Dave Park "The Maverick Builder"

Selling insurance is not easy. It's a highly competitive business filled with a confusing array of products. Consumers don't like to think about insurance, and they usually believe the price is too high. Many people believe that they don't need it, or they're simply willing to put off purchasing a policy until they have more time and/or money. Additionally, buying a policy can be confusing for the uninitiated consumer.

You've rustled up five leads from a topnotch online service. Ready to sell each and every one of them. At least, you think you're ready. Here are some tips to help you prepare to go 5 for 5.

1) Be Organized

Prior to calling anyone, you must be organized. Being organized refers to both the product you're selling and the method by which you sell it. First, you must know your product inside out and be able to talk about it easily. If a potential client has a question about term life insurance and his or her choices regarding length and amount of coverage, you need to be able to give them an accurate answer. When calling leads, be sure you have everything you need with you. It's preferable to call with your computer in front of you, enabling you to easily access any information you might require. You won't lose a sale if you're asked a question and you say, "Let me just double-check my computer," but you may lose it if you say, "I don't have that information right now, I'll have to get back to you on that."

You must also be prepared in the manner in which you go about pursuing your leads. It will take numerous phone calls before you connect with a lead. You'll need a system for tracking calls, taking notes after you speak with the lead and for determining the next action to be taken regarding that lead. It's very important that you take time to keep careful notes regarding a lead. Missing a follow-up call, forgetting to send requested materials or losing information essential to that lead will all have the same result-no sale.

2) Be Educated

Being educated means that you understand the marketplace, your products as well as your potential and existing clients. How do you know if you're properly educated? Ask yourself this simple question-what makes my service and product more valuable than any of the other services and products that crowd the insurance market? What is the value of what you are trying to sell and what separates it from all of the rest? Is it your commitment to service? Are you a full service agency, offering a broad range of products? Do your products carry great value-are they priced competitively but does the consumer get more for their money than from any other company? Perhaps you provide additional services free of charge-a monthly newsletter, portfolio planning or a yearly insurance review?

To define what gives your service and product value, you'll need to know what your competitors offer, understand what consumers want and determine the significant attributes of your products.

3) Be Quick

When you receive a fresh lead, you must act quickly. If someone has requested information, there's a small window of opportunity for you to make contact. Working against you is the fact that people are busy and it will usually take 5 calls or more for you to connect with a lead. If you have the opportunity to leave a message, do so each time you're given the chance. Hanging up on someone's voicemail is equivalent to never having made the call at all.

4) Be Polite and Professional

When contacting someone via the phone always remember that you are, in essence, in his or her home or territory. In other words, you're talking to someone because they are willing to listen to you. Always be polite and professional, even if the lead's behavior is not reciprocal. Ask if you've called at a good time and, if not, if there is a better time to call. Don't try to keep someone on the telephone if they've said they're busy. Always offer to contact the lead at another time or to send them information via e-mail or the post office. Try to keep the contact alive, and if they say they are not interested, ask if you might call them again in three months to see if they may be interested in your product. Even if you sell that lead nothing, you may still realize a sale due to your phone decorum. That lead that does not work out may know someone who's looking for insurance and your professional behavior may have impressed him or her enough to mention your company. One thing is for certain, if you're rude or non-professional, that person will definitely talk about your company to friends and family, and those conversations won't help you one bit.

5) Be Willing to Go the Extra Mile

Consumers constantly complain about bad service. Remember, you're working to earn the business of that lead and once you've done that; you're working to keep their business and possibly expand upon it. If you develop a reputation for good service and for going beyond the norm when it comes to service, your enterprise will be held in high regard and good word-of-mouth will provide you with more clients.

Leads do not sell themselves. Yes, there will be those rare times when you get that easy sale, but more often than not it will take persistence, effort, and knowledge for you to convert a real estate lead into a client.

These 5 simple lessons from your insurance agent read in 15 minutes or less can save you hundreds of dollars in lost leads.

MAVERICK RULES!

Advantage Inspection Raleigh

. . . performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve: Buyers, Sellers, Real Estate Agents and Home Inspectors. Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

How often do people try to sell us something before we have expressed an interest, have a desire, or are in the market for what they have? It seems the standard for many salespeople is to try to sell to anyone and everyone regardless of the interest level.

When someone attempts to sell us something before we have expressed an interest, the initial thought may be, "Why would I buy from you? You haven't earned the right to sell to me!"

The fact of the matter is that selling, both online and off, is about determining if there is a need before ever attempting to match a buyer with a product or service. It is about providing enough information for the buyer to make the best decision based on their needs. And it is about gaining trust. The most successful sales professionals are those who are a resource before they are a vendor.

