Buying Signals

On the phone, a potential prospect will tell you, "We compared insurance programs last year and found no improvement. We don't want to spend time doing that again." Or you might hear, "Our agent shops the markets for us so we don't need you to review our insurance." On the surface these responses seem to be saying they don't want to buy from you but they are also telling you something enormously valuable. These businesses have recently attempted to improve their insurance situations!

Instead of regarding these negative responses as disappointing dead ends, you can see them instead as promising opportunities. You've found the right door with an interested buyer behind it. All you need do now is find out how and when to open it - and their business can be yours. One way to uncover those keys is to ask simple questions: "When your agent shops the market, how many different carriers is he able to access?", or "I'm curious, what specific kinds of coverage or service improvements would make a difference to you?"

Seeing the buying signals within an apparent negative statement isn't that difficult if you're listening actively to what a prospect says. And turning a seemingly closed door into an open one can be simple and straightforward when you're not hampered by negative preconception.

Here's another example of how to welcome a seeming roadblock as a door-opening opportunity: On a cold call, a prospect says that your office is too far away. They want to deal with an agent that's closer to them. They might be saying that because they're looking for an excuse to end the call; on the other hand, they might not be getting the attention they need and want from their current agent - wherever they're located. What if you say, "I hear you. Getting the right attention and service from your agent is very important. Does your current agent meet with you there at least twice a year? Does the agency have a service time line? Do they do annual workers comp audits? These are all part of the way we work with manufacturers. And since I'm frequently up in your area seeing other clients near you, I'm able to make sure you get all the attention you need. Can I sit down with you next week and show you the check list of services we deliver for manufacturing clients?"

Our point is that seeming "road blocks" can often be bridges to communicate further with a prospect and to building solid client relationships.