寿险销售高手9种销售技巧和话术

Life insurance sales master 9 kinds of sales skills and words

1、安全感

1, a sense of security

人总是趋利避害的，内心的安全感是最基本的心理需求，用安全感来说服客户是最常用的销售话术。

People always seek to avoid disadvantages, and inner security is the most basic psychological need. Convincing customers with security is the most commonly used sales speech.

这种说服随处可见，比如保险销售话术中基本都是从安全保障为出发点来说服的。汽车销售话术中，说这种汽车的安全系统对于保证出行中的家庭很有效，对于买车的人肯定是一个有力的论点。比如卖房子，对客户说物价上涨、房价上涨，资金缩水，不如投资房屋来得安全。再比如卖设备说，购买这台设备，可以让客户的体验更好，吸引更多的客户，而如果不买，你的竞争对手就会买，会把你的客户抢走。

This kind of persuasion can be seen everywhere. For example, insurance sales are basically convinced from the point of view of security. In the car sales speech, it is said that the safety system of this car is very effective for ensuring the family in the travel, and it is definitely a powerful argument for the person who buys the car. For example, selling a house and telling customers that rising prices, rising house prices, and shrinking funds are not as safe as investing in homes. For example, selling equipment says that buying this equipment can make the customer's experience better and attract more customers. If you don't buy it, your competitors will buy it and will take your customers away.

安全感的反面是恐惧感，如果安全感打动不了客户，那你不妨用恐惧感吓唬他一下。卖儿童智力玩具的说，不要让孩子输在起跑线上，就是一种吓唬;让客户观察皮肤里面的螨虫来推销化妆品，也是一种吓唬;日本一个保险公司推销员用录音机模拟死人到阴间和阎王的对话，讲述由于没有给家人购买保险，而受到惩罚的事情，更是吓唬。吓唬可能是最有效的推销话术。

The opposite of security is fear, if the sense of security can't move the customer, then you may want to scare him with fear. Selling children's intellectual toys, don't let children lose on the starting line, it is a kind of scare; let customers observe the mites in the skin to promote cosmetics, it is also a kind of scare; a Japanese insurance company salesman uses a tape recorder to simulate the dead to the underworld and the king The dialogue, telling the fact that you have been punished for not buying insurance for your family, is even more frightening. Frightening is probably the most effective sales pitch.

2、价值感

2, the sense of value

每个人都希望自己的个人价值得到认可。汶川大地震中，有乞丐主动为灾区捐款，除了是善心之外，恐怕也有一份希望得到社会认可的潜意识。抓住价值感，也是的一个重点。劝说买保险，你可以说：给家人买保险就是买平安，这是作为父亲和丈夫的职责。、这台设备用上以后，公司的工作效率会大大提高，这说明你这个设备部主任的慧眼识货。。推销烤肉机当丈夫拖着疲惫的身子回来，他多么渴望吃一顿美味可口的饭菜，当妻子将美味的烤肉端上来的时候，丈夫的心该有多幸福?呵呵，如果你小嘴这样会说，那妻子如果不买，我都想鄙视她一下。

Everyone wants their personal value to be recognized. In the Wenchuan Earthquake, there was a donation to donate money to the disaster area. In addition to being kind, I am afraid there is also a subconscious mind that hopes to be recognized by the society. Seizing the sense of value is also a key point. Persuading to buy insurance, you can say: "Buy insurance for your family is to buy peace, this is the responsibility of the father and husband.", "When this equipment is used, the company's work efficiency will be greatly improved, which shows that this equipment department The director’s insights are good. Selling the barbecue machine "When the husband comes back from the exhausted body, how eager he is to eat a delicious meal, how happy is the husband's heart when his wife brings the delicious barbecue?" Oh, if you are small This would say that if the wife does not buy, I would like to despise her.

