4 Ideas for Cross-selling Your Clients
Getting your clients to purchase multiple products without seeming “pushy” can be a challenge. Here are 4 great ideas to get you started!
The idea of being "pushy" or "demanding" goes against the nature of most individuals— most agents struggle with the idea of approaching customers at some point in their careers. Treating the customer with the proverbial kid gloves and letting them take the lead works in some industries, but insurance isn't one of them.
Since the need for insurance is an unpleasant thought (who wants to envision themselves having a car accident?), it's up to agents to pitch the benefits of a given policy and emphasize the peace of mind they bring.
Here are four easy ways to make that happen the next time you're talking with a client:
#1 - The "Beyond the Hot Dog" Approach
Even to knowledgeable clients, the idea of adding components to their insurance might come across like grabbing a hot dog for lunch: sure, they might add toppings, but ultimately it's the same hot dog underneath it all.
If your client seems resistant to develop their policy any further than they already have, this mindset might be the culprit. A delicate balance needs to be struck -- you need to highlight what additional insurance products can offer them without accidentally devaluing the idea of their initial protection. If you've sold them well on their main policy, they might feel they're covered "enough" and don't need anything else, so approach it from a "yes, and" angle.
- "You have excellent coverage Mrs. Smith! Yes, and....how would you like to extend that umbrella a little further and make the smart choice for your boat/auto/vacation home too?"
This gives the client praise for being intelligent in their initial decision, and challenges them to continue that momentum.
- "Mr. Smith, I see you're renewing your policy with us - thank you very much for that! Yes, and.... I wanted to tell you first, as a valued existing client, I was just brushing up on our complementary X policy and thought you'd be perfect for it."
This acknowledges the client's multi-year loyalty and puts a personal spin on it that will make them feel heard and valued.
#2 - The "One and Done" Approach
Conversely, a new client may shy away from cross-sold insurance products for entirely different reasons. They may want to "wade into" insurance, particularly if they're new to the process.
Appeal to their sense of ownership in whichever product - human, property, or mechanical - they're obtaining coverage for. They're in a mindset to be proud of their reason for contacting you: a new parent providing for a child, a new homeowner setting up their home, and so on.
- "Mrs. Smith, your new boat looks incredible! I can see you've picked out an excellent policy for it - can I ask what sort of coverage you carry for your vehicle? I want to be sure you have the same great coverage on the road as well."
The client is praised for making the "right choice" for product X, and the suggestion they need to look at product Y will make them second-guess that coverage with your competitors. Remember, they're getting product X policy with you, so that means there's room to shift loyalty!
- "Mr. Smith, you have great life insurance coverage for your daughter here, I'm sure that gives you peace of mind. Have you considered getting automobile insurance as well, to make sure your spouse will also be taken care of?”
#3 - The "There When You Need Us" Approach
Periodic "newsletter" style emails with actionable tips (e.g. how to properly and safely defrost your windshield in winter for a December email) gives you a forum to discuss protecting vehicles with comprehensive coverage. By putting the reminder in their "mental dashboard" and providing a contact link, you'll inspire them to take action while the concern is fresh on their mind. (If individual newsletters aren't part of your current marketing plan, you can accomplish a similar goal with well-timed blog or social media posts containing the same information.)
#4 - The "Easy to Add" Approach
Like the paperwork involved in purchasing a house or car, walking through the various levels of coverage and associated costs can feel a little overwhelming. Make it easy to understand with an easy-to-access chart, ideally with icons to make it visually scannable. Put coverage models in laymen's terms and keep your new tool handy in a briefcase or desk.
Many tiered sales plan models use the visual chart as guidance, and it will lay out cross-selling possibilities in a simple menu format. Clients feel more confident in their decisions if they're able to do research while you talk them through it. This acts as a nod to "kicking the tires" on an otherwise conceptual format and dials down on potential buyer remorse later on.
No matter how you frame cross-sale items to your clients, the key is to be timely, transparent, and positive in your approach. Peace of mind across all areas of life is one of the most valuable possessions a person can keep: you know it, and with a little effort, you can be sure your clients do too.