Internet leads are unlike leads from any other source, and they require a different sales strategy. An Internet insurance lead is better qualified than other leads because the prospect who originated the lead has shown himself or herself to be uniquely proactive. Unlike a person who has been called by a telemarketer or responded to a piece of direct mail, the consumer behind an Internet lead for health insurance, life insurance, or homeowner’s insurance initiated the contact, using a search engine to find a solution to a problem and completing an online form, requesting contact from a sales person. The Internet lead is primed to take action. Here is how to proceed:
1. Call all leads. Many sales people look over their Internet leads and cherry pick the ones they think are best. This is a mistake. Top closers realize that sales is a numbers game. They need several fresh leads each day. Besides, unless you are psychic, how will know which lead is good and which is bad? Never assume! Just as with an inbound call, you do not know which insurance lead will result in a sale. Remember, when you delete a lead you do not like, the only thing you guarantee is that you will not make a sale.
2. Contact is king. Now that the prospect has taken the first step, you have to be just as proactive in reaching him or her. Immediately call the consumer at work and home, (no matter the time frame they may have indicated on the lead). At the same time, or even before, send a personalized email introducing yourself, your company, and explaining why you should earn their business. Place at least six calls per day for the first 3 days after receipt of the insurance lead. Vary the times that you attempt over the initial three day period. Try the following times for better odds of reaching the consumer at work: 7:00 a.m. – 9:00 a.m., before regular office hours; 11:30 a.m. – 1:30 p.m., over the standard lunch break; 5:00 p.m. – 7:00 p.m., immediately after office hours. Leave a voice mail on the last call of the day. If you have not had a response after 24 hours, send a follow up email. Continue trying to contact the consumer on the weekends. Once contact is established remind the consumer that you are following up on their request.
3. Listen to the client. Ask questions, but spend most of the first call listening to the client. Never rely entirely on what the consumer has put on their lead. Find out what problems they have that you can solve. Are the problems real or just perceived? Do you have flexible and creative solutions to their particular needs? Remember that it is your job to educate first, and sell second. Communicate clearly the advantages of working with your company. Respect the consumer’s requests and wishes at all times.
4. Be persistent and courteous. After you’ve established contact do not assume that the business is yours. Aggressively move down the process. Constantly sell yourself and your company. Respect the consumer’s requests, and listen to their needs. Bridge the gap between their request and your company. Be the consumer’s advocate by focusing on solving their problem. Educate the consumer about comparing competitors’ fees and services. Why should the consumer be your client? Why should they stay with you? Answer both of these questions before leaving the first call.
5. Recycle your leads. Many consumers are turned off by the initial rush their online request unleashes. Others find that their needs have not been met. Maintain a regular call and email follow-up schedule for those leads that did not convert. Today’s insurance lead could be tomorrow’s client, if you persevere.
