Most professional baseball pitchers who have achieved Hall ofFame status attribute their success to having a variety ofpitches.  Not only did these professionals control thespeed and pitch location, but they also threw many distinctivepitches such as a two-seam fastball, a four seamer, a curve, asplitter, a change, a split finger, a slider, and acutter.  Many times while viewing a game the commentatorssay the pitcher's best pitch is not moving, causing him to rely onanother pitch. Soon the opposing team identifies this weakness andcapitalizes on his one pitch arsenal.   His fatefor that outing is usually failure. The same is true with aninsurance producer.

So what are the pitches an insurance ace should throw? The four basic pitches are: the coverage pitch, the premium pitch,the producer benefit pitch, and the personal rapportpitch.  You'll need to deliver all of these throughout thesales process.  With effective dialogue, probing, and needdiscovery, you can identify exactly which pitch will be the oneneeded to make the sale. 

Producers often rely on the pitch they like to throw rather thanidentifying the pitch that will make them successful. Successfulproducers know that they need to use the pitch that relates to themost pressing need of the prospect.  This pitch incombination with the others will give you the greatest chance ofsuccess. 

The Coverage Pitch

Often the coverages and limits on the expiring polices arecopied so an “apples-to-apples” quote can be made.  Howcan you make the coverage pitch when all that you're doing isduplicating the existing agent's work?

Rather than copying previous tactics, you need to examine theprospect's exposures, operations, limits and coverages. If you don't do proper due diligence and just copy the prior workof others, you're saying that the existing agent knows exactly whatto do.  This places you in a weak position and nullifiesthe coverage pitch. 

Instead, you should use your knowledge to change the coveragefrom what the prospect has to what is needed.  If theexpiring policies offer adequate coverage, you should look beyondthe existing coverages and offer new ones, like CyberLiability. 

The Premium Pitch

Often prospects just want the bottom line, the lowest premiumpitch.  These buyers may even ask you to just e-mail thequote.  

There are two cautions that need to be observed when tossing thepremium pitch.  First, coverage usually is secondary forthis type of buyer until a claim occurs.  Make sure thatyou document and receive the insured's signed declination ofcoverage when you recommend coverage thatis not selected by theinsured.  Often, when a claim occurs, the insured's memoryfails to recall items of importance like declining coverages thatwere quoted and offered.  Unless you have the properdocumentation, the agency's E & O policy most likely will bepaying the claim.

The premium pitch can be an effective way to acquirebusiness.  But remember that if you win solely by pricethis year, you can lose by price next year.  Your greatprice this year could be offset by someone's great price nextyear.  If you're successful using the premium pitch, makesure that during the policy year you effectively develop thebenefits and rapport pitches.  Doing a good job with thesetwo extra pitches may enable you to modify the game nextyear.  Ideally, the client will be comfortable with youand the benefits provided, so that next year you should able toovercome another agent's premium pitch.

The Producer Benefit Pitch

During the new business transaction it's difficult to deliverthe benefit pitch.  It's not easy to demonstrate that youcan give the new client the types of services expected anddemanded.  The use of referrals and client testimonies goa long way in making benefit statements reality.

During the fact-finding and quoting process, and before youissue a quote, make contact with the client, offering specificbenefits.  Stop by for photographs, to measure thebuilding, or to get more detail on claims—all with the hope ofdelivering the benefit and rapport pitch.  As a result ofthese numerous touches the client should become more comfortablewith you, developing rapport.  In addition, clients arealso able to see that you're offering in just a few short monthsmore services than the previous agent did in years, building on thebenefit pitch.

This process is much easier with renewals.  During thefirst year the account is written, you should make four or fivein-person contacts, depending on the size of the account. This maximizes the benefit pitch.  You can visit theinsured in many ways, for example to delivering the new policies inperson, attending the inspection survey, delivering complexcertificates of insurance, assisting with the prior policy audits,and conducting pre-renewal meetings.  All of these actionsenhance your effectiveness, maximizing the benefit pitch.

The Personal Rapport Pitch

Similar to the benefit pitch, this helps you to fend off otheragents.  It's no secret that people buy from people theylike.  Unless you're willing to get on the mound and startthrowing the rapport pitch, you can easily be replaced by otherswho have developed a relationship with your client. 

The rapport pitch may not show success instantly. Building a trusting association with future clients is not an easytask and usually takes time.  Be patient as this pitchdoes give you great opportunities. The rapport pitch takes effortand time, but the reward of excellent retention ratios is wellworth it.

Unlike professional baseball pitchers who work every five days,the insurance agent needs to pitch multiple times everyday.  Keep your pitching arm ready and strong bycapitalizing on continuing education, not just to renew yourlicense, but to enhance your arsenal of pitches. Take the mound andthrow strikes.  Batter up!

James Dougherty works at the Allwood Forlenza Agency inClifton, N.J. and brings more than 35 years of insurance experienceboth on the agency and insurance company side of the business. Hehas served as the NJ Underwriting and Marketing Manager of Aetnaand the NJ Resident VP of Penn National Insurance Co.  Onthe agency side, Jim held executive management positions for two,multi-state, regional insurance agencies. For salestraining and education through the Dynamics of Selling program, goto: www.TheNationalAlliance.com.

This process is much easier with renewals. During the first yearthe account is written, you should make four or five in-personcontacts, depending on the size of the account.

Personal Rapport Pitch

Similar to the benefit pitch, this helps you fend off otheragents. It's no secret that people buy from people they like. Therapport pitch may not show success instantly. Building a trustingassociation with future clients is not an easy task and usuallytakes time. Be patient as this pitch does give you greatopportunities.