When you buy a car or truck, how does the dealership deliver your new purchase? Do they sign the paperwork, say Thanks, and tell you to expect your vehicle in about a week? Of course they wont. Your salesperson and the dealership work in tandem to deliver your new vehicle to you THAT DAY and IN PERSON. They take the time to show you the features of your new ride. The really good dealerships invite you back for a free seminar on How to Service Your New Car or Truck. If you are in the business of selling investment plans, annuity products, life insurance or other supplemental products, you can take a lesson from other industries (like auto sales) and implement a system of your own personalized delivery of the newest part of your clients financial program. Follow these three (3) rules. Rule Number One (#1) Deliver the new policy or first investment statement IN PERSON. So many agents call themselves professionals and deliver a new policy in the mail. That is the worst mistake anyone can make. It makes your customer even more aware that the product they just bought from you is a commodity. The fact: It is. So how can you dress up the sale? Deliver the commodity in person. If you sell investment products, go by and educate the client on the statement they will receive once a quarter. If it is any type of insurance product (life, disability, long-term care), take the policy out of the company envelope and put it in a delivery kit. Maybe you have some folders printed with your name and logo on the front. Perhaps even a binder to help keep other financial documents organized. Do something to dress up the delivery. Rule Number Two (#2) Tell the client about what they have just purchased and how to use it. Most successful financial service professionals have a mental checklist of the topics they want to cover in a delivery appointment. Take that idea to the next level. Use an AGENDA to review ALL the important features of the product. Make sure they know to keep the material or policy in a safe place. Tell them to show family members where things are located in the event something should happen. If the company requires a delivery receipt, maybe you should too. After all, you are running a business, right? Rule Number Three (#3) Remind the client that the decision they have made is a good one. Positive reinforcement of the money they just spent (and will continue to spend) is a motivator to do more business with you in the future. Make sure the client knows to call you if another agent or investment rep tries to tell them what they have is not enough, unsuitable, or too expensive. It happens. So educate the client on the front end tell them it will happen and that you have no problem discussing their financial picture with a dissenting opinion. This is loss prevention maintenance. It works! Just follow these three (3) SIMPLE RULES for delivery and your client will remember you. You have taken a commodity they could purchase from another professional, and personalized it, packaged it and made it your own. Folks, thats just good business and it will reap rewards for you in the future especially when you are ready to ask for referrals from that client. Delivering a part of the clients financial program: How Professionals do it. (This Sales Jive idea was submitted by Warren Shirley of Letohatchee, AL. Thanks Warren!) |
