The insurance agent shakes hands with the potential client, sits down, smiles and says, "I have a product here that I believe to be the best life insurance package I have ever seen. In all of my years in the insurance business, I have never been so impressed with a product. I'd like to tell you all about it."

The salesman knows the ins and outs of his offering and no one who listened in on his sales pitch could doubt his love and support of the insurance product for even a split-second. What happens when he concludes his impassioned pitch? More often than not, nothing happens. No policy is written. No sale is made.

In the office across the street, an agent meets with potential client. After pleasantries are explained, he asks "So, what do you want from all of this? What are the things you'd like life insurance to accomplish for you? He listens attentively to the prospect's answers, asking follow-up questions for clarification and to elicit more information to help him understand the prospect's needs and wants.

As the conversation progresses, the agent gets to know his potential client better. He is able to establish a rapport with the person and can determine what might be appealing. The agent, who has been noting fact after fact during the interview, is able to then explain exactly what can be done to best meet the needs of the prospect. Yes, he pitches his life insurance product, but he does so based upon the expressed interests and concerns of the potential client. What happens when he finishes? More often than not, a new policy is written. A sale is made and agent will find himself with yet another commission.

These two examples reveal the power of using a "question and answer" (Q&A) approach to selling life insurance. Those who sell life insurance using methods rich in listening and questioning invariably outperform agents whose focus in on their own opinions and expertise. In addition to helping to establish great agent-client rapport, Q&A tactics are a powerful strategy for selling life insurance for two reasons.

Initially, it keeps the focus on the one thing that must always be front and center in any sales situation: the buyer. Instead of creating a product focus, the Q&A methods allow those selling life insurance to keep the meeting's attention directed to the buyer. People, by nature, consider themselves and their interests of paramount importance. This method allows the insurance agent to make sure the meeting unfolds in a manner that will interest and motivate a potential buyer.

Secondly, the technique provides the seller with a great deal of valuable information. Those selling life insurance with Q&A techniques find themselves armed with client-specific responses to frequent purchase objections. They are also able to better explain the policy and its advantages in ways that are meaningful to the prospective client. An insurance agent can also make sure they are offering a product that truly meets the unique needs of the prospect.

Even the most well delivered product-centered sales pitch can fall on deaf ears. Prospects long to be at the forefront and are far more likely to be motivated to purchase life insurance if the agent focuses attention on their specific needs. Methods that make use of significant Q&A to sell life insurance put clients on center stage and motivate them to purchase policies.