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Master Trainer Tom Hopkins
and the Legends of PFS

1. PFS was built for a ___________ kind of people.

2. We believe that _________ qualities are more important than

________ qualities .

3. We sell ______ and ____________ , not policies.

4. We help people ________ money, not _________ money.

5. We champion the cause of ______ - ___________ .

6. We believe in total _________ involvement.

7. We take a ________ , not now and then, but _____ % of the


RF 1 8. We do _________ ________ .


RF 2 1. They live within their ___________ .

2. They have a good personal _________ .

3. They have a great _______ life.

4. That are always a positive, personal ___________ .

5. They always have the highest standards of __________ and

_____________ .


1. _____ ____________

2. People whoa are afraid to _____________.

3. People who are afraid to _______ .

4. People who are afraid to live on ______________ .

RF 3 5. People who want to ____ __________ .


RF 4
1. A winner survives tough times by being a _____________ .

2. Winners are always _________ .

3. Winners face the same challenges as losers. What makes

the difference is the way they _________ .
RF 5 4. ___________ is everything.


A. The Primerica Financial Services Champion's definition of

RF 6
The _____________________________________________
_____________________________________________ .

B. Why is Primerica Financial Services such a great part-time


1. There are minimal _______ - _____ costs.

RF 7 2. There is a ________and ______________ program.

3. You can _______ a ______________ in people's lives.

4. You are never ________ .

C. Which people make the great Primerica Financial Services


Those who burn with an overwhelming _________ to do

____________ _______ with their ________.
end session 1
Never forget this truth, "I'd rather be an ____________
_________ than an ___________ ____________."

D. What are the characteristics and work habits that separate

the average from the great?

1. They balance ______ ________ and the need to

achieve success with warm and sincere ________
for the people they serve.

2. They want _______ ____________ in their lives while

they build and develop other people who achieve
success in the their financial planning lives.

3. They reach within themselves for the ___________ to

overcome the _________ and ________ to

4. They are _________ __________ .

5. They pay ________ ___________ to details.

6. They ______ _______ _____ ________ ________.

7. They keep themselves in a ___________ ________

and avoid the emotional handicaps of __________,
_______, _______, and ________ _____________.
RF 9
8. They ________ __________ and use money instead of
__________ _________ and loving _________.

9. They strive to keep their lives in __________ and strive
for total fulfillment in all areas of their lives.
RF 10 A. ____________ ______________

B. ____________ ______________

C. ____________ ______________

D. ____________ ______________

Primerica Financial Services Greatness Comes

to Those Who Master the Fundamentals of
Recruiting and Skillful Selling

RF 11
B. ___________ C. _______ & ______
_______________ 1. ___________

2. _______ ________

3. ___________

4. ___________

5. ______ _________

6. ___________

7. _____ __________
A. _________ and _____________
RF 12
E. We are first and foremost in the ____________ business. To
understand others you must first understand yourself.

There are three basis personality types, the __________,

RF 13
the ___________, and the __________.


1. The extreme empathetic is a _______ to ______


2. They fear rejection and when pursuing the possibility of

being rejected, they become ________ and ______.

3. Under extreme stress, they normally __________ or

get __________.

4. They get ____________ and start radiating __________ .

end session 2 5. They consider the control type to be a true _________.

If you're too empathetic, you will not relate to the
control types and thus should develop more
confidence in the ability to take control and help
people make the buying decision.


1. The extreme controller is overly aggressive and can

come across as too _______ and ____________.

2. They fear rejection, losing control or being controlled

and when sensing it happening, they ________.

3. They believe their best defense is an overpowering


4. Under extreme stress, they normally get ________ and

then get depressed. They vent their emotional
anxiety by attacking management and vocalizing
hostility towards the company.

5. They consider the empathetic type to be a true ______.
If you're too much of a control personality, you will
not relate to the empathetic-type personality. Thus
you should work to develop more empathy and
warmth. Then, you'll more easily help the
empathetic type of buyer make the buying decision.


1. The ideal personality has the ability to change and

adapt to relate to all types and thus they radiate
warmth, but powerful personality which has _______.

RF 14 NOTE: Whenever I'm, interrupted during a presentation or

coming back for a second time, I must do a _______
________ before continuing.

F. A major determining factor of success is the ability to

increase the _______ ______ and focus on achieving the
RF 15
1. 5.

2. 6.

3. 7.


RF 16 The greatest motivator of all is the need to be _____________.

G. Many of us have been programmed to dwell on the

RF 17 1. 3.

end session 3 2. 4.

Too many people live in constant ____________. They are

RF 18 striving to achieve the motivators and at the same time are
immobilized by the demotivators. Thus, this causes _________
that increases ____________ and when the emotions are
pushed from the ____________ ___________ into the
_________ __________ average people ____________ or get

Withdraw or get hostile

PFS Champions become creative.

RF 19 Emotionally stable, successful people don't withdraw or become

hostile. They become ____________ .

H. PFS Champions realize the average American does not like

the image of a "professional salesperson", because of this the
PFS Champion strives to be the opposite of what people expect
in a salesperson.

1. Instead of being ___________ they are _________

with ____________.

2. Instead of being __________ they are _________

___________ .

3. Instead of being _______ ________ and

____________ they are _________, ___________,
and ___________.


RF 20 A. Recruiting is the ______ _______ of PFS.

RF 21 1. Prospect by selling _________ __________. People are

turned off by insurance, but almost everyone is turned on by
_________ ___________.

2. People buy _______ as much as they buy the

company or product.

3. People remember 85% of what they ______ and only 15%

what they __________.

4. Look at ____________ as a potential client or recruit.

5. You succeed in PFS by helping ________ _________.

6. To get and keep good recruits, you must raise them like you
RF 22
raise good children with ________, _____________, and

7. If you set a ___________ __________ others will want to be

_______ you.

8. People don't care how much you know until they ________
_______ _______ _______ ________.

9. Never worry about making money. If you manage ________,

your income will follow.

