Of all the steps in the sales process, most of the attention focuses on the close. This is considered the most important step—a salesperson without a close is just a professional visitor, right?
Actually, interviewing the potential client holds the most weight. If properly executed, it establishes whether or not you have a viable prospect and gives you the chance to close ahead of your presentation. If the interview is correctly done, the presentation will be the conclusion of your work prior to that moment.
Goal 1: connect with the prospect
People buy from people they like. That's why the salesperson must connect with the person they are interviewing. Lots of salespeople can professionally present their company's competitive advantages and the benefits of doing business with them. But have you ever bought a car from a salesperson you did not like? I'm not suggesting you become new best friends with your prospects, but there must be a feeling on their part that they would like to meet with you again.
Goal 2: Explore the situation with their current brokers
This is about the relationship, but it's also about professionalism. There are lots of reasons why a prospect might be unhappy with his broker, and those reasons may not be enough for him to take a chance on you. Until you uncover the depth of the relationship with the current broker, you do not have a prospect.
Ask: How long have you been with your current agency? Your current agent? How are they a great help to you? Why did you select them? How recently have you entertained proposals from other agents? How often and why do you seek input from other agencies?
Goal 3: Uncover the needs and wants from their current broker relationships
If you have a good prospect, you'll discover areas where he or she wants help. This is where you need to draw the line between you and their current brokers.
Ask prospects where they need more broker assistance and which employee works with the broker.
Goal 4: Determine if there are issuesthat suggest this offers you a legitimate opportunity
What have you learned that would make you think you don't have a viable prospect?
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The relationship with the current agent is too strong. Have the courage to recognize this; you may not be that special.
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You couldn't find coverage or service issues significant to them.
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They are just a price buyer.
In these cases, be prepared to walk away.
If you still think you can add them as clients, then you can begin closing. Use market assignments, making your case for a broker of record letter, having fielded their objections and asked for their business before the presentation. Or you can simply ask them, “What if anything will stand in the way of us doing business together?”
The interview sets this up—not the close.
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