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The best sales people are the ones that know how to dictate the call path. I think this is what your boss meant about sounding manly. If you sound timid on the phone it leads the prospect to believe that you aren't confident of your product so I would advice you to focus on certain types of businesses so you can familiarize yourself with the types of problems those businesses have and the types of exposures. Also, you should get more knowledge about the products your agency offers for those specific businesses so that when you make those calls you are more confident.

Sales is an art form that has to be practiced and nurtured so keep learning, reading, trying new techniques and youll figure it out. Good luck
 
Whatever the market you decide to go after, you should know their business like the back of your hand.

Someone told me they used to work a day with some of their clients to see what exactly it is they do and the obstacles they come across on a daily basis. This helps you understand how you can be a valuable resource to them and then you can start to learn more about what it is you're trying to accomplish.

If you're just calling people asking to quote their insurance, you might not have much luck. Now, if you started calling businesses with high experience mods on their WC and offering to review their safety program, now you have set yourself apart from the competition and you can now start to build your relationship.
 
I agree with Super Genius, start small. Janitors, Contractors, Home Health Care Services, DayCares, are all very easy to maintain and understand. They will be based on sales, sub costs, number of children etc. You have to narrow down what they do specifically and make sure they have coverage for any piece of operation they do. A lot of companies will write things on an "if any" basis and this will allow a General Contractor to have carpentry or painting coverage just in case they need to do that type of work.

"Aim small, miss small."
 
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