Transcript CLIENT FOCUSED MARKETING

Client Focused
Marketing
Module III
7/21/2015
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MODULE II QUIZ
? What Does the Prescriptive
Presentation, When Done
Correctly, Allow You to Obtain?
 Answer: Solve the Insureds
Problems, Make A Profit For the
Agent, Retain the Business, and
Obtain Quality Referrals
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MODULE II QUIZ
?
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List Five Reasons Why it is Important
to Use a System?
Answer:
1. Enhance activity recognition
2. Improve Communication
3. Call Reluctance Management
4. Develop strengths and Manage
Weaknesses
5. Service Management
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PROSPECTINGTHE PROSPECT PUMPING STATION
Lesson 1
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Is the Deliberate Process of
Searching
Is the Number One Step in the Sales
Process and Must be Part of Everyday
Business
Two Main Activities:
Setting Prospecting Goals
Planning Prospecting Time
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3 MUSTS FOR EFFECTIVE
PROSPECTING
 Weekly
Required X-Dating Goal
 Appointment Setting
 Consistent Mailing Program
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PROSPECTING ACTIVITIES
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Telephone Skills
and Scripts
Positioning
Statement
Face to Face
Scripts
Preliminary Action
Vocabulary
Prospecting
Questions and
Statements
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Basic Communication
Skills
Continuous Quality
Mailing Program
Quality Call List
Obtaining and Follow
Up on Referrals
Developing,
Scheduling, and
Working a Plan
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KEY TERMS
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LEADS- People who
have not been
qualified as
prospects
PROSPECTS- Person
who has potential to
be a client
POLICYHOLDERperson with at least
one line of business
CLIENT- household
with 3 or more lines
of business
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TWO TYPES OF PROSPECTING
 New
Business Prospecting
 Service Prospecting
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NEW BUSINESS PROSPECTING
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X-Dating
Referral
Processing
Cold Calling
Friends/Acquainta
nces
Natural Markets
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Printed Sources:
Newspaper
Cross City Directories
Lists- Reference
Addresses
Direct Mail:
Pool Management
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SERVICE PROSPECTING
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Leveraging Constant Contact with
Existing Policyholders and Clients
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Two Types of Service prospecting:
Customer Driven: Customer Calls the
Agent
Agent Driven: Agent and Staff Utilize
Pivoting skills
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EMOTIONS
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Personal Emotional
Power- A vehicle
Emotional
Immobility- A
behavioral problem
revealing itself in
symptoms
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CALL RELUCTANCE- The
Symptom
 Symptoms
 Procrastination
 Rationalization
 Creative
Avoidance
 Defensive Anger
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Types of Call Reluctance
Analytic
PositionAcceptance
Fear of Intrusion
Image
Conscious
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Fears that Support Call
Reluctance
Fear of
Fear of Looking
Rejection/Acceptance Foolish
Fear of
Mistakes/Failure
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Fear of Success/
Failure
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Ways to Manage Call
Reluctance
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Admit it is there
Become competent at
sales skills and
product knowledge
Stay active at resultsproducing activities
Hire work done
Learn to handle
disappointments
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Benefit from
mentors
Practice total
wellness
Look Happy
Use Humor
Stay motivated
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COMMUNICATION SKILLS AND
PROSPECTING
LESSON 2
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Effective Communication Occurs
When the Messages We Send are the
Same as the Messages Others
Receive
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Two Types of Interpersonal
Communication
1]
2]
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VERBAL
NON-VERBAL
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INEFFECTIVE LISTENING
BEHAVIORS
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Interrupting
Thinking of a Response While the Client
is Still Talking
Being Judgmental
Doing Other Things i.e...... Reading,
Answering the Phone, Watching Others
Thinking About How Tired You are or
Wishing You Were Somewhere Else
Fidgeting
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HOW TO IMPROVE LISTENING
* Start By Listening to the First Sentence and
Show Interest in What the Speaker is Saying
By Maintaining Eye Contact
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Echo What You Hear
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Ask Questions
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Minimize Distractions
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Be Relaxed
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Be Patient
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Utilize Body
Listen to the
Meaning of What is
Being Said
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SMILE!!
