Face it most people don't really understand insurance and they don't want to. When you make the complicated simple people will buy and they will buy from you. And there are two very good reasons for that. First, when you make it simple you remove a lot of the risk involved in a buying decision. People don't want to look stupid, feel foolish, waste their money on the wrong thing, spend more than they need to, or buy things that don't get them what they want. And when they don't really understand what you're offering or their choices all these risks prevent them from saying yes.

As you help them to easily understand what they need to get what they want they will trust you. A big part of their decision making process is based on their being able to trust you. The risk is just too great to make a buying decision if they can't trust you.

Without clarity they just can't move forward. Usually they won't tell you "no" they'll just keep putting you off and delaying your scheduled meetings. The only thing you can do is to keep chasing after them hoping you'll eventually wear them down and turn "not now" into "yes". You don't need to yourself or your prospect in that position. Make the complicated and confusing simple and use that same information to attract clients as a marketing tool. Make your life a lot easier by taking the time to develop the tools to do that for yourself and your prospects.

You're probably thinking that sounds great, but how do you actually go about doing that? Well there isn't just one approach there are many: a report, a chart, an audio, or a video are some simple possibilities. The important thing here is as you develop a tool think about how you can re-purpose that tool to serve you in several ways.

Ideally you want to use the same tools to not only close more business but to help you to attract qualified prospects. If you find that the people you're meeting with are confused about annuities and what they really do for them you might want to write a report about the only reason you would ever want and annuity as part of your financial plans. When you can include charts and tables that help people to better understand and compare their options do it because pictures usually help people to understand quickly. Multi-purpose your report by using it with the people you already have appointments with and using it in your marketing as a lead generation tool. Offer the tool as a call to action and get people to identify themselves as prime prospects.

When you help your prospects to understand something that was confusing to them before they'll will trust you. Guess what happens? All on their own they tell other people about you, and they willingly give you a list of other people to send your report to. When you contact those people they appreciate the useful information, they are much warmer because you've made a value added connection with them prior to this contact, and you already know they're interested in this topic.