Do You Take Emotional Shortcuts with Your Clients?

Do You Take Emotional Shortcuts with Your Clients?

You’re sitting with your client, Ellen, who is trying to choose her insurance plan for next year. She isn’t focused and appears exhausted, shifting in her seat. She admits to feeling drained because she recently placed her husband in a memory care unit. 

You notice her restless body language and want to offer some comforting words, so you say, “I know that’s a tough situation. My mom had to go through the same thing.” Although what you said was meant sincerely, be careful of this slippery slope.

Unless she wanted to talk about what your mom went through, it could come off as sounding insensitive, perhaps dismissive, or even that you didn’t hear her. How did your sincere comment validate her feelings, or make her feel heard? 

Sometimes, we are well-meaning and may not take time to consider how we are reacting. A better response might have been, “I can’t imagine how difficult that was.” This validates her feelings without shifting the focus back to you or someone else (your mother). 

You might say, “Thanks for letting me know. Would it help if we picked another time to talk?” This puts her in the position to choose another time. If you push to keep an appointment under these circumstances, you risk creating a poor buying experience or an unpleasant memory. 

When you give her grace and space to make her own best choices, you will reinforce trust and loyalty with your client. Listening, responding appropriately, and guiding the next move will bring better outcomes. Set the next appointment with follow-up reminders, and she will be thankful. 

Beware of the one short but powerful phrase that has more negative impact than almost any other. Do not say, “I understand.” Do not say it unless you actually do understand and can show it through empathy. Even then, remember, your situation may have been different than theirs.

“I understand” is one of the most overused phrases, lost on a client who already feels overwhelmed. Think of the times you might have had someone say that phrase to you. If you have ever lost a loved one and are grieving, hearing “I understand” may feel empty.

Lead with listening. Give your client space to share their situation. Be patient. Reassure them that you have the resources to simplify their life. You’re not just making a sale. You are building a long-term relationship that can lead to future business. 

Genuinely listen and engage. You’ll gain insights that help you offer the right solutions before problems arise. Always be mindful of the words or phrases that may come from good intentions, but can unintentionally create doubt or mistrust. 

Here are a few other words and phrases to avoid compliance hiccups:

• Don’t worry. I’ve got you covered.

  • Being vague about insurance can be a pitfall. It may sound simple and even comforting to the client, but you could be held accountable if you misrepresent the product. Take time to explain to your client exactly what their policy covers and what it doesn’t cover.

• This is the best plan on the market. 

  • No, it is never a good idea to say this. The best plan for any person is one that addresses their specific needs. There is no one-size-fits-all. It’s better to say, “Based on what you’ve told me, this plan should fit your needs.”  

• This is a cheaper policy like you wanted.

  • It’s never a good idea to approach an insurance offering as “cheap.” If your client is on a tight budget, your job is to shop around and find a plan that meets their needs, which includes affordability. It’s better to say, “This quote was quite competitive for the coverage that you need.”

• This plan always covers…

  • Avoid words like always, guarantee, never, free, top-rated, and no risk. These are red flags that can create a compliance nightmare when used in the wrong context. Make no promises. Instead, stick to the plan’s Summary of Benefits. Use language like “According to the policy,” or “This plan is designed to.”

Is gab really a gift?

Everyone knows someone with the “gift of gab.” In sales, that person can charm a crowd or carry on a conversation effortlessly. However, the line between captivating and awkward is sometimes razor-thin. 

While silence can be awkward, it still doesn’t demand that you fill that space. Silence can also be powerful when you understand that talking isn’t the goal – connecting is. The most successful agents know when to speak and when to pause. 

Silence, or giving your client a quiet moment to gather their thoughts, is when real connections happen. Learn to read a room, know your audience, and practice your approach. When clients feel heard, they’ll engage with you. Suddenly, you’re not selling; you are helping.

Your words are tools. Asking thoughtful questions such as “What kind of legacy do you want to leave for your family?” will build trust faster than any sales pitch ever could. You’ll begin to discover some of their insurance needs before they even tell you. 

It is imperative to maintain compliance because some scripts are necessary. That doesn’t mean the entire conversation is scripted. Conversations have their own tone and timing. Let your CRM remember the details so you can focus on the relationship.

And when you don’t have an answer to your client’s question, be upfront. Assure them you’ll find an answer, then follow through. Clients respect honesty and will have trust when you show them you are reliable. Follow-through is everything.

Learn the techniques that make successful agents. Messer has partnered with thousands of agents, providing resources and tools independent agents rely on. Interested in learning more about Messer? Talk to us at 866-568-9649.