Why You Shouldn’t ‘Earn’ Your Client’s Business
It never hurts to look back through training tips and advice from master salespeople. Sometimes — even in books that have been around a long, long time — you will run in to sage wisdom that transcends the year the words were actually written. That happened today while perusing Frank J. Rumbauskas, Jr.’s, 2006 classic of the Sales & Marketing genre, Never Cold Call Again!
It’s been almost a decade, and a lot has changed in the way that people buy and use products. However, some things never change, and that’s the case with the advice I’m about to share.
Basically, Rumbauskas states that the worst thing you can do for your chances of closing a sale are to look at it from the perspective of “What can I do to earn your business?” This very question implies weakness in your sales efforts and immediately casts you as a “pest” instead of someone worthy of the prospect’s time.
It’s far better in Rumbauskas’ eyes to create a marketing system that will lead the prospect to you.
“Think, for a moment, about the immense advantage you have when you’re in a competitive situation and you’ve successfully created this image and are in a position of power with the prospect,” the author writes. “All of your competitors got there through traditional means and are conducting the sales process from a position of need and supplication. They are seen as pests who keep calling, yet you are seen as someone who can actually help.”
So how do you keep yourself from trying to “earn” the prospect’s business? Follow these quick tips.
Work on you
Rumbauskas uses an example in his book about how he stopped following the advice of “dressing like your prospect.” Instead he bought the nicest clothes he could find, and began carrying leather notebooks and expensive ink pens. He exuded success in the way that he dressed and carried himself, and that changed the way he viewed himself when approaching a prospect. Whether the prospect was impressed with the clothes and accessories or not, that didn’t matter. Rumbauskas felt he was the best version of himself when he went to meet with the prospect, and so he did his job better, which was reflected by an uptick in sales.
Create your message
This should be in place before ever setting meetings. You have to know what your message will be in order to communicate it clearly and effectively to the prospect. Know your products. Believe in them. Present them in the best way possible. Make that presentation findable online and wherever else your clients turn up. (Of course, this also implies getting to know the people most likely to purchase from you intimately.)
Develop a marketing system
Getting clients to call you back is an important part of becoming an insurance agent, especially if you’ve obtained their names as insurance leads through our insurance lead generation system. But don’t limit your approach. We vet our leads, thus taking a lot of the “work” out of finding highly qualified prospects. Still, it can be worthwhile to do some work of your own in addition to purchasing leads from HQ. That means having an online presence, knowing how prospects find information about your products online, and being positioned well to capture their information when they’re ready to push forward with a buying decision. Use social media, email marketing, in-person meetings, referral programs, and anything else you can think of so that you’re in the right place at the right time when the right person comes along.
Believe in your product, and it’s much easier to believe in yourself. With both of these bases covered, you’ll be well on your way to becoming a prospect’s go-to instead of the other way around. Don’t let fear and desperation control you. You have something to offer. The trick is to let your clients see it rather than begging and pleading for them to accept you. Good luck as you find that balance between being helpful and being confident.