Actors use scripts when they perform. Politicians use scripts when they give speeches. And successful insurance agents use scripts when they pitch products. If your sales pitch isn’t yielding the results you want, it may be time to upgrade to a better insurance sales script.
Why Do Agents Need Scripts?
When you deliver a pitch, you have a small amount of time to make a big impact. If you fail to capture your prospect’s attention and make a strong case, you might not get a second chance.
No matter how well you know the subject matter, it’s hard to make your point in a consistent and compelling manner without a script. Sometimes you might get lucky and nail it, but other times you’ll flounder or forget a key point. A script allows you to put your best foot forward every single time.
Going without a script is a waste of your time as well as your prospect’s time. However, having any old script isn’t enough. You need a proven script that accomplishes everything it sets out to do, and you need to deliver it well. If you’re not using an insurance sales script, it’s time to consider adopting one. And if you’re already using an insurance sales script, you should make sure it’s doing its job.
Does Your Sales Script Check All the Boxes?
Your sales script needs to pack a mighty punch. To succeed, it needs certain essential elements:
- A strong hook. Starting with the very first line, you need to pique your prospect’s interest. Your sales script should begin with a hook that makes your prospect think, catches them by surprise, and most importantly, makes them want to hear what you’re going to say next. It’s a tall order, and that’s why a good sales script is a valuable tool.
- Engagement. A strong script shouldn’t be about you, the person delivering it. The script should be about your prospect. To engage your prospect, the script needs to be relevant. How does the script address the prospect’s problems? It should also prompt interaction by asking questions and encouraging thought.
- A call to action. A sales script is supposed to inspire the prospect to buy insurance, or at least to learn more about buying insurance. Your script should make the next steps very clear.
How Long Should a Script Be?
Shakespeare wrote that “brevity is the soul of wit.” Lincoln’s Gettysburg Address, often seen as one of the most powerful speeches in history, is only 272 words.
Longer isn’t always better. In fact, the opposite is generally true. The last thing you want to do is capture your prospect’s attention with a powerful hook only to have that attention wane as you ramble on and on for minutes.
Your sales script should be as brief as possible while still conveying the information it needs to.
Delivery Is Key
Actors memorize scripts and politicians frequently use teleprompters – but it should never sound like they’re reading lines.
Likewise, when you deliver your insurance sales script, it shouldn’t sound like you’re reading from a script. To deliver your script successfully, you need to practice it until the words flow naturally and with confidence. Luckily, the script should be short, so there’s not too much to memorize!
A sales script isn’t exactly like a movie script or political speech, however. In a political speech, the politician is typically the only one who’s speaking. In a movie script, there are multiple speakers, but they’re all reading from the same script. When you deliver your sales script, you’re interacting with someone who is not reading from a script, so you need to be ready to respond to unexpected questions and answers.
If your prospect says something other than what you were expecting, you don’t want to become flustered. You don’t want to ignore the comment and plow ahead as if nothing was said, either. This means your script needs to be flexible. Anticipate unusual responses and have a backup line ready to go.
How to Personalize Your Sales Scripts for Insurance Products and Target Audiences
Once you have a stellar sales script, you can tailor it to fit your business and your target audience.
1. Deep Dive into Product Knowledge
To tailor your sales scripts effectively, start by thoroughly understanding the disability insurance products you offer. Know the ins and outs of each policy – from benefits to limitations. This knowledge enables you to emphasize the most pertinent features that align with your customer’s specific needs, thereby making your pitch more compelling.
2. Identify and Analyze Your Target Audience
Get to know your ideal customers by researching their demographics, preferences, and pain points. Are you targeting business owners, doctors, or other professionals? Each segment has unique needs and challenges. By grasping these nuances, you can adapt your script to resonate with their specific situations, making your conversation more engaging and relevant.
3. Engage in Active Listening
Your script should serve as a guide, not a one-size-fits-all solution. Pay attention to your audience’s responses. Listening carefully to their concerns and questions allows you to pivot your conversation and provide personalized solutions. This approach fosters a connection and shows that you genuinely care about meeting their needs.
4. Leverage Technology
Use CRM tools to track customer data and history, enabling you to personalize interactions based on past behaviors and transactions.
By combining a thorough understanding of your products with in-depth customer insights, you’ll create scripts that not only inform but also persuade and build long-lasting client relationships.
Mastering Customer Objections in Insurance Sales Calls
Customer objections in disability insurance sales can be a significant hurdle, but with the right approach, they can also become opportunities for conversion. Understanding and addressing these objections is key to closing sales effectively.
Common Customer Objections
Customers often express hesitation or objections that might seem like roadblocks at first. Here are some typical ones you might encounter during insurance calls:
- No Immediate Need: “I don’t think I need insurance right now.”
- Competition: “I already have a group policy through work.”
- Time Constraints: “I am extremely busy this week.”
- Decision Paralysis: “I am unable to decide which insurance policy is best for me.”
- Affordability Concerns:
- “I do not think I can really afford insurance.”
- “Money is a little tight right now for an insurance policy.”
- “I do not know if my budget can accommodate an insurance plan.”
- Consultation:
- “I have to run this through my spouse or partner.”
- “I need to recheck with my manager or someone I trust.”
Strategies for Handling Objections
Handling these objections requires tact and strategic communication. Below are some methods to address them effectively:
- Highlight Immediate Benefits: When a prospect feels they don’t need insurance right now, highlight the importance of locking in affordable coverage when you’re young, along with the fact that disability can happen at any age.
- Acknowledge Their Coverage But Show Why an Individual DI Policy Still Makes Sense: If they already have a group policy, show them why they still might benefit from an individual DI policy. “Some coverage is better than no coverage, but a group policy may not be sufficient for your needs. Let me share how an individual disability insurance can stack with your group coverage to provide better protection.”
- Offer Flexible Scheduling: If time is an issue, reassure them by accommodating their schedule: “I can email you all the necessary details to review at your convenience and follow up when you’re free.”
- Address Financial Concerns with Customizable Options: For affordability concerns, provide options tailored to their budget: “Insurance is an investment in your peace of mind. Let’s see what fits your budget and still offers the protection you need.”
- Support Consultation Needs: When a decision involves others, offer comprehensive information that they can easily share: “I’ll send all the details via email for you to discuss with your partner, along with a quote tailored to your needs.”
Each objection is an opportunity to build trust and show empathy towards the client’s situation. By preparing thoughtfully crafted scripts that focus on providing value and understanding, you can turn initial hesitations into successful conversations that lead to sales.
Do You Need a Proven Disability Insurance Sales Script?
Here at DIS, we want to make things as easy as possible for you. That’s why we’re offering a disability insurance presentation kit that includes a step-by-step sales script as well a pre-approach sales letter, a sales presentation worksheet, an income gap diagram, disability statistics AND a waiver of liability form. Once you have this proven kit, you can start practicing the sales script until you can deliver it effectively. Download your kit today.