What’s the key to a good closing ratio? Is it persistence, picking up the lunch tab, knowing when to ask for the order or having a better product, price or personality than the competition?
None of the above. It all boils down to three rules: Three very simple, but profound marketing ideas for insurance agents who take a common sense approach to sales.
- Super-qualify your prospect
- Don’t be a human quote engine
- Know when to walk away.
It’s surprising how many agents allow prospects to treat them like commodity providers, as if they’re selling gravel or potatoes by the pound. If you’re a true professional, act like one. Don’t give out quotes like someone hawking cheese samples at Costco; analyze the situation and offer your services like any other professional would, within a context of understanding your market and based on mutual respect and expectations. It’s a process:
- Start with super-qualified leads. This could mean working a niche market you’re familiar with — and preferably where you’re recognized as an expert, getting referrals from satisfied customers who support you with their testimonials, or having people approach you on the strength of how effectively you’ve demonstrated your professionalism in social media and other venues. A very effective way of developing and nurturing a target market is by sending out an insurance newsletter regularly. Check out which Smarts Publishing newsletter would work best