Business Marketing Advertising

T. J. Comer, a Phoenix Mutual Life Insurance Company salesman at Pittsburgh, relates the story of selling a one-hundred-thousand-dollar insurance policy to a man who had protested that he had enough insurance.
Comer has a partner. The two salesmen often work together on a buyer, as was the case in this instance. Comer says that if he does not hit upon the argument which appeals properly, then the chances are his partner will. He knows there is some appeal that will get the order.
An interview was arranged and the two salesmen went to make this call. Five personal calls had been made without results. Various plans were presented to the buyer with no response. Finally, one of the salesmen stated that the company had perfected an educational policy which, in the event of the prospect’s death, would guarantee the education of his several children. Comer reports that he never wit?nessed such a quick response. The application for the one-hundred-thousand-dollar policy was signed in thirty minutes and shortly afterward a fifty-thousand-dollar term policy was ordered to replace one that had expired.
These salesmen were both on the verge of giving up on several occasions. They had presented what they thought were their best arguments. In their persistency, they presented other appeals. The one about his children’s education struck home.