10. Those who help the _______ people make the most

B. The PFS prospecting philosophy

1. Most companies have people based on ________ degrees

and _____ scores.

RF 23 2. PFS hires ____________ people who have the _________

of ____________.

3. There's never been a test that can measure the ________ of

a man or woman.

C. Keys to successful prospecting

1. There are two ways to prospect: 1) ___________ first and

sell the recruit or 2) _________ first and recruit the client.

2. Best prospecting market (minimum of 4 points)

Age 25 and up
Employed with $20,000 income
Owns a home

3. The best prospects come from __________.

4. The best referrals come from the new recruit's _______


end session 4 5. The people who should be present are the __________ and
________ .

D. Prospecting in the new recruit's natural market.

1. Always recruit ______ on ______.

2. Never recruit by ________.

3. The two types of natural market referrals are the recruit's

_________ ________ and good 4 5 point _____________.

4. The leader uses the ____________ of the new recruit with
their referrals.

5. Always remember: At every level, you are only one or two

good recruits away from a _____ ___________.

E. What is a PFS recruiting concept?

1. To build financial independence, you must recruit ______

and ________.

2. Get ________ with every promotion.

3. The ideal is 7 10 ______ and 4 ______.

4. One great recruit deep ____________ a leg.

5. Definition of a "direct": A ___________ recruit or a first

_____________ recruit.

6. Definition of a "leg": A group that produces 7 10 ________

each month consistently.

7. Until you consistently cash flow at least $ __________ a

month from your overrides, you earn your living in the field.

8. Build and maintain a big ______ ________.

9. Be careful of recruiting traditional ___________.

F. The best way to recruit in PFS

1. Success in this business can be summed up in three words:

___________, ___________, _________.

2. If you don't recruit, you _________.

3. Nothing excites the _______ people like a new _________.

RF 24 4. The secret to success in PFS is to keep them _______ and


5. Prospect by selling the __________.


A. Recruiting and selling is nothing but a matter of __________.

B. 90% of effective recruiting is ________ __________.

C. Why are the average producers afraid to prospect in the

warm or cold market?

They take __________ _____________ and let the stress,

problem solving and anxiety lead them into an immobilized state.

D. Fall in love with the word _________ and you will unlock the doors
to the yeses.

Learn to use the formula for handling rejection.

1 S.C. = _____________
6 qualified contacts = 2 S.C.
2 S.C. = 1 qualified recruit
4 no's and 2 yeses
RF 25
Thus each No = _________.

Your daily attitude towards life's noes will determine how far you
end session 5 will go.


NO Result

E. A major key to keeping your desire and attitude is to audibly use

self-instructions whenever you suffer any emotional pain or


1. I never see failure as failure, but only as A Learning

RF 26

RF 27 2. I never see failure as failure, but only as THE NEGATIVE


RF 28 3. I never see failure as failure, but only as THE


RF 29 4. I never see failure as failure, but only as THE


RF 30 5. I never see failure as failure, but only as THE GAME I MUST


Champion creed
I am not judged by the number of times I fail,
RF 31 but by the number of times I succeed.

And the number of times I succeed

is in direct proportion to the number of times I can fail
and keep trying!


RF 32 A. Nobody buys _________, they buy ____________ and then

defend the decision ___________.

RF 33
B. The main emotion we must control is the prospect's ______.

Don't use rejection words (NASTY WORDS) Any word or

phrase that triggers and slows down the positive buying

Negative Positive
RF 34
1. Commission ____________

RF 35 2. Cost or Price ____________

RF 36
3. Down Payment ____________
RF 37
4. Monthly Payment ____________
RF 38
5. Contract ____________
RF 39
6. Buy ____________
RF 40 7. Sell or sold ____________
RF 41
8. Sign ____________
RF 42 9. Deal ____________
RF 43
10. Pitch ____________
RF 44
11. Problems ____________
RF 45
12. Boss/Manager ____________

end session 6
C. Emotions as well as conversation, are controlled by the proper
use of questions.

1. Champions always strive to become great listeners, control

RF 46
emotion, and lead buyers by __________ ____________.

RF 47 2. If I say it, they tend to _________ it, if they say it, it's

3. The person asking the right questions literally assumes he

leadership position in any conversation.

D. Card trick analogy

The three things necessary to make the decision for your prospect.

RF 48 1. ______________

RF 49 2. ______________

RF 50 3. ______________

E. Every professional lives daily believing in and using the four P's of
a professional.

___________ __________
RF 51 ___________ __________
end session 7

F. What are we paid for using?

Bottom Line of what we are here to learn:

RF 52 S P R
RF 53

Ten steps to professionalism
Step #1 Keep your priorities in order. God, Family, Business

Step #2 - Start with your attitude. Are you truly excited about the Primerica Financial
Services opportunity? If so, why not let everyone know it. If not, maybe that's why you're
not as successful as you would like to be.

Step #3 - Appearance. Are you really satisfied with your appearance? Grooming is
important, good clothing is a must, and how about your health? Shape up your body,
and it will shape up your attitude. Your customers and clients relate financial success
with competence. What about your personal presentation system?

Step #4 - Organization. Customers relate being organized to being competent.

Organization is recognized as being on time, having a neat desk, being ready with the
answers, and diligent follow-up. All these things tell your people that you are a person
worthy of their confidence and the confidence of their friends.

Step #5 Talk like a pro. Avoid shop talk, ask questions, choose your words carefully,
plan your presentation from the prospect's point of view.

Step #6 Respect your fellow representatives and recruits. They have the same
problems as you do. They deserve the same credit and recognition when successful,
the same help and encouragement when faltering. Everyone wins when the team gets

Step #7 Stay in Tune. Ours in a changing profession. The less competent are
disappearing. People demand excellence from their representatives, and reward that
excellence with referral after referral. Devote a regular part of your week to learning new
skills and sharpening existing ones.