3、自我满足感

3. Self-satisfaction

自我满足感是比个人价值感更高层次的需求，我不仅有价值，更有自己的风格和特色。这也是推销话术经常用的说服点。买汽车：这部汽车不仅性能很好，而且车型很独特，线条流畅有特色，十分适合您这样成功人士。、同样是卖烤肉机你可以这样说：当丈夫和三五好友来家里时候，你为他们做出和饭店一样的烤肉来，才显出你家庭主妇的手段啊。对那个设备部主任你可以说：这台设备用上后，公司在一年之内能够节省两万元，而且效率也会大大提高，老板和同事会称赞你这个设备部主任真是优秀啊。

Self-satisfaction is a higher level of demand than personal value. I not only have value, but also have my own style and characteristics. This is also the persuasion point often used in sales. Buy a car: "This car not only has good performance, but also has a unique model, and the lines are smooth and distinctive. It is very suitable for you to be successful." The same is to sell barbecue machines. You can say this: "When husband and three friends come home At that time, you can make the same barbecue as the restaurant, and show the means of your housewife." You can say to the director of the equipment department: "This equipment can be used, the company can save within one year. 20,000 yuan, and the efficiency will be greatly improved, the boss and colleagues will praise you that the equipment director is really good."

4、情爱亲情感

4, love and affection

毋庸讳言，情爱是人类最大的需求和欲望，也应该是销售话术的说服点。你知道吗，在西方看拳击赛的主要观众是什么人?据调查是老年妇女，别以为老年就不需要情爱了。但是以情爱为说服点要讲求策略，不能很直白地去讲，特别对方是女性的时候，你一个小伙子乱讲，不是找对方抽，就是找对方男朋友抽，该!我们都救不了你啊。要善于运用语言引起对方的想象，比如推销仍然是推销烤肉机，你可以对她说：逢丈夫的生日，用红烛、鲜花营造一个浪漫温馨的二人世界，端上一盘烤肉，两杯红酒，两个人低吟浅酌。丈夫品着那垂涎欲滴的烤肉，看着贤惠淑美秀色可餐的你，将是一种多么幸福的感觉啊。好了，打住(再往下说就是找抽了)，让那个妻子自己想象吧。你能说这样的销售话术，她还是不买，告诉我，我和你一起鄙视她。

Needless to say, love is the greatest need and desire of mankind, and it should also be the persuasion point of sales speech. Do you know who the main audience in the boxing match is in the West? According to the survey, older women do not think that old age does not need love. But to use love as a persuasion point to emphasize strategy, can not talk very straightforwardly, especially when the other party is a woman, you are a young man talking, not looking for the other side to draw, is to find the other boyfriend to pump, that! We can not save you. . To be good at using the language to cause the other party's imagination, such as sales promotion is still to promote the barbecue machine, you can say to her: "On the husband's birthday, with a red candle, flowers to create a romantic and warm two-person world, a plate of barbecue, two A glass of red wine, two people whispering lightly. Husband is sipping the mouth-watering barbecue, looking at the good and beautiful, you will be a happy feeling." Well, stop (and then go down and find it.) ), let the wife imagine it. You can say such a sales speech, she still does not buy, tell me, I despise her with you.

5、关注细节

5, pay attention to details

现在有很多介绍促销技巧的书，里面基本都会讲到促销员待客要主动热情。但在现实中，很多促销员不能领会到其中的精髓，以为热情就是要满面笑容，要言语主动。其实这也是错误的，什么事情都要有个度，过分的热情反而会产生消极的影响。

There are a lot of books on promotion techniques, and basically all of them will talk about the enthusiasm of promoters. But in reality, many promoters can't grasp the essence of it, thinking that enthusiasm is to smile and to speak. In fact, this is also wrong. Everything must have a degree. Excessive enthusiasm will have a negative impact.

热情不是简单地通过外部表情就能表达出来的，关键还是要用心去做。所谓精诚所至，金石为开!随风潜入夜，润物细无声，真正的诚就是想顾客所想，用企业的产品满足他们的需求，使他们得到利益。

Enthusiasm is not simply expressed through external expressions, the key is to do it with your heart. The so-called sincerity, the stone is open! With the wind sneak into the night, the moist things are silent, the real sincerity is to think what customers think, to meet their needs with the company's products, so that they get benefits.

