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... psychologist Robert Cialdini uncovered the forces behind the phenomenon of pleasure and pain. When you dig more deeply into his research, you can find out whether 70% of your marketing is missing its mark. People buy for pleasure or for pain. Some of them want to increase or improve their condition, seize opportunity, and make life better. Always on the lookout for a way to be better off, they're attracted by possibilities. Others buy to preserve what they have, avoid risk, and keep themselves from becoming worse off. Always on the lookout for what can go wrong, they're attracted to preservation. Let's assume that these groups are evenly split. Here's how marketing money is wasted. Marketing that targets the be better off' group completely misses the preserve what I've got' group ... , Web pages, seminars, telephone messages, and any other communication in which the message goes one way) . If you want your marketing to hit the mark with every possible buyer (maximize your gain) and not miss 70% of your prospective audience (minimize your loss), revise your message with these guidelines in mind. Mitch Axelrod can be reached at Axelrod Learning, 14 Seaman Road, West Orange, NJ 07052, (973) 736-1304, fax (973) 736-3930, e-mail [email protected] , or Web site http://axelrodlearning.com. Login or Register (for FREE) to gain access to thousands of other great articles. Need more reasons to join? Need insurance for you, your business or your family? Get quality appointments - Save yourself a ...

... the lookout for a way to be better off, they’re attracted by possibilities. ...one your message to both the 'no worse off' and the 'be better off' groups. If the buyers of your prod...

... IMMS Library Immerse yourself in our stacks. Take some time and browse through our library. We have thousands of articles, checklists, tip sheets, sales letters, and more! Communications Marketing Customer Service Planning Finance/Accounting Risk Management Human Resources Selling Legal and E&O Technology Life/Financial Services Glossaries Management Resources & Links Categories Popular Recent All misunderstandings Articles tagged with misunderstandings Back Take The Kid Off My Policies … ' What Should Your Insurance Agency Do? This content has not been rated yet. CompleteMarkets Editor , Curtis Pearsall 4/30/2013 10:44:08 PM lsquo;TAKE THE KID OFF MY POLICIEShellip; WHAT SHOULD YOUR INSURANCE AGENCY DO? by Curtis Pearsall, CPCU Recently, a long-time agency associate contacted me; during our c.. All Articles by CompleteMarkets Editor ... rated yet. CompleteMarkets Editor , Mary Beth Bolen 4/30/2013 12:00:00 AM ENCOURAGE A POSITIVE VIEW OF THE INSURANCE INDUSTRY by Mary Beth Bolen What are two facts' most customers know' about insurance? One, it costs too much. Two, if they make a claim, their po.. All Articles by CompleteMarkets Editor Comments (0 ) More Lessons From The Road This content has not been rated yet. CompleteMarkets Editor , Emily Huling 4/30/2013 10:36:34 PM MORE LESSONS FROM THE ROAD by Emily Huling The wait staff in a restaurant treats you so poorly that you fume. You vow never to return. Then you wonder if any of your clients have ever f.. All Articles by CompleteMarkets Editor Comments (0 ) Objections ...

...le others worry, they're out teeing off. While others see obstacles and even r..."too expensive," an easy way to get it off the table quickly. "If I call eight...

... candid communication by your clients. Second, I believe that how you receive a complaint from a client goes a long way in determining how satisfied the client will be in your resolution of the problem. When a client is registering a complaint with you, the first few words out of your mouth and the first few actions you take can make all the difference for them and for you. Start off on the wrong foot and things will get worse. Start off on the right foot and they usually get much easier. These 10 guidelines can help ensure that you're "receiving" complaints in the best possible way: Say, "I'm sorry!" and mean it. This is not admitting fault. You're sorry that they're upset, frustrated, and unhappy with something you or someone in ... stop small problems from becoming bigger ones. And when clients do complain, learn to be "comfortable" with their complaints. You'll be glad you did! Bill Cates, "America's Referral Coach," is the author of Unlimited Referrals: Secrets That Turn Your Business Relationships into Gold (book, audiotape, and videotape) . He can be reached at Referral Coach International, 7901 Sandy Spring Road, S 102, Laurel, MD 20707, (301) 497-2200, fax (301) 497-2228, e-mail [email protected] , Web site www.referralcoach.com . Login or Register (for FREE) to gain access to thousands of other great articles. Need more reasons to join? Need insurance for you, your business or your family? Get quality appointments - Save yourself a whole lot of ...

... information, we often come to conclusions that are instantly indelible. If we know such conclusions may be questionable, why do we persist in making snap judgments that are virtually impossible to change? The answer is simple: First impressions work. They reduce anxiety and allow us to move through the day with less stress. Walk into an auto dealership to look at a car, and you're immediately turned off by a pushy salesperson. How often do we hear someone say, From the very moment I met her, I knew', or They didn't have us fooled for a minute. As soon as they opened their mouths, we could tell. Basing judgments on limited knowledge may seem difficult to defend. Yet studies support the extensive influence of first impressions. Consider the following research project, conducted ... the last thing a company wants to forget. John R. Graham is president of Graham Communications, a marketing services and sales consulting firm. He is the author of The New Magnet Marketing' and 203 Ways to Be Supremely Successful in the New World of Selling. Graham writes for a variety of publications and speaks on business, marketing, and sales topics. He can be contacted at 40 Oval Road, Quincy, MA 02170, (800) 659-0069, fax (617) 471-1504, e-mail [email protected] ), or Web site www.grahamcomm.com . Login or Register (for FREE) to gain access to thousands of other great articles. Need more reasons to join? Need insurance for you, your business or your family? Get quality appointments - Save yourself a whole lot of time ...

...is information, the agent will send off the current insurance program — includ...o share business ideas with them. They offer a road map for the prospects, letting them...

... by succumbing to whim and charging off in dead-end directions. Such revelry w...words, don't become beguiled by anyone offering a quick fix. 2. Look sharp! Throw off the old image. Old-timers are fond ...

... car, and you’re immediately turned off by a pushy salesperson. How often do w...e ignored, even though they may be way off base. What’s behind the misconcepti...

...ference for them and for you. Start off on the wrong foot and things will get worse. Start off on the right foot and they usually get...d the client's position completely and offered a solution that pleases them, y...