One of the best ways you can develop a personalized sales pitch is by focusing on each client’s specific needs and situation. Below are three suggested steps you may want to incorporate into your sales process.
Insurance Sales Personalization Tips
Understanding Your Client
Research your client’s business, industry, and possible needs based on publicly available information. If information is not readily available, look at information on any local competitors, if available.
When engaging in conversation, be sure to ask open-ended questions. Actively listen to the responses shared. What are your client’s concerns, goals, and priorities? What are their pain points? Talk about challenges they are facing and the specific needs they are trying to address.
Finding Solutions
Highlight the value and benefits of each of the solutions you are proposing. Don’t just talk about the features of the products you’re recommending . . . explain why your proposed solution is better. How it will address their issues. Maybe it will save them money. Maybe it reduces risk. Perhaps it simplifies the process for the employer and employees. Explain why it’s the ideal solution.
Use real-life examples. Share stories of how the same or a similar product has worked well for another client (hopefully facing similar circumstances).
Many say our industry is built on jargon. Avoid it if possible. If you must use it, at least explain what it means in terms your client will understand. When you are discussing complex concepts, try to do so in clear, easy-to-understand language.
Demonstrate your product and industry knowledge. Highlight your experience and show your clients how they can benefit from your expertise.
End With a Clear Call to Action
Wrap up your discussion with a clear call to action. Be prepared for potential objections with reassuring explanations of why your proposed solution is the right answer to any of your client’s issues. Give them information on the next steps, including any follow-up meeting, delivery of a quote, or other actions.
If you are not successful this time, rehearse your pitch. Repetition will help you improve and ensure a smooth and confident presentation next time. Ask others for feedback to identify possible areas for improvement. Refine your pitch accordingly.
For other insurance sales tips, read our related Tech blog, Personalizing Your Insurance Client’s Journal with Customer Relationship Management (CRM) Automation. Our Sales & Marketing blog post, How to Create a Winning Insurance Presentation, offers other suggestions.