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Client Focused MarketingClient Focused MarketingModule VModule V

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MODULEMODULE IV QUIZIV QUIZ?List the six reasons people buy or don’t

buy?

Answer: Answer:

*Want *Confidence*Want *Confidence

*Need *Urgency*Need *Urgency

*Trust *Timing*Trust *TimingSuccessful, multi-line agents will complete

more longer lasting, larger and easier sales when the majority of these traits are uncovered and addressed.

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MODULE IV QUIZMODULE IV QUIZ

?Why should you want more quality referrals than you can actually handle?

Answer: A profitable business Answer: A profitable business thrives on an endless flow of thrives on an endless flow of referrals. More referrals than you referrals. More referrals than you need will help you operate from a need will help you operate from a position of strength. You become position of strength. You become the rejecter and can say “no”.the rejecter and can say “no”.

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MODULE IV QUIZMODULE IV QUIZ

? Why should a multi-line agent utilize an agenda when making a presentation?

Answer: An agenda keeps the Answer: An agenda keeps the meeting directed and on track. meeting directed and on track. It demonstrates a It demonstrates a professionalism to the client professionalism to the client and shows a respect for their and shows a respect for their time.time.

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MODULE IV QUIZMODULE IV QUIZ

?What are 3 activities to be completed during the acquisition interview?

Answer: Answer:

1.) Give the positioning statement1.) Give the positioning statement

2.) Set the follow- up appointment2.) Set the follow- up appointment

3.) Obtain quality referrals3.) Obtain quality referrals

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Module V Diagnostic FilteringModule V Diagnostic FilteringLesson 1Lesson 1

What is Filtering? It is the process of uncovering clients

needs to offer the proper diagnosis for issues relevant to that customer.

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FilteringFiltering

Continuance of the prospecting filtering interview permits an agent to cultivate an irresistible relationship.

The one stop service way of doing business will be irresistible to people. This begins the Agent’s transition from hunter to farmer.

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Why Filter? The goal of

filtering is to build and develop an atmosphere of “yes”

This requires a shift in attitude

Main objective of interview is to discover people’s needs

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What is Filtering Really For? Tool for Diagnosis Delivery of the

Acquisition policy is designed to be the trigger for this appointment

CPR

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FilteringFiltering

The relationship is built by completion of the client service folder. Completion of the folder requires you to slow down and diagnose the situation.

The main objective of the filtering interview is not to sell an additional line of business but to uncover the client’s needs wants and desires.

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Filtering

Filtering allows you to demonstrate your genuine interest in people and your willingness to take the time necessary to help them keep their affairs in order.

Look at the results of a customer survey conducted by another multi-line company.

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Filtering

7 out of 10 people surveyed indicated they were very satisfied with the review service.

8 out of 10 people surveyed felt reviews should be conducted on a regular basis.

9 out of 10 people surveyed recommended others should go through the review process.

PEOPLE LIKE REVIEWS

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Filtering

The prospect filtering interview is not necessarily an “immediate sell” situation; although, immediate sales as a result of the process do occur.

The best way to sell a lot of insurance is to stop selling and start problem solving and reaching goals.

Agents traditionally focus on the “close”, spending too much time and energy trying to convince the client to buy.

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Additional Benefits of Filtering Determine the timing of additional lines Time invested will help retention Opportunity arises for obtaining referrals Proper record keeping using the Client

Service Folder reduces the risk of claim liability

Reduces the amount of anxiety involved in the Buyer-Seller Feud

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CONSULT, DON’T PEDDLE

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Traditional vs Filtering Sales Approach

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TraditionalMethod

Completing

Prospecting

Filtering

PreparingPresentationsMaking Presentations

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Strengthening the Relationship The Benefits Achieved from developing an

irresistible Agent-Client relationship are: Greatly improved retention of business Much easier repeat sales Higher premium and persistency of life sales Higher quality and more solid referrals Less chance of mistakes and breakdowns in

coverage Reduction in service work Better overall net profits and ease of

operation for your Agency

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You must encourage people to talk to uncover their wants and needs. We use questions to accomplish the following:

Open the interview. Uncover the needs and wants. Get people involved. Probe deeper. Assure communication.

