Not all producers are perfect salespeople. Even experienced producers – and sometimes, especially them – can find themselves avoiding the cold calls and active prospecting that represent the difference between stagnant revenue and real organic growth. How can you lead by example, inspiring confidence to pick up the phone, secure high-quality meetings and close new business?

Tell a story

Call reluctance is a symptom of having nothing to say. “Great people and great service” are not enough to convince a prospect to sign a BOR letter – position your agency as the industry expert. Before picking up the phone, research your prospect and the industry. Then create your elevator speech, minding your audience. Your speech will differ for a business owner, CEO, CFO, etc. Match your agency services to the individual’s top concerns in your story.

• Don’t simply launch into a speech – ask questions that will help tailor the conversation to what is top of mind for your prospect.
• Focus on uncovering needs and positioning your agency as the solution to those needs.

Show value

Once you’ve positioned your agency as the solution to a business owner’s problems, thoroughly prepare yourself for the first meeting.

• Identify stakeholders and key decision makers.
• Become familiar with the current broker’s offerings.
• Prepare marketing materials that directly address prospect’s top problems.
• Prepare materials that directly address prospect’s needs in which your agency outperforms the incumbent broker.

Follow Up

Re-energize a prospect after the meeting with a thank you note highlighting meeting findings and next steps. Immediately deliver any information or content that you promised during the first meeting, and begin creating a presentation and agenda for the second meeting. Showing the prospect you can deliver – and effectively closing the loop from the story you told during your initial phone call – is a key way to build trust and turn that prospect into a loyal client.

Your trusted assistant

How are you driving producers to make the sale? For help and guidance, check out the new Producer’s Assistant tool in Broker Briefcase®, a step-by-step, how-to sales guide for all stages in the sales process and beyond, paired with the best Broker Briefcase documents for the situation.

©2011 Zywave, Inc. All rights reserved.