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Course Catalog Go Back to Main Catalog Page Advanced Planning 101 Advanced Planning 201 Advanced Planning 301 Business Exit Planning Fundamentals Business Ext Planning Obstacles & Mistakes Business Planning LIFE Foundation's Real Life Stories: Advanced Planning Series I LIFE Foundation's Real Life Stories: Advanced Planning Series II Life Happens: Real Life Stories - Business Planning Newest Advanced Planning Videos Special Needs Planning The Business Exit Planning Process Advanced Planning Disability Insurance 101 Disability Insurance 201 Disability Insurance 301 LIFE Foundation's Real Life Stories: Disability Insurance Series I LIFE Foundation's Real Life Stories: Disability Insurance Series II Life Happens: Real Life Videos - Disability Insurance Newest Disability Insurance Videos Special Needs Planning Disability Insurance Insurance Basics Investment Basics Financial Concepts Building Conviction for Life Insurance Business Planning Basics Factfinding for Life Insurance LIFE Foundation's Real Life Stories: Life Insurance Series I LIFE Foundation's Real Life Stories: Life Insurance Series II Life Happens: Real Life Stories - Life Insurance Life Insurance 101 Life Insurance 201 Life Insurance 301 Life Insurance 401 Life Insurance 501 (Advanced Planning 101) Life Insurance PRO Newest Life Insurance Videos Permanent Life Insurance Sales Concepts Special Needs Planning Life Insurance Developing a Long-Term Care Plan LIFE Foundation Real Life Stories: Long Term Care Insurance Life Happens: Real Life Stories - Long-Term Care Insurance Long Term Care and Planning for Retirement Long Term Care Insurance 101 Long Term Care Insurance 201 Long Term Care Insurance 301 Long Term Care Insurance 401 Long Term Care: Consultative Engagement Long Term Care: Solving a Problem vs. Selling a Product Newest Long Term Care Videos Special Needs Planning Long Term Care Insurance Multiline Basic Multiline Intermediate Multiline Log in now to view this course Perspectives: Product Knowledge Annuities 101 Annuities 201 Newest Retirement Planning Videos Prospecting for Retirement Retirement Planning 101 Retirement Planning 201 Retirement Planning 301 Retirement Planning 401 Retirement Planning 501 Social Security 101 Special Needs Planning Retirement Planning Learning Paths (beta) Sales Skills Marketing Product Knowledge Practice Management Motivation Classroom Training Coaching Resources Menu Close Try It Free for 14 Days Get full access to the platform—risk-free. No credit card. No commitment. Just results. Start building your advisor bench today. Start Your FREE Trial

Watch some of our financial wellness videos for free! Financial Wellness Digital Content Library features approximately 200 learning modules. Watch Some of Our Financial Wellness Videos for Free! Financial Wellness Digital Content Library features approximately 200 learning modules. What Do The Numbers on My SS Card Mean? A Social Security number is a 9-digit number that is issued to United States citizens and residents. Understanding Homeowners Additional Coverage In most cases lenders will accept the replacement cost as acceptable coverage. Why Diversification is Essential Most people are familiar with the adage,” Don’t put all of you eggs in one basket”. Budgeting Made Simple Tools we have at our disposal to keep tabs on our personal finances and build for our future. Free Demonstration of Our Financial Wellness Content! Schedule a Demo

Course Catalog Go Back to Main Catalog Page Accountability and Difficult Conversations Best Practices on Terminating Underperformers Creating a Culture of High Expectations & Accountability Driving Behavior through Expectations and Accountability Performance Indicators and the GAP Analysis Conversation Accountability Coaching Tips and Best Practices Three Levels of Training Interaction: Coach and Consultant Phase Development - Coaching Best Practices for Recruiting Women Educating Yourself on Diversity and Inclusion Practical Tips for Diversity & Inclusion Understanding Implicit Bias Understanding Organizational Diversity and Inclusion Development - Collaboration Building a New Team Building Effective Teams Creating a Team Selling Model Creating Development Plans Creating Study Groups in Your Organization Development Training - General Development - Training Developing Your Organization's Culture Developing Your Vision, Mission and Value Proposition Growing Your Team of Leaders Leader Philosophy Creating an Ideal Candidate Profile Differentiating Your Brand to Attract Top Performers Diversity Recruiting Generating Advisor and Center of Influence Referrals Recruiting Finding - General Recruiting Militaty Veterans Recruiting Millennials and the Next Generation Recruiting Recent College Graduates and Campus Recruiting Recruiting Top Performers The Three R's of Agency Building Recruiting - Finding ALPS Leadership Principles for Success Best Practices for the Recruiting Process Developing a Recruiting Culture Recruiting and Selection Insights from the GAMA Hall of Fame Recruiting - General Onboarding and Building Momentum with Experienced New Advisors Understanding Onboarding and Momentum Building for New Advisors Recruiting - Momentum Building How to Determine When Someone Is Not a Fit How to Screen an Experienced Candidate Selecting Top Performers The Science of Selection Tips and Best Practices for Selection Understanding Recruiting Activity Utilizing Reverse Selling in Selection Recruiting - Selection EDGE: The Leader's Journey EDGE: Developing Leaders EDGE: Emerging Leaders EDGE: Excelling Leaders EDGE: Growing Leaders EDGE: Tools and Resources Menu Close Try It Free for 14 Days Get full access to the platform—risk-free. No credit card. No commitment. Just results. Start building your advisor bench today. Start Your FREE Trial

