Eliminating Objections in the Sales Process. Common Objections Can Be Overcome: Know the CUSTOMER’S perspective –What does the customer want? –What will

Eliminating Objections in the Sales Process

Eliminating Objections in the Sales Process

Common Objections Can Be Overcome:Common Objections Can Be Overcome:

• Know the CUSTOMER’S perspective– What does the customer want?– What will make them choose you?– Customers want value, solutions to

problems, and no hassles or mistakes

• How are you going to provide these things?

• Know the CUSTOMER’S perspective– What does the customer want?– What will make them choose you?– Customers want value, solutions to

problems, and no hassles or mistakes

• How are you going to provide these things?

Objection 1:Objection 1:

• Prospect has a long-term relationship with their current broker– “We’re happy with who we are working

with now and aren’t interested in changing”

– “Our current broker is a close friend of mine and/or the owner”

• Prospect has a long-term relationship with their current broker– “We’re happy with who we are working

with now and aren’t interested in changing”

– “Our current broker is a close friend of mine and/or the owner”

Objection 1: Probing QuestionsObjection 1: Probing Questions

• What is your relationship with your current broker?

• What are your expectations of your broker?– Are these expectations being met?

• What value are you getting from your current broker?

• Do you know how much revenue your current broker makes on your business?

• What is your relationship with your current broker?

• What are your expectations of your broker?– Are these expectations being met?

• What value are you getting from your current broker?

• Do you know how much revenue your current broker makes on your business?

Objection 1: Strategic ApproachesObjection 1: Strategic Approaches

• Acknowledge their current broker, then ask targeted questions to create doubts

• Educate them on value-added services• Explain the process of changing

brokers and how you can assist• Offer to consult on a specific project

of theirs

• Acknowledge their current broker, then ask targeted questions to create doubts

• Educate them on value-added services• Explain the process of changing

brokers and how you can assist• Offer to consult on a specific project

of theirs

Objection 1: Recommended TemplatesObjection 1: Recommended Templates

• MyWave Sell Sheet• Broker Comparison Marketing

Brochure • Agency Consulting & Brokerage

Services Trifold Brochure• Agency Overview Presentation• Zywave Sell Sheet

• MyWave Sell Sheet• Broker Comparison Marketing

Brochure • Agency Consulting & Brokerage

Services Trifold Brochure• Agency Overview Presentation• Zywave Sell Sheet


• Price– “We take the lowest bid”

• Price– “We take the lowest bid”


• The price to you is the same regardless of who you work with —why not get more for the money you are spending?

• What value is your HR person getting for this price?

• Property & Casualty business — what is your total cost of risk and what is your current broker doing to help with it?

• The price to you is the same regardless of who you work with —why not get more for the money you are spending?

• What value is your HR person getting for this price?

• Property & Casualty business — what is your total cost of risk and what is your current broker doing to help with it?


• Sell the expertise and experience of your account team

• Sell your value-added services and resources before presenting proposal/rates

• Offer program/coverage review and alternatives

• Sell the expertise and experience of your account team

• Sell your value-added services and resources before presenting proposal/rates

• Offer program/coverage review and alternatives


• Benefits: – Benchmark Surveys and Statistics– Benefits Statement– Health Care Cost Series– Wellness Program Work Plan– Strategic Benefit Plan Action Timetable– Employee Handbook

• Benefits: – Benchmark Surveys and Statistics– Benefits Statement– Health Care Cost Series– Wellness Program Work Plan– Strategic Benefit Plan Action Timetable– Employee Handbook


• P&C: – Safety Audit Coverage Evaluation

Checklist– ERM– RPS– Loss Control Evaluator/Total Cost of Risk– Additional Sales Required to Offset

Claims Costs

• P&C: – Safety Audit Coverage Evaluation

Checklist– ERM– RPS– Loss Control Evaluator/Total Cost of Risk– Additional Sales Required to Offset

Claims Costs


• No, everything is fine– “Too busy”– “Not a priority”

• No, everything is fine– “Too busy”– “Not a priority”


• How about a breakfast or lunch appointment?

• Do you have costs under control? If so, I’d like to pick your brain. No one else seems to have the answer.

• When was the last time you compared broker services?

• When is a better time for us to talk?

• How about a breakfast or lunch appointment?

• Do you have costs under control? If so, I’d like to pick your brain. No one else seems to have the answer.

• When was the last time you compared broker services?

• When is a better time for us to talk?


