B2B Marketing: Share your idea for various industries

Discussion in 'General Insurance Agent Discussions' started by NHB_MMA, Oct 28, 2006.

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  1. NHB_MMA
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    Obviously not everyone here works with a wide variety of product lines, as many of you just specialize in health, life, etc. There is an additional difference in approach with most of you being independent and a person like myself being captive. However, I think this can be an awesome discussion we can really keep going and learn some things from.

    IÂ’ve realized that I need to go B2B in the small business market while I keep my night job and really build things up to go full-time. The consumer/residential market (for lack of a better term) is not cutting it for me because of my current inability to meet anyone in the evening. My total product line is all types of life, LTC, annuity products, health insurance, DI, and will include many investment products such as mutual funds, IRAs, 529 plans, money market accounts, etc.

    FIRST: What is your approach to going B2B?

    In person, if I walked into the average small business my approach would be something along the line of:

    SECOND: How do you alter your approach for some of the specific businesses listed? Are some better to approach by phone (IÂ’m a face-to-face guy, normally)? Most importantly, do some products or ideas really appeal to any of the businesses listed below? I got the major players by looking at yellow pages. See if anything sticks out as a great, poor, or different market.

    Advertising agencies
    Amusement places
    Apartment complexes
    Appliance stores
    Appraisal services
    Attorneys
    Automobile
    New car dealers
    Small used lots
    Repair shops
    Customization/accessory shops
    Bakeries
    Bars/Taverns
    Beauty salons
    Book dealers
    Bridal stores
    Building
    Contractors
    Supply
    Carpet/floor cleaning
    Caterers
    Cemeteries
    Check cashing/payday loans
    Chiropractors
    Churches
    Cigar, cigarette stores
    Cleaners
    Clubs (social, afterhours)
    Coffee shops
    Convenience stores
    Dance studios/instruction
    Dentists
    Department/discount stores
    Disc jockeys
    Door installers
    Electrical workers
    Embroiderers
    Employment agencies
    Excavators
    Exercise facilities/gyms
    Farms
    Florists
    Funeral homes
    Furniture sales
    Garden centers
    Gift shops
    Glass repair
    Golf courses
    Grocers
    Gun shops
    Hardware
    Heating & air conditioning
    Hobby shops
    Home health care
    Hospitals
    Ice cream shops/snack bars
    Jewelers
    Kennels
    Labor unions
    Laundry
    Lawn service
    Limousine services
    Liquor stores
    Lumber yards
    Machine shops
    Martial arts studios
    Masonry workers
    Mobile home dealers
    Mortgage
    Motels/hotels
    Motorcycle dealers and repair shops
    Music stores
    Nail salons
    Nursing homes
    Opticians
    Painters
    Pest control
    Pet grooming
    Pharmacies
    Photographers
    Physicians
    Pizza shops
    Plumbers
    Printers
    Realtors
    Restaurants
    Roofers
    Schools
    Primary/secondary
    College
    Security firms
    Sports stores
    Surveyors
    Tanning salons
    Tattoo/piercing parlors
    Tax services/accountants
    TV/radio stations
    Tire dealers
    Towing service
    Travel agents
    Tree removal/service
    Vending services
    Veterinarians
    Video stores/rental
    Vitamin/health stores
    Window cleaning

    Hopefully some of you will think of other markets you’ve had success with selling “X” product and discuss how you approached it.
     
  2. somarco
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    Lately I have had quite a bit of success with Real Estate agents.
     
  3. Zydo
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    Burt Meisels "5 Ways Out of Business" is the best I have seen and used. Give it a go.
     
  4. Crabcake Johnny
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    Listen, if you believe in your heart that you can help the business owners you don't need a pitch. Plus, a pitch is nothing. Owners will look for eye contact, sincerity, how you hold yourself and the tone of your voice.

    If you're confident without being arrogant, brief but informative you'll do very well. Owners need to know that you're gonna be in and out quickly. If they think you're gonna launch into a mini-presentation they'll shut you down. Remember that you're walking cold into their business that costs them thousands a month to run. Respect that. Get to the point and get the hell out.

    I hate saying it's a numbers game. It's not a numbers game. You can go to 100 businesses and if you suck you won't get a single lead. If you're nervous it comes off as unconfidence and you'll get destroyed.

    This is the great killer of BtoB reps - nervousness. It's a catch 22. You're nervous at first so you don't get many leads. You don't get many leads so that makes you more nervous.

    Basically, you need a burning desire for what you do.
     