Scanning today's websites it appears that most are "in your face". Buy here! Search here! Free Stuff (We will never sell your give away your information) Who are you? I just came to look. Make it personal right away. Make it easy. Make it simple.

Having been in both brick-and-mortar and online sales and marketing for many years, it never ceases to amaze me how many people try to sell without determining the customer's needs. They don't seem to realize that the better the match, the more likelihood for return business. The better the match, the more trust gained. If you depend on repeat business or referrals, trust is absolutely a factor in your customer's decision to come back to you when they need your product or service.

Anyone who has been in business for an extended period of time (or plans to be) would be hard pressed to believe otherwise. Whatever you are selling, the buyer's experience from the initial visit and/or purchase will likely determine whether or not they will ever purchase from you again.

When a customer has a great experience from the beginning the chances of them turning into a repeat buyer is more likely. And building trust with existing clients will add to your conversion rate more consistently.

What is often missed in the equation of sales and marketing is the lifetime value of a customer. Once the initial sale is made they are forgotten. With proper care, a one-time or occasional buyer can turn into a loyal buyer and a loyal referrer. And loyalty is more often than not based on trust.

We live in a "try before you buy" society. Because of this many buyers use what is referred to as the buying ladder. The buying ladder is very applicable to brick-and-mortar sales as well as Internet sales.

Before buying a high ticket item, buyers will "test the waters." This can be done in a number of ways: by test driving a car, taking a tour of a home, asking friends and associates for a recommendation. When purchasing on the Internet it can be downloading a free information item or buying an inexpensive product from a website to test out the level of service, quality of product, delivery time, quality of information (in the case of an information product), and response time. It may even depend on the buyer's "gut feeling." What are your own buying habits? What process do you go through before making the decision to buy?

When you gain trust people want to do business with you. And they want to tell others about the experience. Have you heard the expression that if someone has a bad experience they will tell more people about that experience than they do a good one? I can't say that I necessarily agree with this statement. There are occasions when I have heard people rave about a great experience over and over again.

Buying decisions are made for a number of reasons, but they ultimately depend upon whether or not the buyer trusts the process. And if they trust you. It is through the process of building trust that we have earned the right to sell.

MAVERICK RULES!

Advantage Inspection Raleigh

. . . performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve: Buyers, Sellers, Real Estate Agents and Home Inspectors. Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

"When people hire me to write marketing copy, they always ask, "Where do you come up with all those ideas?" I just smile and say thank you. Leaving them wanting more.

But, there is no "more". (That is TOP SECRET)

I write from my unconscious. This may startle you, but I do not plan out or think through what I write. Instead I write through dictation. Yes dictation to myself. I just listen to something within and just write.

I know the subject I am writing about, but I do not have an outline or sketch! I have an intention, but not a formulated plan.

That is my First secret!

My second secret is the old question and answer routine. I imagine that I am speaking to someone, telling them what I am writing. I then answer their questions which are my questions which lead to answers and information on paper.

People buy what I am selling and when I have them hooked, they become information junkies. They want long copy and answers. My writing anticipates their questions and answers them.

That is my second secret!

The last secret I will whisper. I look for places in my copy to replace a phase or word with magnetic copy or statements. This collection of words is called a "swipe file". I keep it guarded and I add to it all the time. The words and statements in the "swipe file" are used in the best advertisements. When you see an ad that gets your attention, what was the word or the statement that hit home? Open your book and write it down. Keep these words together. This is your "swipe file".

And that is my third secret.

MAVERICK RULES!

Advantage Inspection Raleigh

. . . performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve: Buyers, Sellers, Real Estate Agents and Home Inspectors. Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

I had a fight this morning with the newspaper guy!

We don't fight often, but sometimes it happens

What can I say? "Was I the only one who noticed

it was raining outside?"

We're human. And fights just happen.

"Just bag it next time will ya?"

And that's good news. "No Christmas extra jingle

in your pocket, buddy!"

It's good news because it's the number one thing people love to read or hear about. It's just that simple. Conflict and stories go hand in hand. Just give me a conflict and I give you a good story. Simple!

Think about it. What are the best movies, the classic movies about? What are the best books that we can read over again about? Don't they always involve someone who wants something and is struggling to get it? Isn't something in his or her way? In short, there is always a conflict.

Conflicts make great news. Any time two people fight or two groups or two armies, the media will be there. Why? Because conflict is at the heart, magnetic.

What is your conflict?