Filtering

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FilteringFiltering

Types of Questions

Closed question - extracts a piece of information, but precludes further discussion. It can be answered with a yes or no, or with a simple statement of fact.

Open question - Requires a more in depth response, stimulates thought and encourages continued conversation.

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FilteringFiltering

Q: What’s the value of an open probe?

A: It gets the customer talking and requires a more in-depth response.

Q: What’s the value of a closed probe?

A: Gets simple factorial responses or a yes or no answer.

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FilteringFiltering

Topics of Interest to Most People

Women: Family and Home, Friends, Self Improvement/Personal Growth, Good Health, Work or Job.

Men: Family and Home, Self Improvement / Personal Growth, Work or Job, Recreation, Travel.

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FilteringFiltering

Trust Building Ideas

Listening, learning and understanding. Help to discover the truth. Ask good questions and be willing to

listen. We trust people who make us think. Consistency and reliability.

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FilteringFilteringAssisting in Goals:

To get what you want, help other people get what they want

Common goals encountered with people:

Make sure family is protected should premature death occur.

To save money on a consistent basis. To reduce income taxation. To provide an education for their children

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FilteringFiltering

Q: Why is it important to understand your clients goals?

A: Helps you as an Agent to make a better insurance recommendation in the long run. People are more perceptive to buying products and services that help them.

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FilteringFiltering

To have sufficient funds for retirement. To make sure their valuable assets are

protected. Top obtain better return on their savings

and investments without taking unnecessary risk.

To accumulate funds that will allow them to start their own business.

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Diagnosing

Proper records are a necessity in any good sound business organization.

The Client Service Folder is designed to gather the necessary information that is used in preparing the presentation.

It is important to practice high touch as well as high tech.

We live in a time poor society, that is why people want added value service.

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DiagnosingDiagnosing

Do not interrogate. While proceeding through the Client

Service Folder ask the questions in a very caring manner.

Pivoting: Agent driven. Client driven.

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The Client Service Folder

Review each section of the Client Service Folder. Find out what questions you would add or delete.

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PivotingPivoting

Pivoting is one skill that can make a successful cross-selling Agent. Pivoting can occur in two ways: the customer-generated pivots and Agent-generated pivots.

Q: How does pivoting help you?

A: It can help you gain more information about a client situation and help you obtain a first line sale that might have been lost and obtain additional line sales quicker and easier.

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PivotingPivoting

Let’s look at a few examples:

Agent directed: “What benefits do you have at work in case of serious injury or even death?”

Prospect: “I’m not sure…”

Agent: “Well, that is something we will need to take a closer look at, wouldn’t you agree?”

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PivotingPivoting

Let’s look at a few examples:

Agent directed: “What benefits do you have at work in case of serious injury or even death?”

Prospect: “I’ve got twice my salary in life insurance”

Agent: “If there was a way to obtain more cost effective coverage that you control, you would want to know about it, wouldn’t you?”

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PivotingPivoting

Let’s look at a few examples:

Agent directed: “(Name), do you enjoy paying unnecessary income taxes on the interest your savings dollars are earning?”

Prospect: “No, not really.”

Agent: “If there was a way that you could get competitive interest on your savings dollars without taking any additional risk, would you have any objections to taking a look”

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FilteringFiltering

Q: Why use a positioning statement when using the client service folder?

A: It helps set the client service folder into proper perspective and lets the client know and understand what you’re about to do, and obtains their agreement to the one-stop service way of doing business.

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NEXT LESSONNEXT LESSONMODULE VI:MODULE VI:

The Prescriptive PresentationThe Prescriptive Presentation

Assignment:1.) Read Module VI2.) Memorize first page and

first 3 paragraphs of second page of the Positioning Statement

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Quote of the Day

Passion

“There are many things in life that will catch your eye, but only a few will catch your heart…. Pursue those.”

Author unknown