Next Item Previous Item Go back to White Papers List Do you feel anxious whenever your phone rings or you must call someone? Do you worry about what you are going to say? Are you worried about embarrassing yourself, so you avoid or put off making that call? Do you ignore other people’s calls? Do you constantly replay conversations in your head after you hang up from a phone call? If the answer is yes to any of these questions, you may suffer from phone anxiety, also known as telephobia. While you might think that this isn’t a problem, there are many missed opportunities and poor communication that occurs because of one’s hesitation to answer or make a phone call. What is Phone Anxiety? Phone Anxiety, or Telephobia, is a reluctance or fear of making or taking phone calls. Believe it or not, this is a recognized social disorder, or type of social anxiety. Perhaps you fear that you are intruding, being unintentionally rude, or even that your voice sounds funny, can keep you from making a call or picking up that phone when it rings. While some may suffer from telephobia, it has been noted that a large majority of millennials (those born between 1981 and 1996) struggle with this disorder. Symptoms of phone anxiety are the same as any other type of anxiety, which may commonly include: Panic attacks Shaking Racing heart Difficulty concentrating Sweating Difficulty in getting the words out when speaking Social anxiety disorder affects approximately 15 million American adults and is the second most commonly diagnosed anxiety disorder following specific phobia, according to the Social Anxiety Disorder | Anxiety and Depression. The average age of onset for social anxiety disorder is during the teenage years. Although individuals diagnosed with social anxiety disorder commonly report extreme shyness in childhood, it is important to note that this disorder is not simply shyness. The Phone Anxiety Paradox Considering the fact that 85% of Americans own smartphones in 2019, according to the Global Mobile Consumer Survey, phone anxiety is one of the great paradoxes of today’s world. According to a recent Gallup poll, nearly half of all smartphone users can’t even imagine life without their phone. We adore our smartphones, carrying them everywhere with us, sleeping with them, and touching them an average of 2,617 times a day. More intense users are touching their phones as many as 5,427 times a day. This is interesting considering many are avoiding the actual thing phones were created for – phone calls. Why Do People Suffer from Phone Anxiety? The common reasons that people suffer from phone anxiety can be lumped into inexperience, pressure, and insecurity. Let’s take a closer look at each of these. Inexperience is a simple and understandable reason as to why someone may experience phone anxiety. We live in an era where people tend to text more than they talk on their mobile devices, so when the phone rings, those with phone anxiety may become hesitant simply due to unfamiliarity. Too often, when one begins a sales career, he or she is simply given a phone and a sales script of what to say, but most are not trained in understanding the phone calling process and its various techniques. Pressure and stress are other reasons people suffer from phone anxiety. When texting, if you run out of things to say, or are unsure of how to respond, you can simply stop replying. This option doesn’t exist when talking to someone over the phone. Many people feel the need to try to keep conversations going, but when they inevitably fade, and periods of silence develop, some may begin to feel uncomfortable as awkwardness ensues. After experiencing situations like this, those afflicted with phone anxiety will begin to encounter symptoms of the disorder every time their phone rings. Insecurity in not being able to see the other person is another excuse for phone anxiety. While the exact percentage is impossible to determine because of varying situations, experts agree that approximately 90% of our communication is nonverbal. When we engage in conversations, many elements are factored in, as our brains work to decipher not only what they are saying, but what they mean. Some of these elements include tone of voice, fluidity of words, mannerisms, eye contact, physiological behavior (i.e., sweating and scratching), and much more. When we talk to people over the phone, we are losing the majority of the indicators that help us communicate efficiently. This plays a major role in the development and triggering of phone anxiety, because the ability to gauge how our words are being interpreted, greatly diminishes, which makes those who suffer from social anxiety insecure about conversing through their mobile devices. Millennials and Phone Anxiety Many millennials struggle with mental health, and their generation has been dubbed as the “anxious generation.” Whether you are a millennial suffering with phone anxiety or trying to get ahold of a millennial with phone anxiety, it can help to understand the possible root causes and reasons for the cold shoulder. A survey from gadget retail site BankMyCell attempts to delve into why many millennials love their phones but hate talking on them. The top reasons for a millennial not to answer an incoming phone or reach out to you with an email or text instead of calling you include: Calls can be time-consuming. You have no way to tell if a call will take minutes or hours. Millennials want to communicate faster and prefer getting straightforward