Advisor Today - May/June 2015 - (Page 50)
SALES & MARKETING
By Michael Morrow, CFP
After the Sale
What you do after a sale is just as important as what you do before the sale.
great opportunity exists for
advisors who can see beyond
closing the sale. The steps you
take after a sale will demonstrate to
your clients how you do business,
introduce your systems to them
and build relationships (or not).
Inevitably, they will determine if you
have acquired a client or a customer
and if you are referral-worthy.
Delivering an insurance policy
through the Post Office creates
"customers," not clients. This
marginal method of delivery shouts
to a customer that her insurance
policy is not very important.
Relationships are not built through
this level of customer service.
Impressive systems following
the sale should exceed a client's
expectations. These could include
a phone call after the closing-sale
appointment or a handwritten
card mailed after the appointment.
Staying in touch during the
underwriting process to answer
questions is also a great way to
build on your relationship and add
value. In addition, delivering the
policy in person in an impressive
policy wallet or financial organizer
box will enhance the importance of
your client's decision and show that
you genuinely care.
Here are some after-sale
suggestions that will enhance your
value, boost client loyalty and increase
the number of referrals you receive:
Send a thank-you card after the
sale. Consider sending a thankyou note immediately following the
meeting. This is an opportunity to tell
your clients that you appreciate their
confidence in you, that you recognize
that they have choices and that you
appreciate the fact that they chose
you. A handwritten thank-you note
has significant impact and is far more
powerful than an email message.
The policy-delivery meeting is your opportunity to discuss
how your client's life insurance policy fits into his overall
financial security program.
The following note builds on your
client's confidence that you have the
expertise to guide him to a secure
financial future and shows that you
pay attention to detail:
It was a pleasure meeting with
you today. We appreciate the
faith and confidence you have
placed in us as your financial
planner. We recognize that
you have many choices and
we thank you for choosing us.
We will work hard to deserve
your confidence and we are
ready to take your call if you
have any questions.
Sincerely, Joe Advisor
Do an underwriting and post-sale
follow-up. The underwriting process
can be a lengthy and confusing time
for clients. Touching base with a
courtesy call or email during this time
is a great way to build relationships.
Reinforcing their decision on taking a
major step toward a secure financial
future will enhance your value and
help prevent buyer's remorse.
Deliver the policy in person.
Leave a positive and lasting
impression on your client by
delivering the policy in person. It
will elevate the entire experience and
assure your client that he has made
an important decision in protecting
what matters the most to him.
Always include a customized cover
letter with the policy. The policydelivery meeting is your opportunity
to discuss how your client's life
cont'd on page 52
50 ADVISOR TODAY | May/June 2015
Table of Contents for the Digital Edition of Advisor Today - May/June 2015
From the Editor
Investing with Purpose
Ascending to Greatness
DI Insurance Saves a Family—Twice
Hack-Proof Your Social Media Site
A Unique Asset That Is Often Overlooked
How I Sell Whole Life
When Being Wrong Is Right
Selling Life Insurance Today
Retirement Planning for Today’s Boomers
Repotting Your Career
NAIFA Government Relations
After the Sale
Marketing to Millennials
How to Win the Hispanic Market
In Step with a Winner
Work for Free—and Make Lots of Money Doing It!
Creating a Center of Influence
Advisor Today - May/June 2015