Yesterday, we discussed how recruiting new agents is like selling something to an inexperienced amateur.

Since they don’t have a framework to understand your features and benefits, they’ll usually seek out advice from friends or advisors to make a decision.

But what about recruiting experienced agents?

Recruiting them is like selling to professionals.

When professionals make purchase decisions, they tend to buy from people like themselves.

First, they want to know if they can trust and respect you.

Researchers refer to this as the warmth and confidence dimensions for a professional conversation.

Next, they want to know if you understand the uniqueness of their situation and needs.

This takes active listening, attention to detail, and a willingness to temporarily defer your agenda.

With this foundation in place, they may be willing to consider how you can help them solve their problems.

There’s always a temptation to short-cut this process and pretend you’re recruiting an amateur.

But true professionals insist on being treated as such.

When treated inappropriately, they conclude you’re the amateur.

And they’d be right.