You’ve been to the workshops. You’ve heard all about how you should look at a prospective customer’s “no” not as an end, but a beginning. But deep down, you really wish you could skip to the real end, the coveted “yes,” as quickly as possible. You can, with this basic strategy.
Cut the jargon and keep language simple and crystal clear. Who’s going to buy a policy that he or she can’t even understand?
Focus on benefits, not features. Of course, features do matter, but potential customers want to hear about what a policy will DO for THEM, not its exhaustive list of bells and whistles.
Use vivid images. For example, when you’re explaining the features of that policy, don’t just say that it has a death benefit; say that it ensures that if you die prematurely, your spouse will be able to keep the house, and your kids will all still be able to go to college.
Be sure to talk about what customers will get from you that they won’t get from every other agency. Whether it’s customer service that includes giving them your personal cell number, or expertise on a type of coverage that nobody else in town provides, make sure you highlight it. And remember, this has to be something specific, not a “canned” or generic statement like “We give the best customer service.” (For more about how to figure out what makes your agency unique, click here.)
You can’t meet a customer’s needs until you understand what he/she thinks those needs are - and get a feel for what those needs truly are (not always the same). You won’t find out either unless you let your customers talk about who they are.
Show some empathy. Potential customers will likely keep talking, giving you the vital information that you need to serve them best, if they feel that you can relate to what they’re telling you.
Be knowledgeable about all of your products, including their tax and legal ramifications.
Be excited and dynamic. The old adage, “People don’t care how much you know until they know how much you care” isn’t just applicable to teachers.
Be available and accessible. Otherwise, that hard-won “yes” will may become a “no” when it’s time to renew.
Be an honest, trustworthy advisor. Don’t try to sell policies clients don’t really need, but DO give them your expert opinion and guide them when you know that what they think they need isn’t truly in their best interest.
Online. It’s the 21st century. A well-constructed website and a social media presence, including a place to showcase testimonials and reviews, can make all the difference in getting prospectives in front of you so that they have a chance to say “yes.”
In the community. Get involved in helping local nonprofits. More and more consumers are saying “yes” to businesses that give back.
With your clients. (See “Be available and accessible.”) They’ll love you for it. They’ll talk about it. And you know what they say about the power of referrals.
Sure, there’s merit in all those sales workshops that tell you to fall in love with the word “no.” But you’d be crazy not to do everything you can to achieve that even more lovable “yes.”