Step # 8 Remember your family and friends. They want a high quality relationship ,
too. Plan time for family and social needs. This will assure you their understanding and
support when business takes you away evenings and weekends.
Step #9 See the people. There are literally thousands of people in your area who
need and deserve your excellent services. If you don't take it to them, they may get

Step #10 Integrity keeps you there. Almost every day an opportunity to take unfair
advantage of someone arises. A Champion knows that a dissatisfied customer today
will cost him several possible transactions in the future. A Champion knows how
important selling with the facts is. Stretching the truth, omitting information and avoiding
present problems by stalling or blaming someone else is for the bush leaguer. Sell the
facts, and you only have to sell them once. and when someone asks what you do for a


1. At PFS, we believe in an ___________ approach.

2. We believe in a ___ ______ sales process.

3. First interview objectives:

Explain our __________
Pick up __________
Get ______________ from client
Don't ______ on a first interview

4. Second interview objectives:

Go over the client's ___________
Close the ____________
Prepare for the __________ _________

5. Third interview objectives:

Deliver the ____________
Reinforce the ___________
Make the ____________ sale

Remember: an informed, educated consumer is our best ___________.

end session 8

Tom Hopkin's Suggested Thank You Notes
1. Telephone contract 6. Thank you after final refusal

Thank you for talking to me on the Thank you for taking the time out to consider
telephone. In today's fast-paced world time is letting me serve you. It is with sincere regrets
precious. You can rest assured that I will that your immediate plans do not include
always be respectful of the time we share as getting involved at this time. However, if you
we discuss the possibilities for increasing your need further information or have any
financial security. questions, please feel free to call. I will keep
you posted on new developments and
2. In person contact changes that may benefit you.

Thank you It was a pleasure meeting you and 7. Thank you after they don't get involved, but
my "thank you" is for the time we shared. We to give you referrals.
have been fortunate to serve many happy
clients, and it is my wish to someday be able to Thank you for your gracious offer of giving me
serve you. If you have any questions, please referrals, As we discussed, I am enclosing
don't hesitate to call. three of my business cards, and I thank you in
advance for placing them in the hands of three
3. Thank you after demonstration or of your friends, acquaintances or relatives that
presentation and policy pick-up. I might serve. I will keep in touch and will be
willing to render my services as needed.
Thank you for giving me the opportunity to
discuss with you our concept. We believe that 8. Thank you to anyone who gives you service
quality, blended with excellent service, is the
foundation for a successful business. Thank you. It's gratifying to meet someone
dedicated to doing a good job. Your efforts are
4. Thank you after purchase sincerely appreciated. If my company or I can
serve you in any way, please don't hesitate to
Thank you for giving me the opportunity to call.
offer you our finest service. We are confident
that you will be happy with the financial 9. Thank you for attending opportunity
success we provide. My goal now is to offer meeting.
excellent follow-up service so that you will
have no reservation about referring others to Thank you for the time you invested in
me who have similar needs to yours. attending our meeting. It is always exciting for
me to be able to share our exciting opportunity
5. Thank you for a referral with others who have a desire to help people
and earn extra income. I hope you enjoyed the
Thank you for your kind referral. You can rest meeting. If you have any further questions
assured that anyone that you refer to me will about the Primerica Financial Services
receive the highest degree of professional opportunity, please give me a call.
service possible.


1. Expanding your warm market Selecting social, religious or

community organizations wherein you can achieve two
goals. First, support and be active in a worthy endeavor
and secondly, establish relationships with prospects for
your offering.

2. Thank you notes

3. Social events When meeting someone new, ask questions,

the answers to which will tell you if they are a 5-pointer. If
they ask what you do for a living, say:

"I show people ways to make and save money"

"I locate and place people for leadership positions with my
"I work with someone who locates and places people for
leadership positions with my company"

If they ask for clarification, "I'm having a fun time here and
don't like to mix business and pleasure. If you're
truly interested, give me your number and I'll be
happy to spend some time with you later in the
week to explain it to you."

4. Newspaper

The Three Rock of Gibralter Words for Building Your Business



A. No one will make emotional buying decisions unless they are

relaxed and somewhat comfortable.

RF 54
B. When you meet a person and radiate the goal of helping
them _______ ______ and _________ ________.

Step #1 Smile

Step #2 Look them in the eyes

RF 55 Step #3 Repeat their names 4 times

Step #4 Create, learn, and use a comfortable greeting

Phraseology: "Let me begin by thanking you for the time that

end session 9
we will share. I hope that we can consider this meeting
somewhat exploratory meaning my job tonight as a financial
services professional is to analyze your needs and show you
how we at PFS can help you reach your long term goals for
financial independence.



RF 56 N 1. What do they have ________?

RF 57 E 2. What do they _______ most about what they have


RF 58 A 3. What do they want to ________ about what they have

RF 59
D 4. Who is the ________ ________?

RF 60 S 5. As a PFS representative, I have the ability to research and

analyze your needs to find the right SOLUTION.

Triplicate of choice for money: "John, Mary, most of the people who
have gotten involved in our program have been able to invest as much as
$200 per month. We have those fortunate few who are able to invest as
much as $500 per month. Then, of course, in today's economy we have
those people on a limited or fixed budget who can only invest as much as
$100 per month. Tell me , which of these people are you?


A. Minor reflexive questions

1. The tie down A question at the end of a sentence that

demands a yes. This must be used naturally and become a
speech habit.

1. Isn't it? 6. Shouldn't it?

2. Doesn't it? 7. Don't you agree?

3. Wasn't it? 8. Can't you?

4. Couldn't it? 9. Don't you?

5. Wouldn't it? 10. Haven't you?


RF 61 Recruiting "We're all looking for opportunities to reach our

financial goals, aren't we?

RF 62
Financial Program/ Securities " You would like to enjoy your
golden years in financial security, wouldn't you?"

RF 63 Debt consolidation Reducing the amount of income you use

to pay your monthly bills would give you peace of mind, don't
you agree?"

