My selling technique is certainly not special or unique or magical. It is straightforward. What I attempt to do is introduce myself to a prospect as someone who is interested in what he or she is trying to accomplish. I guarantee that I will listen to the prospect and provide expert advice based on his or her objectives.

I always tell my prospects that I will not send them birthday cards, pens or calendars. I don’t have the time or the inclination. What I do give them are three promises that I live by in my business, and each promise has a direct bearing on my relationship with the prospect.

I am honest. I tell the prospect he can verify this through any existing client or through references the prospect may request. I will always give the prospect a straightforward response to his questions and explain to him the advantages and disadvantages of each product. I tell the prospect that it is important for me to sleep soundly at night and never have to fear returning a phone call. Honesty permits me to do this.

I am accountable. Once someone has trusted me with such treasured possessions as his money or the future well-being of his family, I am working for him and am accountable to him. He becomes a significant part of my business life.

I offer good advice that is best for the prospect, not best for me. His needs come first, and I will provide the best product I have available to address those needs.

What I do by making these three simple promises is let the prospect know that I am a professional, ready to go about my job in a straightforward, competent way. It reassures the prospect that I am not there because I need to be, but because I want to be.

Editor’s note: The preceding Million Dollar Sales Idea was originally published in the July 1989 issue of Life Insurance Selling.

For more Million Dollar Sales Ideas, click here.

For more on building trust, see:

The moment of truth

Six steps to building trust on your Web site

Honesty and trustworthiness