Highly successful insurance salespeople becomeproficient by mastering the basic tools and techniques thateventually become habit and are used instinctively to close saleafter sale. But they have to be taught, trained and managed.

Most sales comprise three distinct phases:

  • The Pre-Approach of a qualified prospect — selling theappointment.
  • The Fact-Finding process — where the sale is made.
  • The Close — finalizing the transaction.


When the appointment is made, send the prospect a confirmationof the date and time and a list of items to have for the meeting,such as current summary of insurance, losses in the past threeyears, recent payroll or sales audits, and current policies. Thisaccomplishes two things:

  1. If the prospect balks and refuses, then you don't have aprospect. Walk away.
  2. If he/she does comply, then you know you have a seriousprospect.


This is the most critical phase of the sales process and wherethe sale is made or lost. If you listen very carefully to what hesays he needs, the prospect will tell you how to sell him. Using aFact Finder, which you modified to suit this particular prospect,begin to identify and collect facts and information via questions,physical observations, and document review. Gather standardinformation like name, address, square feet, sales, payroll, and soon — or just about everything you need to complete (later) atypical Commercial Insurance application such as an ACORD 125.

Then move to collecting specific facts about the business bycareful questioning: How did it get started? What exactly does thebusiness do? How and where is it done? How do they make a profit?What are his future plans? Now you have the prospect talking aboutwhat he likes best — his business — and he is becoming more openand comfortable.

Continue Reading for Free

Register and gain access to:

  • Breaking insurance news and analysis, on-site and via our newsletters and custom alerts
  • Weekly Insurance Speak podcast featuring exclusive interviews with industry leaders
  • Educational webcasts, white papers, and ebooks from industry thought leaders
  • Critical converage of the employee benefits and financial advisory markets on our other ALM sites, BenefitsPRO and ThinkAdvisor

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.