Last month, we looked at the initial steps to “bridging to higher sales.” This month we focus on bridging questions and bridging to seminar attendees.

Bridging questions

Here are examples of bridging questions in life insurance:

  • What financial plans have you made for your family in case something happens to you?
  • What would happen to your company if something happened to your partner or a key officer? Would you have to buy them out? Do you have the money to do that within a couple of weeks without creating financial duress in your family?

Bridging is a way of creating interest. It is a way of starting the conversation. To do this effectively, think of the most important benefits of what you offer. Create questions out of these benefits to see if you can make the clients aware of possible exposure they have not yet thought about. Then rescue them by offering to look into the needs you have uncovered.

Bridging with seminar attendees

Another way of bridging is with seminar attendees. When participants book an appointment at the seminar, you have a presold prospect. But those who want to think more about it are sometimes more difficult to reach, physically and emotionally. You need to call them after the seminar using these types of questions.

First, ask if they enjoyed the seminar and the food. Did they like the venue? These questions will help break the ice. Then ask:

  1. What did you hope to gain by coming to the seminar? (If they say only the food, move on.)
  2. What are your biggest worries right now about your investments? (If they say nothing, “prime the pump” … ) “Is it volatility? Running out of money in retirement? The government taking your assets in probate?”
  3. What are you invested in right now? Are you happy with your retirement plan?

If and when you can get them to tell you what they hoped to gain from the seminar and what their worries are, try
to close by saying:

“If we could help you (state their worry and a benefit), would you be interested in coming in to talk?”

If they say no, you haven’t done a good job of bridging and probing for needs. If they say yes, you have just booked a good appointment. Just make sure you qualify them. Don’t spend time with those who can’t buy. Also make sure they are the types of prospects you want to spend time with.