8 Seconds is the most important number you need to remember when presenting your insurance proposal
A problem you didn't know you have.
Your insurance proposals and insurance dialogs are directly affected by this phenomena.
The study of human attention spans was sponsored by Microsoft to answer the question. Is technology changing the way our brains function? The study was aimed at learning how modern technology is impacting the attention span of people who use it. The main goal of the study was to determine the impact of modern digital technology devices on human attention spans as it relates to advertised material presented on various media.
In analyzing the data obtained, the researchers found that the average attention span for the respondents and volunteers was just eight seconds, down from twelve seconds back in 2000, and one second shorter than the average goldfish. They also found that using digital devices has caused an improvement in multi-tasking skills. Additional research is starting to show that using the internet and digital devices are affecting brain development in young children and the critical thinking skills of adolescents and young adults. Some studies are now recommending that children under the age of five should be banned from using digital devices. The effect on brain development is that serious.
Most insurance producers and CSR'S don't know HOW the insurance buyers mind works.
This ignorance can have serious consequences when producers and CSR'S are recommending coverage needed by the client and prospect. The insurance buyers attention span is now a serious issue, but equally important is to understand some brain/mind basics. Knowing the following information should have a direct impact on the design and presentation of your insurance proposals and insurance quotes.
Other brain/mind factors that will impact your insurance proposals & quotes
Left Brain - Right - Brain Whole Brain
The left side of the brain is verbal, logic, and sequence. The right of the brain is visual, spatial, and relationship-driven. The right side of the brain is non-verbal.
NuMind summary: If your proposal is text, table, and numbers dominant, you force the insurance buyer into the left side of the brain. The problem is that decisions are made on the right side of the brain.
83% of ALL learning is through the eyes
Human beings learn through their senses. 1 1/2% taste, 3% smell, 3 1/2% touch, 14% through our ears, and 83% through our eyes.
NuMind summary: Almost ALL insurance proposals and quotes are left-brain focused. They DO NOT visualize insurance. The insurance buyers eyes need to be directed to take advantage of pattern recognition.
Don't Tell me - Show Me
The brain processes an image 60,000 times faster than it does text and is more accustomed to processing images. 93% of all communication is visual.
NuMind summary: 90 % of the information sent to the brain is visual. Pattern recognition is the most powerful feature of the human mind. Using models and maps are the key for the buyer to understand insurance.
“I presented and proposed to eight prospects and clients with my NuMind insurance proposal templates. A 100% closing ratio..”
The seven things you need to remember when you present your insurance proposal or insurance quote.
8 Seconds. Two recently published long-term studies about how consumers interacting with the web have revealed the average attention consumer attention span is now down to 8 seconds. This has enormous ramifications for consumers and business owners. It means your sales tools have to operate in this new attention span window or they will fail.
Reverse traditional insurance dialogs. Use massive "pattern interruption," a little-known technique used in cognitive psychology and NLP (neuro-linguistic programming) to ambush the insurance buyers mind.
Right Brain vs. Left Brain insurance dialogs. Traditional insurance sales and service dialogs are all "left brain" driven with the focus on verbal and numbers (limits, deductibles, and cost). You have to shift the insurance buyers into the right side of their brain where they have "understanding of what they are buying (and why"). Make sure your insurance tools use "Right Brain" design/architecture (ask us how this is done).
Value vs. Cost. It would be best if you solved the cost vs. value argument. Traditional insurance dialogs (very me-too and blah, blah, blah) force the insurance buyers mind to focus only on numbers and price with traditional proposals and quotes. You need to not just "tell them," but "show them" what coverage they need to buy and why.
Sell insurance like cars and houses are sold. Think about how cars and houses are sold today. When you go to a car lot (or look at a house for sale), the sales focus IS NOT on describing the cost and numerical details of the transaction ("let's go into the office to talk numbers"). No. The salesperson's first goal is to get you to "test drive the car" or "walk through" the home. They want to "overwhelm your senses" using the test drive/walkthrough (to force you into the right side of your brain). They want you to "picture yourself" driving this car or living in this house every day. Only after your "right-brain" and emotions have been engaged does the salesperson "talk numbers" to close the sale.
