You’ve probably given a fair amount of thought to how to make an initial sale to a customer. Maybe you’ve practiced explaining insurance products, set up your schedule to respond to fresh leads quickly and read up on how to decipher different personality types. Yep, you’re good to go when it comes to the first sale.
But what about the second?
The second sale you make to a single customer is an often-overlooked topic, but it is hugely important in terms of your ongoing success. Second sales (and third and fourth and so on) are what enable you to create long-lasting customer relationships to grow your business.
The particulars of when to attempt a second sale will vary from client to client, but here are some examples of timing that may work for you:
Example 1: Immediately After the First Sale
Mentioning other insurance products should be part of virtually every initial-sales script. Sometimes you’ll put it at the top of a conversation: “I see that you’re calling for an auto quote. Would you like me to quote homeowners, too, to see if we can lower your premiums for both types of insurance?”
In other cases, it’s better mentioned at the end like this: “I’m so glad we were able to find you such a great life insurance policy. If you’d like me to quote any other types of insurance like auto or homeowners, I’d be happy to do that now, too.”
The key to making a second sale at the same time as the first is to be sensitive to how hard you can push. Make sure to keep a clear focus on solving the customer’s immediate problem before moving on to another, and if they don’t seem receptive to a second sale, let it go for now.
Example 2: After a Successful Claim
Remember when you were a kid and you’d wait until your mom was in a good mood to ask if you could have a sleepover? That same concept can apply when it comes to seeking out a second sale with an existing customer.
If you have a client who made a claim and is satisfied with their payout and how it was handled, this is a prime time to try to make another sale. You could try upselling (suggesting additional policy coverages) or cross-selling (introducing a new line of insurance that they don’t currently carry with you). Both are great ways to make a second sale to a customer who is already happy with you.
Bonus tip: This is also a good time to ask for referrals.
Example 3: Near a Renewal Date
An upcoming renewal date is a great excuse to check in with a client to try to sell more. You know better than your customers how much rates can change in a year. If you have a carrier whose rates have become more competitive, let your client know this and ask if you can get them a new round of quotes on all of the insurance products they have.
If, on the other hand, rates have generally increased, talk up the benefits of bundling and any other discounts that may apply. And look for particular policy points that may make a difference for this customer. For example, if you’re trying to sell a homeowner’s policy to an auto customer, and you know this client has had a hail claim in the past, point out that X Company offers lower hail deductibles than Y Company.
No matter when you decide to attempt a second sale, adhering to these three practices will make it easier for you:
- Set the expectation during your first contact that you will continue to look for ways to meet your client’s insurance needs.
- Follow up on your promise to do so.
- Display patience, kindness, and superior service during every interaction.
Ready to try making some second sales with new leads? Call Hometown Quotes at 800-820-2981, and we’ll get you set up with some of our fresh, qualified leads today.
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