If you take the time to assess the potential of each of your policyholders and clients, you'll be better able to target your client building efforts where they will be most on-profile and effective.
How to Let Go Gracefully
It's not always easy to say good-bye, but the only way you will have enough time to provide superior service to your on-profile clients is by letting go of the policyholders who don't contribute to the top 80 percent of your business.
Giving Away Off-Profile Policyholders
& Focusing on Clients Who Fit
Your Preferred Profile
Keep in mind — there's nothing wrong with ending an unproductive relationship, but be honest and informative as to why you are leaving them. Be appreciative of their past business and make sure you offer several alternative advisers whose preferred profiles you truly believe will be a good fit. In the end, these policyholders may be better served by someone else.
Extricating off-profile policyholders may be hard at first — it goes against traditional sales training that the more you have, the better. But once you do it, you will honestly feel better about your business. After all, you will have taken control of your business, delegating to staff or others in your firm whose preferred profile fits the situation, or refusing to deal with those who simply aren't productive or compatible with your objectives. The outcome will be more time, more money, more on-profile referrals, and less stress — a winning combination!
Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.