In a world of immediate gratification and multi-layeredcommunication, we seem to always want the trick, the magic pill andthe secret to sales success. Producers constantly look forshortcuts and the ability to save on effort. Well, there is asecret to sales success: structure. There is a need to havestructure in our prospecting, qualifying, referring, organizing,planning, goal setting and sales process. Let's explore thisconcept further.

Sales process

For more than a decade we have followed the Dynamics of Selling3-step process in all that we do. The premise is that before asales professional gathers any information regarding the currentinsurance program and pricing, there needs to be diagnosis of therelationship with the incumbent agency or broker, along within-depth research into the value system of the buyer. Everyone hasa specific “buying trigger,” and it is our responsibility toidentify what drives his or her motivation for change. If you omitdiscovering this desire for change, you help the agency reinforceits relationship with the prospect. There also must be someconcern, pain or problem present in the relationship with theincumbent agency or its level of service. Omit uncovering theseproblems, and again we're back to being used. Then and only then isan insurance physical in order. Remember, we always diagnose beforewe prescribe a solution to make sure it fits the value system ofthe buyer. Our sales process is diagnosis, protection review andpresentations of specific solutions to the prospect's problems, andalways in that order.

Related: Read September's Stricly Sales, “Spring intoaction.”

Question prospects

While the typical sales person is really good at making noise, asales professional keeps it in the form of questions. Asking a lotof questions:

• Quantifies the current relationship and any willingness tochange
• Identifies the prospect's value system and concerns
• Identifies issues relative to agency and carrier serviceperformance
• Determines a budget he or she can accept.

Professional sales workers develop the art of asking a lot ofquestions and keeping it in a questioning mode until the last stepin the process–presentation
of solutions.

Industry research

A producer should understand the specifics of the industry he orshe is pursuing on a particular account. You should be able toidentify the top 10 typical insurance pains in an industry. Byresearching the industry, you should be able to intelligentlydiscuss the industry, inquire about specific issues that may existand exhibit your knowledge of the industry by the questions youask.

Related:Read Tom Barrett's previous Strictly Sales column, “Take stepstoward success.”

Understand their business

It is our responsibility to research the industries we workwith. We ask our producers to become an ally of the industry andbring a competitive advantage to the prospect as a part of thesales process. Remember, you need to put them in an overwhelminglybetter position by working with you, or there is no motivation forchange. If you don't have a good operational understanding of theindustry, find an account you can volunteer for and allow them toteach and mentor you.

Constant qualifying of each prospect

My personal goal is $3 million in revenue this year. My salesicon is a $7 million revenue producer. Odds are there is asignificant amount of time spent on renewing a book rather thanlooking for new business. With less actual time available forselling, the need to “super qualify” the prospect is essential.Only by shortening the gestation period between suspect and clientcan you more efficiently manage your time and your sales pipeline.By managing relationships and leveraging them for new ones, you“pick the low-hanging fruit,” which simply means you're workingprospects at all levels of the sales process all the time andconstantly and efficiently moving them to close. Also remember thatfor every prospect that comes out, a new one has to go in!

Take good notes

In the Dynamics of Selling process, we call this the “diagnosticappointment questionnaire.” The essence of qualifying a prospectbegins with a dialogue (not a monologue from a producer talkinghead) about the current broker relationship and the basis forchange. We move into looking at coverages only after we have:

• Discussed the current relationship
• Built our own new rapport
• Understand clearly the value system of the buyer
• Developed a clear picture of the competition
• Identified issues of concern in the current brokerrelationship, services and coverages
• Attained a clear picture of the specific rules we must allagree to in order to effect change.

We really do need to take good notes!

Understanding the decision process

Without a clear understanding of the decision process, itbecomes difficult for us to create the perfect environment neededto promote and effect change. Remember, 99 percent of all prospectsalready have “one of us” in their lives. If we don't take the timeto bring a competitive advantage to the table that puts them in abetter place than they are today, then typically they will considerus a vendor and they compare us on the price, not the value.

Gathering referrals

Look at the inventory of relationships you have (your customerlist), especially those where you have placed three lines ofcoverage or more. Identify your top 10 relationships and go to themwith a pre-qualified list of 10 people who you want to work with.Engage them in the process of helping open doors and creating theinitial rapport needed to build relationships. By doing so you haveleveraged your current relationships to create new ones. Topperformers understand the value of “relationship leverage.” Alsoremember to identify some specific task you can complete to helpyour current account. Maybe it's providing some good advice,sending them a referral or doing a favor, but acts of kindnessbeget acts of kindness.

Remember, selling is many times mistakenly construed as amonologue rather than a dialogue. Having those open and honestdiscussions help us open the door to future opportunities, buildingon new relationships and change. Engage the prospect in all youdo!