You don’t have to find a guru to get answers for increasing your insurance marketing results. You just need to concentrate on the three critical factors that determine sales prosperity:
1) The caliber of the prospects you speak to
2) The variety of prospects you talk with
3) How good of a sales presentation you provide
Let’s take these in order over three posts. Today, let’s cover your insurance prospecting method–how you locate quality insurance prospects.
Your way of prospecting will be the main determinant of the number of prospects who purchase.
Make certain that your insurance marketing process only produces appointments with interested and qualified insurance leads. Here’s the contrast of two prospecting approaches. The initial approach produces results while the next alternative saps your spirit.
Cold-calling, a conventional way of insurance marketing, produces insurance prospects that must be persuaded. You could be “twisting his arm” to some degree to get the appointment. Is it any surprise that 30% of the time, your insurance lead is not present when he had scheduled to meet or they are not interested?
What would occur if rather, you took out an advertisement offering a free pamphlet about a specific topic in which you had expertise, such as annuities as a source of retirement income? Those people that respond to the advertisement for that pamphlet would be self-motivated annuity leads and have an interest in your topic. And isn’t this the sort of prospect you want from your insurance prospecting, a prospect that takes action?
A young lady who a short time ago entered the occupations of real estate asked me about the best way to gain clients. I had her create a pamphlet, “Ten Mistakes to Avoid When you Sell Your Million Dollar Home.” We ran the ad within the food section of the Wednesday newspaper, the day that has all of the food discount promotions. The ad was $250. The agent received 62 orders for her pamphlet.
If she had cold called, how long would it have taken her to identify 62 qualified prospects? This prospecting system we have just described allows you to make much better use of your time because your initial call is a warm call to her receptive motivated prospect.
Now you can see the difference and how you’re insurance marketing method determines the caliber of prospects you attract. Therefore, to make your life easy, use the model of offering an item to your targeted prospect (e.g. by age, revenue, profession, zip code, phase of life,etc) and you ONLY contact those individuals who want your package. The supplied item can be:
a) a pamphlet or totally free report
2) an offer to attend a seminar presentation
3) a free quotation
4) a free analysis
Then, once you contact the insurance prospect, you get in touch with them simply because they requested something of you. You are not asking for their business and you are not making the initial approach. You are getting in touch with them to figure out how you can serve them. This places you in the position of a professional, the control position, and starts the relationship on the proper foot with an appropriate and valuable prospect.
Now that you have an insight into insurance prospecting that is effective, I’ll talk about how to acquire high numbers of inquiries from these high quality prospects in the next post.
This article on prospecting applies to any type of financial sale.