Insurance marketing: Overcoming objections

January 30, 2011

In insurance marketing, one of the best ways to let customers know that you really do care about their concerns is to address their objections in ways other than just to dismiss them. Alleviate the problem, and you can progress.

Lots of times, agents will hear an objection like “I need more time to think,” “Let me talk to my wife / husband,” or “I just can’t afford it” as an out-and-out “no.”

But that’s not really what they are, most of the time. Objections are more like requests for help.

The customer wants to know how he or she can afford the policy, needs to clarify how this is good for his or her family and is looking for the right sign of confirmation that this is, in fact, the best policy.

Sometimes customers have suspicions about the industry, specific companies within the insurance industry, and the cost of the policy versus the hassle and insurance agents in general. Maybe they’ve been burned in the past, or heard horror stories from friends and family about an expensive policy that ended up covering nothing.

Plus, often customers are shopping for insurance during times of pretty intense uncertainty in their lives. Maybe they just moved, lost their job or had to deal with the illness of a loved one, prompting them to get coverage or change it. Or possibly they just made a big investment—a house, a car, a boat or a business.

It’s understandable that your customers may be a little more on edge and confused at this point in their lives.

So how do you alleviate those fears? Talk it out. Make them trust you. Effective insurance marketing means that you show your customer you really appreciate him or her.

More on Dealing with Objections:

Three General Tips for Dealing With Objections

How not to react to objections

Three solutions to common objections from an internet lead

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