Editor’s Note: This is the ninth in a ten-part series identifying the best sales techniques for 2016. To view the rest of the series, click here.
20. Evaluate why clients leave — then win them back.
“Customers don’t walk away without reason, so get to the heart of why this one left. Be honest with yourself. Conduct a strengths, weaknesses, opportunities and threats (or SWOT) analysis, assessing why your product or service was no longer perceived as having the best value.
What are the company’s weaknesses, especially in light of potential changes in the market?
Are you staying current, both in your pricing and level of service? Has the market moved beyond your capacity to stay competitive? How was your relationship with the client?
Look hard in the mirror for the underlying answers. And if you can’t be objective, put someone who was not on that account team on the case. This is not only an important first step to winning back your client; it’s critical in ensuring that more customers also do not depart.”
— Dave Mattson, CEO and president, Sandler Training
19. Close more sales with scripting.
“If you’ve got great scripts, you need to deliver them in a dynamic fashion. You must put passion, enthusiasm and confidence into your delivery. But your style should be congruent with who you are.
Step 1: Tape yourself
One of the best ways to improve your script delivery is to videotape or audiotape yourself. By watching and listening to your delivery, you will make a quantum leap in your effectiveness. The tape recorder will provide you with insights that even the best presentation coach would be challenged to impart to you.
If you are delivering seminars, it is even more critical to tape yourself. Watching and listening to yourself is only slightly more pleasant than root-canal work, but the process pays back dividends that will last you a lifetime.
Step 2: Stand and deliver
Take an acting class. You will learn lots of techniques for making scripts come alive. You will also have a lot of fun. In the same vein, take a singing class to learn how to use your voice to touch others. Singing a song is a perfect analogy for delivering a script. In both cases, you are using memorized words and an impassioned style to affect the emotions of the audience.”
— Paul Karasik, president of the Business Institute and co-author of “22 Keys to Sales Success”
18. Create a sense of urgency.
“Attach a deadline to the deal to help give the client an incentive to commit. Whether it’s a discount or something free, make them feel like they have the upper hand. This does not mean rush the customer; it simply means try to give them a little extra reason why your product or service is the right choice, and the right choice right now.”
— Adam Heitzman, co-founder, HigherVisibility
17. Form partnerships with other agents.
“Buying leads, generating leads and referral marketing should all be part of your online business acquisition strategy, but there is one more area of focus: partnerships. Like calling clients daily, agents should be calling other agents daily to form affiliate partnerships to drive their business.
These partners can be health insurance agents, P&C agents, financial advisors, etc. These are professionals that have similar clients that they often don’t offer life insurance to … until you come in the picture.
You call these professionals to form a partnership to do joint work. They refer you a client and you split the commission 50/50. Be mindful of what you are pitching to their clients. An example would be not pitching IUL as a LIRP when you are talking to financial advisors’ clients.
Partnerships are a great way to diversify your practice so you are not 100 percent reliant on any one source of revenue.”
— Nic West, director of business development, SellTermLife.com
16. Recognize that many of the remaining uninsured major medical prospects are confused.
“Listen more than we talk. What are their priorities? Understand where they are … Messages need to connect them with what’s real and relevant for them and their situation. Pushing out messages to the masses is likely wasteful.”
— Enroll America and Get Covered America webinar slidedeck, November 2015