Just Kicking the Tires?
Everyone has walked around a place of business and kicked the proverbial tires. Your consumer might be looking at anything from a new car to something on the Internet. Could he just be looking? Sure, however, he is also displaying an intent or need. Something drove him to take time out of his busy schedule to visit your place of business. Does he think that the purchase of your product will make him more efficient, safer or more financially secure?
The first step of building decision momentum is to let the consumer know that you are interested in fulfilling their needs. Send them an email thanking them for their interest. Let them know that you have what they are looking for and that you can quickly meet their needs.
Is this difficult?
As mentioned before, the more difficult the task, the quicker the intent diminishes. ITC encounters this all the time when migrating customers to our platforms. For example, when we bring a new customer onto the Insurance Website Builder platform the task that takes the most effort is the migration of the domain name and email. Therefore, our website on-boarding team’s number one goal is making sure that we complete the migration for the new customer. We make this very clear during the sales process.
As for insurance, people perceive that changing agencies or companies is a hassle. The fact is, it really is not. The next push you need to make is letting your prospect know that it is easy to switch and you will help them every step of the way. Remove any doubt in their mind that there are barriers to entry.
This is a no brainer. Once you have communicated all of the above…continue to stay in touch with them. With any volume of prospects, this can become a large task. To make your job less difficult, utilize an agency marketing system that continually sends follow up emails that reminds them of their original intent. Keep following up until they buy or …
Sometimes there are valid reasons as to why someone does not buy. Usually this means that they had intent at one point yet found that their current situation was acceptable. The key to this situation is that you should always ask why you did not win the business. You might be able to overcome the objection if the prospect has yet to buy. Otherwise, utilize this information to understand the next time someone has the same intent. Review your process to make sure you are hitting all the points that your consumers care about.
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1415 Halsey Way, Suite 314 |
75007 | Phone: (800) 383-3482
1415 Halsey Way, Suite 314 | Carrollton, TX 75007
Phone: (800) 383-3482