Now that we know why mock demonstrations are so crucial to your producers’ success, it’s time to really put them into action at your agency. Here’s how.

The implementation process of mocks continues to be troublesome. “Many agencies understand and could see the benefits of mocks, but putting them into motion is another battle,” said John Kuehn, regional manager at Zywave. Winning this battle is crucial to the success of mocks at your agency, so we asked some of our own “sales gurus” at Zywave for their expert insight. Here are a few basics to help get you on the right track with your agency’s successful implementation of mocks.

Building blocks

Because your producers will be making a wide variety of calls, ranging from cold calling to renewals, to follow-ups, it is important that they are prepared for these situations of varying duration and intent. How? Implement your mocks as a sequence, said Spencer Bewer, account executive at Zywave. Building on each presentation will help better prepare your producers for each of their sales calls. A sequence of key mocks could include:

• 30-second selling speech of the product(s)
• Overcoming an objection
• Key values of each of your products/services
• Prospecting call
• Follow-up call

According to John, as the producer goes through these individual steps, they are not only building on their skills, they are getting a valuable first-hand experience as well. Both of which will contribute to their foundation as a producer, he added.

Break it down and follow up

“Mocks truly need a mixture of participants, observers and facilitators to help build on your producers’ selling techniques and practices,” said Lisa Gloede, director of sales training for Zywave. By rotating your producers between these three roles during mocks, you are giving them an opportunity to learn from all angles. Try recording your mocks with a video camera so you can play them back and use it as a learning tool stimulating improvement. And start your producers out with mocks in front of small groups: then increase the group size. Lisa also stresses the importance of critiquing mock demos. “Without constructive criticism, no one is improving,” she said.

Because mocks require an environment cohesive with personal and team improvement, it is important for your producers to set aside their differences, both personal and experience-based. “This is all about learning through experience, which starts with leaving your ego at the door,” said Spencer. By making this clear from the start, your mocks will be more successful simply because of the environment.

Make it your own

Every agency is different, and so is every producer. Because of this, finding a balance to fit your agency’s needs is the first step to the successful implementation of mocks. Create your own environment to stimulate learning. Use building blocks. Embrace constructive criticism. “Mock demos bring in best practices, and with a set of ground rules and finding a balance between team and individual strength, they really work,” said John.

Ultimately, successful training for your producers will of course include mock demos. “A three-month training program is a huge investment, but it’s well worth it,” said John.

© Copyright 2009 Zywave, Inc.