With these techniques, every contact with clients and policyholders can become a prime prospecting opportunity.
New policyholders who are excited about the work you've just done for them and satisfied clients who are impressed with the heads-up service you've been providing may be likely to give on-profile referrals. Can you think of anyone more likely to give you referrals and introductions to people who fit your prospect profile? Is there a better time to ask than right after you have provided them with a valued service?
Tips You Can Put to the Test
Here are some simple ways to get endless chains of on-profile referrals and introductions from satisfied clients and policyholders during delivery interviews, plan reviews, and informal contacts.
Try this!
- Ask for people who fit your prospect profile. For example, "Who do you know who is married, between ages 35 and 50, and is in management or an executive-level position?" or "Who do you know who owns or operates a successful small business in this area?"
(Wait for a response. Then, say...)
"When I contact these people, is there any reason why you would object if I mentioned the work we've done together? May they call you as a reference?"
- Feed a name. This is a great way to get referrals without really asking for them. Make a list of people you don't know, but want to approach. Ask clients or policyholders if they know anyone on your list who fits your prospect profile, and then ask if you can use their names as references when you introduce yourself to the new prospects.
Say, "I've been trying to find someone who knows these businessowners in the area to see if they fit the profile of my preferred clientele. Since you're so well known in town, would you see if anyone on this list meets my profile?"
(Wait for a response. Then, say...)
"When I contact these people, is there any reason why you would object if I mention we've worked together? Do you mind if they call you?"
- Prestige recommendation. A prestige recommendation is an on-profile referral so solid, it comes with a guarantee! That is, the referrer agrees in advance that, if the person fails to schedule a meeting, you can go back for another name. Think about that! Don't you know people who would grant a meeting on the strength of your recommendation alone — no questions asked? Sure you do! And, so do your policyholders and clients. Make a good enough impression and do a good enough job for people, and that's the kind of leverage you will enjoy in your marketplace.
- Finding names in fact-finders, applications, and other sources. If you review a fact-finder and application, for example, you'll see that at least 10 or 15 names are available from these sources. Ask for on-profile referrals during delivery interviews or plan reviews by feeding these names back to the policyholder or client:
"When we were going through your data sheet, you mentioned Hedda Frankel, your attorney. She sounds like someone I'd like to meet. Does she fit my profile of (describe)?"
- Ask policyholders and clients, "Who lives next door? Across the street? On either side of you?" Then feed your profile and the names back later to create referrals or introductions. This technique produces dramatic results, since you can get five or six names with just a few simple questions. It works just as well in apartments, condos, and the small business market.
- Ask for on-the-spot introductions. A referral who fits your profile is good, but an introduction is better, and an on-the-spot introduction is best of all. When you get a few names from a satisfied client who is excited about working with you, try this!
"Thanks, this is great. I'm especially interested in meeting Mary and Henry Tanaka. I wonder if you could get them on the phone and introduce me? All you have to do is break the ice. I'll take it from there."
- A personal introduction is very powerful. Further, by getting policyholders and clients actively involved, they see that they really are instrumental in building your business. Have fun with this technique. If your relationships with clients and policyholders are solid, you won't have to worry about imposing on them.
- Ask clients to send e-mail, or handwritten notes or letters of introduction to qualified, on-profile prospects. On the following page is a letter that satisfied clients and policyholders should be happy to send for you as an e-mail or letter on their own letterhead.
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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.
