There’s no doubt that insurance prospecting isn’t easy. Sales is a lot of work. But there are ways to prospect smarter, to get better results doing the same amount of work. In this blog, we’ll examine one strategy to “work smarter” and make the most of your prospecting efforts.
Ditch generic sales messaging
One of the worst things you can do in sales is use generic messaging that isn’t at all specific to your prospect. Even when you’re sending out hundreds of emails or making dozens of cold calls, you don’t want the prospect to feel like they are “one of many.” Instead, you want the prospect to feel like you’re speaking directly to them, addressing challenges and pain points that resonate strongly.
Of course, it’s a lot of work to send out unique prospecting emails to each individual on your list, but there is an easier way to connect with each prospect personally. When you segment your prospecting list meaningfully, it allows you to personalize your messages without creating hundreds of personal pitches.
Step 1: Segment your list
The first step of this strategy is segmenting your insurance prospecting list into meaningful groups. The idea is that you can group prospects by something they have in common (industry, pain point, etc.), and then write personal messages for each group. Though this is a little more work than sending one generic message, it will pay off many times over with the results you’ll achieve.
Look at your prospecting list and brainstorm ways to break it up. You might segment by industry, group size, type of plan, current broker, specific challenge, or any other meaningful group. For instance, maybe you know that one of your competitors falls short in a particular area, like compliance advice or customer service. You can group together any prospects who work with that broker, to send messaging that will resonate with them.
Step 2: Create tailored messaging
Once you’ve created various segments in your prospecting list, it’s time to craft prospecting messages that appeal to each group. For instance, if you grouped prospects by common industry, you might send an article highlighting a trend or challenge that industry is facing. Or to continue the example of a competing broker, you can highlight areas you shine that their incumbent lacks.
Want more ideas to work smarter, not harder, when it comes to insurance prospecting? Be sure to download this free ebook for more sales strategies.