Editor’s Note: This is the second article in a 10-part series identifying the best sales techniques for 2015. To view the rest of the series, visit 100 best sales ideas 2015.
20. Adopt the right mindset.
The secret to lead generation is to change your mindset. Too often, businesses focus on the WIIFM (What’s In It For Me) and not enough focus on WIIFT (What’s In It For Them).
The key is to provide value for your audience and the leads will come. If you’re only in it for yourself, your audience will see right through your lead generation efforts.
[Related: 2015's 50 best ways to generate leads: 1-10]
You have to give something to get something in return. If you want leads, you have to be willing to offer yourself (knowledge, services, and time) to your audience. Genuinely take an interest in your audience and they will take an interest in you and your business.
—Todd Greider, CPLP, Learning & Developmental Specialist
19. Host free educational workshops.
Would you agree no one wants to meet one-on-one with a salesperson? 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 will cost your very little to hold. ($100 to $200) And, because they are considered a public service you can hold them almost anywhere — in your local library, association rooms, conference rooms, etc.
—Lew Nason, RFC, LUTCF, CFLA, coach, trainer, mentor, Insurance Pro Shop
18. Focus on a target market.
Why? So you know how to spend your marketing time. Having a defined target market helps you determine where to go, what to say, who to meet, and how to seek referrals. It makes you more focused — advisors, agents, reps, and brokers are notoriously not — and much more referable.
Remember, everyone is not your target market! Everyone doesn’t need your product or service. Besides, you can’t market to everyone. If you’re looking to meet everyone, anyone, someone, the result is very often that you will meet no one. And no one equates to no business.
Focus on who you serve best and, therefore, wish to serve most, and be specific. That’s your target market!
—Michael Goldberg, speaker, consultant, author, founder of Knockout Networking
17. Letting a prospect know how you get paid.
This is one of the best ways to get referrals, but it’s fine only if the client knows you really well.
However, if they don’t know them as well, you are putting pressure on them in the beginning.
They might just take their business elsewhere. It is better to ask them for referrals after you have given them something first. —Toby Bloom
16. Warm up the call.
One of the best tools shows up every week – the Sunday newspaper.
Job postings will sometimes show the benefit packages employers are offering and let you identify shortcomings in the package like not offering dental or vision.
Also, becoming familiar with a company’s hiring strategy enables agents to warm up a cold call by congratulating the employer for hiring in today’s tough market, which can open the door to discussing new insurance products. —David Roth
15. Throw a bash.
Client appreciation parties are a time-tested strategy, though some reps like to make them client-only events, while others encourage inviting friends or colleagues (aka prospects).
The parties solidify relationships with clients and stimulate a significant number of referrals.
14. Consider LTCI at the workplace
Sell as many partnership plans in the worksite as possible over the next five to 10 years. They give employees the confidence to buy what they can afford and know that Medicaid is there as a safety net.
Partnership plans allow the private sector to pay for long term care first, and makes Medicaid the payer of last resort, without making people spend most of their money to access Medicaid.
13. It’s good, but don’t rely on the Internet.
Even with all of the available online options, more than six in 10 of all Gen X and Y consumers bought their individual life insurance policies after in-person meetings with financial professionals.
And more than half say they prefer to purchase life insurance through face-to-face meetings with financial professionals.
—Nilufer Ahmed, “A Coming of Age”
12. I always go back to the well.
I make “just checking in” calls to my client base. It is a casual call. However, during that call I am gathering information, such as retirement plans, what other coverages they have and with whom. Any term [policies] terming out? Under performing UL?
Adult children or parents that may need coverage? I also jot notes on copies I get of service letters, annual reports, etc… The biggest problem with this strategy is that after making these calls, I tend to get too busy and have to stop calling for a bit to catch up.
11. The written letter.
Referrals are the best leads, but if you wait until the end of the sale to let the prospect know you expect referrals, you are dead in the water. A referral with a sincere, written introduction is best. At the start of the process, I show my prospects testimonial letters from previous clients and copies of letters of introduction they have written.
I tell the prospect, “If I do the same for you as I did for those clients and if you are very happy with the product and my services as they were, I expect you to do the same as they did, fair enough?”
By the end of the sale process, when I deliver the policy in their hands, I say “Mr. Client, I am so pleased that you are enjoying your new (life insurance, Medicare supplement, whatever). That means, you are now as happy as my previous clients were. Can you now put me in touch with some of the people you know—relatives, friends or people at work for example —who would appreciate the same good experience that you are having?”