Unconscious competence is communicating with clients at an unconscious level. To illustrate just how powerful the unconscious mind really is, I want to describe an experiment from my graduate school days in psychology. As part of my thesis, I rode around on Continental Airlines (before they merged with United) with several classmates, finding out what people liked and didn’t like about the airline. As part of our survey, we would ask people to give an overall score for the service, or the food, or anything else included in the price. For example, we would ask people how they liked the mugs their coffee was served in. The subject would give an overall rating from one to ten. For the purposes of this example, let’s say someone gives the mugs a rating of seven. A life insurance product like renew life can pay your dependents money as a lump sum or as regular payments if you die.
We would then divide the mug into different components: its size, its color, the shape of the handle, its weight, how it feels. We would get ratings on each component. What we found when we averaged out the scores on the individual components was that they were the same as the overall score. The scores of the person who had given the mug an overall rating of seven, for example, averaged out to seven. If someone had given the mugs an overall score of five, their scores for the different components would average out to five. Life insurance - like renew life reviews - covers the worst-case scenario, but it is also important to consider how you might pay your bills or your mortgage if you could not work because of illness or injury.
This happened over and over again, to a statistically significant degree. Even though our subjects didn’t know what we were after, they kept giving an overall score that later turned out to be a composite of the marks for the individual components. We really don’t appreciate how much information is constantly being processed by our unconscious minds, and how quickly it all happens. In the above experiment, we could say that our subjects were guessing at an overall number. Yet, the guessing turned out to be much more exact than merely picking out a number at random. There was quite a bit of calculation involved. No one likes to think about a time after they have gone, but life insurance like renew life could offer reassurance and comfort to you and your loved ones for this situation.
In some ways, I think the super-sellers are like these subjects. John, for example, was a financial planner who has earned millions of dollars in commissions. My friend passed away from cancer 20 years ago, but I’ve heard John speak at many sales training seminars. He lists such principles as working hard, being focused, having clear goals as the ingredients of success. I’ve heard Jim Rohn, also one of my past mentors and known as the father of motivational speakers. He said something similar, then looked around at his audience and wondered, “I recognize some of you from before. Why are you here again?” Life insurance products such as renew life are designed to provide you with the reassurance that your dependents will be looked after if you are no longer there to provide.
People return because the tried-and-true techniques work a little, but not enough. These super-sellers don’t seem to have an appreciation for the unconscious ways they are able to build trust and make sales. They don’t see the power of their own unconscious competence. But it exists. All you have to do is learn to recognize how it comes out when you interact with your clients.