Rewards Can Help Clients Make Good Decisions
Thursday, December 17, 2015
There are plenty of reasons to love this time of year: beloved traditions come to life, we get to spend time with family and friends, and we can witness the spirit of generosity just about everywhere we turn. But let’s be honest, we also love the prospect of receiving a thoughtful gift, some well-earned time off, and treating ourselves to something special—rewards for a year of work done well.
Although it may seem very personal, the way we feel about rewards is fairly universal. And, according to neuroscience, and it can help you convince clients to make the right decision about DI.
Here’s what you need to know: when we think about rewards, we warm to new ideas and are more willing to explore uncharted territory. In other words, when we think there’s a reward coming, we’re willing to take a chance on something new.
As DI salespeople, we have a tendency to think in facts, worst-case scenarios, and loss prevention. While those are all worthy aspects of DI coverage, when we discuss policies in a way that triggers anxiety, we’re appealing to a part of our clients’ brains that cause them to freeze and resist. But when we talk about coverage in a way that seems to offer a reward, they act.
How can you put the power of “reward” to use?
Speak to your clients’ emotions. We typically think of discussing the purchase of DI in rational terms but our emotions are the secret drivers of any decision we make. Help your clients envision the relief they would experience of having a DI safety net in place if it were ever needed. Paint a picture of continued comfort and a sense of pride in having thoughtfully protected the assets of their family in the event of a tragedy.
Describe the best option, and then pause. Before you launch into all the options a client has to choose from, give them some good reasons to choose the best one. Too many choices can cloud our judgment, pushing the “reward” of making a good decision too far off. Let the benefits of the best policy play out in your client’s mind before offering a second and third choice.
Bring in the comparisons. When we compare ourselves to coworkers, friends and family, we’re more likely to change our own behavior. We trigger the reward centers of our brains when we conform in ways we imagine are useful and wise. You can emphasize that many of your clients in similar situations are currently protecting their paychecks with a particular policy and detail a few reasons behind that decision.
These ideas may be grounded in science, but if you look around, you’ll see these same tactics being used in a number of industries when products and services are marketed. Why not put the brain’s natural preference for reward to use for you when discussing something as important as income protection?
Contact us anytime with questions about working with your clients to protect their paychecks. Our experienced team can offer guidance in communicating the benefits of acquiring DI coverage.