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The Best Target Marketer I've Ever Known
This is the fifteenth article I’ve written in this series, however unlike my previous Target Marketing Tips, this is simply a story of the best Target Marketer I’ve ever known. I hope that you will enjoy the story and that it will give you some ideas that you can use in your agency.
In the summer of 1964 I was an 18 year old sailor aboard a small ship in Pearl Harbor. One afternoon an announcement was made; “all hands not currently on a work detail assemble in the mess deck.” Since I was curious I went to the mess where I met Joe Rogers. He introduced himself to about 20 of us as the local representative for New York Life Insurance Company. During the next 20-30 minutes he explained to us why we should all purchase a $10,000 whole life policy. When he was finished 11 of us stayed and purchased a policy. He spent less than three hours on our ship and wrote 11 policies.
Forty four years later (June 2008) I called Joe Rogers (now age 83) and asked about his career. It was a fascinating conversation as he told me how he began selling life insurance on every ship that entered Pearl Harbor. He told me the story of how in a period of one week he sold nearly1500 policies on the U.S.S. Constellation, which at the time was the newest aircraft carrier in the fleet. Joe was the top producer in Hawaii for 28 straight years and at one point had three producers working for him in San Diego as well as Hawaii.
Joe told me the story of how he came to be allowed to go aboard those ships; a story which I tell during my Target Marketing Seminar. Joe’s target market was the center of influence of the U.S. Navy. I have often wondered what it felt like sitting next to Joe during a sales meeting when everyone is asked “how many policies did you write last week?” I’m sure glad I wasn’t one of those people. Joe did not cold call; he was the ultimate Target Marketer.
I welcome your comments, and if you are interested in taking my complete Target Marketing Seminar, please give me a call at 714 813-3221. Four hours could change your entire career. (4 CE credits available in California)
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