Letters of advance approach that prevent you from selling insurance?
Are you using pre-approach letters in an effort to secure appointments? How well are those cards working for you? If your results are less than you would like, this article will help you make some adjustments to those letters and improve your insurance sales results.
Keep in mind that when you take the time and spend the money to send a pre-approach letter, that letter has to produce more results than the costs associated with the mailing. If not, continuing to do what is not working will not produce different results. It’s not a big surprise, but it amazes me how people will keep sending a letter that they already know doesn’t work and expect a miracle.
There is an incremental process that has to happen for a pre-approach letter to work for you. The first step in the process is to open your letter. Don’t use one of your fancy letterhead envelopes when sending these letters.
If you want your letter to be opened, it absolutely must look like a personal correspondence. The easiest and cheapest way to do this is to use a plain, self-addressed envelope sent with a live stamp. A live stamp is just a postage stamp like the one you buy at the post office versus any kind of bulk meter postage.
Your reader is standing by the trash can sorting their mail and deciding what gets set aside to look at and what gets thrown away immediately. They open yours because they are curious to know who is sending them a letter. You have succeeded in the first step.
When your letter is taken out of the envelope, it should still look like a personal message, so again don’t use your fancy letterhead because when you do, it immediately activates your defenses. When they begin to read your letter, your first sentence should clearly communicate the value of reading your message. They should know right away that you understand what is happening to them.
The reader will see no value in your offer for a free review or personal appointment. They are thinking so what. You are a complete stranger, they don’t know anything about you and they certainly don’t see any reason to date you. That is the wrong offer.
The right offer will provide them with something that has perceived value to them. Offer them something they want and tell them the exact actions to get the offer. Then let them contact you first.
Some will approach immediately, others will not. You need a system to properly track each person. Your goal when calling people who have approached you is to determine if this person is a good potential customer for you. Only extend an offer for an appointment to highly qualified individuals to work with you who realize that there may be a reason to meet with you and learn more.
Look at your previous letter to the current approach and compare it to the recommendations in this article. Improve and refine your menu. Then be sure to carefully select who you will send those letters to.
When you learn to develop your own proprietary list instead of wasting money on lists that will never produce a well-developed list, you will enjoy excellent results from your letters. You won’t waste precious marketing dollars sending tons of non-produced letters when you can selectively send small numbers that consistently produce highly qualified leads. Selling insurance doesn’t have to be that difficult if you just stop doing the things that don’t work and learn how to do the things that do work.