A successful sales meeting depends on great preparation.After days or weeks of sending emails and playing phone tag, you’ve finally set up a meeting with a prospect you hope to convert into a long-term client. Now, it’s time to prepare a winning sales pitch.
This is your opportunity to display your insurance knowledge and prove that you can help your future clients solve their business or personal risks. What you do before, during, and after your meeting can pave the way to a fruitful business relationship. If you want to make that conversion, however, you’ll need to carefully plan every move.
Planning in Advance
If you’re meeting with a potential business client, find out all you can about their company beforehand. Their website or LinkedIn profile can provide this information, of course, but a scan of their social media posts uncovers recent events at the company as well as some idea of what the company believes is important to its success. You should also research any challenges in the prospect’s industry so that you better understand what insurance risks the company faces.
The meeting doesn’t need to be all business, however. Your clients and prospects will appreciate your interest in getting to know them as as a person, not just a potential business partner. So learn if they belong to any civic or volunteer groups, or if they pursue any hobbies outside of the office.
This is especially true if you’re talking to a prospect with more personal goals in mind, such as preserving their family’s financial future with life insurance. Ask some questions about their family situation: Did they recently marry? Is a child about to enter college? Those facts bear directly on the direction of the discussion and what policies they’ll likely want.
As an insurance agent, your focus is on helping prospects and clients mitigate their risks with comprehensive policies. Armed with your pre-planning research, develop three to four talking points that demonstrate that you understand the prospect’s current situation and have the products that could help him or her address those possible liabilities. You can tell stories of clients in similar situations and how your products and services helped them overcome the same threats.
Of course, you’re also there to listen to the client. During the discussion, you may discover that the client has other unexpected concerns. In that instance, you’ll have to amend your agenda to further explore the client’s objectives, which may require a follow-up meeting. The ultimate purpose of the meeting is not necessarily to make a sale, but to truly understand the client’s problems and goals, and stress that you recognize those challenges, too. Your sales pitch should concentrate on your ability to solve those hurdles with your products and services.
Always thank the client for taking the time to meeting with you, and never exit the meeting without scheduling a follow-up session to explore new topics or resolve unanswered questions. If you can’t find a suitable date and time when the initial meeting ends, arrange a second meeting via email.
One final tip: Be on time! Your client’s time is valuable, so don’t waste it by being late to the meeting. Leave 15 minutes before the scheduled time so you aren’t delayed by unexpected traffic. It also gives you time to relax and go over your sales pitch one more time.