InsureMe Agent Blog: Why Sales Vet Dave Anderson Misses the Mark

Nine times out of 10, I love everything that is the Health Insurance Underwriter magazine. In fact, I'll probably be citing some juicy vittles from the May issue in tomorrow's post.

However, I'm making some time this afternoon to take issue with this month's HIU sales column, Fly with the Eagles, which is entitled: Stop Being Interesting and Start Being Interested.

Stop being interesting? I thought as I scanned the column. What an awful idea.

The author, Dave Anderson, sales veteran, speaker and "leader of leaders" says that most sales people "talk too much" when they're with prospects.

"They try to be 'interesting'. I don't know if it's nervous energy, a lack of polished selling skills, or a little of both," states Anderson.

What you really need to do, Anderson suggests, is shut up and listen.

Now, listening to your prospects is absolutely important and Anderson is spot on when he says that everything a prospect tells you is a potential "gold nugget". You're probably well aware that people reveal a lot about their wants and needs through simple conversation—which allows you tailor your sales pitch accordingly, establish rapport with the prospect and nail the sale.

But according to Anderson, successful professionals like doctors, lawyers and CPAs are less concerned about being interesting and more focused on being interested. This is how they gain the confidence of their clients.

"Sales professionals are no different," he says. "Selling is a serious profession."

Beat me over the head with a tack hammer while you're at it, Dave. Sure. Selling is a serious profession. It pays your bills and puts food on the table. But being uninteresting and boring makes you unremarkable. And no one talks about unremarkable people. No one tells their friends and family about unremarkable people. No one writes stories, articles or blogs about unremarkable people.

Remember this story from last week's post?

"Who woulda thunk it?" the post's originator wrote. "An insurance company with a sense of humour? Much respect...!"

It's like I said last week: insurance is boring. But you're not boring. You probably have a sense of humor and a distinct personality. And believe it or not, consumers find that refreshing.

So yes, listen to your prospects. Listen intently and use their conversational clues to your advantage. But don't stuff your personality in the closet and become Mr. or Ms. Serious Insurance Sales Agent between 8 and 5. That might have worked 25 years ago but it's going to take a lot more to stand out from the competition in 2006.

And just think—being yourself is probably going to be the cheapest marketing tactic you've ever employed.