Advisor Today - July/August 2016 - (Page 42)

SALES & MARKETING PROSPECTING By Ray Vendetti, CLU, ChFC Making an Effective Call Back To ensure success, use the prospect's own words from your previous conversation about what he liked and how it made him feel. T hese days, we seldom close prospects on our first call, necessitating a "call back." When we call back, we get objections like: "I need to think this over," "I will get back to you" or "I need to go talk this over with my spouse." When you call back again, you will most likely get their voice mail, forcing you to make a lightning-fast decision-hang up or leave a long-winded message. If you reach the prospect, you might even get the dreaded response: "Who is this and what is this about?" The path to success How do you make an effective and powerful call back to a prospect? It begins in the very first interview. When your client offers you one of the above objections, be careful not to sign off by saying you will call him back next week. Rather, ask him to tell you what he liked about what both of you talked about. He will offer his thoughts and feelings about your interaction. He may say that he likes the way you explained everything to him or that he never understood how much liability limits he needed on his auto insurance, for example. It is critically important that you make detailed notes of the exact words the prospect uses, because they will become the foundation for your follow-up call or voice message. Additionally, follow up on the prospect's comments with questions that evoke some emotion from him, such as: "So tell me, how do you feel now that you know that the coverage you have is right for protecting your assets?" In his response, you will "hear" emotions like security, confidence and relief. Again, make special note 42 ADVISOR TODAY | July/August 2016 of what he says-you will need these words later. Repeating one's words back to him is a powerful way for him to reconnect with past moments and experiences. If you've ever had your own words repeated to you, you know exactly what I mean. changing firms," or, "Do I have to pay the entire premium all at once?" These questions are easily answered and can move you to close the sale during this interview. However, if he wants more time, just agree with him and ask him: Repeating one's words back to them is a powerful way to reconnect with their past moments and experiences. A final step You now have two very important ways to create a powerful and effective call back: using what the prospect told you he liked, and how it made him feel. But there is one last critical step in this process. A huge mistake is to announce at the end of the interview that you will call back next week. This does nothing to move the prospect to have a decision for you when you call. It's your deadline, not his. In fact, if a prospect says he wants to think about it, when you call back, his response is usually: "Well, I haven't thought about it yet." This reply is not a true objection- it's more of a stall. The prospect is not going home, pouring himself a cocktail and going out on the porch to ponder the idea of doing business with you. In fact, the minute the interview ends, the emotional connection you made will fade more quickly than a fake tan. An effective, non-aggressive reply to this is, "Other than the need to think about it, is there anything else that is preventing you right now from becoming one of my clients?" The likely answer is: "No, I just want to think about it." But sometimes, he may ask questions like: "Do I have to tell my current company that I am "When do you think you'll have an answer for me?" or "When's a good time to call you back?" Many times, you will be able to set a definite date and time to call him back. Now the tables are turned. The prospect has committed to have an answer for you when you call. After a prospect once told me he had to "talk it over with his wife," I used this method. He then looked at this watch and said: "I'm going home for dinner and will speak to my wife then. How about calling me after 7 p.m. tonight?" If a prospect is adamant that you should not call him and he will call you, it is very likely that you will never hear from him again. You are now prepared for the call back and if necessary, are positioned to leave a powerful voice mail message. Your prospect will probably not remember the things he told you about what he liked and the feelings he experienced. But when you repeat them to him, using his own words, he will have instant recall. Use this strategy and you'll create effective and powerful call backs, leading to more sales. Ray Vendetti , CLU, ChFC, is with Vendetti Insurance Services in San Diego. Contact him at 760-443-1719.

Table of Contents for the Digital Edition of Advisor Today - July/August 2016

From the Editor
A Question of Ethics: Reflections on the Dol Fiduciary Rule
Getting the Wealthy Investor to Hire You
Positioning Whole Life for Success
Rewarding Clients for Engaging in Healthy Activities
Feel the Heat: Sizzling Strategies for Boosting Worksite Sales
The Challenges of Writing Business Insurance
A Lifetime of Success
Safeguarding Your Business Interests
NAIFA Presents Nominees for Election
What’s Behind Brand Magic?
Making an Effective Call Back
A Story for All Your Clients
Ideas to Expand Your Practice
Advertiser Index
Back Page

Advisor Today - July/August 2016