Ad in the Paper

[jemelton]

I have an ad running in the paper Sunday (I'm going to be fielding calls Sunday and Monday and it says to in the ad) about Senior Life Insurance. The circulation is 33,000. I'm anticipating getting quite a few calls. Here is the magic question. WHAT DO I SAY WHEN THEY CALL?

Sounds like a dumb question, right. But here is my thinking. Do I give them quotes over the phone and give them a chance to say "let me think about it" or do I weed out all the tire kickers and demand an appointment saying I have plans and coverage amounts to fit ANY budget. I don't want to waste my time being a quoting machine, but don't want to alienate prospects that want figures over the phone. Any thoughts? Thanks in advance, I'm going to be having people call me and don't want to blow these leads.

 

[ksigmtsu]

First step, disregard all the sales training that you had already that said to not give them rates over the phone. You were quite obviously coached in that way, and it's absolutely pointless.

I run local ads in 4 publications that I run in a rotation from town to town, when people call I say "Hello, this is Brook, how can I help?" Then I add them to my crm just like they were any other lead while I'm on the phone, I qualify them, I give them rates, and if they want to sign up I set an appointment.

Ask questions, a lot of them. First thing they're going to say they saw the ad and called, your first question should be, "What was it you needed help with?" "Do you recall who you currently have a medicare supplement with?" "Who is your current agent?" "What features are most important to you?" "If I could show you a way to save money on your supplement by paying a deductible, would you be willing to do that?" "What is your current monthly rate?"

Your answer should be the positive difference between their current coverage and what they just answered you with, followed by another question intended to lead them into something you already know about your product that is superior to their current coverage. It is important to know as much as possible about their current carrier as possible, which means knowing EVERY SINGLE plan in your area or at least having the rates available.

You can handle 95% of the appointment over the phone. Going in person does not limit your chance of rejection, it wastes your gas when you do not properly qualify for the sale. Proper phone qualification is to close the deal over the phone then go in person, unless they start asking for an appointment before you can get there.

If someone asks for an appointment, that's a buying question. Of course you set it. Continue to qualify even after they ask though. Ask questions like "which companies are you the most interested in so I know what materials to bring?" "Do you have any neighbors or friends that would also like to have this information that you would like to invite?"

First step here is to gain some confidence that you're going to make the sale over the phone. People can hear it.

Small caveat here, since the chance for 6/1 in the G supplement, I've been putting nearly all my people that I can into a G. You can show them on a pad and paper that the difference in premium is more than the 155 dollar deductible. Show them the age table how it grows to being a lot more than the deductible.

The other advantage is this, when the next agent comes behind you to compare, they're going to compare with an F first thing. Your customer is not going to be asked if they have a G or F or N first. Educate them on the difference between the 3 so the next guy looks like a dumbass.

The answer to "let me think about it" is "Sure, and talk it over with your spouse or friends, I'll give you a call back on (3 days from then) to answer any questions you can come up with." Mail out a thank you note, handwritten that day thanking them for the time and bringing up something positive from the conversation and some business cards (I always do 5). Then call back when you said you were going to and do not mention that you even mailed the note. (ps. don't do that on an internet lead it takes too long and you'll have someone get to them in the 3 days it takes. Only works on actual exclusive leads.)
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Btw, with a 33000 circulation run ad, you might only get 3-4 phone calls. Don't be expecting the world out of that. I average 1-2 calls per run with a 1x3 in a 20000 run publication that costs me 30 bucks a run and I specifically place the ad.

 

[jemelton]

GREAT INFO!!! The ad is for senior life insurance, not Med. Supp. but Med Supp is going to be my next ad.....any difference in the life approach to the Med Supp approach? Med Supp the people probably already have coverage and there is something to compare it to.....where life they might not have anything and I am quoting just price....

 

[Mark]

Let us know what your results are after you are done and how much it cost you and how much you made..

 

[somarco]

What does the ad say?

 

[jemelton]

Life insurance for seniors, age 50 to 80, only 3 health questions, no exam, immediate death benefit and cash values guaranteed to age 121.

 

[somarco]

Did you run that by the compliance department? I don't do any print ads for a lot of reasons, not the least of which is the department of sales intervention. I am no expert, but I would think "immediate death benefit" might require some sort of qualifier.

The DOI might have something to say as well.

Perhaps others who use print ads will weigh in.

 

[jemelton]

The 3 health questions is the qualifier......

 

[somarco]

I understand, but immediate death benefit can be interpreted separate from the health questions.

Again, you should get an opinion from someone who actually does print ads and hopefully that someone will respond to this thread.

FWIW, most of us who have tried print ads got away from it. Repeat ads work better than one shot and one shot usually has almost no chance of turning a profit.

 

[Mark]

If you going to run an ad in the newspaper, don't just run it one time,,but keep running it..It is like drip marketing,,they have to see it a couple of times,,before they will call you..