Language
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EFFECTIVE NON-VERBAL
COMMUNICATION
• 1/3 OF NON-VERBAL COMMUNICATION IS
VOCAL
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INFLECTION: Accenting or Emphasizing
Words to Direct Attention to Key Meaning
or Concepts
VOLUME: Comfortable and Varying to
Attract Interest
PITCH: Emphasizes the Emotional State
PACE: Rate of Speaking
TONE: the Combination of Inflection,
Volume, Pitch, and Pace - CONFIDENCE &
INTEREST
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ACTION WORDS
•SELLING is the business of words,
gestures & emotions !!
Comparison, Illustration
Quote, Bid
Vs.
Save, Cheaper
Vs. Cost Effective
What Do You Think?
Vs. Which Would You Prefer?
Could I…?, Can I…?
Vs. Do You Have Any Objections?
Remind
Vs. Confirm
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TIE DOWNS
Tie Downs Are Used to
Involve the Client in the
Process and get the
customer to agree on key
points of importance.
THE PROSPECTING HOLDING TANK
LESSON 3
A System Which Will Allow You
to Easily Store and Retrieve
Prospect Information
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PROSPECTING HOLDING TANK
SYSTEM
REQUIREMENTS
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Time Management
Book/ Franklin
Planner
Storage Container
for X-Dates
Expandable File for
Holdfiles
Computerized
Systems
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ESSENTIAL PROSPECT
INFORMATION
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Correct Name &
Address
Best Time to Call
Home & Work
Numbers
Confirmation
Letter
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TELEPHONE PROSPECTING
“The First 30 Seconds”
18 Words- “Is this the Smith Residence…?”
Power
Completing/ Closing Questions
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Statements:
?
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KEYS TO EFFECTIVE TELEPHONE
PROSPECTING
1
Regular Scheduled Calling Time
2
Resources Ready- Planner, X-Date
Cards, etc..
3
Proper Mood- GET POSITIVE !!
4
Privacy
5
Organize Your Calls
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KEYS TO EFFECTIVE TELEPHONE
PROSPECTING
6
Use a Script- Rehearse, and Have
a Copy Handy
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STAND UP!!- Use a Headset and
Walk Around
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Visualize the Person - Use a Mirror
Be Assertive
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11 Choose the Most Effective Time to
Call
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X- DATING:
A SIX-STEP PROCESS
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Secure a Sufficient Number of
X-Date Cards
List of Names to Call
Mail Letter/Brochure 3-5 Days
Before the Call
Use A Script
Mail Conformation/Information
Letter
Call X-Date Prospect to
Arrange the Acquisition
Interview
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OVERCOMING OBJECTIONS
Three Techniques
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Questioning Method
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Build-Ego Method
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Feel, Felt, Found
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TELEPHONE PROSPECTING
TECHNIQUES
 RAPID
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FIRE
 PURSUIT
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PROSPECTING:
THE ART OF REFERRALS
LESSON 4
$All Agents Must Develop a Loyal
Client Base Who Will Give Referrals
• What is a Referral? • Warm People to Contact
With Whom You Will Have
Credibility
• Why a Referral?
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NOMINATOR LIST
Category A: Best Quality
 Those who like, trust and respect you:
 Visible Business, Professional and Social People
with a large circle of influence
Category B: Family, Friends and Associates
Category C:
Acquaintances, Friends
 Those With a Less Strong Relationship
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HOW TO ASK FOR A REFERRAL
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Asking Must Be a Normal Part of Your
Selling Process
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Give Their Mind a Frame of Reference:
1. The Filing Cabinet- a Place
2. The Filing Drawer- Subject
Matter
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WHEN TO ASK FOR REFERRALS
POLICY DELIVERY
THE “NO SALE-
SALE”
CLAIM PAYMENT
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KEEP THE REFERRALS FLOWING
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Report Favorable Outcomes to the
Nominator
Thank the Nominator: Handwritten
Thank-You’s, Extra Service, Extra Care,
etc.
Personalized Thank You Gifts
Call Occasionally to Keep the Thought of
you Planted
Continue to Deliver on Service
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NEXT LESSON
MODULE IV:
THE ACQUISITION
INTERVIEW
Assignment:
1.) Read Lessons Module IV.
2.) Paragraph 1-3 of Positioning
Statement.
3.) Be Prepared to Role Play “Point of
Sale” objections.