Farm Insurance Agents – When They Think of Insurance Who Are They Gonna Call?
In the movie it was the theme song that we remember after all these years. In fact if you Google the term “who you gonna call” you’ll see that 5,290,000 searches have been made on the term.
Partly I assume because it is a catchy tune but mostly because when our prospects have a problem and ask themselves, “who are we going to call to help us with this” we want their answer to immediately be us. We want them to think of our services first.
In fact we want to be so high up there in their consciousness that we are the only possible solution for the situation.
Recently the great sales training expert and author Jacques Werth wrote the following article which we are publishing here, that describes as only he can the power of relationships that create this sort of “front of mind” awareness.
Your Own Loyal Community of Prospects and Clients
Suppose you are watching a James Bond movie and 007 says to another character, “Tomorrow I am going to pick up my dream car.” If you know much about 007, you would immediately have a mind picture of a gleaming white Aston-Martin.
If you were not aware of the fictional James Bond character you would probably picture your own “dream car” whatever it is. Perhaps it’s a BMW, Caddy, Ferrari, or a Shelby-Mustang.
That is an example of a powerful marketing concept called “front of the mind awareness.” A refinement of that concept, which is applicable to excellent prospecting, is “favorable front of the mind awareness.”
Suppose you sell Life Insurance and Annuities and you have a list of six hundred people between the ages of forty and sixty who have a minimum net worth of $500,000. You call those people every three to four weeks, changing your prospecting offers every time you call. About seven percent of them will ask you not to call them anymore. That leaves you with over 550 prospects on your list.
If the way you prospect leaves those people feeling good about each call they receive from you, you will be developing “favorable front of the mind awareness” with about forty percent of them. That means that anytime they are exposed to cold calls, TV, radio, magazine and direct mail advertising about insurance or annuities, over 200 of them will immediately have favorable thoughts of you. Caution: It will not work if you use traditional “cold-calling” techniques.
“People buy in their own time, for their own reasons,” is another powerful sales concept. They do not buy because you need to make a sale this week. It is important that you are in frequent contact with your whole list so that you are there when they want to buy what you have to offer.
The more often they hear from you, provided that your calls are very brief, informative and free of any pressure, the greater positive affect your calls will have on your prospect list. It will continuously increase your prospects’ “favorable front of the mind awareness”.
One of the results of this approach is that nearly all of your appointments will be with people who want to buy what you have been offering them. After they become your clients, provided that you continue to call those at the same intervals, they will be loyal clients for years to come.
Jacques Werth
High Probability Selling
Here’s hoping your clients and prospects consider you as the first, best, and only solution to their “cash with bad things happens” solution.
