One Simple Question You Can Ask To Increase Your Closing Ratio


Despite an excellent presentation and a well groomed appearance too many agents are leaving their appointments without the check. Now there can be many reasons for this, but a major factor is that the agents simply don't know what their prospects' PPF, or Primary Purchasing Factor, is. Knowing what the PPF is will allow the agent to tailor their pitch around what each different prospect.

Obviously you can't ask the prospect, "Hey, what's your Primary Purchasing Factor?" But you can take a different approach with a quick question such as, "Mr. Prospect, what more important to you, less premium or less risk?" The prospect will tell you if he's more concerned with money each month or the prospect of a major claim devastating his finances, this will then be his PPF.

Typically they will go into detail about why it is more important - people often have the need to justify their answers. If your prospect doesn't go into it, ask! That is your job, to get all the necessary information to design the appropriate plan for them.

When you understand their needs and the thinking behind these needs you can use that when presenting the product. For example, if you are presenting a health plan with accident benefit to it, instead of saying, "This plan has an accident benefit for up to $___ a year." Use this instead, "If your children get hurt while playing soccer this year or if you hurt your hand again in your workshop the accident benefit included in your policy will take care of the first $_____. After all, accidents are what you will be using this for the most right?