2. The alternate of choice A question with two answers, either

answer is a minor agreement leading towards the major

Recruiting "I have an appointment opening on Monday or
RF 64
would Wednesday be better? "
RF 65 Protection "Which would you prefer, setting this up on a
monthly or annual basis?"

3. The involvement Question A question your clients must ask

themselves and answer, after they own your product.

NOTE: Because this technique is somewhat assumptive,

always preface the question with "NOT TO BE

RF 66 Recruiting "Not to be assumptive, but if you qualify to work

with PFS what goals do you think you'd like to achieve with
the income you'll generate?"

RF 67 Protection "Not to be assumptive, but do you have a good

place to invest the savings we'll show you with our

Recruiting -- "Not to be assumptive, but if you were to

become a RVP, would your wife (or husband) continue to
work outside the home?"

Recruiting "Not to be assumptive, but what would you use

the extra $1500 per month for?"

Debt consolidation "Not to be assumptive, but if you could

RF 68
substantially reduce your monthly credit card debt, how
would you use the money? "

4. The porcupine Answering a question with a question and

writing the answer on your paperwork
end session 10

RF 69
Client "How soon are we covered"
Associate "How soon would you like to enjoy the security
of having this protection?"

Or: "John, how soon would you like to start sleeping
better knowing you have taken a major step toward
financial freedom"

RF 70
Recruit "When will my training start?"
Associate "How soon do you want to get started on the
road to financial success?

Recruit "Who will train me?"

Associate "Is there anyone you won't work with?"

Or: "Is there someone you would prefer to work


NOTE: Redundancy in speech patterns triggers learned


5. The basic order blank close To be used when moving into

RF 71
a major closing sequence or as a test close when the
customer asks you a porcupine question.

Let me make a note of that ..

6. The feedback taking a minor objection and warmly feeding

RF 72
it back in the form of a question (works best when

EXAMPLE Customer: "It costs too much"

Reply: "Today, most things do. Can you tell me about how
much too much you feel it is?"

CAUTION: Be concerned, not smart alecky


A. You should spend the majority of your time doing ______


B. You field train the new recruit until they're prepared to

_______ ________.

C. You should make a minimum of ____ field training sessions.

D. Policy pick-ups, sales and recruits _______ ____ the new recruit.

E. Training a new recruit

1. Get new recruits off to a ______ _______.

RF 73
2. A new recruit should be in the field within _____ hours.

3. The first step when you get a new recruit is to take them to
end session 11 an __________ _________ or ________ _______.

4. Goals for field training a new recruit:

8 10 PPU's and/or Common sense plans
6 sales and 3 recruits
(minimum of 3 field training sales)

5. Prepare your new recruits for the ___________ of PFS.

6. The _________ should be the most active field trainer in the



1. The purpose of an opportunity meeting is to reinforce our

________ and show the __________ of PFS

2. The opportunity meeting should be conducted by the most

_______________ PFS leaders on your PFS team.

3. Hold at least _______ opportunity meeting per week, preferably on

________ night.

4. Guests should be driven to the meeting by their PFS _______.

5. The opportunity meeting should be attended by the _________

and their _________.

6. Dont __________ the PFS opportunity.


A. Recognition keeps them with you.

1. Have some sort of _____________ at every meeting.

2. Recognize ______ of the people at your meetings.

3. Recognize people at every ________.

RF 74 4. Always include the ________.

5. Create and personalize your own special _______.

6. Have ______.


A. There are only two reasons that most people don't buy from you,
come to work with you, or make it a PFS.
RF 75
Reason #1 They don't ____________.

RF 76 Reason #2 They don't ____________.

1. The ideal scene for presenting your product and opportunity

is at the _______ _________ with the ________ and
________ present. The recruit's __________ has more
influence than anyone else in his or her life.

2. Primerica Financial Services believe in a ________ concept.

3. Always remember: A new recruit's ________ ________ is

the least important thing.
end session 12
4. The recruit's ___________ _______ is the most important

B. The steps to a powerful presentation.

1. Build rapport



2. Use your introductory statement

3. Show benefits with your PPS




4. Pick up policies

Closing statement: "If I can come back and prove to you that
Primerica Financial Services can help you achieve the financial
goals we've discussed today, is there any reason we couldn't
do business?"

C. The tactics and methodology of the presentation.

1. You control them constantly with __________.

2. You don't lose to ___________. You win by skillfully

handling objections.

A. Brag about objections that are very common

3. Say it in words, they want to _________.

4. Develop _________ _______.

Assignment List ten glamour words

1. 6.
2. 7.
3. 8.
4. 9.
5. 10.

5. Champions strive to become multi-lingual

6. Handle interruptions ________.

7. Plan your presentation in __________.

8. Develop and use _______ ________.

9. Proof letters

10. Never take away your visual aids until you've completed the
entire presentation, tried all your closes, and are ready to


Before you are hit with an objection you are telling, after the objection
you are selling.

#1 Objections are the steps to the sale. If they don't object,

challenge or fight, most often, they won't buy.

#2 Objections literally define their main areas of interest and

give you the feedback you need to structure your strategy
towards the final close.

#3 You must qualify to isolate conditions versus objections.

a. A condition is a valid reason for not going ahead.

Commit to accepting only two: _____ _______ or
_______ _______.

b. An objection is an invalid condition used as a defense

mechanism to slow down the buying pace or stall a
final decision.

#4 Treat a condition like an objection. If it doesn't break down,

go for referrals.

#5 When isolating the objection

end session 13
a. never argue or fight. Do ask the right questions to lead
the customer to answer their own objections.

RF 77
#6 The steps to handling the final objection

Hear Them Out.

Develop the discipline of waiting until youre sure youre
hearing the real area of concern. (Dont interrupt them).
Always try to bypass the concern until the end of your
presentation. Example: I understand John, and with your
permission, can I not that as an area of concern and cover it
at the end of my presentation? Would that be okay?
Remember: If they bring the same concern up twice, its real
and must be handled.

Feed It Back.
Restate their concern in the form of a question thus making
your buyer elaborate, explain, defend and clarify their

Question the Importance.