What is the conflict in your business?

What is the conflict in your industry?

Use this to your advantage. Create a selling story by looking for conflict. The conflict can be between you and another person, other people or even ideas that are butting heads.

I began this paper with the line, "I had a fight with the newspaper guy." I did that for one main reason: TO GET YOUR ATTENTION!

I knew your hardwired human interest in battle would make you at least curious about the opening line. From there I wove a story about how we humans crave conflict and how you can use that fact to create stories on one can resist.

The truth is, I don't get the newspaper . . . but conflicts are magnetic!

And by beginning this paper with the hint of a conflict, I got your attention and you probably read all of this. See How It Works?

MAVERICK RULES!

Advantage Inspection Raleigh

. . . performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve: Buyers, Sellers, Real Estate Agents and Home Inspectors. Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com

In OZ, after Dorothy's house is relocated to unsuitable soil, she was asked by the Lady in the Bubble, "Are you a good witch or a bad witch?" The same question goes for mother-in-laws and the answer is not a coin toss!

Maverick: "Yes your honor, I represent the defendant. The plaintiff, a mother-in-law is making statements about perfection. Yes being perfect"

Judge: "Is that the young man there?"

Maverick: "Yes your honor. "

Judge: "Does your client wish to make a plea?"

Maverick: "Yes he does your honor. Guilty as charged"

Judge: "Before I sentence the defendant, councilor do you have anything to say.

Maverick: "Judge I still want to present my defense. . .

"My Case" . . . "My Case Against Perfection!"

What? A case against perfection?

Yes and this is not an encouragement for being sloppy.

I am urging you to keep after that idea or promotion or client once you have begun and don't stop until you hit the finish line.

What I am saying here is that too many inspectors (including me) begin a project, judge it as pretty bad and quit. They quit because their idea, promotion or courtship doesn't look "perfect".

Too many inspectors (including me) begin to edit their project and then either: (1) decide the project is trash and dump it into a file, or (2) decide the project needs a lot of re-working and then spends weeks, months and even years on it!

No! Finish what you start . . . and FAST! Complete it, edit it, rewrite it, revisit it, practice it, polish it and then in the immortal world of Nike . . . Just Do It!

I have learned that this is the fundamental key to success.

Don't Wait For Perfection!

No good work whatever can be perfect and the demand for perfection is a sign of misinterpretation of the end result. - davism

Perfection is your enemy. Do the best you can and move on to the next project. Striving for perfection will stop you from achieving results. Go for results.

The more you do the better you get. Quantity leads to quality in marketing, sales, appointments, promotions, etc.

Ray Bradbury, Mark Twain and Stephen King wrote thousands of stories in order to get the couple of hundred that were classics. Bill Gates and Steve Jobs knocked on more doors than they can remember selling their system platforms before becoming industry giants. Don't judge your ideas, promotions or pitches.

Just do it.

Refine it and Do it again.

Refine it and Do it again!

H.G. Wells said, "There is not passion equal to the passion to alter something."

Trust me, Mr. Wells means quit fiddling around with what you have and put it into motion. Into action! Into results!

If your idea or promotion deals with the public, say a newsletter or a sales flyer, you are going to have some people say your writing isn't clear. Or you are pitching a real estate professional and they do not bite. . . Well Great! Now refine it and do it again.

What is the "perfect pitch or promotion" then?

I have no idea.

What's perfect to me may seem like a baby's first step to you. My job as a business owner is to do the best I can. That means ideas, promotions and pitches should be implemented with the skill and precision that you have available.

Do it.

Sell it.

Edit it

Refine it.

Promote it.

Distribute it.

Maverick: "Judge, my message is this: My client will learn from the feedback he receives. Input will give him concrete direction. My client will not let striving for perfection stand in his way of getting results."

Clerk: "Will the defendant please rise."

Judge: "You are ordered to finish what you start. Edit and refine it the best you can. Then let your work go. . . Case dismissed."

Let me finish by stating that mediocre is not OK, but . . .

Don't let striving for perfection stand in the way of getting results - davism

MAVERICK RULES!

Advantage Inspection Raleigh

. . . performs the Nation's Best Home Inspection and provides the Nation's Only "No Denied Claims Warranty" available in the industry. For the last 18 years, Advantage Inspection has been the deciding factor for the people we serve: Buyers, Sellers, Real Estate Agents and Home Inspectors. Advantage Inspection Raleigh serves Raleigh, Durham and the Triangle area.

Dave Park
Advantage Home Inspection Raleigh
"more than just an inspection company!"
www.adrdu.com