The sales game has changed. Well,the buying game has changed; too manysalespeople take the same tired approach.
|Related: Stop the distractions
|Buyers do their research online and mostly have their mind madeup before meeting with you. As a result, when you get in front ofthat prospect, you better be prepared to discuss what is mostimportant to them.
|What the buyer wants tohear
According to The Challenger Sale, the top five things buyers arelooking for in a salesperson are:
Unique/valuable perspectives
Ability to navigate alternatives
Ongoing advice/consultation
Helps avoid potential landmines
Educates on new issues
What the buyer hears
Yet, what do most insurance brokers discuss when in front of aprospect?
Price: “We have great carrierrelationships and will use our status to get the best price.”
Reality check: If it your client had other brokersget quotes, you would explain how underwriters don't like multiplebrokers quoting. Besides, all brokers will get the same ratesanyway.
Product: “Look at our ‘capabilities’binder, we have so much stuff.”
Reality check: You stop short of explaining howfrustrated you are with the vendors from whom you access theseresources because your clients don't actually use them.
Service: “The real difference is ourpeople; we provide great service.”
Reality check: This can't be tested until theybecome a client and things start to fall apart.
Notice a difference between these two lists? Not one of thesetalking points makes the list of what buyers want.
|Related: Shifting your focus
|I’m not suggesting these things aren't important; but they meannothing in terms of differentiating yourself from yourcompetition.
|Time is being wasted
Your prospects’ time is valuable; they won't waste it meetingwith anyone they don't think can meet their minimum expectations.By the time they are willing to meet with you, they have done theirresearch.
|They assume you have a good product and will offer it at a fairprice. They assume that, if they become a client, you will providegood service.
|If they didn't believe you could meet the price-product-serviceminimum, they wouldn't waste their time meeting with you. But,guess who else they assume can meet that same minimum? Yep, any ofyour competitors with whom they are willing to meet.
|Message kills the messenger
This is why your price-product-service message is killing you.You are not going to differentiate yourself and earn thatprospect's business by simply validating what they’ve alreadyassumed on your behalf.
|Related: 10 tips for voluntary benefits marketing andsales
|Prospects aren't interested in discussing the products youoffer; they’re interested in discussing the problems they have forwhich your products may be part of the solution.
|Think back on your recent sales presentations. Are you cloakingyourself in a coat of minimum expectations, or are you deliveringvalue by discussing what the buyer really wants and needs tohear?
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