You should be selling your services rather than a product. So why do you market your products? You can almost immediately increase your sales if you'll just stop doing that. Dan Kennedy talks about the technique of selling money at a discount. That's exactly what you you need to be doing. Yet you're approaching it all wrong. Most of you use the approach of asking to quote your prospects insurance. There isn't a lot of interest in that approach and it's a low value approach. You would be much better served using the approach of selling money at a discount.

This may be confusing so let's make things clear. Never try to market or sell yourself based on intangible products known as insurance and investment instruments. When you do you put yourself in a commodity position because you don't have exclusive access or rights to any of these products.

You are selling a service and you're selling your particular service. Any of your competitors can get your prospect an equivalent product. You have to convince your prospects that you can get them exactly what they need and save them significant money while doing it. Saving significant money doesn't necessarily mean a lower price quote. A price quote is a shoddy way of doing business because you know you may have a better quote because you aren't providing equivalent coverage or appropriate coverage. That means you have to understand what the prospect wants and what they need in order to serve them well.

Use case studies from past clients to tell the story of what happens when the right people have the wrong coverage and investments. You probably use those stories now in relation to a product when you should be using those stories in relation to a desired outcome. You want to position yourself as an insurance advisor rather than a sales person.

Focus on getting the prospect what they want not selling them something and they'll see you as a trusted advisor. They'll buy from you because you're the one helping them to find the solution to getting what they want.

Show your prospects how the solution you recommend pays for their purchase and you become a trusted advisor. Now anytime something pays for itself you buy it, don't you? Of course you do. Why else would people buy energy efficient appliances and boring stuff like insulation?