Insurance Sales: Akin to Green Eggs and Ham?
As I browsed through the archives of sales blog, LandingTheDeal, I came across this post where author Dan Tudor equates sales to the infamous Dr. Seuss book, Green Eggs and Ham. If you don't remember the storyline, here's the hook:
Sam-I-Am is a completely relentless "guy", who, all throughout the book, tries to convince a no-name skeptic to eat green eggs and ham. ("Would you like them in a box? Would you like them with a fox?") By the end of the book, of course, the skeptic caves and enjoys some tasty green eggs and ham.
Cut back to Tudor's post, where he describes the same ad exec who calls him month after month to sell him ad space on an industry-related website.
He'll call back again next month, I know it. And you know what? Next month, I might buy from him. I've been close a few times, but it just hasn't been the right fit for our budget. [...] One of these days, because that sales rep is persistent, I'm going to give him the business. There's no doubt in my mind.
Tudor goes on to explain the problem with most bad salespeople—they aren't persistent.
The guy that I said no to today is a good salesperson. He'll keep at it...he understands that it's not him, it's me. I'm busy, and I'm not focusing on what he's saying. One of these days I will, and it's his job to keep putting himself in front of me so that I can say yes.
So, is insurance sales really like green eggs and ham?
At InsureMe, we tell our agents to make the most of their insurance leads by contacting the lead right away—and if they don't get a hold of the lead, to keep calling, emailing, etc. until they make contact. And even if the lead buys a policy from someone else, we've advised agents in the past to set a reminder for themselves to call that prospect down the line (perhaps six months or so) to see if they're content with their current service or ready to shop around again. Because if they're ready to shop again, your chances of getting the sale back dramatically increase.
So, yes. I think insurance sales can be like green eggs and ham. But I also think the line between persistence and annoyance is a fine one. So how do you remain persistent enough to nab sales, but not so persistent that you're branded one of those stalker/jerk types?
Suggestions are welcome. :)
Comments
I think the key to being persistent in selling is a combination of believing in your product and working the right sales angles.
If you do not believe in what you are selling, you won’t have the nerve to be persistent (if you have a conscience). You need to believe that your customer’s life will be better if they purchase your product, and you need to care about your customers. If you have that down, persistence should come naturally.
Approaching a customer correctly is important as well. When selling a product or idea you need to find an angle that works for the buyer, not for you. That is why it is so important to be tuned into the needs of the buyer so that you can sell them what they want. For example, if you are selling a health insurance policy to a healthy 21 year-old who loves to snowboard, focus on the ER portion of the policy, not the physician office visits.
If you come to a customer with a proposition that fits their needs, your chances of making a sale the first time will increase, and the fewer attempts you make the less “bugging†you will do.
My 2 cents.
Posted by: James Omdahl | June 20, 2006 06:41 PM
That James, such a big brain.
I dig it: Product Love + Client Love = Sales Love.
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Posted by: Suse | July 24, 2006 03:22 AM