Ash the buyer how important this area of concern really is.
Tom is this area of concern really critical in arriving at the
final decision?

Answer the Concern.

Now you must choose from your menu of concern-handling
and closing strategies which one is most applicable at this

Confirm the Answer.

After you answer the concern you must always confirm the
fact you have answered the concern or surprisingly enough,
the buyer will bring it up again later. Example: Now that
settles that concern, doesnt it?

Change Gears.
You must now mentally take them elsewhere by using the
mind neutralizing words for changing to a new subject: By
the way. Example: Ive found that if I give a quick overview
of the complete program first, and then come back to the
detailed questions later, a lot of my clients valuable time is
saved. Thats all right with you, isnt it?

#7 The History Readback To open the prospect's mind to
hearing your presentation.

"John, Mary, what type of insurance do you have now?"

"How long have you had those policies?"
"What did you have previously?"
"Since you're obviously an intelligent couple, I assume
you did a lot of research before making the decision to
go with that program."
"Do you feel the benefits you received from making the
change are much better for you?"
"If you received all these benefits from making a
previous change, why would you deny yourself the
opportunity of receiving potentially more benefits from
making another change?"

#8 Put the shoe on the other foot technique To be used

when they've had a bad past experience with another
representative from your company.

"I'm sorry to hear you weren't happy with your last contact
with an associate from PFS. Tell me, John, if you were the
president of my company and found out that a
representative treated a customer as you were treated,
what would you do?"

Listen. Let them tell you everything and get it off their

"Well, that's why I'm here now to show you the values of
our services and how professional our company can be."

Common Objections
1. "I'm happy with my current insurance company."

FEED IT BACK: That's fine, John. Would you mind sharing with
me just what they've done for you that you enjoy the most?"
QUESTION IT: Since you were able to find one company to
meet your insurance needs, doesn't it make sense that
another company might have additional advantages to
offer you?
ANSWER IT: At PFS, we pride ourselves on our ability to
provide maximum coverage at a low amount so you can
also afford to take advantage of non-insurance methods
of planning for your future financial security.
CONFIRM THE ANSWER: At least taking a look at something
like that makes sense, doesn't it?
BY THE WAY: By the way, have you and Mary decided where
you'd like to spend your retirement years?

2. "I don't have time."

I understand how you feel, John. And to tell the truth, our company
was built for people just like you good, caring people. All it takes is
one evening a week just a couple hours to get yourself and your
family on the road to financial security. Chances are, in that time you
might find one person who is willing to devote seven nights a week to
it and you can make income off their production. Don't you think it's
worth one evening a week to see if you can find that person?

3. "I can't take time away from my family."

FEED IT BACK: I see. What family obligations do you currently

QUESTION IT: From what I hear you saying, your main concern is
the quality time you spend with your family, isn't it?
ANSWER IT: Most of us get home from work around 5PM, eat dinner
between 6 & 7, then proceed to watch TV with the family until
10 or 11. Let's be honest there's not a whole lot of family
interaction when the TV is on. Many people just like you have
found that it's easy to invest one or two evenings a week in

something that will help build a brighter future for our families.
And. once they begin to see the results of your commitment to
improving that future image, they are very supportive and
BY THE WAY: By the way, which evenings are your least favorite
shows on?

4. "Is it multi-level marketing?"

John do you like the idea of multi-level marketing? (NO)

Great then you'll love our company. We're really nothing like
them. You see, with us you must get a license to market our
products. We have a very comprehensive training program. We
market only financial services products like term insurance,
investments, and debt consolidation programs. In addition,, our
income opportunity is far better than that type of company. So
in every way, other than the opportunity to build your own sales
force, we are different. By the way, the only way to get
financially independent is to get others to cooperate with you,
wouldn't you agree? Then you don't see anything wrong with
giving others the same opportunity you have, do you? Great.
How soon can we get started?

5. "What's the rate on your debt consolidation loans?"

John, I don't know what rate you'll qualify for. That's determined by
our manager in the loan department after a review of your application
and credit record. And remember, the bottom line is what we can
save you in your monthly payments.

6. "Your interest rates are higher than other companies out there.
Why should I do business with you?"

"John, Mary, often rates quoted exclude hidden charges such as

processing fees, points, etc. The rates we quote include everything.
Now, which is more important to you, the rate on your loan or how
soon you can get out of debt?"

7. "I could never sell anything."

John, why do you feel that way? (Isolate what it is about sales
they don't like). I understand your feelings John. You would like
helping other people, wouldn't you? Would you be willing to
help your friends, relatives, and business acquaintances save
money? That's the bottom line of what we're all about ---
helping people save money and take control of their financial

8. "I don't know anything about insurance, investments, etc."

We have found that people with no prior experience often do the best
in our business. Let me ask you this: You didn't know everything
about your current job before you took the position did you?

9. "If its so good, why isn't everyone doing it?"

Would you agree with me that there are a lot of things in life that are
end session 14
good for us that we dont do? Things like exercise. Eating the right
kinds of food. They require discipline, don't they John? Well the
opportunity I'm offering you tonight with PFS is a lot like that. It
requires a certain amount of discipline to succeed. However, you
aren't alone. We have an incredible training system

10. "Isn't it better to have a no-load mutual fund?"

That's an important question, John, and I'll be happy to explain the

differences so you can make a knowledgeable decision for yourself.
The obvious difference between the two types of funds is an up-front
sales charge or load. Typically, all funds have other types of
administrative charges such as annual fees, redemption fees, etc.
that are paid by an investor at a later time. For many no-load funds,
those charges are higher than those for loaded funds. Often, the
investor doesn't fully understand these charges and how they can
add up. When you buy a loaded fund, you know what amount you are
paying for my services, and what those services are.
I can help you identify your investment goals and objectives, point out
ways to save taxes, and explain the various services a mutual fund
provides. I'm there when your needs change to help you move in the
right direction.

