He said, you've got five minutes ...

Are you good at listening? Did you know that a really great listener is as rare as a pink tiger or a super blue Paul Newman’s eyes?

No kidding! We all think we’re such good listeners, but are we really?

Years back I was an underwriter for a British insurance company in Prague. The first official sales training rubbed me the wrong way. One of those YES “special questions “during the sale's closing, to which the only possible answer is yes – until “the brain of the client is used to agreeing so much” that when you drop that killer closing question they automatically say yes, too. Because – you know, the word NO would feel weird at that point.

I knew that’s not going to work for me. I also hated cold calls (prospects) we were required to make. Calling random people, asking them if they want insurance wasn't my thing. So I hired a kind elderly lady who didn’t mind being hung up on, to call my prospects, and I threw myself into nurturing my existing great connections.

Shortly, I started bringing good insurance policies. Good meaning high premium (meaning great commission for meeee).  I knew it was good when my manager said, “I don’t know what you do, just keep doing it”.

Those contracts were not just high premiums, all my policies also had 0,2 %  of the cancelation rate during the first 7 days trial period. Compare that to the 15-20% average the rest of our agency had. Who could blame those clients? If you're being pushed around, manipulated into signing something you don't really want - the moment the buyer’s remorse kicks in, you cancel. Better yet, I wouldn’t give a salesman like that even 5 minutes of my time. Who enjoys being sold to?

So why the hell would you do it to another human being?

To be honest, I started with good connections and relationships I've built during my previous career. I also studied competition programs and then stole lots of clients from them. We simply had better products to offer.

My sales approach was simple. Ask good questions, carefully listen for the answers, then offer what they really, really wanted. It worked in every sales market I ever entered. Whether I sold insurance, magazine, wine, advertising, or my own business. People just want to be listened to and respected.

I didn’t know that this “system of mine” was a thing. I thought it was such common sense; everybody was doing it.

Apparently not.

My biggest success (and biggest challenge) came when one of my executive clients referred me to an old college classmate of hers – now a CFO of National Power Plant. I mean, it was such a big shot, I would never even dream of trying to get there on my own! Getting a meeting with one of the most powerful men in the country would seem impossible. But my friend/client put a word for me, so I got him on the phone.

 “Sure, talk to my secretary to set up a meeting - I promised Jane I would see you. But don’t get your hopes high! I’ve seen multiple insurance agents already and wasn’t impressed with any of their offers.“

Great start, isn’t it? Sure got my spirits up!

Well, I didn’t get scared (yet), danced an "I got an appointment" happy dance, over-prepared for any questions he might possibly come up with. After all, this was a numbers guy - and I wasn't particularly strong on numbers and projections. I wasn't about to embarrass myself with some dumb mistake. On the day of our meeting, I sat 20 minutes in the parking lot in my car, shaking ... then at 9 AM sharp walked into his office.

The first impression was an elegant, confident (perhaps arrogant), tall, skinny guy who didn’t even look up from his papers when his assistant announced me. He didn’t return "Hi", didn’t even acknowledge I was in the room. I stood at the door as he didn't show me to come in and sit down. He left me marinating there. I was hanging on the last little piece of confidence I somehow gathered.

“Right,“ he finally looked up. “ You’re Vera. All right, tell me what you’ve got. You've got five minutes.”

Blood immediately ran into my face, my heart started beating so hard, it was pushing out of my chest. Panic. I knew it was too good to be true! Are you kidding me???? Five minutes?! Forget it! How ridiculous! I can’t deal with pressure like that! I can’t sell like that!

I realized the power scale in the room was totally on his side, but I was a professional woman and his friend’s friend. I wasn’t going to let him treat me like a doormat. After all that overpreparation I was now insulted.

“Oh, I’m sorry – I thought we scheduled a meeting for 9:00 AM? If this is a bad time, would you like to reschedule?”

I played dumb; reminding him he should have counted on some decent time when he agreed to the meeting. Am I right?

OK, that got his attention.

“No - of course - please, sit down. Yeah – so what you've got? “

Still problem. Cold, hurried, impatient. He couldn't wait to get it over with. I don't blame him. But I couldn’t possibly figure out what he needed if he talks in brief smoke signals like that….

Then it hit me.

Instead of starting a presentation, assuming what he might be interested in, I simply said, “I realize your time is valuable, so I don't want to waste it. You mentioned during our phone call you have seen multiple agents before me and didn’t like any of their products. Why don't you tell me what it is you didn't find in those offers - that you were looking for?”

There were 3 seconds of radio silence.

Then Mr. Big Shot sat straight, looked me in the eye, and said something I'll never forget,

"Nobody EVER asked me that question before.”

Are you for real? You have seen multiple agents from multiple international insurance companies, and NONE of them were interested to hear what you actually want and need?

My friends, by accident, I hit a jackpot!

Fifty (!!) minutes later I walked out of his office with the entire policy draft prepared. I never actually presented any of our programs in detail. Instead, I listened to him and took notes. I then knew exactly what he wanted so I could customize the offer for his unique needs.

3 days later I returned with exact figures to go over and sign the contract. When I asked him what sort of coverage he had in mind, I got the SKS (shaky knees syndrome - luckily hidden under the desk). It was the biggest insurance policy I ever got signed!

All because of three simple things:

• I didn’t fold under pressure – but took control of the situation.
• I asked – and got his attention.
• I listened, listened, and listened  – and then delivered exactly what he wanted.

Booooom.  As simple as that.

Oh, and you know what Jane said when I called her back to take her out for lunch to thank her for the referral? To celebrate the biggest policy in my underwriter’s life?

“Wow, you insured him? You must be really good. Do you know what his college nickname was? “

“No, I don’t – NOW you're telling me??” 

“A Great Dane!” 

Great. Thanks, Jane, that's good to know!!!!

P.S. What's your biggest sale success/embarrassment? Share in the comments!!!