Think about the last time you bought a car. What was the process? How long did it take you to pick out your car and make your buying decision?
Cars are complicated machines, yet picking out a car is fairly simple. Why? Because buyers know they need a car and understand the criteria for the vehicle that suits their needs. The average car buyer doesn’t need (or want) to know every technical specification of an automobile. At the most basic level, they want to know that every time they turn the key, the car will start. It will be dependable and meet their needs, and carry a price they can afford.
Disability insurance policies are similarly complicated. Unfortunately, and in contrast to the purchase of a car, most prospects don’t know the criteria for the policy that suits their needs. Many insurance agents and brokers mistakenly feel compelled to discuss the intricate details of the disability insurance policy’s terms with their prospects before addressing the main requirements, causing themselves to lose the sale. Most prospects start to fade away and lose attention when you discuss in exhausting detail the inner workings of a disability contract. You’ve lost them before they can even make a decision.
An analogy: Buying a car
Looking at the car-buying process, most people ask themselves a few basic questions before making a purchase:
- Do I need a car right now?
- What are my driving needs?
- What are the most important features for me?
- What is my budget?
Most people who purchase a car don’t need to know all of the inner workings of the engine, detailed mechanical information, or comparisons of minor engine differences between cars. They want to know that their most important criteria are being met. For example: Is the car fuel efficient? Does it have strong safety ratings? Is it reliable? Will it fulfill my travel needs? Can I afford this car?