Give your clients what they want
When I pull up to the McDonalds drive-through, I know that I’m going to throw down a Big Mac. And, if I’ve just lost all credibility in your eyes – sue me, they’re delicious. After I order my burger, an inherent test of my self-control follows… “Would you like fries with that?” (For full disclosure, I only go to McDonalds on about a semi-annual basis – and, yes – give me all the fries.)
Just like I know I’m going to order a Big Mac, when your client comes to a meeting, they typically know what insurance products they’re looking to buy. Despite this, you should always be prepared to show a client new products or different options that may fit their needs – some fries for their policy, if you will.
Here are 3 tips to help you sell additional products:
Know your client.
McDonald’s knows I’m probably not worried about calorie consumption at their establishment and therefore, I might be interested in the meal deal. So, they ask.
Know your client in-and-out so that you come prepared with new coverages that they might be interested in. Ask them questions. Are they growing? Do they have any new systems? What are their concerns and needs?
Beyond the specific needs of your client, it’s important to understand their industry. This Rough Notes article shares how you can benefit from finding a specialty to sell to and discusses how to become an expert in that field.
Remember what works.
In Insurance Splash’s tips for cross-selling, they recommend establishing a tracking system for cross-sale opportunities. This way, you can start to determine what’s successful in various industries and use that as a starting point.
And, if you’re curious, according to Business Insider, meal-deals are in fact very successful for the fast-food industry.
Stay in touch.
I may only visit McDonald’s a couple of times a year, but I am reminded of them on a daily basis through their marketing – so, I never forget where to go when I want a fast-food burger.
Likewise, you should stay in touch with your clients. Developing relationships is important for all aspects of the buying cycle. This way the next time you think of an additional coverage that you may be able to provide for a client, they’ll feel like you’re coming from a place of “caring” rather than “selling.”
What are your best tips for selling additional coverage? What’s your favorite fast-food burger? Share below and don't forget to subscribe!
|Bri is a social media addict, cat aficionado and yoga teacher. When she’s not working/cat-ing/yoga-ing, you can find her eating peanut butter ice cream while watching a drama TV show.|
Bri Burkhart, Marketing
Bri is an over-enthusiastic dog mom, pop culture fanatic and Instagram addict. She enjoys eating pizza, practicing yoga and hiking.
To truly connect with an infinitely varied group of people requires something of you: strong emotional intelligence, or EQ.