Do you have a follow-up process?
You had a great first meeting chatting about this prospect’s coverage needs, and they tell you they’ll think about it and call or email you after that. But, you never hear from them. Sound familiar?
If you don’t have a solid follow-up process in place, you’re permitting what LifeHealthPro calls “floaters.” Floaters are prospects who don’t have a next appointment set up. This can happen like in the example above, or you could even be creating them by saying “I’ll work on this proposal and get back to you.”
Example Sales Follow-Up Process
How can you prevent this from happening? By having a follow-up process in place that you don’t stray from. Let’s look at an example follow-up process you could put into place:
1. After that initial meeting, send an email 1-2 days later to ask if they have any further questions.
2. If you don’t receive a response to that email, call them about 24 hours after sending the email to ask if they have any further questions or how else you can help. No answer? Leave a message.
3. Wait 4-5 days for a response, and then try another email letting them know you have times available to meet and discuss again the coverage and the overall application process.
4. Wait another day and call again with the same information in step #3.
5. Still no response? Wait a week and send an email to try and prompt a response. Some salespeople find it helpful to send a “did I do something wrong?” email because it tends to prompt a response. Be wary of how you word this email to not sound pompous. Word it in a way that shows you want to be genuinely helpful. You could try something like this:
Hi [first name],
I haven’t heard back from you since our first initial meeting where we discussed _____. Please let me know if I didn’t provide enough information or didn’t answer your questions adequately. My goal is to provide you with the information you need to make the best decision for you.
Let me know if you simply aren’t interested, and I will note that.
6. Wait 1-2 days after that email and try calling again with the same message as the email in step #5.
7. Wait 4-5 days and send an email recapping what you discussed in your very first meeting. Review the coverage and remind the prospect of what he/she was interested in. Let them know you’re available on specific dates to meet again to discuss and ask what days work best for them, trying to prompt a response.
8. Move the prospect to your lead nurturing funnel. What’s a lead nurturing funnel? For a lot of insurance agencies, this might be a simple monthly newsletter you send out to your prospects. For others, they have a more sophisticated process of segmenting leads based on coverage types or interests, and they send relevant information to them every couple weeks or months.
Does this seem like a lot of work? Well, studies have shown that prospects sometimes need 5-7 touches to buy. However, you know your agency and sales process best, so alter this to fit your needs. Some studies suggest to only use 7+ touches when prospecting, and some apply this strategy to follow-up as well. In other words, there is no “right” answer, and it’s up to you to come up with a follow-up process that works for you and your agency.
For more insight into insurance agent sales, check out our blog 7 Surprising Sales Statistics & What To Do About Them.