They buy the salesperson first, then the product

Necessary evil. That's how most people talk about insurance. That is unless you sell insurance. Then it becomes "business enhancement," "peace of mind," "planning for retirement," "protecting those you love" or "financial security." But whatever name you put with it, people who buy insurance try to avoid those who sell it like the plague. Andy Jacobson sells insurance. And for some reason, people don't avoid him. I wanted to find out why. Successful as an insurance salesman, then as a sales manager, and now as the owner of his own firm, Meridian Benefits Group, Andy still writes business, but is reluctant to call it selling. "I just build relationships," Jacobson says. "The rest takes care of itself."

Here is my interview with him and the written success elements of Andy Jacobson, insurance salesman. I have eliminated my questions from this writing. Andy's answers speak for themselves: A: Over the past 10 years, I have developed relationships with my clients, other insurance agents and brokers. As each year went by, I realized that my sales were based more on my relationships and less on the company I was representing. I have found that in selling an intangible product such as insurance benefits, the client-customer begins to rely on the relationship that they have with and the trustworthiness they feel toward the salesperson.

A: I decided to put my money where my mouth was and opened up my own company doing essentially the same thing I was doing working for someone else. It's harder, but more fun and way more profitable.

A: Through experience, I have identified a pattern when I'm developing relationships. Here are my relationship evaluators: The first time I call a prospect over the phone I introduce myself as Andy Jacobson with Meridian Benefits Group. I will do this a few times until I feel comfortable enough that the next time I call, I introduce myself as (just) Andy Jacobson. I will do this for a few times until I feel comfortable enough that the next time I call, I will introduce myself as (just) Andy. I will do this for a few more times until I feel comfortable enough that the next time I call, I do not have to say any introduction - the customer will know me by my voice alone.

A: All the time throughout this process, you will find yourself talking less and less about business and more and more about social things and hobbies. At this point, the business is yours, and the customer will tell you what they need from you to close the deal!

A: With a few exceptions, there is very little difference between one company and another or one company's products or another's. The following are the simple (but not easy) personal characteristics of why my customers buy me. All of which you have probably heard before, but doing them and believing them and living them make the difference!

Success elements " I work hard. "Work only half a day. It makes no difference which half - the first 12 hours or the last 12 hours." - Kemmons Wilson, the founder of Holiday Inn hotels.

" I am bringing solid value. Bring something within yourself to the table that your competition cannot match.

" I am responsive. Try to always exceed your customer's expectations in all contacts you may have with him. Customers want you to get to the point, and they want you to get there fast.

" I am a straight shooter. Build a reputation as an honest person. Tell the truth, and you don't have to worry about what you say coming back to haunt you.

" I build a great reputation. Do the right things consistently, and you will build a reputation that precedes you. Your reputation will make it easier for you to continue to work with your existing customers and to prospect new ones. If you have a bad reputation, good luck getting rid of it!

" I listen to understand. If you are not so busy doing all the talking, your customers in most cases will tell you exactly what they want and what you need to do to "get the business."

" I keep my customers in front of my face. Keep your key customer list on your desk. If you have not spoken with one of them in a while, pick up the phone before your competition does.

" I follow through. Say what you will do, and do what you say you will do. Follow-through develops reputation. So do dropped balls.

" I find customers' comfort zones. Once you get a customer in a comfort zone, you have to screw up to lose him. Like an old shoe or a favorite shirt, he will be reluctant to seek out alternatives as long as you "feel good." If they look elsewhere, look in the mirror as to why.

" The most important reason my customers do business with me: I still ask for the business. Your customer wants to know that he continues to be important and that you are still hungry. Andy Jacobson's characteristics support my two basic philosophies of sales. First, people don't like to be sold to, but they love to buy. Second, the first sale that's made is the salesperson. The customer buys the salesperson first. Andy found those out the hard way - or better stated, the working hard way. How hard are you working?

GitBit … Want a list of sales quotes you can use to inspire your success? Three pages of "make-you-think" killer quotes you can hang on your wall or pass on to your sales warrior friends. Go to www.gitomer.com - register if you're a first time user - and enter the words INSPIRE ME in the GitBit box.

Jeffrey Gitomer, the author of "The Sales Bible" and "Customer Satisfaction is Worthless, Customer Loyalty is Priceless," is the president of North Carolina-based Buy Gitomer. He gives seminars, runs annual sales meetings and conducts training programs on selling and customer service. He can be e-mailed at salesman@gitomer.com.