Channeling your inner Columbo

Here are seven ways agents and advisors can stay on a prospect's radar, without being pushy:

Find the right channel. Some prospects favor email. Others texts. Some read mail. Others answer phone calls. Some hold conversations when they run into people. Try three channels. See which one gets a reply. That's your primary channel for future contact.
New information. That's where Columbo was brilliant. His rationale for continually turning up was to share various new developments in the case. This would be information he thought they would consider important. If you do this well, your prospect will connect hearing from you with learning something new and valuable.
Your newsletter. It's probably sent via email. Maybe you can tailor it with compliance-approved content that plugs in place. It's informative, not salesy.
Relevant articles. What's old becomes new again. Years ago, I was taught to clip an interesting article from the newspaper and send it to a client or prospect with a note: "Thought you might find this interesting." Although you can buy several copies of the paper and mail the same article to many people, the individuality says: "Of all the people he could send this to, she chose me." Some advisors copy articles (illegal, copyright rules) or send links (impersonal). An irregularly shaped newspaper clipping gets attention.
Postcards on vacation. Some clients and prospects are close friends. A California advisor sends postcards when they travel! They take a second to read. The photo is interesting. He picked up a big account this way. Postcards communicate: "Thinking of you."
Phone calls. In a perfect world, prospects tell you: "Call me after tax refund checks arrive." That rarely happens. Perhaps a call a month, ideally with new information will keep your name familiar. Even if it's only on voicemail or caller ID, they are reminded who you are.
Seeing them. We often prospect social acquaintances. You see them at parties and meetings often. If you zoom over and bring up business, they will quickly start avoiding you. If you are a fan of the 1990's cult British sitcom Keeping Up Appearances, (2) you are familiar with the line: "It's the Bucket woman!" When you see people, make sincere small talk. Ask about their family and recent vacations. They will respect your tact.

10 turnoffs to avoid

You've seen salesmanship executed badly. Just in case, here's a reminder:

Calling often, maybe every day. They will avoid your calls.
Directly jumping into business. Whatever happened to polite small talk?
Being blunt. Have you made a decision yet?
Dismissing the spouse. Can't you think for yourself?
Sounding desperate. If this was romance, desperate people don't get dates.
Being pushy. This opportunity is too good to miss.
It's all about me. Please sign. I really need to hit my numbers this month.
Getting their name wrong. I really care about you Mister Smith…I mean Mr. Smythe.
Will you make up your mind? I don't have all day.
You can back out anytime. You are under no obligation.

Why efficient follow-up works

People make decisions on their own timetables. They might be waiting on a bonus check or insurance settlement. Their current agent may be retiring, but they want to stick with them until it's official. This is why you have many prospects in the pipeline. Some come through earlier than expected, others never do.

Special Reports /

7 ways to stay on your insurance prospect's radar & 10 turnoffs to avoid

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