Therefore, John, if both funds have charges, and I can provide you
additional services regarding other ways to improve your financial
situation, wouldn't you want to take advantage of my services.

11. If I put money in a savings and loan, its guaranteed

You're right about that, John. There is a guaranteed rate of return at

most banks and savings and loans. But, do you really understand
what that means. At most lending institutions, you deposit your
money at the going rate of return, then they turn around and lend you
money for mortgages, etc at a much higher rate. In that case you are,
in effect, "loaning" the bank your money to use. At PFS, we believe in
helping people become owners not loaners. With a mutual fund, you
pool your money with other investors and allow professional money
managers to invest that money directly into the economy through
equity investments. Your investment is diversified in a broad range of
securities from various industries to help reduce the risk found in any
investment. And, mutual funds have the potential to out perform
banks and savings and loans. So John, when it comes to investing in
your future, wouldn't you rather be an owner?


Remember: You can easily learn closing techniques. But people buy your
conviction. The best closing technique you can have is conviction about
what you do for people.

A. The definition of closing Professionally using a person's desire to

own the benefits of your product. Then blending your sincere
desire to serve in helping a person make a decision that's truly
good for them.

RF 78 1.

B. Without the ability to call for a decision everyone loses.

a. The average person today is overwhelmed by _______ when

making investment decisions.

b. The emotion of insecurity leads to procrastination.

C. When to close

a. When they slow down the buying pace.

b. When they begin asking more questions.

c. When they give you positive stimulus.

I will learn when to close by making myself close _____

RF 79
______ and ____ ________ thus I'll develop my own
_________ _________.

D. How to close and call for the approval

1. When your trial closes are receiving favorable response,

choose your location and be ready to begin filling out your

a. Alternate of choice

b. involvement question

c. answer a porcupine

d. erroneous conclusion a built in error . When they

correct the error, they're going ahead.

e. a reflex question

2. Close the sale while radiating empathy for your buyer.

E. The anatomy of the close

1. Understand what they want and need

a. by proper qualifying

b. by isolating their buying motives

2. Observe and recognize buying signs

a. verbal

b. visual
end session 15
3. Make the decision they will own

4. Close with casual confidence

5. Don't show any physical or emotional change when you start


6. Develop speech habits for more effective closing


a. the planned pause

b. glamour talk
c. the customers' trade talk
7. Fill your form (paperwork) out rapidly, chit chat if possible

a. If they stop you say "I understand how you feel. I'm
only outlining the detains of the transaction so we can
carefully analyze the best course of action to take. And

8. After you complete your paperwork, pick it up, scan it,

showing a concern for correctness, smile, turn the form
around and say ..

Phraseology: Mr and Mrs Johnson, I am excited to help you

take a major step toward reaching financial independence
and we can do that with your approval right here.
RF 80
Remember the best closing tools are your personal ________
and _________ _______ that put you on the road to financial

The most critically important instruction in closing!!!

RF 81 When you ask your final closing question, _____ _____ !
XX. The Nine power closes of the great Learn these word for word
and become one of the greats.

1. The "I Want to Think it Over" Close.

a. If you've done everything previously taught, it should be only

a stall tactic.

RF 82 Phraseology: That's fine, Mr. Johnson. Obviously you wouldn't

take your time thinking this over unless you were seriously
interested, would you? So may I assume that you will give it
very careful consideration?

Just to clarify my thinking, what phase of this opportunity is it

that you want to think over, is it (Don't pause after the word
over), the quality of service I'll render? Is it something I've
forgotten to cover? Is it the return on your investment?
seriously, please level with me, could it be the money?

(Many times they'll say yes, and then handle the objection
and begin reclosing.)

2. The Reduction to the Ridiculous Close converting the total or

monthly amounts of money into daily amounts.

Step #1: Use the feedback close to get a fixed amount

Step #2: Establish how many years they will enjoy the

Step #3: Divide amount by years.

Step #4: Divide annual amount by 50 weeks per year

Step #5: Divide weekly amount by 5 to 7 days


end session 16 3. The Oblique Comparison Close comparing the daily amount to
something possibly the favorable decision-maker would do or give
up to be involved in the program.

4. The New Ben Franklin Close to be used when they sincerely

need help to make the decision.

RF 83 Phraseology: History has proven that most great decision-makers

believed that a good decision was as good as the facts. The last
thing that I would want to do is to influence you to make an unwise
decision. However, if it proves to be a good decision, you would
want to make it, wouldn't you?

Do you mind if I help you? Let's draw a line down the middle of the
page and on this side list the facts favoring the right decision
today, and then on the other side list the reasons against the
decision. When we are through, we will count up the columns and
at that point make the right decision. Let's see . (You now list all
the reasons for going ahead. Shoot for 6 reasons. Then you

Now let's see the facts that you feel are against the decision.

After they are through say "Well, let's see what we've got."

Add up both columns and say, "Now that settles that, doesn't it?
By the way, this decision making devise was created by the great
Ben Franklin and we've all considered him one of our wisest men,
haven't we?

5. The Secondary Question Close pose the major decision with a

question and without pausing ask a secondary minor question.
When they answer the minor question, major question is carried,
isn't it?

Phraseology: As I see it (their name), the only decision we have to

RF 84 make is how soon you will start enjoying the increased financial
security our program provides. By the way, would you prefer you
monthly bank draft to be made on the first or the fifteenth.

6. The Similar Situation Close Relating an example of someone
else who was in the same position as your customer is. They were
hesitant, but made the decision to go ahead and today are so
happy they did.

a. After every sale, search for reusable similar situations.

7. The Take Away Close (Negative closing) Selling the premise

that possibly the decision maker will not be able to qualify or
perform to complete the purchase.

1. Use close #6, similar situation close

NOTE: never state that they can't do it. Be subtle.

2. Use your life or Travelers Bank application.

NOTE: Keep saying, Let's just jot down some

of the needed details, to see if it's even possible.

NOTE: The bigger the personal ego, the greater

effectiveness of properly applied negative selling.

