The R.U.T.A. Report: The Numbers Game

by 02 Mar 2015
Business is a numbers game. Just like gravity, you don’t have to believe in it, but it always works anyway. I remember hearing about the numbers game as a brand new advisor many years ago.  Frankly, I was insulted. Maybe some of you are insulted too? My thinking was that I was a professional – if a 22-year old one… and I thought “games” had nothing to do with my work.  

I was wrong and it kept me in the small money for many years. It may be doing the same for you. My misunderstanding about the nature of business made me misplay my activity. The underlining truth about “the numbers game” is that finding buyers is always about timing.  We never know the time when people will make a decision. They hardly know when the time is right to make a decision. But, they know it when it happens.

This basic truth means that all a sales person can do is find a way to be pleasantly persistent and top of mind so you can be in the right place at your prospect’s specific decision time. This is the reason that “SW, SW, SW, SW, SW, Next!” makes so much sense.

What’s all that again? SW what? It means, “Some Will buy from you, Some Won’t buy from you, So What? – it’s not about you, Some are Willing to listen to your story (if you have one), Some are Waiting for your call (if you only would).  No, means next – keep looking for someone’s right timing.”

I love the “So What?” part.  So what - it’s not about you, it’s always about them, there needs their family… AND THEIR TIMING.  There’s the rub.  It takes timing.  You have to stay in contact enough times – there are the numbers the game refers to, so that when the timing is right for your prospect, you are top of mind.

So, when you hear about “The Numbers Game”, realize that it’s not really a “game” in the sense you are playing with people business. The numbers just refer to your persistent staying in contact. (Without being annoying)

In fact, prospects are counting on you to stay persistent so when they are ready, you will be there.  See, it is about them. It’s nothing personal, it’s about finding the right time in their circumstances.  Only regularly checking back with them gives you the opportunity to make that happen. It’s the only way to help people do what they need to do but won’t do on their own.  Count on the number for your success.

The RUTA Report – Real Usable Tactical Advice – is provided exclusively to the Canadian Life e-newsletter each week by veteran financial industry consultant, speaker, writer and media commentator Jim Ruta. Starting at age 22, he led one of Canada’s largest insurance agencies by age 40. Jim has been featured around the world including the MDRT Main Platform and has several best-selling books to his credit. He is Managing Partner of Boston-based InforcePRO Software, a unique automatic presentation from existing policies system.