answers. Calls are disruptive. In most cases, your phone will vibrate with a call at a random time of the day, potentially interrupting whatever activity you’re doing if you answer. Calls come off presumptuous. Overall, when someone calls you it’s probable that they need something from you. There is an assumption that you have the time to be interrupted. One millennial told the Wall Street Journal, “Calling someone without emailing first can make it seem as though you’re prioritizing your needs over theirs.” Calls are commonly inefficient. When you’re using a messaging service, you can drop in and out when you want. Sending an email or message via an app gets straight to the point without any polite small talk. Calls can be annoying. Getting a presumptuous call from someone creates a negative reaction. People often sigh or roll their eyes when a call comes in at an inconvenient time. Calls are stressful. Everyone is so productivity driven that in many situations like work, calls can be stressful. You could be working on a deadline or rushing to get out the door and the distraction interrupts you at the wrong time. People like to avoid conflict. Calls leave you little time to compose yourself. You can feel vulnerable about how you come across and what you’re going to say if confronted. Calls are rarely private. You can message nonstop in a room and no one will know what you’re saying. If you want a degree of privacy on the phone, you’ll have to relocate yourself to stop people from eavesdropping. How Phone Anxiety Affects Your Life As our phones become a bigger and more important part of our personal lives, as well as our professional lives, a sufferer of phone anxiety may risk important relationships when they ignore or avoid phone calls. Whether it’s a friend, family member, a colleague, or a client, some people may take the avoidance as a sign that you don’t want to speak with them. This can greatly affect relationships with those individuals. If you have or are planning to get a job that requires communication over the phone, such as sales or consulting, your phone anxiety could potentially prevent you from getting or keeping your job. For those with symptoms that include stammering, it could be perceived as unprofessional, and may even impact your work performance and even your employment status. How to Overcome Phone Anxiety While it may seem impossible to overcome your phone anxiety, it can be overcome with hard work and dedication. Since there are many reasons for phone anxiety, there are also many techniques, and some may be more effective than others. Here are some simple, yet effective techniques to implement to help you combat your anxiety. Before You Call Relax and Breathe. Taking a deep breath before making a call or answering the phone might seem easy but is proven to be effective. Breathing increases oxygen to the brain and helps calm the mind. This can help increase the fluidity of your thoughts as they are being converted into speech. Try “tactical breathing” (so named because it’s a technique that soldiers and police officers use to quickly calm down and stay focused during firefights). Here’s how to do it: 1) Slowly inhale a deep breath for 4 seconds. 2) Hold the breath in for 4 seconds. 3) Slowly exhale the breath out for 4 seconds. 4) Hold the empty breath for 4 seconds. 5) Repeat until your breathing is under control. Create a Script for the Call. Writing out what you want to say takes away some of the unknown and will make you feel more confident that you will be able to accomplish your objective during the call. Consider writing out your opening word for word, as this can be the hardest part of the call. Once you’re past that, you’ll often feel less nervous. In your opening, make sure to say who you are, where you’re calling from, and what you are calling about. Next, make a list of key points you want to discuss during the call. Try to anticipate what the person on the other end might ask you, and what you’d like to say in response. Write down any numbers or names you might be asked to provide. If you’re making a social call, write down possible conversation topics and questions you can ask to keep the conversation going and avoid that awkward silence. Add as much detail as you’d like to your script. You won’t likely be able to (or want to) read it word for word, but it will give you confidence as you go into the call. Rehearse. If you’re especially nervous, consider rehearsing your opening before making your call. Hold the phone to your ear and speak into it to make it as realistic as possible. Avoid over-rehearsing as this may make you come across as if you aren’t listening to the person on the other line. • Call someone else first. Right before you must call a stranger or someone who makes you nervous, call someone like a family member or significant other that you feel completely comfortable talking to over the phone. After a short warm-up conversation with them, make the other call immediately. This can be a very effective technique for calming your phone shyness, as the first call soothes the part of your brain that associates being on the phone with stress. During the Call Walk around and make gestures. Studies have found that when your arms are constrained, you feel more nervous and use more language fillers (like “ums” and “uhs”) because you’re less confident that your message is getting across. Consider moving and using body language even though the person you’re talking to can’t see it and you will likely feel more comfortable and natural. Smile. While we may think that we only smile in response too feelings of calmness and happiness, smiling can actually