How have you stayed competitive through all of the shifts we've experienced in healthcare? As brokers, you've had to provide more for your clients, while commissions took a dip.
It takes a certain kind of person to sell an increasingly expensive benefit that contrarily offers less value year after year. Supplementary and ancillary benefits are now pivotal pieces to offset some of the holes in the major medical plan.
Today, I'm sharing 3 tips for effective sales conversations in our growing consumerism market.
1. Spreadsheets have a major flaw
Spreadsheets are great for comparing prices across your various medical carriers and providers. Many brokers (my former self included) utilize a spreadsheet in their prospecting packets. It serves as a quick reference to see key differences among quoted plans for things like coinsurance, copay, deductible, prescriptions, etc. This gets a bit trickier when explaining ancillary benefits that often don't fall in line with such structured comparison points.
But there's an even bigger flaw with the spreadsheet: the inability to provide experience and context. This is when it pays to remember that emotion sells - a fact pointed out by many sales gurus from Zig Ziglar to Jeff Gitomer. Based on research, we know that buyers come to an emotional conclusion first and THEN back it up with logic. In that case, what's your "go-to" prospecting tool to pave the way for your spreadsheet?
A personal story can be a huge boon. No longer are you trying to rationalize the sale with a client, going line-by-line down the spreadsheet. Sharing your experience helps them feel WHY they need and want the benefit you're describing. Every client has an emotional component in their decision-making process. The most strategic brokers understand this need and cater to it.
2. Confidence brings trust
The value of your own testimonial provides context to a benefit, triggers an emotional response, and builds trust. Just think about how a first-hand account impacts us in a news story, court room or historical event. The confidence in what's being shared skyrockets and it builds trust with the person sharing the story. Give your prospects this avenue of trust and you'll see a greater return for your sales efforts.
At freshbenies, we believe the best start to a successful business relationship is trust. That's why we confidently offer brokers a free trial that's a live membership, including a member packet, personal ID cards, download of the app or portal login - everything a broker's group will experience.
Does it make a difference? Absolutely! Brokers who've tried our four core services sell 10x more than those that don't. The benefit now becomes a story about how you helped your teen with pink eye get treatment the same day so he made it to basketball tryouts (and made the team). Or, how you used it to compare MRI pricing that revealed a $600 savings, or emailed a doctor to get advice on treating altitude sickness for your partner on the 1st day of your mountain vacation.
Trials are our way of equipping you with the necessary experience and stories to have effective sales conversations. And speaking of first-hand experience…
3. Seeing is believing
Brokers play a huge part in casting vision for consumerism-focused solutions emerging in the healthcare space. As you investigate new and different benefits, consider which ones lend themselves to an experiential presentation. Are there videos, demos or apps that allow your prospect to easily imagine life with the solution?
In The Little Red Book of Selling, Jeffrey Gitomer says, "Get your probable purchaser to visualize what life will be like after they take ownership. If you can concentrate on use and ownership, then you can focus on cost and long term value as opposed to price. The key is that the customer must visualize this at a time when they are also focusing on 'how much is it'?"
In benefits, we have more ability to "show" products than ever before. Use it to your advantage as you prospect!
It can be overwhelming to dive in and learn about all the new options available for your clients. In a time where it's becoming harder to show value and make a living with only one product, focus your attention on those services that allow for first-hand stories and experience. When you can, be a card-carrying member of services you recommend!
Now it's your turn! How do you help prospects place an emotional value on the services your offer? Comment below or email us at firstname.lastname@example.org.