Delivering Success
Seniors...Built-in Resistance
It’s the most often-asked question we get around here. “What’s the best way to work senior leads?” A simple question with no simple answer.
They’re a tough crowd. Conventional wisdom says to “knock on the door, don’t take no for an answer, and sell...sell...sell.”
That may work if you’re selling vacuum cleaners, magazines, or the latest and greatest cleaning fluid. But, when selling financial or insurance-related services to the ever-wary senior market, things tend to get a bit more involved.
Seniors today, more-so than just 5 years ago, are a lot more savvy, skeptical and paranoid. They’ve heard all the horror stories of their peers getting ripped off in investment scams, vacation deals, and yes, insurance fraud.
Additionally, AARP has told them what AARP wants them to hear...that any company that isn’t AARP is out to get all their hard-earned money.
Clearly, they have all this built-in resistance, just waiting for the next salesperson to come waltzing up their walk. What chance do you have against a prospect that already thinks you’re the proverbial devil in disguise?
One may argue that, since the prospect sent in the reply, there should already be a built-in expectation to the appearance of a salesperson. What color is the sky in that world? Few mail programs actually state that a salesperson will be waltzing up their walk to knock on the door. Those that do are doomed to a dismal response rate. After all, would you respond to an insurance mailing knowing that an agent would soon be showing up at your front door?”
The fact is that most mail programs simply state something along the line of...“For more information, mail in this reply card today.” or “...by mailing in the card now you will receive...” Vague, but necessary. The job of the mail piece is to generate names of individuals who have expressed an interest in your services. To what extent that interest is, is anyone’s guess. It’s your job to find out.
Following discussions with several agents who have been successful in their approach, we came up with the following composite of, what we believe to be, is the most sensible way to work a direct mail response:
Patience.
While you don’t want the lead to sit around gathering dust, you also don’t want to confirm the prospect’s notion that you’re chomping at the bit to sell them something.
Warm em’ up:
Be prepared in advance with a
pre-approach letter that lets them know you received their response, who you are, the fact that you’ve worked with many of their neighbors, and that you will be contacting them to formally introduce yourself.
Cool em’ down:
Remember, they don’t know you, they’re wary of you, and they probably don’t like you. All this before they’ve even met you.
Make them like you:
Plan on 2 phone calls. Make the first call a casual conversation:
“Hello Mr. Jones. My name is Mr. Smith and I’m calling in response to the card you sent in concerning long-term care. Today, I just want to introduce myself and to let you know that I’m mailing you some additional information concerning nursing home and in-home health care.” (Note that there are no meaningless discussions of “What a nice day it is.” or “How are you today?”
Get to the heart of the matter quickly. No one likes—or has the time for—fake interest in the weather or how they’re doing. Besides, think about it...who else calls you at home and asks you “How are you today?” other than someone selling something?)
Let the introduction settle in for a few moments, then continue...
“I’m setting up appointments with some of your neighbors for Tuesday of next week to discuss the important issues of long-term care. I have 1:00 open to meet with you.” (Assume that the date and time will be okay with them. The “neighbors” comment shows a like need for the product by their friends and neighbors.)
“I’ll be calling on Friday to confirm our appointment.” (Say, but don’t do this. Wait until the day of the appointment to make the confirming call. They will be less likely to cancel out, knowing your day’s appointments are already set.)
In most cases, this procedure will get you in the door. What you do once you’re there is out of the scope of this article and, quite frankly (regardless of the “expert’s” recommendations,) is a personal issue regarding your own abilities and expertise.
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