create these feelings. Research shows that even a fake smile during a stressful activity can decrease your heart rate and stress level. Additionally, you’ll sound friendlier to the person on the other end of the line. Look in the mirror as you talk. Part of what creates anxiety during phone calls is that the only feedback you get is the person’s voice without seeing their reassuring facial expressions. Looking at yourself in the mirror can help make you feel less awkward because it tricks your brain into thinking that you’re talking to another human face-to-face. Take Your Time. Phone conversations typically don’t need to be rushed. Rushing is probably the number one contributing factor causing mistakes in many facets of life. When you are routinely rushing to communicate, and you are not being clearly understood, you are not communicating effectively. As a result, you start to develop insecurities, which often triggers even more anxiety. Speaking over one another or interrupting can become awkward quickly. When conversing, just remember to take your time to listen carefully and speak clearly. Practice. Make one phone call each day. If you don’t have anyone that you need to call, call a business and ask what their hours are. Work your way into doing calls that require longer openings, and more back and forth. Find reasons to call customer service or call and make appointments. The more you do it, the more you will overcome your fear and become more efficient. Keep in mind that perfection rarely exists in communication. Speaking without nonverbal clues can be tricky in virtually every situation. If you flub a word, or stutter, chances are the person you are speaking with has done the same thing many times before as well. Some people simply have more experience with phone calls. The next time you get on the phone and start to feel symptoms of your anxiety kick in, remember that it has happened to everyone at some point in time. There’s nothing to be ashamed of. We’re all human. Making Phone Calls More Productive Be aware that a large percentage of people suffer with phone anxiety, so you will be more productive and efficient if you take the time to discover the preferred communication channel of the person you are trying to reach. If a phone call makes sense as the best channel, arrange a good time to call and be respectful of the other person’s time. Sending an email or message with preliminary details may ease anxiety that the other party may feel about a phone call. Recognize that calling someone with a valid business goal is not bothering them as long as you are confident and efficient. Many customer relationships can’t be developed without a conversation, and companies who use the phone to connect with, train, and assist new employees, have better acquisition and retention rates. Harvard Business Review reported that 57% of customers have had to switch from the web to a phone call to resolve an issue. NewVoice found that 75% of consumers chose the phone as the “most effective way of getting a quick response. The quick back and forth communication of a phone call can often resolve misunderstandings faster than other seemingly convenient channels like email or text. Conclusion Phone anxiety is a real disorder that affects many people and impedes communication and opportunities regularly. Overcoming this fear and learning to best communicate with every person will improve business and personal relationships. To learn how to develop the skills necessary to overcome your anxiety, and thrive in this new, competitive environment, contact Hoopis Performance Network to learn about the many tools and resources that are available to help you overcome anxieties and master phone calls. HPN provides knowledge and skills training for management, producers, and staff in the financial services industry. Whether you own or manage an insurance agency or an investment firm, we want to give you and your employees the tools needed to successfully grow your business in a competitive industry. Contact us today for your training and education needs and to learn more about how to best communicate with all groups with varying communication preferences. Overcoming Phone Anxiety

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Next Item Previous Item Go back to White Papers List Nearly nine out of 10 Americans aged 65 or older currently receive Social Security. The Social Security Administration estimates that 21 percent of married couples and 43 percent of single seniors rely on Social Security for 90 percent or more of their income. Whether you are planning to retire in 20 years or 20 days, it’s crucial to understand Social Security, how to qualify for benefits, taxation of Social Security benefits and how working after retirement might affect your Social Security income. This broad overview of the most important aspects of Social Security will help you make the best decisions for financial security during retirement. Social Security Basics Social Security is the largest U.S. federal insurance program that provides benefits to retirees, those who have disabilities and those who lose a spouse or parent. According to the Social Security Administration (SSA), more than 60 million people received monthly benefits as of 2018; 46 million of those recipients are retirees and their families. The Social Security Act was part of President Franklin Roosevelt’s New Deal, a series of programs his administration instituted to bring prosperity back to Americans during the Great Depression. The Social Security Act passed in 1935. Those who work pay dedicated payroll taxes authorized by the Federal Insurance Contributions Act (FICA), which funds Social Security benefit payments. As of 2019, each dollar you pay in FICA taxes goes into two separate trust funds. One fund receives 85 cents for retirees, their families, surviving spouses and surviving children of workers who passed away. The remaining 15 cents funds those with disabilities and their families. Qualifying for Social Security Retirement Benefits Most people must work 10 years at a job where they pay FICA taxes to receive Social Security retirement benefits. As of 2019, the SSA awards one credit for each $1,360 in earnings, with a maximum of four credits per year. The required earnings normally increase each year. The 10-year, 40-credit rule applies to all workers who were born after 1929; those born before 1929 did not need as many credits. Workers cannot earn credits at all jobs. The following are some examples of jobs where workers do not qualify for Social Security retirement benefits: The majority of federal employees hired prior to 1984 Railroad employees who have more than 10 years of service Some employees of state and local governments who have chosen not to participate in the Social Security programs Social Security Retirement Benefit Amounts The amount you receive for Social Security retirement benefits depends on your age and the amount of your lifetime earnings. As you earn more, your benefit amount increases. You can begin to receive your retirement income anytime from age 62 to age 70. The retirement benefit program is designed to pay out the same amount of lifetime benefits, no matter when you choose to file your claim. Of course, how long you live is the factor that has the most impact on total lifetime benefits. The SSA will reduce your retirement payment if you take it early. The longer you wait to collect benefits, the greater the monthly benefit amount will be. The principle behind this is really quite simple. If you start to receive your monthly retirement benefits early, you will receive more payments over your lifetime. If you begin taking them later, you will receive fewer payments, but the payments will be larger. There are many factors to consider when making this decision. But before you can even think about this, you need to know if, how and when you can receive benefits. So, let’s talk about the full retirement age. The full retirement age (FRA) is the age you must attain to be entitled to your full, unreduced Social Security retirement benefit. The FRA for those born between 1943 and 1954 is exactly age 66. For those born between 1954 and 1959, their FRA will increase by two months each year. For example, the FRA for those born in 1955 will be 66 years and 2 months. The FRA for those born in 1956 is 66 and 4 months, and so on. The FRA for those born in 1960 or later is exactly 67. So, to receive an unreduced retirement benefit, which is referred to in Social Security jargon as the “Primary Insurance Amount” (PIA), you must wait until you reach your full retirement age. If a retiring worker with an FRA of 66 and a PIA of $1,000 chose to receive his retirement benefit at age 62, his benefit would be reduced by 25 percent, or $750 (75 percent of his $1,000 Primary Insurance Amount). If they wait until he reaches his FRA, he will receive his full PIA benefit of $1,000. The terms the Social Security Administration uses to describe your benefit can be confusing. For example, the word “full” in the term “full retirement age” does not mean the maximum benefit. The maximum benefit occurs at age 70, which is always later than full retirement age, regardless of when you were born. Now let’s talk about what happens if you wait beyond full retirement age to claim your benefits. For each year you wait beyond full retirement age to receive your benefit, you receive what’s called a “delayed retirement credit.” This is set in law, so it does not fluctuate with interest rates or the equity markets. It’s 8 percent simple interest per year, based on your primary insurance amount for each year beyond your full retirement age. Another way to look at this is that your benefit will be 76 percent higher at age 70, compared with age 62, regardless of the PIA. That is, you will receive a monthly retirement benefit from Social Security that is 76 percent higher every month for the rest of your life if you wait until age 70 to receive it. This happens automatically. All you have to do to get your maximum benefit is wait until you reach age 70. No forms, no calls — just wait. If you want a better idea of what your benefits might be at different ages, visit the SSA website and look up your Social Security statement, or use some of their calculators. Income Taxes and Social Security Some people who collect Social Security retirement benefits must pay income tax on a portion of their benefits. The government will tax a portion of their benefits if their total combined income (combined income = total amount of income, including any taxexempt interest, plus half of one’s Social Security benefits) exceeds Social Security’s set base amount. Keep in mind that your “total income” includes more than just your work income. The SSA will tax 50 percent of your Social Security benefits if either of the following statements is true: Your combined income amount is between $25,000 and $34,000 and you are single. Your combined income amount is between $32,000 and $44,000 and you are married. The SSA will tax 85 percent of your Social Security benefits if either of the following statements is true: Your combined income is greater than $34,000 and you are single. Your combined income is greater than $44,000 and you are married. Working After Retirement To maintain a comfortable