  5. NHB_MMA
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    I assume you're talking for individual health, right?

    How do you approach them, by phone or just walking in?
     
  6. NHB_MMA
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    Yes, I remember James posted it in another thread. I'll have to give it a second look.

    Is there a book out about this approach or something more detailed?
     
  7. NHB_MMA
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    That's true, but there is still something to be said for a pitch. I could sincerely believe in the value of life insurance (I do) and walk in saying "Can I interest you in purchasing life insurance?" then wait for a response and I'd have to hit 10,000 or more businesses for a sale. John, what do you think of my introductory approach?

    I do sincerely believe in what I can do for them. I think most business owners probably need to take a deeper look at their planning, as does most of the population in general. I truly think, whether or not I'm the guy they work with, a person can only benefit from having someone analyze their situation.

    Good advice. Again, I'm curious to know what you think of what I posted above as my sample pitch. Of course, it goes without saying that there are times when you get in a nice conversation with a person and you can only benefit by keeping it going. I think there will be times when I end up talking football or something for 15 minutes and say:

    Joe, it's been great talking with you, but I've really taken up too much of your time. I'd like to swing by again in a few months and see if anything has changed with your situation and see if maybe it wouldn't end up an ideal time to sit down with you and review your situation at that point. Before I go, let me leave you with this brochure (the NYL referral brochure) as talks about other people that often benefit from the work I do. Hold on to it and give me a call when someone comes to mind. If you look at see it talks about recent graduates, newlywed couples, and couple that just had a baby, etc. Does anybody come to mind offhand right now?

    I would never keep going that long unless someone really seemed to like my conversation. Maybe once a day there might be a situation where someone throws a name or two and if you do B2B for several days a month, it might give another deal or two per month.

    I think the bottom line is don't be a moron. If they want you out of there, honor that. If they seem to want to converse, then converse.

    True. I actually want to hit businesses about 20-30 miles away from where I live next week, because I may well suck as I learn the process and I don't want to burn the local bridges.[/i]
     
  8. NHB_MMA
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    QUESTION: What do you do when a business is clearly hectic to the point where the person you'd like to speak with isn't going to give you anything in terms of time?

    Physicians are one that comes to mind. I guarantee I can walk into a doctor's office and tell them I'd like to speak to the doctor about retirement planning/asset protection and they're NOT going to say "Have a seat and I'll send you back to see him shortly". What do you do? Physicians are obviously killer prospects, but how do you get to them?

    I imagine attorneys are almost as bad. They all have gatekeepers at the front desk that aren't going to let you see them. Dentists and chiropractors are in a similar boat.

    How about funeral homes? I can't imagine it's wise to walk up to a funeral home with your briefcase in hand when there could be a possible viewing or somebody is dealing with a greiving client making funeral arrangements.

    Hospitals have incredible potential connections, but hoop after hoop to jump through I'm sure. The same with nursing homes. Pharmacists are always busy as hell. Wouldn't schools and educational facilities have numerous gatekeepers?

    How do you get past the screeners?
     
  9. James
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    Confidence? Listen Dr's aren't as grand as you would think, just because someone made it through Med School doesn't mean they are financially smart, in fact some would suggest Dr's are terrible. Okay, you have DI but outside of that its hard to talk to them mainly because you can't explain crap to them. If you ever get an apt. with a Dr that has his own practice try to explain a BOE and uses, many simply can't grasp the idea, at least in my expierence and others I talk to have the same exact epierence!

    Outside of that don't worry about the big client, there is plenty of normal everyday mom and pop shops or individually ran businesses that should provide a never ending prospecting list for you.

    The 5 way, basically a Exit Stragedy:

    Or you could go with the "Wholesale or Retail", such as funding a "Buy Sell Agreement", Key Employee Benefit etc etc.

    A One Page Presentations, simply one page about the uses and need of any speicific product. You also have the "Wedge", explained by some here in Health Selling by comparing the various Contracts and how some have "Real" prescription coverage while others are very limiting, that would be a use of a wedge principle.

    Greatest authors to seek out if you can find their books, may not be so easy. Brent Meisel, John Savage, Feldman. Go look over at the MDRT Site and their book section.
     
  10. Crabcake Johnny
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    I like to pose it as a no-brainer for owners who are on the fence after my little pitch:

    "Listen, I'll call you when I get back to my office later today and give you some quotes. If I can save you money with fantastic benefits then great. If I can't save you money then at least you know you have the best deal out there."
     
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