Insurance agents' biggest mistake Article added by Gary Landisch on April 20, 2012

Gary Landisch

Chicago, IL

Joined: October 03, 2011

My Company

People aren't going to buy on your time frame, and if you try to convince them to do so, you lose credibility in their eyes.

We all work hard in the financial services industry to get the word out. If you are spending 60 or more hours to get in 20 meetings a week, stop right now. The focus needs to be on streamlining your energy.

The single biggest thing you can do to make your life easier is stop trying to persuade people to care about saving or planning. You are wasting your time whenever you have to beg, coerce, or convince someone to meet with you. If your services aren't currently a priority for a prospect, then either dead file them or follow up with them later.

Before I understood this, I tried to convince too many people how they should feel about their financial situation. I'm sure that I came off as desperate, because I invested the health of my practice in getting these people to work with me.

People aren't going to buy on your time frame, and if you try to convince them to do so, you lose credibility in their eyes.

Don't try to sell them after saying nice to meet you. If you are introducing yourself to someone, distinguish yourself by making it easy for them to know who you are. Getting a referral helps develop a comfort zone, but they still don't know you and the referral isn't always ideal.

If you are calling someone whose time is very limited such as doctors, attorneys, and business owners, often they won't be able to meet even if they want to. Instead of trying to overcome their objections, show them that you understand their time is valuable and that you are looking to meet them when they are ready.

Send a free report

Tell them you appreciate how busy they are and ask if they would like to receive your free reports on the most important financial steps a doctor, attorney, or business owner can take. If they say no, then you can ask if they want you to follow up in six months; otherwise, on to the next person.

If they say yes, you will now be able to give them emotional marketing copy that will compel them to eventually call you. They will develop an appreciation for your expertise on the subject and look at you as being different from other financial agents.

Permission marketing

If someone tells you that they are too busy to meet but they want to read your reports, you have been granted their permission. Through permission marketing, you have a great opportunity to develop your brand and tailor your messages to be emotionally compelling.
As long as you have their permission, they will begin to expect your next correspondence and even look forward to it. You are offering them free information that other agents and planners either aren't willing to give or don't know how to keep up with.

Automate and segment

If you had to write all your copy and personally send these reports, then this strategy would be counterproductive. The great news is that you don't have to do this. You can automate and segment this process so that you have a tailored follow up system that doesn't require any of your time.

Aweber has created software that allows you to capture your clients e-mail and implement these automated email campaigns.

You can also segment your reports so that you can have multiple campaigns going at once. If you are sending copy to both doctors and attorneys, it would be beneficial to customize your copy and start two different campaigns. And when you end up working with one of these prospects, you can put them in a current client campaign. The emails can be sent as news reports and sent out based on the frequency or dates that you determine are best.

Your reports will compel your prospects to seek out more information from you. And when they do call, they will no longer perceive you as a salesman, but as a consultant.

Each time they read information with your name on it, they become more familiar with who you are. If they are reminded on a regular basis of how you can help them, they will no longer fear that they are going to be sold something. You are the expert that identifies with their situation and has the ability to help them.

Getting someone's permission with an automated system in place will create your brand as an expert and lead to great opportunities for future sales. It is also much more likely that they will refer you to their friends and family. Your automated system drives home the message of how you don't need them, but they need you.
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