Left Brain - Right Brain - Left Brain. The actual unconscious buying sequence is the Left-brain first, then Right Brain Left side of the Brain again (left, right, left). Verbal/text/numbers first (left) then visual (right) then (left) verbal/text/numbers again. The buying decision (understanding the value) is ALWAYS made on the Right Side of the brain. This information is what most insurance salespeople DO NOT understand. Traditional insurance training and sales tools (and dialogs) trap the buyer into the wrong side of the brain. No wonder the insurance buyer is, so price/cost-focused. DUH! Who's the fault is that?
Don't tell the me, show me AND tell me. The human brain has to work very hard to process text. The brain processes images 60,000 times faster than it does text and it's more accustomed to processing images—90% of the information sent to the brain is visual, and 93% of all human communication is visual. This is why NuMind's Coverage Recommended templates are so visually compelling and effective. They are all cognitively handcrafted to generate instant prospect/client understanding of the coverage being recommended.
What does this information mean for you?
If you are an agency owner:
You might think about standardizing and expanding your sales tools beyond your agency proposal/quotes. Including the following.
- Add touches of color (appropriately) to your insurance proposals/quotes.
- Create an agency presentation that communicates the uniqueness of your agency.
- Expand your thinking about HOW your sales and service dialogs are being conducted to go beyond telling your clients about their coverage and focusing on the details (limits, deductibles, and cost) of the coverage only.
- Look beyond your agency management system software to help you sell the insurance coverage you are recommending. We strongly suggest you look at screen sharing technology that will show the buyer your PC screen to show your proposal/quote in realtime (NuMind members use this technology with devastating effect combined with their NuMind Agency Presentation, NuMind Agency Services Map and Coverage Recommended templates).
If you are a producer or CSR:
You might think about HOW you can start to visualize the insurance you are selling. This could include the following.
- Purchase a tablet PC like Microsoft Surface Pro or Apple iPad Pro (many NuMind members are doing this).
- Learn to use the stylus on the tablet to highlight the proposal/quote to underline and circle important information you want to emphasize to the insurance buyer in your in-person meetings.
- Just by showing your insurance proposal (PDF format) on your tablet using your stylus will double (or triple) the visual impact and retention of your sales message to the buyer. Doing this is especially useful for small or one-on-one meetings. The same goes for using screen-sharing technology. It would be best if you visualized your dialogs.
- Learn to draw and MindMap (NuMind teaches classes on how to do this).
- Return to how your father and grandfather were taught to sell insurance and benefits (they were prepared to use a legal pad with a pen and pencil to "draw insurance"). The most successful producers have always drawn what they are recommending. The beginning of the close dialog began with "let me show you how this works."
- Selling insurance started as "high touch" dialogs (in person), then shifted to "high tech AND high touch" (phone & in person) but with Left Brain dominant sales tools. The next step is "high touch AND high tech" combined (using NuMind Insurance maps and NuMind templates) using in-person meetings and screen share dialogs.
Your insurance proposal templates and quotes are NOT your primary selling tool. Your NuMind tools are.
Remember, you DO NOT SELL INSURANCE. What you are doing is RECOMMENDING THE INSURANCE COVERAGE NEEDED. This is your real role with the insurance buyer, and the reason traditional insurance proposals and quotes are price/cost mind traps.
You need to focus on the insurance coverage being recommended with sales tools that are Right Brain driven (your "test drive/home walkthrough"). The exact details of the coverage recommended are shown AFTER the buyer understands what they are buying and why.
Remember. Test drive/walk through first then discuss the details of cost and coverage. Use NuMind to do the selling for you first. If done correctly, the numbers become the "details of the transaction AFTER THE SALE IS MADE."
Key Points to Remember
Your insurance conversations will never be the same.
NuMind member agencies NEVER email or leave behind their NuMind Coverage Recommended templates or NuMind insurance maps. They are NOT in the business teaching their competitors how to sell insurance.