When it comes to selling insurance, you must aim for an emotional connection. How do you connect with the prospect emotionally without hurting their feelings? How do you sell to the heart & soul, while creating curiosity in the mind of the buyer? By the end of this post, you will know how to do so.
As we discussed in the previous issue 1, vol. 1, always tell personal stories. Once you have many stories, tell them. This involves investing time, energy and imagination.
Guerrilla insurance sales insights
- Before you meet any prospect, research about them and attempt to reach them.
- Instead of selling features, focus on highlighting the benefits of the products or services. People don’t buy water. They buy the cure for thirst.
- Product knowledge is by far your #1 guerrilla marketing weapon. Invest time to read and understand your products/ services before you meet any prospect
- The best insurance sales professional talks 20% of the time. During any meeting, the client talks 80%. Why? Great sales people listen more so as to understand the prospect unique needs. Are you great at asking questions that stir interest?
“Your business is 80% marketing and sales; and 20% support services”, Mustapha B Mugisa, 2015
After consulting for several startups, the #1 challenge of most small businesses is not the lack of capital. It is the lack of customers.
If your business lacks customers, it will suffer from cash flow problem which is critical for survival. At the start, don’t be driven by profits. That should come as a natural expansion of business success. It does not matter how much loan (capital) you have, if you don't have customers, your capital will still not be enough. So, focus on revenue growth. Make more money and spend it on the critical business processes - customer acquisition, retention and relationship management. All other things will be great if you get the customers right.
At worst, focus on breaking even – a point at which you make neither profit nor loss. Your objective is to be sustainable. When you keep in the business for long, you create a huge asset called Goodwill. Unfortunately, it is intangible – you cannot see it. That is why very few entrepreneurs do recognize it.
For businesses to succeed, it is has to undertake aggressive marketing. Other functions are support. If you do not market, you won’t have income. You will incur costs but unable to meet them. For any firm whether in manufacturing industry, consulting services, audit or fast moving consumer goods, the core function to do is aggressive marketing as much as possible. If you don't market, few, if any, will get to know about your services.
As they say "it does not matter how beautiful a lady is, if she is in darkness, no one will notice her." To be appreciated, she must be seen. This is possible only when she is in the light.
How do you measure your marketing effectiveness?
One of the most important things for businesses is the point of revenue generation. You get it from customers using delivery channels. But also deciding to which geographies you will be selling to them. As you market, ask yourself how do you maximize profits with a minimal marketing budget?
Guerrilla marketing is a term coined from the law of the jungle, which states that "for small trees to survive, they must climb onto big ones in order to access sunlight", which they need to survive. As a salesperson in Uganda’s competitive environment, you are the small plant. Uganda’s business environment is the jungle.
Regardless of your business, marketing is of the most important activities you have to do. However, traditional classes like MBA and other trainings have focused on teaching marketers from a perspective of spending a lot of money to generate sales. Unfortunately, businesses do not have a lot of money. It is a constraint.
Entrepreneurs have very good ideas but their biggest challenge is shortage of capital and cash flows. You need to find ways of overcoming capital challenges. This is why the concept of Guerrilla marketing comes in. How do you increase revenue with a minimal budget?
There are some things we take for guaranteed. We do not take time to understand them. After five days of interaction with insurers, I got to realize that the best financial strategy is to identify best insurance products and buy them. One of such products is education insurance. I do not know how you take your life, but risks are part of life. Every day you move from home to work, a series of risks could happen and impact your life for ever.
Whether you travel in your own car or use public transport, there are many risks on the road. Anything can happen. Do not get ready. Stay ready. Always plan for the unexpected. By far, insurance is the best strategy to do so.