Part of being a good insurance agent is picking up clues about your prospects before you get to the closing stage, and adjusting your selling technique to fit their style. Do they speak quickly and interrupt? They may be someone who makes snap decisions. Do they ask a lot of questions and seem well-informed? They could be a client who will require some wooing before they take out a new policy with you.
While it’s true that every client is unique, you’ve probably noticed some patterns emerging over time. That’s why it can be helpful to think through your most successful closing moments and create a menu of techniques based on customer types that you can refer to when it’s time to seal the deal. Here are a few that you might use to start yours:
The Protector
This type of customer is highly motivated by a desire to protect their family and their assets. While cost is a concern, it’s not their primary focus; making sure they are well-covered is more important to them. For these customers, adding urgency can be effective:
“I certainly don’t want to rush you, but I want to be sure your family is adequately protected. We can get you that peace of mind by signing up for your new policy with an effective date as early as tomorrow if we get the paperwork completed today.“
The Novice
Some customers don’t know (or don’t care to know) much about insurance. Some will admit that flat out, while others may pretend they know more than they actually do. Either way, for them to be a true Novice type, you’ll notice that they’re not necessarily interested in learning more about the intricacies of insurance, but want to lean on your expertise to guide them.
You can help them feel secure by narrowing down their options to the one you think is best, and presenting it as if it’s an obvious choice:
“I can tell you that most of my savvy customers are happy with a $500 deductible and the higher liability amount. Should we go ahead and get you signed up for that?“
The Worrier
If you’ve got a prospect who is anxious about the insurance-buying process, it often works to highlight their possible losses and then empathize. In other words, address their biggest fear by closing like this:
“In a worst-case scenario, if you don’t have enough auto insurance and get into an accident, there’s a chance you could be sued by someone and lose everything—even your house. I would really hate to see that happen, but we could fix that today if you’re ready.“
It might seem drastic, but it can be highly motivating to point out someone’s risk and then offer the perfect solution to mitigate it.
The Investigator
Knowledge is power when you’re trying to close an Investigator, both for you and for them. This is the type of prospect who is likely to do their own research and who may test you on what you know, so being informed is key. You will do well if you can provide information that they may not have figured out on their own such as this:
“If I can get you signed up with this new auto policy before next week, you will qualify for an early shopper discount. Let me know if you want to take advantage of those savings.“
The Connector
Given the choice, most of us would rather do business with someone we think understands us. For Connectors, this is especially important—they need to feel like they are working with someone they can trust and have a relationship with.
You may need to plan for a longer closing period with this type of client—one that includes you offering references or testimonials and having more than one conversation, as well as a continued emphasis on your continued association:
“I want to assure you that after you take out your policy, I’ll always be available to answer questions and help you if you have any claims. Here’s my cell number (XXX-XXX-XXXX), in case you need to reach me right away. Do you have any last-minute questions before we get your policy application underway?“
The Sampler
Some consumers won’t buy until they have carefully considered all of the options. They’ll want to cycle through multiple samples and situations in order to feel like they’re making the best choice. When you’re ready to close a person like this, lay out the two options they seem most interested in—this will help narrow their options while still giving them the final say over the decision:
“It looks like we have two really good options for you. Do you want to go with the $X deductible and $X worth of coverage, or the $Y deductible with $Y in coverage?“
What types of customers have you had luck closing? By spending time thinking about the techniques that have worked for you in the past, you’ll make your life easier in the future. You can also call Hometown Quotes at 800-820-2981 for more great closing ideas from our Regional Directors, all of whom have proven track records as successful insurance agents.
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