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Bob is the top sales agent in his annuities company and has been for the past 5 years. The reason for his success is not that he can quote any part of his company's promotional material word for word. Rather, he understands his target market of working parents with young children. The reason he targets these people in particular is that he is his target market! He and his wife have 2 pre-schoolers and a baby on the way. He knows that the greatest worry they have as parents is losing an income. He knows that they fear losing income will equal losing their lifestyle and even the roof over their children's heads.

He uses this knowledge to sell annuities to other parents. Showing them, by example, that by saving a regular amount each month they are providing not just for their future, but they're building up a safety net. Should anything happen to one of them they will be able to sell their annuity immediately and be able to live on the money they release. If they do not need the money, the annuity will eventually mature, and they'll enjoy a better retirement without depending on their then grown children for financial support - yet another parental concern.

Because he could empathize with the prospect because he's one of them, he also tells them examples of families who have had a financial crisis where the annuity has helped offset emergency medical bills. He shares how cashing in annuities has aided the family while waiting for new employment, he is able to outsell his co-workers and increase his salary significantly with the commission bonuses received.

We often forget that most people do not make purchases based on logic. Even the most sophisticated persons are moved into action when you hit their emotional hot buttons. We all buy on emotion. We then rationalize the purchase with logic. For example, we buy expensive clothes or vehicles in order to look good, not because it is rational to do so. We then try to "justify" the purchase with a logical reason; in the case of the expensive clothes or shoes. For example we say "you get what you pay for - quality costs!"

Concentrate on selling solutions to the customers needs. Don't sell the product - remember, think like a customer, not a seller! Ask yourself, what keeps the customer up at night worrying? When you figure out what the answer is to what keeps you up at night, your focus needs to be directed towards clearly showing the prospect how your service or product will help that prospect to solve that particular problem. Understand That Facts Tell, But Emotions Sell!

1. Sell The Benefits, Not The Features

Too many business professionals try to promote the features of their product or service to the prospect, rather than promoting the benefit that the prospect will get from using the product or service. You will always get a higher response if you point out the advantages of the product or service rather than just the features.

2. Remember That Every Prospect Listens To Only One Radio Station - WAFM - (What's In It For Me?)

Here's a wake up call for you. Nobody cares about the fact that you were the first in the business to offer a product. They do not care that your company was the first in industry "x" to offer a service. They do not even care if you invented the product in the first place. What prospects DO care about, and the ONLY thing they care about in relation to your product or service, is how it will benefit them in their business.

3. Overwhelm Their Personal Insecurities With The Benefits Of Your Product Or Service That Will Ease Those Insecurities.

If you are thinking as the buyer, you will already know the questions and insecurities regarding your product or service that a prospect may have. Rather than ignore or gloss over the issues, be ready with reassurances of how the benefits of your product or service provide solutions to these insecurities. Using the stories technique, show how other customers have overcome the same issues.

4. Tell Stories When Presenting Your Product Or Service. Prospects Find It Easier To Understand "Images".

Tell stories that illustrate to a prospect exactly how they will benefit from your product or service. Also, tell stories about current customers who were in similar situations to the prospect you are approaching, and show how your product or service has been able to help the current customer achieve what they desired.

"Let's not forget that little emotions are great captains in our lives. We obey them without realizing it." Vincent Van Gogh

James Malinchak, Presented on ABC’s Hit TV Program Secret Millionaire, is known as by many specialists as the World’s #1 Big Money Speaker Coach and Trainer. For Totally free Video Trainings on how to get money to speak and ways to be a inspirational speaker, take a look at http://pinterest.com/jamesmalinchak/.