The Psychology of Selling Life Insurance

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1922 edition. Excerpt: ... LESSON XXIII. WHAT APPEALS (IDEAS AND INCITEMENTS) MUST I PRESENT TO THE PROSPECT BEFORE HE WILL HAVE THE DESIRED CONVICTIONS AND IMPULSES TO BUY? THE IMPORTANT THING IS NOT WHAT I DO, BUT WHAT THE PROSPECT THINKS AND FEELS It is hard for all of us to realize that what we express to another does not immediately become a part of that person's mental life. We convey an idea in words with certain accompanying gestures. It is clear to us. Why then is it not incorporated by him into his way of thinking? Clearly, one reason for this is because we can never adequately express our point of view. Words do not tell the whole story. We hear a Socialist on his soap box, for example, condemn features of our national life which we hold dear. It shocks us. But we find it almost impossible to reply in such a way as to tell him how we differ from him. And, if we have ever tried such debating in the open air, we know that, though arguments may volley back and forth, neither debater really makes much of an impression on the other. Why? Because neither one is really expressing his inmost beliefs. His statements are but a froth resting on the surface of his real genuine point of view. He may be a Socialist because he can't earn enough money to satisfy his wife's pride and gratify her desire to lord it over the women of her acquaintance. And we may be opposed to his ways of thinking because we believe we can obtain the necessary money to satisfy our wants by advancing in our chosen profession. He will not say anything about his wife's constant demands for hats, coats, etc. He probably does not consciously admit to himself that he never can supply them under the existing social organization. Nor will we explain how we feel sure we can win out by selling...