Andy Neary urges insurance advisors to clearly identify their ideal prospect. He explains two ways to qualify prospects—demographics (industry, size, location, age of decision maker) and psychographics (how prospects think, what they believe and stand for)—and argues that psychographic qualification is essential for building a successful, belief-aligned book of business.
Chapters
When you think about what the three things every advisor must master here in 2022, step one is going to sound so easy. But I promise, most of you right now have a take.
Have not taken the time to do that.
And step one is number is this.
Who's your ideal prospect?
Do you know.
Who your ideal prospect is?
You see, if you want to have.
A successful sales year, not just today, not just this year, heck, moving forward.
You have to have absolute clarity on who your ideal prospect is.
So my question to you is, do you know who your ideal prospect is? Now.
When you sit down to identify who your ideal prospect is.
There'S two ways you qualify what that ideal prospect looks like. You have demographics and you have psychographics. Now, if you've been in the insurance industry for a while, like myself, we have all been taught how to qualify a prospect demographically, right?
You do that based on the industry of the business is in. You do it based on the size. If you sell benefits, you talk about how many employees an employer has, whether or not you get the opportunity to meet with the CFO or the CEO. What location are they in a certain market. Those are all demographics.
It is easy to qualify or disqualify your prospects based off of demographics.
But I promise you.
That'S not what that's not. That is not what's going to sell business and 2022.
You need to get crystal clear on.
How to qualify your prospect psychographically. So what do I mean by psychographic? Psychographics is something I don't believe the insurance industry has ever used to qualify a prospect. Psychographics isn't about the size, the location.
The age of the decision maker, the type of industry there.
No, psychographics is about how they think. Think.
How do your prospects think? What do they believe in? What do they stand for?
You see if you can identify the type of prospect you want to work with. Psychographically, what you're going to do is you're going to build a book of.
Business with prospects, with clients who believe what you believe.
