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For Immediate Release
Houston, Texas
Habits foster subconscious behavior that drives our daily activity in the wrong direction. Let me explain!
You’re sitting across the table from a married couple that has considerable money in the market – they are sick of the ups and downs, fearful of further losses and irritated that they’re paying management fees to lose money. You patiently, and with empathy, discuss with them the safe money options that address their concerns: no up/down gyrations, zero fees and guarantees that assure growth over time unless they withdraw their money early. You’re shocked with their decision to stay put. The reasoning: they’ve been with their broker for years, he’s a family friend, works hard, is honest and they just can’t leave him in spite of poor advice and bad results. They explain that their broker has assured them in the long-run they’ll be just fine. He says now is the time to buy. Selling will only turn paper losses into real losses, besides the worst of the economic problems has passed and things will be better soon. You may be puzzled why they believe someone who has been so wrong in the past and is responsible for their current predicament.
Your prospects are being victimized by “habit” by choosing the certainty of misery over the misery of uncertainty. They can’t change their behavior in spite of their fear. Over the years they unconsciously developed a dependency of putting their money in the “financial world”, and switching to the “world of safety” requires breaking that habit. You may conclude that their decision is due to your inability to be convincing, a poor presentation or lack of trust, but the problem is not yours. Your competition is not their broker; it’s their comfort zone.
BHC suffers from the same phenomenon because many of our advisor-clients are creatures of habit. Let me explain. BHC focuses on getting you in front of qualified prospects that need your help. The number one shortage in your business is likely the lack of qualified prospects to see; thus, we offer the solution to your most pressing problem. We have made substantial investments to develop successful direct mail programs that find qualified prospects that need your services and then placing you in front of them on a favorable basis. Our programs have been tested and re-tested until they work unfailingly, if used properly. To add to the success of these programs, BHC has developed image building tools like consumer websites that display your photo, story, contact information & more, a monthly consumer newsletter to keep your name in circulation, a drip marketing system for branding and a generous marketing allowance to pay for your marketing expenses. Of course, the highest commissions are paid, plus service/support is outstanding. Like all marketing companies, we do not represent all carriers and may not offer the product application around which your habit was formed. Your best option: BHC is eliminated from consideration because of our competition…your habit. You could have boosted your income, added new clients and worked fewer hours, but habit got in the way. Why does this happen?
Annuities and life insurance are commodities: issued by companies with the same cost structure, identical investment options paying the equal returns, commonly regulated and employing the same actuarial tools. To differentiate their products, carriers add marketing bells and whistles to “appear” different but at the end of the holding period the results are the same. No doubt carriers have copied their marketing strategy from gasoline refineries - take a commodity, add complicated sounding additives, and imply better performance which doesn’t exist. Far too many of you refuse to believe that insurance products are commodities. Empirical studies document, and actuaries know, that they are. Unknowingly, you’ve allowed your habit to direct your behavior. Accordingly, BHC’s biggest competitor is not another marketing company but your rut. Breaking your habit to take advantage of BHC’s money-making tools is a sound financial strategy.
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