When you are running an insurance agency, you have so many KPIs (key performance indicators) you have to monitor: hit rate, conversion rate, quote rate, decline rate, average premium/revenue, retention rate, loss ratio, and so on. One KPI that is often ignored or simply unknown is the customer LTV or customer lifetime value.
Some salespeople believe it’s how you close a sales call is how you win deals. The harder you close at the end, the more deals you win, right? What if I told you it’s actually how you open the sales call that will help you win more deals?
The fact of the matter is, even if you understood the modern sales process, sometimes the sales call just simply gets away from you. Have you ever had a sales call where the prospect takes over and asks you all the questions, or tell you to just give him/her the price? Have you ever had a sales call where you feel like the prospects is uneasy and just doesn’t seem engaged with you?
This happens to even the best salespeople. However, a lot these issues can be reduced by starting with this simple tactic at the beginning of the sales call that many salespeople simply forget to do.
For a new and growing insurance agencies, increasing sales is of utmost importance for both survival and expansion. Everyone knows the more leads, the more sales you will have. The challenge is, how do you get more leads? The problem for many agencies is they do not have a consistent plan for lead generation. When I screened new agencies for direct appointments, one question I always asked was, “what is your sales and marketing plan for new business?” The most common answers I got were, “we network,” or “cold calling.”
Don’t get me wrong, networking and cold calling are valid methods of getting leads, but they should not be the strategy, but rather a tactic within an overall strategy. They should be part of an overall lead generation plan.
Imagine a large a city like Los Angeles or New York. How many roads lead into that city? Your goal for lead generation is to become that city. You want to build several roads for customers to reach you and for you to reach your target customers. Unlike the city, heavy traffic is a great thing for your business when it’s filled with qualified leads.
For the most part, insurance products are a commodity, or at least, perceived as such. As insurance agents, you know there are differences between carriers, and not every policy is the same. Whether it’s claims handling, ease of use, customer service, or other benefits, you know that some carriers will take care of your clients better than others.
Unfortunately, most policyholders and prospects only look at once thing, the price. Some will ask you to shop every renewal; others will leave you for another agent for a lower quote, while new prospects may only talk to you if you have the lowest quote. Even when you try to present the differences between quotes, they often still choose the lower price.
The challenge is that most of your clients and prospects don't know or don’t care enough about insurance to make the right decision. So, what’s the solution?