4 Reasons You’re Not Closing Leads

One of the most frustrating things that can happen as an insurance agent is landing qualified insurance lead after qualified lead but being unable to close. If you’re not careful, one failure can lead to another and another until you start to lose faith in yourself. At that point, your fears become something of a self-fulfilling prophecy. Fortunately, there are ways out of this predicament, but it starts with knowing why you’re not closing, which is what I’d like to talk to you about today.


1. You may not be closing because you’re trying to sell to the customer instead of trying to educate them.

We live in an age where people hate being sold to, and they can tell a pitch from a mile away. If you’re just starting out, it’s easy to get so wrapped up in the benefits of product knowledge that you lose sight of the people you’re trying to help. What will help you to conquer this particular roadblock is setting aside your materials and simply having a conversation with your customer about their lives. Don’t worry about bringing it back around to insurance just yet. It’s enough that you and your prospect know that’s what you’re there for. If you relate well enough to the prospect, there will be plenty of time to delve into policy talk later.


2. You may not be closing because you’re putting too much pressure on yourself.

On the surface, this is understandable. After all, an inability to sell can lead to a small paycheck and a lot of ramen noodles in your future. But too many agents let the Jo’s get to them. Instead of understanding from the outset that a certain part of the job is a numbers game, they let each rejection chip away at their confidence. Snap out of it! You can’t let rejection control your outlook. Instead of beating yourself up, understand that each no will bring you closer to the yes. Once you get that yes, you can go back and compare your success to the failures. Other than the outcome, what was different about this client? This situation? What were some things you did well that were within your control? How can you replicate those things in the future and learn from your mistakes? And this brings up our next point:


3. You may not be closing because you’re not analytical enough.

Seriously, data is a highly important part of this job. Not just data about the prospect but also data about yourself. You need to know how you sound, how you look, how at ease you are explaining insurance to your prospects. Consider practicing with a trusted friend or family member, or better yet, record yourself talking with an actual prospect. Be critical of your own delivery, and find areas where you can improve. If you still conduct your 10th meeting with the same poise as your first, something is probably wrong. But how are you going to know if you’re not dissecting your performance?


4. You’re not cultivating leads from a variety of channels.

To make this point I’d like to use social media marketing as an example. See, there’s a reason most businesses have a Twitter, a Facebook, and an Instagram, even though they may not be particularly adept at two of the three. It’s because they understand that potential customers are everywhere, and if they have one paying customer on Twitter, that’s worth more than 1,000 non-paying followers on Facebook. Lesson: you should be looking for leads from our site, from referrals, and from any other channel where you’re likely to find them. While you may have more success using HQ, for example, that doesn’t mean you should leave money on the table elsewhere.


In Summary

While closing every lead probably isn’t possible short of a deal with the devil, you can accumulate a strong “win” percentage by being aware of what’s holding you back and charting a new course. Good luck doing just that as you move forward!

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