You’ll make sales calls from day one of your insurance career. Calls are the foundation of any agent’s strategy—you can’t set appointments without them.
But it’s hard to make sales calls without first building trust and rapport with your potential customers. And without that trust, your prospects won’t feel comfortable buying from you, and your calls will be a waste of time.
So in this article, we’ll explore the most effective ways of building trust over the phone with your prospects. By the end, you’ll know what to do for your insurance calls to ensure your prospects feel comfortable and safe as you discuss their insurance needs.
Skills You’ll Need for Sales Call Success
Passing your insurance exams is one thing; learning to make sales happen over the phone is another. Getting prospects to trust you enough to start a relationship—made all the more difficult without speaking in person—requires a specific set of skills:
- Active listening. You have to be an attentive, engaged listener during an insurance call. Listen to understand their situation and needs, taking notes so you can address them in an informed way.
- People skills. This should be a given, but it pays to put extra thought into how your words and tone come across to your prospects. Are you being patient and friendly, or are you coming across as pushy or impatient?
- High energy. Your energy and enthusiasm shine through your voice, whether in person or over the phone. Too low energy will make prospects feel like you’re not taking them seriously, and too high might make them feel overwhelmed.
- Honesty. Bild trust with your prospects means being truthful and honest—no exaggerations, no leading questions, and no half-truths. Prospects will smell a lie from a mile away.
- Persistence. Working with clients takes time, so don’t give up too soon. Ask prospects if they’re open to a follow-up call in a few weeks, and they’ll be more likely to take you seriously.
There may come a time when you’re struggling to make a sale. Remember that practice makes perfect, and don’t be afraid to ask for feedback from your managers.
Scripts Are Fine, But…
It’s essential to have a plan—but it’s equally essential to be adaptable. So even if you’re using a script, make sure it’s flexible enough to shape your call to meet your prospect’s needs.
The best sales calls are those where the agent acts as though they’re having a conversation. Jargon, sales speak, and scripts can make you sound insincere and shut down conversations that could lead to a sale.
Ask questions that interest prospects, and don’t be afraid to get personal.
How to Build Rapport with Ease
Your prospects won’t be willing to do business with you unless they feel comfortable and safe. Here’s how to build rapport with your prospects without having to meet in person:
1. Empathize with Potential Objections
Understand why prospects might be resistant—have they had terrible experiences in the past, are they unfamiliar with the insurance process, or are they just uncertain? Listen closely to their objection, consider what they’ve said, and respond with an appropriate response that comforts them.
For example, if your prospect is concerned the policy you’re recommending is too expensive, explain how the policy features will benefit them and offer to show them more affordable options.
2. Research the Client
Do your homework.
Research the prospect’s company, their industry, and the challenges they face. Showing you have knowledge and understanding of their situation will build rapport and solidify your commitment to helping them.
Start with LinkedIn, then check out their website. You can also use Google to find news articles about their company and products, if applicable.
3. Break the Ice Effectively
The opening minutes of a sales call is crucial. If you can break the ice with a comment or conversation starter that’s personable, you’ll give your call a much higher chance of success.
Make sure you’re not overstepping the boundaries of your professionalism, though. An ice-breaker like “How’s life treating you?” will be better received than “What did you do over the weekend?”
4. Mirror the Prospect
While you can’t see your prospect, you can match:
- Their voice
- Their tone
- Their language
- Other emotional cues
Mirroring is crucial because it puts your prospect at ease and shows that you’re on the same wavelength. If someone feels like they’re talking to a reflection of themselves, they’ll be more likely to trust you.
5. Ask Personal Questions
Based on your research, don’t be afraid to ask questions about their personal life. For example, have they recently had any celebrations or experienced any hardships? It’s not just about showing interest—it’s about showing empathy and gaining a connection.
Just be careful not to go too far. Don’t be too intrusive, and be clear on why you’re asking each question: What does this tell you about their needs, and how can you help them?
6. Provide Options
By giving prospects multiple options, you’re showing that you’re willing to work with them and respect their budget and preferences. When prospects feel listened to, they will be more likely to trust you.
So flip offers in a way that prospects feel they have a choice. Present different policies and options, provide quotes and explain the differences between each one.
This will help you sell more insurance policies and ensure that the policies you’re selling are tailored to each customer’s needs.
7. Finish with a Question
When the call is close to wrapping up, finish with a question that guides the conversation further. If a prospect wants to discuss adding a rider or changing a policy, ask if they’d like to work through those details right then and there.
Two powerful ways to start are:
- “I assume…”
- “Hypothetically, if you had to choose…”
“I assume” lets you make an educated guess that the prospect can then confirm or deny.
“Hypothetically” puts the prospect in a position to make a choice without the pressure of a high-stakes decision.
Trust Isn’t the Same as Rapport
Trust isn’t the same as rapport, but it’s often assumed to be.
Rapport refers to the likability and warmth between two individuals, while trust isn’t about feeling good about a person. Instead, it’s about feeling secure in knowing you won’t get duped or taken advantage of.
Here’s how to build trust you can take to the bank:
1. Create Awesome Presentations
Be prepared with a well-designed PowerPoint showing your credibility and highlighting the benefits of your product. If possible, tailor the presentation to each prospect to show them you’ve done your research.
2. Mention Competitors
Being open and honest about your competitors will show your prospects you aren’t afraid to state the facts. Don’t badmouth them, but explain why your product is more suitable.
This might seem counterintuitive, but it’ll strengthen your trustworthiness. If clients see you’re not afraid to discuss the competition sensibly, they’ll know you’re confident in what you’re offering.
Strengthen Trust-Building Skills with Insurance Bob
Trustworthy salespeople who have strong relationships with customers bring in more revenue. With Insurance Bob—our free 20-day training course—you’ll strengthen your trust-building skills and take your sales game to another level with our in-depth training and content.
From the basics of prospecting to building rapport over the phone and from the ins and outs of the insurance industry to skills for making the sale, Insurance Bob transforms your sales processes and empowers you to provide top-notch service to all your customers.
