Focus on the biggest priorities the client sets out. Focus on the two or three major points in the policy you’re offering that you think will be most important to the insurance client.
In insurance marketing, the old rule is that 90% of your sale will be based on 10% of the features you offer. Discuss the other parts of the policy as well, but don’t spend too much time on them.
Every time you hit a major point in your presentation, ask the client, “Would you be interested in that?” or “Is that what you were looking for?” You’ll get an idea of what’s important to the customer, so you can continue to focus on that feature. You might even get the client to agree to buy the policy right then and there.
It might also be useful to ask the client to take your place for just a second. If he or she was trying to convince you to try to buy a product he or she really believed in, what would they say? What would he or she change about the product? What questions would the client ask? This is a way to get the client to participate more intently in the insurance marketing conversation by telling you what’s stopping him or her from moving forward with buying the policy.
And remember: Don’t bring up the price until you absolutely have to. Once the price enters the conversation, that will be the only thing that matters anymore. But you know and your customer knows that price isn’t the only worthwhile part of the policy.
If your customer asks, “How much?” tell him or her that you want to get through the main points and you can talk about price at the end. Or simply ask, “Is price the only important aspect of the policy for you?” Odds are, they’ll say “no,” and you can progress through the main points.
More on insurance marketing and the sales conversation:
6 Signs a Client Is Interested