6、厉兵秣马

6, sturdy horses

兵法说，不打无准备之仗。做为销售来讲，道理也是一样的。很多刚出道的促销员通常都有一个误区，以为销售就是要能说会道，其实根本就不是那么一回事。记得那时候我们培训了将近一个月，从产品知识到故障分析，从企业历史到销售技巧，每一个环节都反复练习，直至倒背如流。那时候我们同事之间经常互相打趣说咱都成了机器人了。我记得当时为了调试出一个最佳音乐效果，一没有顾客在场，我就专心致志地一个键一个键的反复试验，持续了将近一个星期，终于得到了自己满意的效果。

The art of war said that no fight is unprepared. As for sales, the truth is the same. Many of the promoters who have just debuted usually have a misunderstanding that sales are meant to be eloquent, but in fact it is not the same thing. I remember that we trained for nearly a month, from product knowledge to failure analysis, from corporate history to sales skills, every step of the practice, until the back. At that time, our colleagues often joked to each other and said that they all became robots. I remember that in order to debug a best music effect, I didn't have a customer present, I was concentrating on a key-and-key trial and error, which lasted for nearly a week and finally got the result of my satisfaction.

每次轮到自己休息，我总喜欢到各个卖场去转转：一来调查一下市场，做到心中有数。现在的顾客总喜欢讹促销员，哪里哪里有多么便宜，哪里哪里又打多少折了，如果你不能清楚了解这些情况，面对顾客时将会非常被动。二来可以学习一下别的促销员的技巧，只有博采各家之长，你才能炼就不败金身!

Every time I take a break, I always like to go to various stores to go around: Let's investigate the market and do it. Today's customers always like to be a promoter, where is how cheap, where to play some discounts, if you can not clearly understand these situations, you will be very passive in the face of customers. Second, you can learn the skills of other promoters. Only by taking advantage of the strengths of each family can you refine your unbeaten!

7、借力打力

7, by force

销售就是一个整合资源的过程，如何合理利用各种资源，对销售业绩的帮助不可小视。作为站在销售第一线的促销员，这点同样重要。

Sales is a process of integrating resources. How to make rational use of various resources can not help the sales performance. This is equally important as a promoter on the front line of sales.

我们经常在街头碰到骗子实施诈骗，其中一般都有一个角色就是俗称的托，他的重要作用就是烘托气氛。当然，我们不能做违法的事，但是，我们是不是可以从中得到些启发呢?我在做促销员的时候，经常使用一个方法，非常有效，那就是和同事一起演双簧。特别是对一些非常有意向购买的顾客，当我们在价格或者其他什么问题上卡住的时候，我常常会请出店长来帮忙。一来表明我们确实很重视他，领导都出面了，二来谈判起来比较方便，只要领导再给他一点小实惠，顾客一般都会买单，屡试不爽!当然，如果领导不在，随便一个人也可以临时客串一下领导。关键是要满足顾客的虚荣心和爱贪小便宜的坏毛病。

We often encounter scammers on the streets to commit fraud, which usually has a role - commonly known as the trust, his important role is to set off the atmosphere. Of course, we can't do illegal things. But can we get some inspiration from it? When I am a promoter, I often use a method that is very effective, that is, playing a double spring with my colleagues. Especially for some customers who are very interested in buying, when we get stuck on the price or other issues, I often ask the manager to help. One shows that we really value him, the leaders have come forward, and the second is more convenient to negotiate. As long as the leader gives him a little benefit, the customer will usually pay the bill and try it out! Of course, if the leader is not there, you can also make a temporary guest. Let's take a look. The key is to satisfy the customer's vanity and love the greed and cheap.

8、见好就收

8, when you are ready to receive

销售最惧的就是拖泥带水，不当机立断。根据我的经验，在销售现场，顾客逗留的时间在5-7分钟为最佳!有些促销员不善于察言观色，在顾客已有购买意愿时不能抓住机会促成销售，仍然在喋喋不休地介绍产品，结果导致了销售的失败。所以，一定要牢记我们的使命，就是促成销售!不管你是介绍产品也好，还是做别的什么努力，最终都为了销售产品。所以，只要到了销售的边缘，一定要马上调整思路，紧急刹车，尝试缔约。一旦错失良机，要再度钩起顾客的欲望就比较困难了，这也是刚入门的促销员最容易犯的错误。

The most fearful thing about sales is to drag the mud with water and not to make a decision. According to my experience, at the sales site, the customer's stay time is 5-7 minutes is the best! Some promoters are not good at observing the words, they can't seize the opportunity to promote sales when the customers have the willingness to buy, and they are still talking about products. The result is a failure in sales. Therefore, we must keep in mind that our mission is to promote sales! Whether you are introducing products or doing other efforts, ultimately in order to sell products. Therefore, as soon as you reach the edge of sales, you must immediately adjust your thinking, emergency braking, and try to sign. Once you miss the opportunity, it is more difficult to hook up the customer's desires again. This is the most common mistake made by the promoters who just started.

