Insurance Agency Cold Calling: 5 Strategies for Better Results
If you’re like many insurance agents, cold calling is part of your marketing arsenal. But whether you’re dialing for dollars yourself or hiring someone else to do it for you, there is an art to mastering the sales call.
The next time you launch a new cold-call marketing campaign, try applying the following best practices and see if you can’t turn a cold call into a warm prospect.
- Be prepared to respond to common objections. You know what they are. “I already have insurance,” “I’m busy,” “I need to talk to my spouse/partner,” “Just send me the information,” etc. Regardless of what you’re selling, be prepared to respond to common objections. Write them out and keep them front and center.
- Sell benefits, not features. Simply put, determine how prospects will benefit from what you are selling. If you’re stuck, brainstorm and make a list. Then run it by friends and family to see if it resonates with them. If you need a refresher on the difference between a feature and a benefit, click here.
- Mention what makes you different. Competition in the insurance world is fierce. You need to give prospects a solid reason as to why they should buy from your agency versus someone else. For example, do you provide any value-added services such as discounts for educators or seniors? What about personalized claim services? If you specialize in commercial insurance, are you able to help businesses with loss-control efforts? Before you pick up the phone, identify what it is that makes you unique.
- Listen more, push less. While the whole idea behind making sales calls is to sell, it’s important that you listen. Present your information and give the prospect an opportunity to talk about their needs, experiences, and to ask questions. Truly listen to what the person on the other end of the phone has to say.
- Ask questions. It can be difficult to get a stranger on the other end of the phone to engage with you. A good way to get someone to open up is by asking questions. For example, if you’re selling auto insurance, ask if there are any current or upcoming youthful drivers in the household. If you’re selling life insurance, ask the prospect if they feel they have enough coverage. Brainstorm a bit on certain subjects, and formulate questions relating to your product or service.
Cold calling isn’t easy, however, it’s still a cost-effective way to market your agency. Being prepared can help ease the stress and build the confidence needed for successful selling.