Motivation is Like a Fire...

...Unless you continue to add fuel - it goes out

When a suspect’s motivation to review his insurance with an outside agent is weak and uncertainty about change holds him back, you’ve got to cut through this inertia and outweigh the hesitancy with positive inspiration. Beginning a call with a forceful Benefit Statement immediately grabs the suspect's attention and tells him what’s in it for him. For example, in talking with agencies on our own teleprospecting calls, we often begin by saying: “PMA helps agencies increase new account revenue….”, and then, if they want to learn more, we can discuss our process and talk about how we can be a resource for the producers. The Benefit Statement needs to be short (under 40 words ideally), accurate, and ideally something that will set you apart from competitors.

In the course of your initial prospecting call and in further follow-up calls, it’s important to add motivational fuel as needed. Do you detect hesitancy around changing agents? Be understanding and offer assurance that ‘others’ have had those same concerns and found your agency to be remarkably attentive and professional. Is the decision-maker preoccupied when you call back to schedule a meeting nearer to renewal time? Remind her that she wanted you to call back to schedule a competitive review, and reiterate the advantages you’re going to be able to deliver. There are a great many ways to motivate prospects, and the more consistently and creatively you inspire your prospects, the better your sales results.