Overview of Habit 1: Developing Rapport
First things first — let’s talk about rapport. This is a critical sales skill, but people mistake building rapport for just being nice to clients. Building rapport is not about being nice, or being their friend. It’s about being an expert- their trusted advisor.
People buy from people they trust.
When making calls, an agent must immediately establish credibility, authority and expertise.
It’s paramount that the customer sees you as successful and professional, and you must convey that from your first spoken words. That’s why the opening segment of your presentation is so important. The sale can be won or lost in the first two minutes, and there’s no second chance at a first impression.
To set a strong frame for every call, you should use a strong opening line that is clear, articulate and authoritative. Use your name, and speak in a paced, warm tone. Present your title confidently, mentioning that you are licensed in your prospect’s state. Finally, capitalize upon the lead source — mention the partnership or platform that the lead came through.
The first part of every call must contain the following elements:
- A sense of confidence that you are The Solution
- Strong opening that is clear, articulate and authoritative.
- Establish proper pacing and tonal modeling
- Use your/their name effectively& present your license # as applicable
- Connect (Affirm, Congratulate, & secret hand-shake) to Affinity
- Utilize data from lead source or on-line
- Determine if they’re new to insurance or adding or replacing coverage
- Get the reason why they’re buying a new policy. This is the DRIVER
- Determine their pain points and sweet spots about their needs
- Discover the name of their beneficiary (make the policy real)
- Ask for a Double (“Who else are you looking to protect?”)
- Establish timeline for coverage (create urgency with Save Age/Back Date)
- Have them get a pen/notepad (“Going to give you detailed information…”)
- Perform a thorough and professional “Needs Analysis” on every call (don’t be an order-taker!)
- Set yourself up with flexibility with Face & Term to maximize exam complete rates & upsell opportunity at Issue
- Take control/hold yourself as a financial expert worthy of not being rushed
Once you’ve built rapport and know their motivations, they’ll be ready for you to get into the details.
Ask them to get a pen, so they can write down all the details: “I’m going to give you detailed information, so let me know when you’re ready”. This engages them and avoids the “could you send me this in writing?” objection.
Once they’re ready, it’s time to perform a needs analysis. Start by asking your prospect, “How did you come up with [their stated amount] of coverage?” If they don’t know how much coverage they need or don’t know why they need the amount of coverage they’re asking for, complete a further needs analysis. You’re paid for your discretion- you’ll know who to go deep with and which clients to be more quick with the assessment.
Note: many prospects will try to rush you, but you need to take control of the call. Remember — you’re an authority and an expert. You’re on par with their doctor and attorney, so don’t let them hurry you.
The next element of the presentation is a smooth transition to your value proposition, which is covered in Habit 2. These are all building blocks to getting the client to say “Yes” at Habit 4.