Stepping Stones for Qualifying Business Insurance Prospects
Qualifying is discerning WHO to sell to&
How to align YOUR strengths with THEIR needs
Ask Open Ended Questions to Determine Their Needs
YOUR STRENGTHS
THEIR NEEDS
Keystone Words Like These Get At Prospects’
Motivations• WHAT do you like best about your current agent’s
services?
• WHEN do you usually review your insurance and risk options?
• HOW did the last review go?
• WHY did you decide to change agents last time?
Correlate Their Needs With Your Strengths
The More Overlap > The Better the Match
NEEDS STRENGTHS
Manage claims better In-house Claims Manager
Improve Safety Profile
Out of Work Comp Pool
Difficult Coverage Lots of Markets
Loss Control Manager
Ex Mod audit
Teleprospecting is an Ideal Communication Medium
Two-Way Exchange:• Inquisitive• Open-Minded• Curious• Engaged• Friendly• Sincere• Genuine• Synchronous
Real communication is about listening to understand – Rather than listening
to reply
FocusConfirm
UnderstandClarify
Be confident Show you care
Teleprospecting is a Reductive Process
It Reduces a Large Universe of Suspects
To a Small Group of Qualified Prospects
Eliminate Targets That Don’t Match Your Prospect
Profile
BAD RISKS
WILD GOOSE CHASES
NOT ENOUGH REVENUE
HARD TO PLACE
COVERAGE
TIRE KICKERS
3 Stages of Qualification
Pre-call list selection
Gatekeeper intel gathering
Determining buying attitudes
Pre-Call List SelectionThere are myriad ways to select target lists
Size: employees,
sales, beds, roo
ms,
etc.
Work comp x-dates & carriers
Minority-owned
Years in business
Business class
More…
Intel From Gatekeepers
CONFIRM size, industry, etc.
Identify decision makers
When to reach
decision makers
Would DM take my call?
Do they “shop” insurance?
Renewal dates
More…
Seeing what companies and people have done in the past gives you great clues to what they’re likely to do now Even with complex and large sales there’s always an emotional component that drives the process
Buying Patterns &
Psychological Motives
What motivated you to investigate?
What did you find out?
Have you changed agents?
How often do you review?
Patterns & Motives
Qualification is hugely important.It’s the short path to increasing sales revenue.
From choosing target lists, to dealing with gatekeepers, each step helps you zero in on
your most promising prospects