It’s not always easy to be in sales. The poor sales practices of just a few agents and companies have been publicized enough to make some consumers overly suspicious–so much so that they think all sales people have ulterior motives to sell at any cost. When you meet a prospect who exhibits this line of thinking it can be very difficult to change their mind about your motives, but a free agency newsletter could make the difference you are looking for.
- Newsletters don’t ask for a sale. While the purpose of your newsletter is to educate readers about the many different types of insurance there are, why they need them and, as a result, get more sales, newsletters never come out and ask for a sale. They are subtle marketing pieces as opposed to the louder, “Call me today to get this insurance” marketing brochures and flyers that are sometimes useful. When you do not ask for a sale, you start the process of changing consumer opinion.
- Newsletters are free sources of information. While free advice from you in-person may be deemed a sales tactic, free monthly and quarterly information delivered via newsletter will likely not be. Because the overt “sales” element is removed your potential client sees it strictly as a source for free, close to objective information.
- Paper has no ulterior motive. While your ulterior motives can be questioned, the motives of a paper or electronic newsletter generally are not. Newsletters without an overt call to action are usually taken at face value as educational resources and not ascribed a motive.
- Newsletters show that you are not afraid to invest in your clients. When you show that you are willing to invest money in educating your existing and potential clients, it reflects on your character as a person. Instead of being just another sales person you become an authority, a business owner, and a valued resource.
Think about the newsletters you receive from companies. Have they changed your opinion about company motives over the years?