8. The Call Back Close the skill of moving from re-contact into a
brief benefit summary and finally into a final closing sequence.

1. Always get your final decision in person the phone is

the last resort.

2. Never begin by asking, "Did you think it over?"

Phraseology: Mr. Johnson, let me begin by apologizing for

forgetting a few details about our coverage that I think are
important in arriving at a final decision . "

NOTE: Move into quick benefit summary and go for the close.

9. The NO Close - When they just say NO.

Phraseology: John, Mary, there are many salespeople in

the world and they all have opportunities they're confident
are good for you. And they have persuasive reasons for

you to invest in them, haven't they? You, of course, can
say no to any or all of them can't you? You see, as a
professional with PFS, my experience has taught me an
overwhelming truth. No one can say NO to me. All they
can say no to is themselves and their future financial
security. Tell me, how can I accept this kind of NO? In
fact, if you were me, would you let John and Mary say no
to anything so critical for their future financial security.

10. The Best Things in Life Close

Phraseology: John, Mary, hasn't the only time you've ever

benefited from anything in your life been when you have said
yes instead of no. You said yes to your marriage. You said yes
to your work, your home, your car. When you say yes to me, its
not really me you're agreeing with, but with the benefits that I
offer to you and your family and that's what you really want, isn't

11. The Time Trap Close

Phraseology: Mr and Mrs Smith, over 90% of the people in the

United States won't have the kind of money they need to retire
comfortably during their golden years. The biggest reason for
this, I feel, is what I call the time trap. For example, you're
approximately 40 years old. What do you feel you'll be doing in
the year 2017.

Well Tom that's so far in the future. What is that .

Its 25 years from now.

That's so far in the future it's difficult to know, but

hopefully we'll be retired and enjoying ourselves.

Yes, I hope you will be too, but it will take more than
hope. We need to turn that hope into reality. Imagine the
year 2017. What will the world be like? Isn't it incredible
how far away it looks, but is it really so far in the future?
Let's look at 25 years in a different light. What were you
doing in the year 1967?

Let's see, uh, we were in high school.

When you look back at high school can you remember

your senior prom and some of the things you were doing
in high school?

Yes...Does it seem very far away?...No it seems like yesterday

That yesterday was 25 years ago. Isn't amazing. If you were

sitting in high school discussing what you would be doing in
1992, how far in the future that would look to you at that point,
but when you look back at it, it now looks like just yesterday to
you? That's the same situation millions of Americans are finding
themselves in now. Back in 1967 when you were in high school,
they were 40 years old looking at today and it seemed so far
away that it wasn't worth considering. Now 25 years later they
are working two part time jobs just to make their social security
checks stretch far enough to eat and keep a roof over their
heads. Time has a way of looking like a wide expanse into the
future, yet it compresses as we look back into the past. We
want to make sure that in the year 2017 you're not looking back
saying, where has the time gone?. and no time left to enjoy
your golden years in the style which you dream of and desire

I am here to help you avoid the terrible ramifications of this

Time trap that is trapping over 90% of the people in this
country. Now let's see what we can do about securing your
financial future.

12. The Buyer's Remorse Close

Phraseology: John. Mary, I feel good about the decision you

have made tonight to plan for your financial future. I can tell
you're both excited and somewhat relieved. From time to time, I
have had people just like you who were so positive about the
decision they had made until they shared it with a friend or
relative. The well-meaning friends or relatives, not
understanding all the facts and maybe even being a little
envious, would discourage them from their decision for one
reason or another. John, Mary, please don't let this happen to
you. In fact, if you think you might change your mind, please tell
me now.

13. The Lost Sale Close -- Packing up your materials, beginning

to leave, then asking for help and clarification as to what
you did wrong.

Phraseology: Pardon me, John, and Mary, before I leave

may I apologize for not doing my job today. You see, if I
had not been inept I would have said and done the things
necessary to convince you of the value of my product.
Because I didn't, you and your family will not be enjoying
the benefits of our services. So that I don't make the
same mistake again will you please tell me what I did

Don't be afraid to hurt my feelings.

1. Be warm and sincere

2. If you look licked, he'll give you something
you can grab and begin re-closing.

NOTE: Be able to close, back off, apologize for your

zealousness, start follow up by sending thank you notes.


1. Treat your people _________ .

2. YOU do it ________.

3. _______ to win and ______ your people to win.

4. Make a total ___________ to your business.

5. Always sell the ________.

RF 86 6. PFS gives leaders _________ with ____________.

7. Learn the magic of ______ days.

8. Don't _________ in the __________ things.

9. Forbidden words: ______ and ___ _______.

10. Remember: The greater the reward, the greater the



1. Always be a _______ example.

2. Don't let _________ people destroy your attitude.

RF 87
3. Pass _________ up and __________ down.

4. Don't let your __________ dictate your decisions

5. __________ - when everyone doubts.

6. ____________ your mistakes.

7. Build strong ____________ ______________.

8. Remember _______ of the things you worry about never happen.

9. Remember, tough _______ don't last, tough _______ do.


A. Why is it so important?

1. Prevent future __________.

2. Eliminates ________.

3. Gives more quality time for _________.

4. Creates the fountain of __________.

B. What are some ways of saving and properly investing time?

1. Eliminate _________ activities.

2. Combine activities.

3. Live by the word "Commitment"



C. How you can manage your time more effectively.

The $25,000 deal

Write down the _____ most important things you must do

the next day.
D. Goals Why are goals critical for success?

1. The human mind is a goal-seeking device; with no

goals for positive achievement the emotional handicaps
will cause frustration and discontentment.

2. They are the main generators of __________.

In what areas of your life should you set goals?

1. Financial ____ _________

2. Family, individual, as well as group.

3. Emotional

4. Physical

5. Career

6. Spiritual

There are two types of goals

1. Short term . No longer than ___ _________>

a. should be better than your best, but believable

b. should be _________

2. Long term goals Use "My Life's Blueprint"

a. begin by outlining a clearly defined picture of what you

want in 20 years.

b. your net worth goals must be very specific

c. Work backwards from 20 years, 10 years, 5 years, 3

years, and 1 year.

d. Your personal accomplishment and status symbol
goals should be carefully thought out.

