Have you ever heard of "Call Reluctance?"
Have you ever heard of "Niche Marketing" or "Target Marketing?"
Here I want to discuss both.
I used to be a Sales Trainer for new life insurance agents. I worked For Independent Life and for E.F. Hutton as a Sales Trainer. One of the biggest obstacles I had to teach an agent to overcome was "Call Reluctance" or the fear of approaching a total stranger and asking for permission to question him about his insurance needs. I did finally figure out that the new agent had more courage and less reluctance, IF he had something in his hand to give or offer the prospect. It is just easier to approach a stranger and say "look at this" and hand him something than to approach him and ask for permission to talk to him or question him.
E.F. Hutton required me to take the new agent to a doctor's office, an attorney's office, a chiropractor's office and a pharmacist, and cold call him, asking for an appointment later. The new agent was always very reluctant and extremely hesitant and really difficult for me to convince him that it would all work out OK. I guess he feared the rejection and the possibility that the professional might be rude or confrontational.
Again, he had more courage when he had something interesting to offer and give the prospect. For that reason, we made a one sheet flyer to attach to a proposal or brochure that said THIS POLICY IS DESIGNED ESPECIALLY FOR ___________. It seemed to give the new agent much more courage and confidence. And it was allowed if we did not display the company's name on the flyer.
Last week, I spoke to a very successful agent who's target market are Firemen, Policemen and Truck Drivers. He is writing several of UHL's Accident Policies with Return of Premium everyday. He shared with me that he did the same thing, handing out one sheet flyers to a target market that made the prospect feel special. He simply handed the flyer to Firemen, Policemen, Deputies and Truck Drivers and said "Could I possibly get an appointment with you to come back and discuss this with you later, or would you have 5 minutes to look at it now? It is really very simple."
He shared with me, via email, what he is using and we wanted to share the flyers with you. They are very simple and not very fancy, but they certainly work well for him. If you only use them for ideas to make your own, you could probably design some that are more professional looking. We just thought they might help you with a Target Market and help you over come call reluctance.
If you have any questions, give us a call or email us back.
Happy Selling.!