9、送君一程

9, send a ride a ride

销售上有一个说法，开发一个新客户的成本是保持一个老客户成本的27倍!要知道，老客户带来的生意远比你想象中的要多的多。我在做促销员的时候，非常注意和已成交的顾客维持良好关系，这也给我我带来了丰厚的回报。其实做起来也很简单，只要认真地帮他打好包，再带上一声真诚的告别，如果不是很忙的话，甚至可以把他送到电梯口。有时候，一些微不足道的举动，会使顾客感动万分!

There is a saying in sales that the cost of developing a new customer is 27 times the cost of an old customer! You know, old customers bring more business than you think. When I was a promoter, I paid great attention to maintaining a good relationship with the customers who had already sold, which also brought me a good return. In fact, it is also very simple to do, as long as you carefully help him to pack the bag, and then bring a sincere farewell, if not very busy, you can even send him to the elevator. Sometimes, some negligible moves will make customers feel moved!

延伸阅读：

Extended reading:

我们知道，销售人员接触的客户越多，客户量越大，碰到的客户类型就越多。

We know that the more customers a salesperson contacts, the more customers there are, and the more types of customers they encounter.

为了与客户成交，销售员理应根据不同客户、不同情况、不同环境，采取不同的成交策略，以掌握主动权，尽快达成交易。

In order to deal with customers, the salesperson should adopt different trading strategies according to different customers, different situations and different environments to grasp the initiative and reach a deal as soon as possible.

而在尝试缔结时，一旦掌握住缔结契机，就应趁早结束商谈。也许，这时候的客户还是犹豫不决，不过没关系，只要趁着客户购买欲望还强烈时鼓励他购买，成交机会仍然很大。

When trying to conclude, once you have grasped the opportunity to conclude, you should end the negotiation as early as possible. Perhaps, the customer at this time is still hesitant, but it does not matter, as long as the customer's desire to buy is strong, encourage him to buy, the transaction opportunities are still very large.

但是，在多种多样的客户中，有一种客户一遇到销售员，就会对其产生敌对情绪，产生烦感。相信很多销售员在销售时都遇到过刁难自己的客户，一般这个销售都会想，我怎么这么倒霉，怎么会遇到这么难缠的客户。

However, among a wide variety of customers, one of them encounters a salesperson and creates hostility and annoyance. I believe that many sales people have encountered their own customers when they are selling. Generally, this sales will think, how can I be so unlucky, how can I encounter such a difficult customer.

那么，当我们遇到这些刁难自己的客户时候，我们应该怎么样去面对和处理呢？

So, when we encounter these customers who are martyrdom, how should we face and deal with them?

1.学会思考，摆正自己心态

1. Learn to think and correct your mentality

首先我们要感谢那些刁难自己的客户，因为这些客户给我们制造了麻烦，因为这些客户我们学会了思考，因为这些客户提升自己处理客户异议和客户投诉的建议，因为这些客户让我们得到了成长了锻炼的机会，或许也因为这些客户，让领导看到了我们能力获得了升职的机会，那我们不应该感谢这些刁难自己的客户吗？

First of all, we would like to thank the customers who are guilty of their own, because these customers have caused us trouble, because we have learned to think, because these customers improve their advice on handling customer objections and customer complaints, because these customers have let us grow. The opportunity to exercise, perhaps because these customers, let the leaders see our ability to get a promotion, then we should not thank these customers who are suffering?

好的销售员善于从客户角度去思考。花时间去感激你的拥有，不仅仅是一件应该做的事情，还会愉悦你的身心。感激可以降低你23%的导致压力荷尔蒙的皮质醇。

A good salesperson is good at thinking from the customer's point of view. Take the time to appreciate your possession, not just a "should" to do, but also to please your body and mind. Grateful can lower your 23% of cortisol, which causes stress hormones.

