One of the biggest challenges when designing a marketing plan is how to create a successful insurance telemarketing script. Agent usually end up with a lot of poor advice that leads to frustration and ultimately and unsuccessful campaign. In fact, the average insurance agents stops their telemarketing campaign within the first five hours.
Although all lines of insurance agents can launch a telemarketing campaign, this article is going to target the sale of individual health and life products. There is a different script and method for telemarketing consumers for senior products such as Medicare Supplements and P&C.
Let’s cover the first issue – that telemarketing or “cold calling” doesn’t work. That is false. Telemarketing can be on of the most successful ways to build your book of business. When an agent says “I tried telemarketing and it doesn’t work” what they really mean to say is “I tried telemarketing and it didn’t work for me.”
What list were they calling? Which insurance products were they selling? What’s their level of expertise? Did they create and practice their presentation before making calls? Where they using auto-dialing technology? All could have been factors that led to an unsuccessful campaign.
I spent years buying internet leads and although I experienced success, I was looking for an additional method of marketing where I had more control over my income. I quickly discovered by trial and error how to run a successful campaign where I earned over $2,000 a week in commissions.
Let’s get into a step by step process of how to design a successful script and campaign:
- I recommend calling businesses, not residential. Businesses are far more likely to answer and you don’t have to worry about scrubbing your list to be DNC (Do-Not-Call) compliant. DNC rules do not apply to business to business calls.
- Buy a list of small business owners in your state. For the sale of individual life and health products I recommend buying a list with no more than four employees. You can search “business lists” to find list companies. Don’t pay too much for a list if the price is based on accurate mailing addresses. Addresses are irrelevant when telemarketing. You’re looking to spend about 2 to 3 cents per record.
- Buy an auto-dialer (power dialer.) This is a crucial step because auto-dialers are capable of dialing over 100 numbers per hour which keeps you on the phone with prospects. When searching for a dialer just make sure you’re not buying a predictive dialer. Auto-dialers are typically a monthly cost ranging from $50 to $200 per month.
At this point you’re set up to run your campaign. With support from your auto-dialer vendor, you simply import and list and you’re ready to make calls. This brings us to the script. Now, before getting into the script it’s important to discuss that at this point you should be very well training on your products, underwriting and rates.
A successful campaign will hinge on one thing: Whether or not your prospect feels that you’re a knowledgeable agent. They either do or don’t. If you come across as meek and hesitant don’t expect to get very far. You need to know your stuff inside and out which requires study.
How to Design a Successful Telemarketing Script
- When you introduce yourself and they reply, don’t ask “How are you doing today.” The only thing that accomplishes is the prospect raising the brick wall. Get right into the reason you’re calling. Example: “Is this Tom Smith?” “Yes, this is Tom.” “Tom, my name is John Stevens and the reason I’m calling is…”
- You have 15 to 20 seconds…maximum. Time your script. If it goes longer than 20 seconds, ditch is and re-write it.
- Have a reason to call. “I’m offering free quotes” is not a reason to call. Is there anything new in your state over the past 12 months? New plans? New rates? Use that as your introduction: “Tom, the reason I’m calling is because two main life insurance carriers have released new affordable products.” Or “Tom, the reason I’m calling is because there are now three new affordable health insurance plans available in
- Call to action. The end of your short introduction should tell them the next step: “…all I need if you email address and I can send you the details on the plans and rates.”
So let’s sum up the presentation: “Hi, is this Tom Smith?” “Yes, this is Tom.” “Tom, the reason I’m calling today is there are three new health insurance plans available in Maryland that could have you between 15% to 25% off what you’re currently paying. I’d like to send you the details so you can compare and all I need is your email address.”
That’s a 15 second presentation and gets right to the point. If Tom is interested all you need is his email and also the ages of who will be on the policy. I do not suggest getting into qualification as this point. Simply set a time to follow up so you can go over the plans and rates.
Some Quick Final Tips
- Avoid calling major cities especially if you’re selling insurance online. The more remote the better. City businesses receive far more telemarketing calls then rural businesses.
- Voice tone is everything. Avoid sounding flat and boring. You want to raise and lower the tone of your voice to accentuate key words which makes for an interesting presentation.
- Practice pitch on your family friends who will give you honest feedback about how you’re coming across.