• Get the decision maker or other referral to make the introduction

• State the amount of time the meeting will take (20-45 minutes) or ask how much time they have

• Provide “leave behind” materials

• Get the decision maker or other referral to make the introduction

• State the amount of time the meeting will take (20-45 minutes) or ask how much time they have

• Provide “leave behind” materials


• Broker Comparison Marketing Brochure

• Zywave Sell Sheet or Sell Sheets for individual products

• Strategic Planning Continuum


• Zywave Sell Sheet or Sell Sheets for individual products

• Strategic Planning Continuum

Objection 4: Too Big/Too SmallObjection 4: Too Big/Too Small

• “I only work with top national brokerage firms due to our size and complexity (multiple or international locations)”

• “We’d be a small fish in a big pond with your agency”

• “I only work with top national brokerage firms due to our size and complexity (multiple or international locations)”

• “We’d be a small fish in a big pond with your agency”


• What services are you currently receiving?

• Why do you think we are too big/too small for your business?

• It’s interesting that you say that we are too small/too big — we also hear the opposite comment.

• What services are you currently receiving?

• Why do you think we are too big/too small for your business?

• It’s interesting that you say that we are too small/too big — we also hear the opposite comment.


• Too Big:– Base your approach on their response– Explain agency partnerships (Zywave,

Assurex, Intersure, etc.)– Detail internal resources available– Use large client references– Define services/expectations up front

• Too Big:– Base your approach on their response– Explain agency partnerships (Zywave,

Assurex, Intersure, etc.)– Detail internal resources available– Use large client references– Define services/expectations up front


• Too Small:– Provide statistics on average agency

group size or number of groups in each market segment

– Explain ratio of accounts vs. account manager to emphasize individual service

– Discuss agency structure, explain how different teams have different specialties

• Too Small:– Provide statistics on average agency

group size or number of groups in each market segment

– Explain ratio of accounts vs. account manager to emphasize individual service

– Discuss agency structure, explain how different teams have different specialties


• Agency Overview Presentation• Zywave Partnership Map• Strategic Action Timetable

• Agency Overview Presentation• Zywave Partnership Map• Strategic Action Timetable

Objection 5: Going DirectObjection 5: Going Direct

• “We don’t need a go-between. We prefer to handle negotiations directly”

• “We don’t need a go-between. We prefer to handle negotiations directly”


• Who is watching out for you?• Do you go direct in other cases and if

so why?• What is on your “to do” list that you

could attend to if you didn’t have to handle your medical and/or business insurance purchases?

• Who is watching out for you?• Do you go direct in other cases and if

so why?• What is on your “to do” list that you

could attend to if you didn’t have to handle your medical and/or business insurance purchases?


• Detail consultative services that going direct doesn’t provide– Claims analysis via RALLE or DMW

• Offer a one-time consulting project• Describe compliance assistance– Legislative Updates– Online OSHA log– Legislative Guides

• Detail consultative services that going direct doesn’t provide– Claims analysis via RALLE or DMW

• Offer a one-time consulting project• Describe compliance assistance– Legislative Updates– Online OSHA log– Legislative Guides


• Agency Consulting & Brokerage Services Trifold Brochure

• The Value of Hiring and Employee Benefits Broker

• P&C: Value R Solutions


• The Value of Hiring and Employee Benefits Broker

• P&C: Value R Solutions

Objection 6: Not StatedObjection 6: Not Stated

• “We’ll listen if you can get us a better deal”

• “I don’t believe your agency can do anything different for us than our current broker is already doing”

• “Doesn’t using a broker cost me money”

• “We’ll listen if you can get us a better deal”

• “I don’t believe your agency can do anything different for us than our current broker is already doing”

• “Doesn’t using a broker cost me money”


• What are your expectations of a broker?

• Are these expectations being met?• What value are you getting from your

current broker?• Do you know what they make off of

your business?

• What are your expectations of a broker?

• Are these expectations being met?• What value are you getting from your

current broker?• Do you know what they make off of

your business?

Objection 6:Strategic ApproachesObjection 6:Strategic Approaches

• Describe agency capabilities– Knowledge– Book of Business– Exclusive arrangements (carriers,

markets, associations)

• Encourage them the conduct broker interviews

• Explain philosophy regarding price vs. value

• Describe agency capabilities– Knowledge– Book of Business– Exclusive arrangements (carriers,

markets, associations)

• Encourage them the conduct broker interviews

• Explain philosophy regarding price vs. value




• Agency Overview presentation• The Value of Hiring a Broker• Risk Management Consulting and

Brokerage Services



• Agency Overview presentation• The Value of Hiring a Broker• Risk Management Consulting and

Brokerage Services

You Can Eliminate Objections!You Can Eliminate Objections!

• Ask probing questions — what does that customer want?

• Address their issues via your presentation

• Dialog with the customer on their issues and how you can help them

• Close the sale!

• Ask probing questions — what does that customer want?

• Address their issues via your presentation

• Dialog with the customer on their issues and how you can help them

• Close the sale!

Documents

Eliminating Objections in the Sales Process. Common Objections Can Be Overcome: Know the CUSTOMER’S perspective –What does the customer want? –What will