Andy Neary shares a formula for sales presentations that win through storytelling instead of hard closes. Ask four diagnostic questions in your first meeting: what's the company's number one goal, what would achieving it mean, and what's blocking it. Focus on the client's story, not your product.
Chapters
Yes, David, I'm letting it out.
All right, guys, here's what I'm going to talk about today. If anybody joined last week, you'll remember that I talked about, you know, how can you set up yourself for a really good first meeting with a prospect. And for those that were on the call, I'm going to bring that back a little bit today because it'll set up today's presentation as well. And so what I want to talk about today is how you can set yourself up for a really good, let's call it a sales proposal. And here's why I want to share this. My guess is everybody that's on this call is on for a reason. Hopefully everybody on this call crushed their 20, 21 sale goals. But my guess is not everybody did. And here is what I know about our industry. And the people that jump on these webinars typically have one thing that I'm aware of in common, and that's this. You know, you're damn good at what you do. You're just don't have enough opportunities to win, therefore you're not getting enough wins you want. And so what I want to help you guys do today is try to set you up to put yourself in the best position to win. And what I'm going to show you guys today is a formula strategy I used for myself that worked. Here's why, guys, I'm not a good closer. Self admitted, I am not your typical hard sales closer. So I had to build a little system for myself that put me in the best position to win, so I didn't have to be a hard closer. Now, did I win them all? No. But this at least allowed me to put myself where I wanted to be and get myself to that moment in a presentation, in a proposal where I could look the prospect in the eye and say, based on what you see, do you believe this strategy will help you achieve your goal and overcome your challenge? They can only give me one of two answers.
And so that's what I'm going to show you today. And here's the secret sauce, guys.
Most of you have probably heard me talk about this before. Our job in selling insurance isn't to peddle product.
It'S to be great storytellers. And that is what I want to show you guys today, is how you can set your proposals up to be a great storyteller. Because I'm going to start with what doesn't work.
Here's what I see. And I used to be horribly guilty of this. You get in the Intro meeting with a prospect, right? And, and you do everything right. You ask all the right fact finding questions. If your agency uses some kind of assessment, you walk the producer, the prospect, excuse me, through an assessment and you get all the right data from them, right? So now you got everything you need to come back to do a really good proposal.
But for some reason, when you walk in to do the proposal, you make it all about you.
So you spend all this time creating these fancy PowerPoint slides that have all these animations.
But you spend 90% of your proposal talking about yourself and your agency and how big you are and how many resources you have and how awesome you are. They don't care.
Now, I know there's some advisors on this call that are with very large consulting firms that have the resources and have the people, but I'm even going to tell you you're not. You can't play that game against your competition if you're all talking about your size and resources. Because when things are equal, prospects going to buy in price.
And I know there's not a person in this room, in this webinar today that strives to be the cheapest every time, especially from a consulting fee or whatever you charge. So how can we set ourselves up for better sales presentations? Now, if you recall.
The last week's webinar, if you were on it, I said, one of the things you have to do to set up a good intro meeting with a prospect is you have to ask four very important questions.
Now, guys, I didn't build these questions myself. I learned them from others who have helped me. Here's the four questions I want to ask every single time in an intro meeting. Number one, what's your number one goal right now as a company?
It might have nothing to do with benefits, but what's your number one goal right now?
Second question is going to be what would it mean if you could achieve it? If you can hit that goal, what does it do for you and your business?
The third question is, what is the big challenge keeping you from achieving that goal? And how is that challenge impacting your business right now?
Here's why those four questions are so important. If anybody has ever read the book Building a Story Brand, which I think is the best book ever written on how to be a good storyteller, AKA how to have a good marketing strategy.