不同的人有不同的乐于接受的方式，所以要想使自己被别人接受，达到推销自己的目的，就必须先了解对方乐于接受什么样的方式，针对他们的不同，采取不同的话术，研究并熟悉他们，努力扩大应对的范围，优化应对方法。

Different people have different ways of accepting, so if you want to be accepted by others and achieve your goal of selling yourself, you must first understand what kind of way the other party is willing to accept, take different words for their differences, study and Familiar with them, strive to expand the scope of response, and optimize the response.

当遇到刁难客户的时候，我们就应该摆正自己的心态。在压力测试当中，有一件很重要的事情，就是当你没有办法回避一件事情时候，就勇敢的面对它。

When encountering a client, we should be right. One of the most important things in stress testing is to face it bravely when you can't avoid one thing.

因为面对它，我们就减少了对事物的压力。所以当遇到客户刁难自己时就勇敢的面对它，每一次都这样勇敢的面对他，这样不就提高自己的抗压能力，让自己得到了快速的成长了吗？

Because of it, we reduce the pressure on things. So when you encounter a customer who is guilty of yourself, you will face it bravely. Every time you face him bravely, will you not improve your ability to resist pressure and let yourself grow up quickly?

2.处变不惊，时刻保持耐心

2. Don't be shocked, be patient at all times

客户的敌对情绪其实是一种很正常的心理表现，毕竟没有人喜欢别人从他口袋里掏钱。敌对型客户大多较为沉默，面对销售人员的热情介绍，他们往往会表现出冷漠和无所谓的态度。

The client's hostility is actually a very normal psychological performance. After all, no one likes others to save money from his pocket. Most of the hostile customers are more silent. In the face of the enthusiastic introduction of sales people, they often show indifference and indifferent attitudes.

销售员要时刻保持镇静，以平静的语气讲话，待客户冷静下来再讨论客户关心的问题并提供解决方案。人生最重要的能力是什么？我的答案是，随时保持内心平静的能力。

The salesperson should always be calm and speak in a calm tone, wait for the customer to calm down and discuss the customer's concerns and provide solutions. What is the most important ability in life? My answer is to keep your inner peace at all times.

现实工作生活当中，每个人恐怕都有压力大到想要尖叫的时刻--但情商爆表的成功人士并不会，他们巧妙地将环境中的压力纾解，并将压力转化为动力。职场上，生活中，销售员要有效管理自己的压力、保持内心平静。

In real life and work, everyone is afraid that there will be pressure to scream at the moment - but the successful people who are tempted by emotional intelligence will not, they subtly relieve the pressure in the environment and turn the pressure into motivation. In the workplace, in the life, the salesperson must effectively manage his own pressure and keep his heart calm.

保持平静的一个绝妙办法，是将你的注意力集中在那些毫无压力的事情上，这将有助于帮助你忘记压力。你需要有意识地去选择一些有助于你销售成功的事情去思考，这会对你胡思乱想的大脑有一些帮助。

A great way to stay calm is to focus your attention on those no stress things that will help you forget the stress. You need to consciously choose something that will help you sell successfully, which will help you with your cranky brain.

当然，与敌对型客户打交道时，销售人员也应切忌表现得过于热情，显出急于达成交易的样子，这样只能遭致其更大的敌对态度。最为恰当的方式是谨言慎行，以极大的耐心和细心引导、捕捉客户每一细微的心理变化，并抓住时机转变对方态度，达成落订。

Of course, when dealing with hostile customers, salespeople should also be too enthusiastic to show eagerness to close a deal, which can only lead to a greater hostile attitude. The most appropriate way is to be cautious and prudent, to guide and capture every subtle psychological change of the customer with great patience and carefulness, and seize the opportunity to change the attitude of the other party and achieve the final order.

3.以诚待人，与客户交朋友

3. Treat people with sincerity and make friends with customers

人与人相处，最重要的是坦率和真诚，在哪里也一样。敌对型客户往往在会对销售人员热情的介绍无动于衷。这类客户疑心很重，他们的说辞往往让销售人员难以回答。而且情况严重的时候，这类客户容易情绪失控，而且显得不可理喻。

When people get along with each other, the most important thing is frankness and sincerity, and wherever they are. Hostile customers are often indifferent to the enthusiastic introduction of sales people. Such customers are very suspicious, and their rhetoric often makes it difficult for salespeople to answer. And when the situation is serious, such customers are prone to emotional out of control and appear to be unreasonable.

