What's the quickest way to increase my leads and sales?

By Lew Nason

Insurance Pro Shop


Are you dissatisfied with the amount of money you’re making marketing and selling annuities, life insurance, investments, or your advisory services and you're ready to take your insurance sales career to the next level? You're not alone.

Every day I hear from established advisors (four or more years in the business) who want help. They are not getting the sales they need from the leads they are buying or their agency is supplying. Their direct mail campaign isn't providing the quality of the leads they want. They have run out of family and friends to sell to.

And, they want to know, “What’s the quickest way to generate more leads to get in front of more prospects, to increase my sales?”

What's the quickest way to increase your leads and sales?

If you want to increase your sales quickly, first look at your primary market (who you work best with) and determine what’s the biggest, most overwhelming problem you can solve for these people right now? Remember, if there is no problem, then there is no reason why they should meet with you.

People buy based on emotions. They want to either reduce their pain or increase their pleasure. The bigger the problem they have, the more pain they feel and the quicker they want to solve the problem. So, the sooner you can identify a big, overwhelming problem that you can solve for your primary market right now, the easier it’s going to be to attract people to you, to set an appointment and make a sale.

What problems can you solve for people in your primary market?

Let’s look at some examples:

If you are primarily dealing with young families or small businesses, then maybe the biggest problem they have is their current cash flow. Most of these people have too many monthly expenses compared to their income. Do you have some ideas that could help them to reduce their monthly expenses?

How about reviewing their current health insurance, auto insurance, life insurance, disability insurance, etc. to see if there are some changes they can make to decrease those costs? Can they change their deductibles, remove unnecessary riders or change to a less expensive company? (Make sure it is in their best interest). What other things can they do to decrease their monthly expenses?

Many people have a huge problem with consumer debt. Do you have some ideas that could help them reduce their debts? Again, how about reviewing their current health insurance, auto insurance, life insurance, disability insurance, etc. to see if there are some changes they can make to decrease the costs and free up money to reduce their debts? Can they change their deductibles, remove unnecessary riders or change to a less expensive company? (Make sure it is in their best interest). What other things can they do to free up money to reduce their debts?

If you are working with more affluent people and business, isn’t one of their biggest problems income taxes? Do you have some ideas that could help them reduce their taxes?
If your primary market is retirees, what is their biggest problem? Isn’t one of their biggest problems the fear of outliving their money? What can you do to help them make their money last?

These are just a few examples of the problems you can solve for people in your primary market. Now the question is:

How do you turn solving their problems into a sale for you?

First, you have to get your special marketing message out to the people you want to attract. You have to help them to see you understand their problem, and that you are the expert that can help them to solve the problem. You can write articles for the newspaper and your Facebook page. Send them a monthly newsletter. Write them a heartfelt letter.

How do you set appointments with these people?

As I said earlier, if you can identify a big, overwhelming problem you can solve for people right now, it's going to be easier to set an appointment and make a sale. So, what do you do to get these people to set an appointment with you?

How about offering your current clients, friends, relatives, acquaintances and prospects an educational workshop on “Improving Your Current Cash Flow,” “Reducing Consumer Debt,” “Tax Saving Ideas For Businesses” or “Stretching Your Income During Retirement?”

Why an educational workshop?

Would you agree no one wants to meet with a sales person? The beauty of an educational workshop is that for the prospects, there is safety in numbers. People feel much safer coming to a workshop than meeting one-on-one with a sales person. It’s a non-threatening way for them to get to know you, see the type of work you do and the help you provide.

The beauty of the educational workshop for you is that you can offer them in large or very small groups. They cost very little to hold. Because they are considered a public service you can hold them almost anywhere — in your local library, association rooms, conference rooms, etc.

You can get people to attend your educational workshop just by calling them and inviting them to a special educational event. The main thing is to tell them that this is not a sales event. This is strictly educational. And, you must keep it strictly educational.

If people like the information you provide at the educational workshop, they will want to set an appointment with you.

How do you make the sale?

If you want to make a sale, it's all about doing a thorough fact find. Helping them to identify the primary problem they have, and then you helping them to solve that problem. By helping them to solve their primary problem you’ll gain their confidence, trust and respect. Now you can help them to identify other problem areas where your products and/or services are the solution.

And, the best part is you can do it right now. It’s the quickest way to increase your leads, your appointments and your sales.

How would you feel if you could become the most trusted financial advisor in your local community? If you were the one person that families and businesses routinely turn to for help and guidance and tell their friends and family about?