When it comes to increasing your visibility in the market and getting noticed by customers, playing hard to get can be a helpful tactic. Customers often want what they think they can’t have and by letting that mindset do the work, you can watch your business thrive.

Remember supply and demand. Make them think your product is a coveted commodity. An annuity producer has actual worth because he or she can help a consumer find an appropriate annuity for their situation, but how can you be perceived as scarce when you need to be in the customer’s face asking for their business? You do this by getting the consumer to value the one resource you have control over–your time.

First impressions go a long way. The perception of value is significantly increased when the producer has a full-time assistant and an office. Consumers know that every important person has “people” they need to go through and no important person schleps out to a consumer’s house. Value is further increased by initially asking the consumers why they are in your office, as opposed to beginning with a pitch on why they need the producer. And you agree to work with a consumer and sell them an annuity not because you need the commission, but because you find their case “interesting.”