Insurance specific sales techniques
How is insurance a specific matter ? Why does its sale require a special approach ?
A complex matter
legal bases of insurance (insurance codes, civil code, etc.)
technical bases of insurance (risk approach, mathematics, statistics, etc.)
significant fiscal and social environment (taxes, services, exemptions, CGI, etc.)
A “ popular ” image not really positive
insurers = bankers = " thieves "
it is compulsory, no choice, imposed !
a jargon, a " deliberately " complicated vocabulary (small lines, etc.)
it's always too expensive and it's always increasing !
A market that has become tense and very competitive
Gone are the days when demand kept agencies running ...
bankers have taken out insurance…
the price war on the personal market
increasingly burdensome state interventionism ( Châ tel Law , health tax, duty to advise, etc.)
a number of players in the market (traditional insurers, banks, MSI, brokers, etc.)
increased marketing (TV ads, commercial campaigns, permanent promotions, etc.)
regulations that have become very restrictive (ACP, solvency 2, ORIAS, advice sheets, etc.)
Purchasing behavior that has evolved a lot
the race for the " cheapest " ...
the arrival of the internet and offer comparators ...
better informed policyholders ...
controlled claims but “better consumed ”
a much more fragile loyalty ...
Types of customers to know… .To sell well !
Attention, it is imperative to distinguish two main families of customers :
the client portfolios , who we already trust ....
potential customers, prospects to be won ...
The sales approach must be adapted with relevance, we only sell to a client in the portfolio in the same way to a pure prospect….
It is absolutely essential to capitalize on the confidence that a client already has in us… It must be exploited with intelligence.
Faced with a prospect, we will have to reassure, convince to trust us, and not simply by the price and the guarantees, but especially by the “ after-sales service ” and the quality of the follow-up.
Among the customers and prospects " met é s ", it is possible to distinguish some types of portraits :
(brainstorming beforehand ...)
“ abandoned ” (company terminated, malussés, etc.)
bounty hunters…
the negotiators ...
the disappointed, angry with their current insurer ...
the hesitant ...
the " cold " ...
the pretentious ...
the anxious ...
the talkative ...
the " I already know everything ... "
the funny ones ...
the confident ...
the “ recommended ”…
a client's family ...
the family of an agency employee ...
An important remark, often the sale is made in front of a couple of people , it is therefore important to identify within the couple the person who will decide in the end, without of course " abandoning " the other person. Never partner with one of the two against the other ... It is doomed to failure in most cases ...
Reminder on general sales technique
(brainstorming beforehand ...)
Cross-approach of “ identified customer portraits ” and the different stages of sales, identification of “ sensitive ” stages
Putting into practice the ability to adapt to the identified portrait….
Role play : sale of a housing contract to a prospect visiting the agency
A student plays the prospect by first choosing a “ typical customer portrait ” without disclosing it to the salesperson played by another student….
The " audience " analysis nt selling scene when assessing the conduct of the seller face the prospect ... His ability to " channel " the personality of the prospect, and respect for the different stages of sale.
General debriefing at the end of each role play in order to learn all the lessons.
Conclusion :
The success of the sale depends of course on the quality of the product sold (guarantees, price, services ...) but above all on the ability to identify the type of clientele approached and to adapt to it.
A good salesperson is a sort of chameleon ...
A bad salesperson will always use the same methodology….
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