|
Keywords and Phrases in an Insurance Sales
Presentation
There is an axiom in sales that goes: ABC or ALWAYS
BE CLOSING. Some people choose to interpret that as “keep asking for
the sale”; however, perhaps another, and better, interpretation is: Make
sure that ANYTHING you say to your prospect will prepare
them for your close.
This is done by saying as little as is necessary
and using KEYWORDS and KEYWORD PHRASES as many times as possible
during ANY contact you have with your prospect. Contrary to insurance
agent urban legend, when presenting insurance to a prospect, less
explanation of the product itself, before the sale is
made, will result in more sales. Frankly, most prospects, regardless of
their education and/or experience know virtually nothing about
insurance, and want to know even less. When you combine that with the
fact that most people have an average attention span of about five to
seven minutes for something they do not like or feel uncomfortable
about; you had better be able to get your point across quickly or face
the possibility that your prospect will begin looking for an excuse to
get rid of you shortly after you begin speaking.
Of course, all of this means that the words you DO
CHOOSE TO USE must carry a powerful and clear message. This is where
key words and key word phrases become so important. When discussing
insurance of any type; the word PROTECTION becomes a keyword and should
be used as many times as possible without making it obvious or
annoying. If you are discussing insurance to protect a mortgage; the
keyword phrases MORTGAGE PROTECTION, PROTECTING YOUR FAMILY, and
PREVENTING FORECLOSURE become very important.
This is just as important when you establish
contact to make an appointment. That conversation should be no longer
than is necessary to make a positive lasting memory that you will be
coming to visit, yet not so long that your prospect will fear you as a
long winded, pushy, life insurance agent. This is accomplished by
keeping the conversation short, sweet, and full of key words and keyword
phrases.
Those KEYWORDS and KEYWORD PHRASES will also
include the words YOU AND YOUR WIFE (or, if you know them, both of their
first names), the DAY AND TIME OF THE APPOINTMENT, and the fact that
YOUR SCHEDULE WILL NOT ALLOW YOU TO STAY VERY LONG. This will help
assure that you have an appointment that will be kept AND attended by
ALL of the buying parties.
Using KEYWORDS and KEYWORD PHRASES as many times as
possible is like the old commercial for Tootsie Pops, you never know how
many licks it will take to get to the center. In this case, you may
never know which time you use KEYWORDS and KEYWORD PHRASES that results
in the appointment or sale; however, you will probably find a way to
live with this blissful ignorance as long as you’re counting your
applications.
To be successful you must isolate and identify EACH
specific market you are working, and determine which KEYWORDS AND
PHRASES are important for that market. If this type of analysis is not
your strength, or you would rather seek the assistance of an expert, you
should consider a resource such as THE CLOSE DOCTOR
www.TheCloseDoctor.com or others.
Keep in mind that a few well targeted words which
are understood and accepted by your prospect will result in many more
sales than any other approach.
|
