On the other hand, maintaining eye contact is a subtle way of telling your prospect that you recognize the importance of the information you are hearing. You are, in fact, focusing your attention on the prospect. This tells your prospect you consider him/her important; it begins to lay the foundation for your role as an adviser. Once the prospect is convinced you really have listened and care, he or she will be much more inclined to follow your recommendations.

Eye contact also gives you an excellent opportunity to observe the body language and expression of your prospect. Very often, body language and expression will give you important clues about the feelings and motives that lie behind some of the facts you are hearing. These clues can be very valuable in developing an accurate picture of the prospect's real insurance desires and wants.

Note that eye contact does not mean rigidly staring at the prospect the way a prosecuting attorney might while cross-examining a defense witness. Your intent is not to intimidate, but to cultivate. You want to demonstrate that you consider your prospect's business important enough to warrant truly listening to the facts and feelings he or she is sharing with you. We all feel our needs and wants are unique and important. One of the ways you show that you understand that is by making frequent eye contact with your prospect.