoned and new producers can find meaningful techniques to advance their sales skills and income.

– Tyler Simmons, Executive Vice President, Christensen Group

Foreword by Anthony Iannarino

There are three kinds of people who write books on sales. The first group are researchers who consider surveys and interview sales managers, salespeople, and their customers to find a theory about what works in sales. Their research is often helpful in understanding big ideas and trends.

In the second group, you will find practitioners, people who know how to sell because they had to learn how to do so to earn a living. This group can help you understand what you need to do, making it practical and tactical.

The third group, however, is a rarer breed, and different in a way important to you, especially when you pick up a book designed to tell you how to improve your sales. The third group is composed of people who have sold before going on to teach others how to sell, a different type of research, and one in which the results are clear without a survey or an interview. The third group has learned how to transfer their knowledge to others in a meaningful way. As one person who read one of my books reported to me, I make a lot more money now.

You are holding a book written by a person who has the experience of selling, the experience of training, and the experience of helping insurance agents improve their results. The author of this book also has the experience of being tutored by Dr. Robert Cialdini, and is one of a small handful of people who are authorized to teach his work, making this book and Brian’s work special. But wait, there is more.

Were you to ask me to make a recommendation of the sales books you might read, I would argue that you can learn from many sales books, mine included. But, for those of us who intend to improve sales results, we look first to psychology, something that is incredibly important when you are helping people with decisions that let them avoid unnecessary risks and create greater certainty around their future, as well as their family’s future. You are also helping them make sure their business can survive a negative event. These decisions often come with a great deal of concern. Possessing the ability to approach them so you can influence your clients to make the right decision, brings us to the first obligation of a consultative salesperson.

First, who you are matters more than what you sell. How you sell matters more than what you sell. What undergirds both who you are and how you sell begins and ends with integrity. There are people who believe selling requires manipulative approaches designed to tie down the client with a series of questions to pressure the person to buy. In fact, a few months ago, I walked out of a sales seminar when the presenter used the pressure created by asking an audience member to buy something in front of a relatively large crowd of his peers.

Brian is going to show you how to apply some levers you can use to create influence in a way that will never violate your values, your integrity, or the moral code by which you live. Instead, you are going to learn how to apply real influence without ever having to manipulate, which is the tool used by those who lack real influence.

Don’t just read this book, use it to improve your approach to serving your clients and customers, helping them do what they need to do to take better care of their future.

– Anthony Iannarino, Author of The Lost Art of Closing: Winning the 10 Commitments That Drive Sales

Brian Ahearn, CPCU, CMCT

Brian Ahearn is the founder of Influence PEOPLE, LLC. An international speaker, trainer, coach, and consultant, he works with clients on ways to apply the science of influence to ensure more professional success and personal happiness.

Brian spent more than three decades in the insurance industry, splitting time between a large national carrier and a super regional company. He started his career as a personal lines underwriter then moved to the commercial side of the house. Eventually he made his way into corporate sales where he worked with independent insurance agents, helping them optimize their sales by incorporating the psychology of persuasion throughout their sales processes. Before commencing Influence PEOPLE, LLC, Brian ran the corporate university for a super regional company.

Brian is one of only 20 people in the world to have earned the Cialdini Method Certified Trainer (CMCT) designation and one of just a handful to be designated a Cialdini Pre-suasion Trainer (CPT). He is the only person in the insurance industry to hold either designation. Both designations were earned directly from Robert Cialdini, Ph.D., the most cited living social psychologist in the world on the science of ethical influence.

Brian’s combination of industry experience, understanding of sales, and his depth of knowledge of the science of influence uniquely qualifies him to help insurance agents improve their sales.

In addition to his influence designations, Brian is a Chartered Property Casualty Underwriter (CPCU), Competent Toastmaster (CTM), and a member of the National Speakers Association.

Brian’s first book, Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical, was an Amazon bestseller in the Insurance Casualty category, top 10 in Insurance, and was top 50 in Sales & Selling. It was named one of the Top 100 Influence Books of All Time by BookAuthority.

Brian has worked with The Hanover Insurance Group, Grange Insurance, Westfield Insurance, Main Street America Insurance Group, Indiana Farmers Insurance, Acuity Insurance, the Society of Insurance Trainers and Educators (S.I.T.E.), and the National Association of Mutual Insurance Companies (NAMIC).

He’s worked with insurance agents from Assurex Global, Frost Insurance, BancFirst Insurance, Bouvier Insurance, Strategic Insurance Agency Alliance (SIAA), Agency Support Network of America (ASNoA), and Keystone Insurers Group.

Outside the insurance industry Brian’s clients include Sun Life Financial (Canada), American Axle & Manufacturing (Mexico), JPMorgan Chase, LinkedIn Learning, RR Donnelley, Hear.com, UBS, TriVista, the Ohio State Bar Association, and the Columbus Bar Association.

Introduction

My Story

I’ve never met someone who said, When I was a kid all I ever wanted was to be in the insurance industry. Not one, including me. So how did a kid who grew up dreaming of playing pro football or becoming the next Arnold Schwarzenegger end up spending more than 30 years in the insurance industry?

As I was finishing my college degree, Travelers