针对敌对型客户，销售人员不能马上离开，也不能以牙还牙，最主要的是与他们交朋友。只有真诚，才能相处；只有真心，才能相知。无论是在现实中和虚拟世界上，我们都离不开朋友，我们都渴望拥有知己。

For hostile customers, salespeople can't leave immediately, and they can't make a difference. The most important thing is to make friends with them. Only sincere can we get along with each other; only the true heart can know each other. Whether in reality and in the virtual world, we are all inseparable from friends, and we all desire to have confidants.

一般来说，这种客户产生怀疑敌对情绪的原因可能是曾经上过当，也可能是对销售人员存有戒心，或者是对产品不放心。销售人员在和这类客户交谈时要注意语气，切不可眉飞色舞，唾沫横飞，这样会让客户产生一种华而不实的印象，进而对产品产生怀疑。

In general, the reason for this customer's suspicion of hostility may be that it has been done before, or it may be wary of the salesperson or the product is not at ease. The salesperson should pay attention to the tone when talking with such customers. They must not dance with each other and spit. This will give the customer a flashy impression and doubt the product.

毫无疑问，人人都喜欢坦诚的人。孔子曰：言必诚信，行必忠正。这是前人对于诚信的理解和重视，说明诚信待人的重要。

There is no doubt that everyone likes honest people. Confucius said: "The words must be honest, and the line must be loyal." This is the predecessor's understanding and attention to integrity, indicating the importance of treating others with integrity.

具有敌对心理的人一般很难与人相处，也难以主动与人示好。他们的敌对心理常常使销售人员很难接近他们，更不要说成功洽谈了。

People with hostile psychology are generally difficult to get along with others, and it is difficult to take the initiative to show off with others. Their hostility often makes it difficult for salespeople to get close to them, let alone negotiate successfully.

尽管如此，销售员如果能以友好的态度对待他们，相信无论是哪种客户，销售员都能与之做朋友，并顺利地降服他们，毕竟人人都不喜欢拒绝一个友好的人。

However, if the salesperson can treat them with a friendly attitude, I believe that no matter which kind of customer, the salesperson can make friends with them and successfully surrender them. After all, everyone does not like to reject a friendly person.

不经历风雨，怎么能见彩虹。这一句简单的歌词，告诉我们一个道理，没有人能随随便便成功。

"How can I see the rainbow without going through the storm?" This simple lyrics tells us that no one can succeed casually.

成功的路上一定有很多苦难，有很多险境，刁难客户就是我们需要去跨越的一个屏障，只要我们勇敢的面对了，积极的去处理了，那么总有一天我们销售员会很有信心的说，我得到了收获，得到了成长。

There must be a lot of suffering on the road to success. There are many dangers. The hard-working customers are a barrier that we need to cross. As long as we face it bravely and actively deal with it, one day our sales staff will be very confident. Say, I got the harvest and got grown.

   在寿险行业中，大部分保险从业人员都有共同的问题：害怕面对拒绝，无法很自然地见人谈保险。

   In the life insurance industry, most insurance practitioners have a common problem: fear of facing rejection, can not naturally see people talk about insurance.

经常面对客户泼冷水

Frequently facing customers pouring cold water

害怕面对拒绝不敢主动拜访谈保险

Fear of refusing to take the initiative to visit the insurance

客户担心你无法坚持从事保险

Customer is worried that you can't insist on insurance

保险很难做一个月，只成交一件保单

Insurance is difficult to do for one month, only one policy is sold

拒绝，是寿险从业人员的巨大考验

Rejection is a huge test for life insurance practitioners

一组专业数据显示：

A set of professional data shows:

44%的人第1个拒绝就不再跟进

44% of people refused to follow up after the first rejection

22%的人第2个拒绝就不再跟进

22% of people refused to follow up after the second rejection

16%的人第3个拒绝就不再跟进

16% of people refused to follow up after the third rejection

10%的人第4个拒绝就不再跟进

10% of people refuse to follow up after the fourth rejection

仅有8%的人继续跟进

Only 8% continue to follow up

但，73%的客户却在

However, 73% of customers are

超5个拒绝后成交

Over 5 rejections

所以，一个成功的行销个案，促成之前的拒绝是必经的过程

Therefore, a successful marketing case that leads to the previous rejection is a necessary process.

如何成交那73%成交的客户？

How to deal with the 73% of the customers who sold?