80. Create a solid fact-finder.
Is fact-finding the medicine to cure all your sales ills? Not really, but it is a wonder drug that can put an ailing practice back on the road to recovery. If you know what a prospect’s feelings are, you know what they want, and prospects only buy products that help them get what they want. A strong fact-finder should allow you to: determine the client’s needs, design a tailor-made solution, take the guesswork out of the solution, identify objections before they come up, prepare the close in advance, identify the prospect’s dominant buying motive, make policies lapse-proof and replacement-proof, pave the way for repeat sales, set the stage for referrals, and build trust and loyalty.
— Bruce E. Dickes
79. Be direct.
Simply interview the client or potential client and conduct a needs analysis, then determine the best possible product to accomplish their goals.
What Your Peers Are Reading
— Percy D. Butler
78. Learn from the best.
No one is born a salesperson. Acquiring effective sales skills requires an investment of your time and money. Since it is an acquired skill, it is also perishable over time if it is not continually used, refined and practiced. Find a sales program or sales course to learn and understand the sales process. Better yet, look for opportunities to learn from those within our industry that are performing at the top. There are many opportunities to learn from these successful businesses.
— Bruce Carlton
77. Sell online.
Agents are trading in their briefcases and face-to-face meetings for a laptop and a website. Successful Internet life insurance agents are marketers first and foremost, and salesmen secondly. Here’s what that looks like: Instead of prospecting friends and family, attending networking events, hosting seminars and cold calling, Internet life insurance agents are focusing their time on learning different marketing techniques, analyzing data, and optimizing campaigns. The goal is to make the consumer come to the agent, not the other way around. I believe that if agents from 30 years ago — or even 10 years ago — were to look at Internet life insurance agents today, they would think we have it easy. We have so many different avenues in which we can prospect online. We are able to find niches online and penetrate them via content marketing, email marketing, social media, media buying, pay per click advertisements and many other avenues. Through these inbound marketing techniques, we’re able to get prospects to come to us. We no longer have to approach our friends and family for sales and pitch our products. We have the ability to create websites and generate leads all while meeting our client’s preference of buying insurance online.
76. Develop a content marketing plan.
A good plan starts with an editorial mission statement. The first thing to do is figure out the why behind your content. Why is your content interesting or important to your customers? What’s the editorial mission? Once you’ve established what information you should be providing, do a visual content audit. Print out your content and blog posts, your social media posts, put it all out on a table and get your marketing team to engage in it. Is it helpful? Is it interesting? Is it targeted to the people you’re trying to reach? Finally, expect content marketing to deliver measurable results. Is your content driving sales or saving costs? Is your content making your customers happier, thus helping with retention? At the end of the day, you’ve got to make sure you’re driving sales.