Sales Deployment for Open Enrollment
With the 2019 ACA annual open enrollment period being just a few short days away, it seemed only appropriate to share a few significant personal insights with licensed sales professionals in the insurance industry that can help guide their mindsets and actions in serving the upcoming healthcare needs of millions of Americans. These guiding principles are not specific to just our industry or even this defined open enrollment time period. In reality when properly applied to build a long lasting relationship between both buyer and seller, it serves both sides of the relationship equally and effectively. As it relates to sales and creating solutions, please consider the following thoughts:
1. “A prescription without proper diagnosis is malpractice in any profession.” Any potential buyer that accesses services offered by seller has specific needs that they are looking for professional help to address, develop a personalized solution, while at the same time ensuring that they maintain their budget realities. The ability to address their need within a stipulated budget will help them maintain loyalty towards the business relationship.
2. “Sales is a process, not a one-time event.” From the first point of connectivity with a buyer, a seller must craft a sincere process that creates ease, rapport, and confidence that regardless of whatever the specific solution or outcome may end up being, both sides of the relationship treated each other well and with respect as if the roles were switched…they create balance together.
3. “Sales is something you do for someone, not to someone.” A high integrity sales professional always stays focused on what is the absolute best outcome for the buyer regardless of “the benefit they get from the sale.” Sales professionals have to build and earn the buyers’ trust for the buyer to come back again and even create referrals for the business relationship. High integrity sales professionals always think, as well as, act in a manner that not only creates a long-term relationship with the buyer but also takes off the pressure from the buyer.
4. “Prospects buy for their reasons, not yours.” Undecided buyers very often need significant help and guidance in uncovering and building out their specific solutions. However, they often have a very good sense on why they are interested in pursuing a specific solution from the beginning. They are simply looking to sales professionals to guide and assist them in their initial thoughts and reasoning for a solution that will offer them a tangible outcome that also provides comfort and peace of mind.
5. “Buyers do not buy your products and services, they buy what your products and services will do for them.” Typically, when buyers make the decision to invest in a specific solution for themselves and their families, the financial investment is made based on their heightened awareness, knowledge, and confidence provided by the seller. The decision is also based on the feeling of clarity, as best as they can, on what their expectations and experiences will likely be with the individualized solution that was created for them and with them.
Finally, sales is considered as a profession for serving the needs of others. The dignified individuals who choose to be a part of the sales profession all share one commonality. They know that buyers do not care about how much they know until they know how much the seller cares about them and their needs. Sales professional are servant leaders who take it upon themselves to be a wealth of significance in serving the needs of others.