lifestyle into retirement, Social Security retirement benefits plus savings and other investments are often not enough. This means that many individuals must keep working for a while, even after claiming an early Social Security retirement benefit. Others keep working just remain active and engaged. At your full retirement age, there is no limit on the amount of money you can earn and still receive your full Social Security retirement benefit. However, if you decide to begin to receive your benefit early and continue to work, be sure to understand how this extra income might impact your Social Security benefits. Social Security will reduce $1 of benefit for every $2 you earn over a set limit. In 2019, this limit on earned income is $17,640 ($1,470 per month), and this limit will go up each year. This continues until you reach full retirement age. Reduced, but Maybe Not Lost Forever The amount of reduced benefits lost due to income earnings that exceed the limits are not necessarily lost forever. Once you reach your full retirement age, Social Security will automatically recalculate a new retirement benefit amount, taking into account any of the lost benefits due to the earned income rule. This calculation will eventually pay out the lost benefit amount, a little bit each year. It normally takes up to 15 years to fully recoup the lost benefit. Social Security and Retirement

Course Catalog Go Back to Main Catalog Page Client Appreciation Events Client Segmentation: Identifying Growth Opportunities in Your Book of Business Cross-Selling Marketing 101 - Client Segmentation Cross-Selling Marketing 201 - Cross-Selling Clients Cross-Selling Marketing 301 Leveraging Resources to Build an Exciting Client Experience Newest Cross Selling Videos Cross-Selling Log in now to view this course Perspectives: Marketing Social Media 101 Social Media 201 Social Media 301 Social Selling PRO Social Media Client Appreciation Events Is Your Target Market Really Your Target Market? Marketing to the Affluent 101 Marketing to the Affluent 201 Marketing to the Affluent 301 Newest Target Marketing Videos Target Marketing 101 Target Marketing 201 Target Marketing 301 Understanding The NIL Opportunity Working in the Medical Market Target Marketing Learning Paths (beta) Sales Skills Marketing Product Knowledge Practice Management Motivation Classroom Training Coaching Resources Menu Close Try It Free for 14 Days Get full access to the platform—risk-free. No credit card. No commitment. Just results. Start building your advisor bench today. Start Your FREE Trial

Next Item Previous Item Go back to White Papers List Many of the methods we use to persuade and motivate others such as nagging, pleading, coercing and brute force, not only fail to work, but many times, they make things worse by making people mistrust or even become angry. Some persuasion tactics will not only hurt the cause, but damage relationships by creating resentment or remorse. Effective persuasion is different. It’s subtle, unsuspecting, and non-confrontational. The human mind is surprisingly malleable and easy to manipulate, if you know what it is you want and what you’re doing. When you effectively persuade, you are not trying to control someone. You are trying to nudge them to take action or see things from a different perspective. One’s ability to persuade has held great social prestige in the ancient Greek world and throughout history. Aristotle was the first to introduce persuasion as a skill that could be learned. He argued that the most effective persuasive attempts contain three concepts: ethos, pathos, and logos. Ethos Ethos refers to the character of the speaker. If audiences believe that the speaker is credible, they are more likely to be persuaded. He believed that this includes body type, movement, dress, body language, sincerity, word choice, and reputation, in addition to expertise and charisma. Ethos is about the audience’s perception of credibility and it is the most powerful of the three persuasive means, according to Aristotle. Pathos Pathos is the psychological and emotional state of the audience. Aristotle believed that our ability to be persuaded is closely connected to how pleased and friendly or pained and hostile we are feeling. He also recommended that we determine the difference between our audience’s actual state of mind and their desired state of mind. If you can help them see how to get from their current state to their desired state, you can persuade people to do almost anything. Logos Logos refers to the actual substance of a message, or logic provided as proof to the listener. Aristotle argued that humans are basically reasonable beings who make decisions based on what makes sense. You can be more persuasive and convincing by using reason and logic in your arguments. Influence: The Psychology of Persuasion Whether you are selling financial instruments, insurance, or boiled peanuts, the psychology behind selling, is deeply rooted in persuasion, which is influencing someone to believe or act in a specific way. Many people have observed and commented on persuasion, but Robert Cialdini is the most quoted in business and how persuasion relates to sales and marketing. In Influence: The Psychology of Persuasion, originally published in 1984, Cialdini identifies six principles of persuasion, which have been expanded by others over the years. Let’s first look at these six principles – reciprocity, scarcity, authority, consistency, liking, and consensus – and how you can apply them to prospecting and acquiring new clients. Reciprocity Reciprocity is a social convention that compels people to return a favor to someone who does something