I found that the institution of life insurance was one of the sustaining pillars of our
American economy, and it was worthy of the attention of any prospect. After getting
thor­oughly saturated with all the knowledge pertaining to life insurance, I began to
study the prospect. Where does he fit in? Where is his place in this great network
of economic, social, and financial relations? I found that the whole system of life
insurance was set up for one purpose only, and that was to serve the needs of
the prospect. A life insurance policy was a declaration of financial independence,
embodying  guarantees that would solve the prospect’s family problems, help him
to solve his estate problems, help him to solve his retirement problems, and help
him to realize his hopes, am­bitions, and needs. The prospect was not aware
of all the wonderful things that life insurance could do for him. I must tell him.

In creating this Sales Plan for life insurance, I felt I had  a lot in common with
the prospect. I knew he had a family, a home, a job, and, in all probability, a lot
of unfulfilled de­sires. I appreciated one great fact about the prospect: he was a
rational human being with problems and needs and would listen to an appeal on
how to meet them, based on common sense and reason.

Therefore, with a good understanding of life insurance, and with the prospect
as the center of interest, I fitted a life insurance policy about his shoulders. I made
it talk. I made  it reveal its benefits and what they meant to him and his family.
This is the Sales Plan I created. In this Sales Plan I refer to the prospect as “Mr. Doe”
and the insurance com­pany as “Every Man’s Life Insurance Company’

A knowledge of ourselves, and what appeals to us, often
gives us a definite clue to what appeals to and attracts others.
We discover an appeal that makes them act. Most prospects
are fundamentily alike. What will appeal to one will appeal
to all. Most of us are constantly and eternally trying to per-
suade and even convince ourselves that we are different
from everyone else. With 42 years experience in selling and
experimenting in the laboratory of human relations, I know
differently. We all have a lot in common with each other.
The sooner we realize this, the sooner will we generate the
power to attract. We must realize and appreciate one great
fact about the prospect: he is a rational human being. He has
desires, problems and needs, and he will listen to a reason-
able and common-sense appeal on how to meet and fulfill
them.

The attributes, characteristics, and qualities of the pros-
pect can usually be determined by an understanding of our
own. Your purpose should be to understand what the pros-
pect thinks and to express your power to him through a well-
formulated Sales Plan. Therefore, with this understanding,
using the prospect and his needs as a center of interest, you
can build and create thoughts into a Sales Plan that will
impel him to act. You can attract and inspire him to have
full confidence in your proposition.

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