“Employees are never interested in seeing a presentation from an insurance company to learn about supplemental insurance, financial planning or investments.”
Joe, a highly successful insurance agent and financial advisor for major firm heard those words. He shared this experience with myself and Doug Dvorak, coauthor of How to Sell to Women, Today’s Greatest Economic Engine, on how knowing how to sell to women and having the ability to establish trust and rapport helped him to dramatically accelerate his sales:
“My predecessor had been working the account for over six years with little results. The client was a Director of Human Resources, a female client whose company offered supplemental insurance to their employees.
When his predecessor had the account, The HR Director never encouraged employees to attend a presentation. She would simply ask only new employees if they wanted to hear a presentation on supplemental insurance and financial services. Employees would always refuse. To make matters worse, when questioned by an executive (also a woman) the HR Director would simply state, “Employees are never interested in seeing a presentation from an insurance company to see what more they offer.”
When the HR Director left, she was replaced by another woman. That’s precisely when Joe took over the account. Because of the training he had taken on How to Sell to Women, and his experience, he was well aware that when selling to women, he had to adapt his selling style.
The new HR director met with him. When he delivered his presentation to her, she was so impressed that she enrolled herself. She even asked him to meet with her daughters and immediately scheduled a presentation for her employees.
In total, Joe presented to thirty-two employees. Twenty-eight were women. He knew how to build rapport with women, and he also knew he would have to take a good deal of time answering questions. The result: Twenty-six enrolled, two more said they would enroll in the next two months when they get their finances in order, and the remaining four were not interested. Interestingly, three of the four that were not interested were men.”
Key Points Joe Knew About How to Sell to Women
• How to establish a connection with women
• The importance of being a truly genuine person
• He needed to apply a soft approach to selling
(“Pushy people have no pull when selling to women!”)
• He had to take longer to explain things and answer all of their
questions
• He applied words and phrases that never made them feel
uneducated (“Many people ask me the same question.”)
• If he truly cared about his clients and potential clients, it would
come across.
• He had to share “Real World” examples of how his clients have
benefited with peace of mind on insurance, financial planning,
saving for their children’s college, and information on how to
save money on taxes.
These became key points for them enrolling in supplemental insurance and the many financial services his company offers.
He has also become the trusted advisor for the HR Director, her daughters, and many employees.
Knowing how to sell insurance to women paid off.
The company has completely shifted its attitude. Now, he comes in once a month to present to new employees.
Would you like training on Selling to Women? Call Now:
(847) 477-7376 or (847) 359-6969