nice for them. You probably heard the adage, “You scratch my back, I’ll scratch yours.” Companies may send free samples of a product with the hope (and proven trackrecord) that the receiver will likely feel an obligation to buy the product. This, and offering “extras” or “bonuses,” are common examples of reciprocity. Since it’s impossible to give free samples, extras, or bonuses of insurance, stocks, and commodities, your gift to clients can be your knowledge. Consider creating video content, downloads, and e-books to attract clients on your website, or offer free workshops or webinars. The real power of reciprocity lies in the fact that it’s such a strong social norm, and a universally expected give back. While not everyone practices reciprocity, the majority of people will, without even realizing it. Keep in mind that you should never expect reciprocity, so do it for them, not for you. Reciprocity works when there is no expectation of return because the sincerity of the gesture is what gives it its power. The need to return the favor is strongest when the initial favor was done with no expectation of repayment. Be generous and helpful as often as possible, in the hope that those you help will be on your side when you need them in the future. When used regularly, reciprocity can be an indispensable sales tool. Scarcity The economic principle of scarcity has been around for ages. When resources are in short supply, people want more of them. Understanding the psychology of scarcity and how it can impact decision-making can give you an additional edge in the sales process. Using the principle of scarcity to persuade others requires that you create a sense of urgency, motivating people to act. You see scarcity being used all the time in ads that say, “Selling Fast,” “Only 3 left,” and “Limited Time Only.” In the financial services industry, salespeople can create that sense of urgency by sharing with prospects what they risk losing if they don’t act on your proposal today. Appealing to your client’s fundamental needs of shelter, love, self-esteem, and self-actualization can be very persuasive. For example, an agent/advisor selling life insurance may ask a client what will happen if he or she dies. What will happen to your family? Will they have money to survive? How will your death financially impact your family, and will they be able to maintain their lifestyle? Some agents/advisors apply this principle by limiting their availability. Don’t tell a prospective client that your schedule is “wide open.” Instead, give two options for when you “can squeeze them in.” Be careful not to create a false sense of urgency or you will lose credibility. Sincerity and truthfulness are keys to repeat business and lifelong clients. Authority Establishing authority and credibility that you know about the service you are providing or the product you are selling is especially important in the financial services industry. People will generally listen and act when they feel they are with credible experts. If you speak confidently, clearly and concisely, people are more likely to listen to you, to take what you have to say seriously, and to agree with you. Prepare what you want to say and practice it. Write out your scripts and practice them regularly. When speaking, avoid filler words (such as ‘umm’, ‘err’ or ‘like’) because these suggest that you’re struggling to express your message or that you are uncertain about its validity. Establishing authority means you must send signals to prospects about what makes you an authority before you attempt to persuade them. This also requires walking a fine line between confidence and arrogance. People don’t want to hear you boast about your accomplishments or about how smart you are. Your website and digital marketing campaigns play a valuable role in establishing authority. Providing accurate, educational content on a regular basis through video content, newsletters, and blogs, will demonstrate your knowledge to others, making it more likely that they will buy from you. Consistency Most people don’t like to go back on their actions or words. Once they say something, human nature will tend to make people stick to what they said, in fear of looking indecisive. Applying the principle of consistency to the sales process is about asking for small actions and commitments from prospective clients throughout the sales process, also known as the “yes ladder.” Giving them early and small opportunities to agree with you allows them to be a part of the process and makes it easier for them to give you the “big yes” later. Some people refer to this as the “foot in the door” technique since once you get your foot in the door, it’s harder for them to close it. Your clients need to feel like they were not forced into decisions, or they may get cold feet or resent you. You can ask for commitments from prospective clients during website or in-person interaction. For example, ask for an email when you offer free content, ask a prospect to commit to a phone or office appointment, or ask a prospect to take a survey about their needs. Consistency is built through regular communication and interaction. Liking Prospective clients are more likely to buy from salespeople they like. Cialdini outlines three specific elements of the likability principle: People like those who are similar to them. People like those who pay them compliments. People like those who cooperate. The best salespeople will take time to make a personal connection with prospects about things that have nothing to do with the product or service they are offering, either on the phone or in person. They might talk about