1. Your goals must be _________ __________.

2. Your goals must be _________ __________.

3. Your goals must be _________ ___________.

4. Your goals must be _________ ___________.


Read the following affirmations every morning.

1. The actions in our lives are the results of feelings

generated by the emotions triggered by _______.

a. control and change your thinking and you can

change your life.


1. My attitude every day will determine my success in the

future. Today I will walk, talk, act and believe like the
person I wish to become.

2. I deserve success and will do what successful people

do. I will refuse to allow negative people to fill my mind
with negativity.

3. Most of the arguments I have are with myself, so when I get

down I will use the famous G.O.Y.A. formula for guaranteed

4. Today I will win. Why? I'll tell you why. Because I have
faith, courage, and enthusiasm.



Tom Hopkins Recommended Reading List
Bailey, Covert. Smart Exercise. Boston, MA: Houghton Mifflin, 1994. B
Fronk, Ron. Turning Point Library. Phoenix, AZ: Turning Point Resources, 1996. (800) 425.4199 A
Groeppel, Jack. The Corporate Athlete. John Wiley & Sons, 1999. B

Carnegie, Dale. How to Win Friends and Influence People. New York: Simon & Schuster, 1936. B
Frank, Ron. Turning Point Library. Turning Point Resources. Phoenix, AZ (800) 426-4199 A
Hopkins, Tom. The Official Guide to Success. Scottsdale, AZ: Tom Hopkins International, lnc.,1 982. B
Balance Your Life. Scottsdale, AZ: Tom Hopkins International, Inc. A
Mandino, 0g. The Greatest Salesman in the World. Hollywood, FL: Frederick Fell Publishers, 1968. B
Ruettiger, Rudy. Rudy & Friends. Henderson, NV: Rudy International, (702) 263-0170. B
Dream Power. Henderson, NV: Rudy International, (702) 263-0170. A
Salsbury, Glenna. The Art of the Fresh Start. Healthcom International, Inc. 1995 B
Woititz, Janet. Healthy Parenting. Fireside, 1992. B

Clason, George S. The Richest Man in Babylon. New York: Penguin Books, 1926. B
Orman, Suze. 9 Steps to Financial Freedom. Crown, 1997. B
Ramsey, Dave. Financial Peace. Nashville, TN: Lampo Press, 1995. B
Tyson, Eric. Personal Finance for Dummies. Foster City, CA: IDG Books Worldwide, 1994 B

Spiritual Relationships
The Bible B
Bright, Bill. Promises. San Bernardino, CA: Heres Life Publishers, Inc., 1983. B
Transferable Concepts for Powerful Living. San Bernardino, CA: Heres Life Publishers, Inc., 1985. B
Dobson, James C. Love for a Lifetime. Portland, OR: Multonomah Press, 1987. B
LaHaye, Tim and Jenkins, Jerry B. Left Behind (Series). Tyndale House, 1996. B
McDowell, Josh. More Than a Carpenter. Wheaton, IL: Tyndale House Publishers, 1982. B
Salsbury, Glenna. Meditations for the Road Warrior. Salsbury Enterprises. (480) 483-7732 A

Selling Career, General

Hopkins, Tom. Academy of Master Closing. Tom Hopkins International, Inc. (800) 528-0446 A
Guide to Greatness in Sales. Scottsdale, AZ Tom Hopkins Intl Inc. 1993. New York: Warner Books, 1993. B
How to Master the Art of Selling. 1980. New York: Warner Books, 1982. B
lnstaView Computer Screen Saver. How to Master the Art of Selling. (800) 528-0446. C
Low Profile Selling. Scottsdale, AZ: Tom Hopkins International, Inc. 1994. (800) 528-0446. A, B
PDR for Top Performance. Tom Hopkins International, Inc. (800) 528-0446. V
Selling for DUMMIES. Foster City, CA: IDG Books Worldwide, 1995. (800) 528-0446. B
Mackay, Harvey. Swim with the Sharks. New York: Win. Morrow & Co., Inc. 1988. B
Dig Your Well Before Youre Thirsty. New York: Doubleday. 1997 B
Mortell, Arthur. World Class Selling. Dearborn, Ml: Dearborn Financial Publishing, Inc., 1991. B
Rohn, Jim. Seven Strategies for Wealth and Happiness. Prima Publishing & Communications,1986. B
Smith, Homer B. Selling Through Negotiation. Chevy Chase, MD: Marketing Education Associates 1988. B
Ziglar, Zig. Secrets of Closing the Sale. Old Tappan; NJ: Fleming H. Revell Company, 1984. B
See You at the Top. Dallas, TX: We Believe, Inc., 1975. B

Selling Career, Real Estate

Hopkins, Tom. How to Master the Art of Listing Real Estate. Scottsdale, AZ: Tom Hopkins 1983. B
How to Master the Art of Selling Real Estate. Scottsdale, AZ: Tom Hopkins International, Inc., 1986. B
Kennedy, Danielle. How to List and Sell Real Estate in the 90s. New Jersey: Prentice Hall, 1990. B
Selling the Danielle Kennedy Way. Danieile Kennedy International. (714) 498-8033 A
Seven Figure Selling. Danielle Kennedy International. (714) 498-8033 A

Covey, Stephen. First Things First. New York: Simon & Schuster, 1994. B
Drucker, Peter. Management Challenges for the 21st. Century. Harper, 1999 B
Gates, Bill. Business @ the Speed of Thought. Warner Books, 1999. B
Hopkins, Tom. How to Gain, Train and Maintain a Dynamic Sales Force. Tom Hopkins International. A
Wickman, Floyd. Successful Strategies for Sales Managers. High Point, NC: Executive Press, 1987. B

Codes: A Audio, B Book, C Computer, V Video