MANAGE & LEAD
When confronted with statements , prospects are more likely to question the authenticity and accuracy of the assertion . The seller leaves little room for error , and if they are proven wrong , the buyer will likely dismiss future statements or claims .
Conditional language can also be used when producers want to test their buyers ' readiness to close or when trying to identify hidden objections that would prevent a successful close .
Utilizing conditional test closings throughout the sales process can prevent producers from moving too quickly through the sales process and incorrectly assuming they align with the buyer .
A conditional close we developed and find most compelling is called the " clear and confident question ." The clear and confident question can be used midway through the sales process , typically after the buyer ' s pain points have been identified but before the solutions are presented . It goes like this :
" John , it appears we ' ve identified several areas that are of concern to you . Let ' s recap . [ The producer talks through each of the areas of concern identified in the sales process .] Now , John , our next step is to get together with my team and develop some options for you to consider to address these risks . I ' ll bring these solutions back to our next meeting , and we ' ll walk through them together , taking as much time as you need .
Because a lot of work will go into this next phase , we ' ve both invested a lot of time together already , and I want to get a read on how you ' re feeling today . Let ' s assume we come back with solutions that make sense , and you are clear and confident these solutions are the right next steps to help you address the issues you said were important . Would there be any barriers to us moving forward in a business relationship ?"
Once asked , the producer must listen carefully to the response to identify any challenges or obstacles shared by the prospect .
Assuming challenges are identified , such as learning another decision-maker or perhaps another agent has been invited in , it is critical to stop the process and gain agreements around how you will proceed .
This step should be repeated in the presentation of solutions meetings as well . It sounds a bit different , but the concept is the same .
“ Well , John , we ' re finally at the point of the process where we can begin to share the solutions and recommendations to the challenges and risks we identified together . At the end of our last meeting , we identified several areas of concern with your existing insurance program . Today , I ' m pleased to share how our agency is prepared to help you address these issues and to help you reduce your risks . Before we jump in , I want to be sure we are on the same page . Assuming you are clear and confident in our approach to addressing the risks we identified together , is there any reason we wouldn ' t move forward in a business relationship ?"
Keep in mind that this isn ' t about putting a lot of pressure on your prospect . It is , however , intended to make sure both parties agree on the next steps and the path forward . This approach also prevents producers from providing solutions too early , which frequently causes them to " get rolled ."
The clear and confident question concept is intended to help producers remain in control of the sales process . It ' s not about asking the prospect to be your client . It ' s about discovering potential obstacles that would prevent them from moving forward with you in a business relationship .
Susan Toussaint is a practice leader at Oceanus Partners , a ReSource Pro company . Oceanus Partners is a firm dedicated to helping insurance professionals working in all lines of business insurance improve sales and client retention .
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