1. The Faster You Act, The Better
Most insurance professionals already know that this is a competitive, fast-paced industry. But you may not realize how quickly a warm lead can turn cold. A study by the Harvard Business Review showed that companies that attempt to contact a lead within one hour of receiving a query are seven times more likely to qualify the lead (defined as having a conversation with the key decision maker) versus those who waited two hours. And 60 times more likely than those who waited 24 hours or longer.
In a world where nearly everyone wants instant gratification, following up immediately is an absolute must. If you wait too long to contact a lead, there’s a good chance they’ll already have moved on to your competitors.
2. Understand Your Prospects
While it’s important to contact a prospect immediately, you’ll also want to ensure you don’t get ahead of yourself. When receiving a warm lead, be careful not to be too assumptive. Just because a lead has come to you, it doesn’t necessarily mean they’re going to be an easier sale than a cold lead. You’ll still need to put in the work.
It’s common to want to speed up the sales cycle, but don’t make the mistake of skipping or rushing the discovery phase. Instead, take the time to get to know your prospect’s needs before asking for the sale. This will help you make sure you’re presenting a viable solution to their problem.
3. Differentiate Yourself
Once you’ve learned about your prospects, take the opportunity to communicate why you are the best solution for their needs. Most consumers prefer to work with businesses that align with their values, so be sure to show them why you’re a good fit and assure them that you can offer custom solutions.
4. Over-Deliver
If you want to close leads, create a plan to exceed their expectations. Set reasonable deadlines and make sure you hit every one of them. Make it a point to “wow” them with your attention to detail and provide a fully personalized experience. The happier you can make your prospects, the more likely they are to convert to loyal, long-term clients who are delighted to tell their family and friends how pleased they were with your service.
5. Don’t Forget to Say Thank You
Last but certainly not least, be sure to send a personal and heartfelt thank you to the person who introduced you to the lead. Make them feel confident about recommending you and your services to others by providing every lead with superior customer service. Take the time to show your appreciation whether you close the deal or not.
Set Yourself Up for Success
Once you master the art of heating your warm leads, you’ll have more opportunities to move them through your sales pipeline, close the deal, and grow your customer base.
Our team is dedicated to helping our agents build the business of their dreams. We would love to show you exactly how to reach your goals. If you’re looking for a partner to help advance your career, reach out to us.
