Whether you’re married or single, take a moment to imagine that you’re on date with someone you’ve known for only two weeks, but you'd like to know much better.
Should you…
1. Pop the BIG “Marry Me” question?
2. Engage in a slow, passionate kiss?
3. Ask your date to meet your parents later in the week?
In dating, everyone knows that coming on too strong too fast is a relationship killer. Savvy daters build up to the BIG questions by initiating a series of smaller questions – offers if you will. Yet, in insurance marketing, we often forget our courting prowess, and rush right into the big stuff – When is your x-date and how soon can you get me your loss runs?
Popping the big questions too early is bound to hurt a well-meaning agent's chances. Building up to the BIG questions with a series of smaller offers is a smarter insurance marketing approach.
Here are a few small offers that lead to an easy first YES in the insurance marketing process:
- A case study
- A buying guide
- An e-newsletter subscription
- A loss experience analysis
- A free white paper
- A webinar invitation
A small offer makes it easier for your prospect to say YES, and is more likely to move an account through the sales cycle. And, since the sales cycle is typically a year long in the commercial P&C business, small offers provide a means for staying in front of accounts year-round, without expensive in-person visits.
Many insurance marketers create a small offers but don’t bother to sell them. Your first goal isn't to make a sale, it's to get the first YES. So, make sure you’re selling your small offers with the same compelling benefits you use when you close a deal. It’s critical to get your prospect to the first YES.
Your small offer is the key to a successful start to the insurance marketing process, so sell your offer strategically. Make your audience feel like it can’t live without your newsletter, seminar or free report. Remember, you have to get to first base
Want to know the other 9 insurance marketing mistakes that are costing you sales right now? Download the free report now. Don't let silly mistakes kill your closing ratio!