B. J. Harris, my first manager in the life insurance business, gave me some good advice I still use today: "Learn to use the One Card System; look at the sales systems of two brothers in Dallas, named Jack and Garry Kinder; and finally, "To be successful in this business you must be unique. People buy what is unique, not what is the same."
Good advice for a new agent. I used the One Card System, learned from Jack and Garry Kinder and found a way to be unique.
The Coins - My grandfather always carried a U.S. silver dollar dated the year of his birth, which he referred to as his "good luck coin." Most other change went into a large jar full of coins. The good luck coin went into his pocket.
In my effort to become a successful life insurance agent, I looked for a way to market my practice and myself. Why not give everyone a good luck coin as a way to uniquely remind people that I was in the life insurance business, giving people dollars when they needed them? I started giving an Eisenhower silver dollar along with my business card. This soon gave way to the Susan B. Anthony dollar. I placed my "Good Luck Anthony Dollar" in a small plastic case with my business card. In 2000, the "gold coin" (the Sacagawea dollar) appeared and has become one of the favorites I use.
How Used - I started using the lucky coins with my business cards when I would prospect. At a social function I might run into someone who would ask what I did for a living. My commercial was "I help people like you accumulate wealth and reduce taxes." Usually the next question was, "How do you do that?" I responded with, "If you will me give the courtesy of 15 minutes of your time I will share that with you. Let me give you one of my business cards. I am also going to give you a 'Good Luck Coin.' You cannot spend it; you must carry it for good luck only." Very seldom would someone not take the time to give me an appointment.
As a sales manager, I continued to use the "lucky coin/business card" the same way. Instead of marketing to personal prospects, I started looking for potential agents. It worked the same.
Current Use - As a consultant, I market the "lucky coins/business cards" to the people I train. I give them away all over the world telling them the same thing: "You can't spend it; you must keep it for good luck." Most people keep the lucky coin and business card in the small plastic envelope.
I also give them to others who help me in my travels. On my first stay at the Intercontinental Hotel in Singapore the bellman was very helpful, so I gave him a lucky coin and said, "Thank you." Recently, I returned to that hotel. When I walked in the bellman reached into his pocket and pulled out the lucky coin. "Mr. Moore, I still have your lucky coin."
The lucky coin has worked for me - it's all about marketing!