kids, sports, television, movies, college, or any other common ground. Applying the liking principle online is a bit trickier, and it can take more time. The single best way to create likability online is by creating an outstanding ‘About Us’ page on your website or a bio page, if you are an agent/advisor. Tell your readers about your hobbies, your core values, and why you enjoy helping and educating your clients. The more likable you are, the more people you will persuade to buy from you. People tend to adopt a “herd” mentality, meaning they may look to others to make decisions. This behavior is often driven by the desire to fit in. Many may think, “If they are doing XYZ, so can I.” You can apply the principle of consensus to the sales process by harnessing the power of testimonials. Whether you share videos, blog posts, or talking to a prospect in person, sharing success stories from current and previous clients inspires prospects to “jump on the bandwagon.” Another powerful way to activate consensus is through online reviews from third-party sites. Prospects searching for you online can see positive comments, encouraging them to join others who have done successful business with you. Additional Tips and Techniques As a spin-off from these basics’ techniques outlined by Cialdini, there are other persuasion tips and techniques which can also help you to effectively persuade others. Keep in mind that the ultimate goal of persuasion is to convince the client or prospect to adopt a new attitude as a part of their own core belief system and choose to buy from you. Content Organization If you carefully describe or explain things in such a way that influences how the recipient interprets the information, you are ‘framing’ that content. This technique is often used to influence audiences in political debates. The three core elements of framing include: Placement – Make sure you choose the right time, place and people to communicate with. Are both members of a partnership in attendance? Approach – Make sure you carefully construct how your argument is presented. Focus on the positives, rather than any potential downsides of an agreement. Words – Make sure to select the most appropriate words to explain your viewpoint. Mark Twain once said, “The difference between similar words and the right words is the difference between lightning and the lightning bug.” Choose your words wisely. An example of this is the difference between using the words “cheap” and “inexpensive.” It is important to frame your words to say how you want your client to feel. Go Big and Then Small This approach is the opposite of the “foot in the door” approach or “consistency” principle. A salesperson will begin by making a large and possibly unrealistic request. The individual responds by refusing. The salesperson then responds by making a much smaller request, with may often come off as conciliatory. People often feel obligated to respond positively to these offers. Since they refused that initial request, people often feel compelled to help the salesperson by accepting the smaller request. Anchor Points The anchoring bias is a technique that can have a powerful influence when negotiating or selling. Basically, your first offer has the tendency to become an anchoring point for all future negotiations. An example of this is if you are trying to sell an insurance policy. If you suggest a larger policy first, that larger policy will become the anchoring starting point for your client’s decision. While you might not sell a policy that large, starting high might lead you to getting a higher sale. “But You Are Free” By simply reminding those who you’re talking to that they are free to make their own decision on whatever the topic you’re discussing, will make them more comfortable and feel less pressured. This is a highly effective strategy that is easy to implement. Body Language Never underestimate the power of your body language, which has a significant impact on your ability to persuade: Smile naturally. This will make you seem approachable and likeable. Raise your eyebrows. This signals you are not a threat, and gives the impression that you are friendly and approachable. Avoid crossing your arms and putting your hands in your pockets. These are “closed” positions and they signal that you are not flexible, comfortable, or approachable. Use eye contact. Making regular eye contact shows an interest in the conversation and the person you are talking to. You will also appear as more trustworthy. Show your palms. This technique goes back to the cave men days when the first thing we need to verify is that the visitor is not holding a weapon. No matter how far this dates back, it still indicates you are telling the full story. Clothing While these may seem subconscious, they have proven important and effective in aiding persuasion. Show your neck. This indicates that you are unthreatening and easy to approach. Color. Make a special attempt not to clash with your environment. Wear colors that soften your look without weakening you. Wear colors that make you feel confident. Professionalism. While it’s important to establish authority through your clothing, you don’t want to appear to be inflexible or inappropriate for the situation in which you are meeting. Conclusion Persuasion is not a new concept but is one that is used in advertisements and conversations every day. Techniques for improving your ability to persuade others are likely to make you more successful. Keep in mind Zig Ziglar’s words, “The most powerful persuasion tool you have in your entire arsenal is your integrity. The Power of Persuasion

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