How To Talk To Customers, For The Insurance Agent
Speaking to customers can be intimidating if you are new to sales. Insurance agents have to master the skill in order to make their business successful. There is a special psychology that goes with speaking to a customer, And it’s not as difficult as it looks. You will probably learn a lot on your own just by taking those first few meetings. But if you need a little extra help, we have put together a guide for how you can speak to your customers effectively as an insurance agent. Let’s get started!
1. Get personal. The simple act of using your prospects name as often as you possibly can will make each meeting feel more natural. Showing that level of familiarity with your customer does two things. Firstly, it lets the customer know that you see them as an individual and not just someone to sell your product to. Secondly, it serves as a constant reminder that you are speaking to a flesh and blood person instead of a nameless face. This can help you slow down and focus on how you are saying things rather than just what you are saying. (Although both are important!)
2. Tell customers what they owe using the monthly amount and give them their savings in annual amounts. The psychology behind of this is to get your customer used to the idea of paying a small amount of money for a lot of value. Customers can swallow a $100 per month payment much easier than a $600 every six month payment. Psychologically, they just feel like they’re getting a better deal. Likewise, by telling a customer what they will save in annual amounts, you are getting them to see the big picture.
3. Speak in concrete terms. In other words, don’t simply give your customers information. Give them a depiction of how their policy would help them out in a specific situation. For this example, I point you to the brilliant John Carroll’s Insurance Splash marketing blog and something he shares with his clients. John’s words: “If you woke up in the middle of the night and your apartment was on fire but you only had time to grab one thing, what would it be? (await response) Okay, let’s talk about all those other things you didn’t grab, and how you’d get your life back on track without them.”
4. Adjust your vocabulary. Customers are already a little intimidated by the insurance buying process. They don’t need an agent in a fancy suit talking down to them. They need a language that is accessible so there is never a lack of understanding about what they are buying and why they are buying it. If you are uncertain of what you are dealing with, just be sure to speak in easy to understand language. Try to step in to the shoes of the prospect you are speaking with and ask yourself, “If I was this person in this specific situation, would I understand any of this?” If you can’t answer yes, then you need to think more about presentation language.
5. Talk less about cost and more about discounts. This hearkens back to number two on our list. If you do have to discuss costs, refer back to that item. But by and large, try to make every interaction – including when you are pushing for the sale of the second policy – about what you will be saving the customer rather than what they will be spending.
It’s not always easy speaking to an insurance lead or customer when you haven’t logged a lot of experience. If you are just starting out or coming back from a long layoff, put some thought into how and why you say things. Practice delivering your presentation before you actually have to. Record it. Listen to it. Hit pause after every sentence and ask yourself, “Why did I say it that way? Was there an easier way to say it? If I was the customer, how would I interpret that?” By paying closer attention, you’ll be well on your way to becoming a master.