REFERRED LEAD GENERATOR

Transcription

1 REFERRED LEAD GENERATOR Provided By

2 REFERRED LEAD GENERATOR Referred leads are the lifeblood of any producer. Many sales consultants support the idea of feeding referred leads to your prospective referrers. The Referred Lead Generator (RLG) is designed to give you names that your referrers are likely to know their neighbors. Further, these neighbors will probably fit your client profile since income and net worth of neighbors tend to be similar. Here s a suggested process to follow in using the referred Lead Generator: STEP ONE: HERE IS HOW TO OBTAIN THE NAMES The Referred Lead Generator (RLG) is designed to provide you with the names, addresses and phone numbers of your existing clients neighbors to be used for referred lead purposes both business and residential! This is accomplished by giving you the names of everyone on your client s street in the numerical order based on the street numbers. This system will give you up to 30 neighbors on the street, but only at 10 per page. 1. After reviewing the instructions below, click here to begin. Once you are in the program you will: 2. Enter your client s address (street number, street name, and city or zip code). 3. Click on Search. 4. This will produce a list of up to 30 neighbors on your client s street in numerical order based on street numbers with 10 names to a page. Cut and Paste the information into Word or similar word processor. 5. Hit the next button to move through the list until you get all 30 neighbors close to your client s address. 6. Print the Word document and start the referred lead process. STEP TWO: QUALIFY THE NAMES What follows is a simple and effective version of how to use the names generated by the RLG. Once you have provided the service your client wanted from you the reason for the interview you then follow this sequence in asking for referred leads: Describe the service(s) you have provided. Verify the value of the service(s) you have provided. Feed and qualify prepared names from the Referred Leads Generator. Request and qualify additional names. Request permission to use the referrer s name in approaching the individuals on your list. But, what do you say to the referrer in order to qualify the names? Here is your answer to this question colorfully with (language designed to counter objectives to your request for referrals before they arise).

3 Step A: Describe the service(s) you have provided. Note: This is done after the Policy Delivery Interview or with clients you would like to do a Return Visit or After Services Interview With. AGENT: Mary, let me take just a minute and summarize how we ve done business together. First, we completed a Needs Planning Review, which only took a few minutes. As a result of the Review, you provided me with information about those needs that are important to you. I took this information back to my office, where your needs were analyzed and a solution developed. Today, we reviewed the policy you purchased from me. OR A Return Visit or Done as an After Client Services Interview AGENT: Bob, let me take just a minute and summarize how we ve done business together. As a result of a Planning (or Needs) Review, you provided me with information about those needs that are important to you. I took this information back to my office, where your needs were analyzed and a solution developed. Finally, I prepared a permanent file for you, which is kept up-to-date through periodic reviews. I promised you I would keep in touch and that was the purpose of our last appointment. Step B: Verify the value of the service(s) you have provided. AGENT: Tell me, how do you feel about what we ve done so far? REFERRER: Fine. AGENT: I m glad to hear that for two reasons. First of all, I do value your opinion. Secondly, I need your help in identifying and evaluating some people who might benefit from my services. (Without pausing, continue directly into Step C.) Step C: Feed and qualify prepared names. AGENT: I plan on calling on your neighbor, Susan Black. Can you tell me a little about Susan? NOTE: Since you completed a prospect card for each prepared name, you can request the qualifying information and record it right on the card. After obtaining as much qualifying information as possible, continue with the next prepared name.

4 If, when you mention a name and begin to ask for qualifying information, the referrer objects, you should remind the referrer that he or she agreed that your service is of value and explain why you what this information. Once you have qualified each prepared name, you can then continue with the next step, if appropriate. You ll need to be sensitive to time and to your referrer s patience with the process. Step D: Request and qualify additional names. You can use a series of questions to jog the referrer s memory and request additional names. The questions you can ask include: AGENT: Do you have any brothers or sisters who live here locally? Parents? Other relatives? Whose office is next to yours? Who lives next door to you? Who are the officers of the (name of organization) in which you are active? Who do you know who is in business for him/herself? Who is the most successful person you know? Who do you know who has the greatest potential for success? When you were describing (name of a referred lead), what other names came to mind? By carrying a supply of blank prospect cards with you, you can then request qualifying information as you receive these additional names and record it on a prospect card. Continue requesting names in this manner for as long as it is productive. Remember however, that gathering names is just one objective. Your other objective is to be able to use the referrer s name and influence to approach these referred leads on a favorable basis. So, leave sufficient time to continue with: Step E: Request permission to use the referrer s name in approaching the referred leads. Agent: Mary, thank you for your help. When I approach these people, it will be on the same no pressure basis that I approached you. (Describe who you approach referred leads, for example ) In some cases, I write a brief introductory letter. Then I make a telephone call requesting 15 minutes of their time to show them the type of work I do. So that I won t be a total stranger to these people, I d like to mention that I know you and you think highly of them. (If you send a pre-approach letter to referred leads show your client the letter now.) This is the sample of the letter I will send. Would that be okay? If you send a referred lead pre-approach letter, place a sample letter you use in front of the referrer as you say this. A suggested referred leach pre-approach letter is part of your kit. Another alternative is to use a prestige piece. Ask the referrer to write a brief note on the prestige piece introducing you to the referred lead. You can then mail this prestige piece to the referred lead and follow-up with a telephone call.

5 STEP THREE: CONTACTING REFERRED LEADS As you identify referred leads, you may send them the pre-approach letter included in your kit. It is sent prior to telephoning for an appointment. Alternatively, you can send them a prestige piece, with a note or cover letter. If you do use a letter and/or prestige piece, you should carry samples of them with you to show to referrers as you request permission to use their name in approaching referred leads. At CPS/Integrated Marketing Systems we can provide you many more tools to expand your business such as these two: Your Approach System (for the Priority Planning Review) Your Client Building System (for the Confidential Service Review) Dear Mr. Jones, PRE-APPROACH LETTER I recently had the pleasure of meeting with our mutual friend, Steve O Neal, who thinks highly of you. He in no way indicated that you were in the market for insurance or any financial service. However, Steve was impressed with the way I conduct business and thought we should meet. I would like to take 15 minutes of your time to show you the kind of work I do. During our meeting, I will not ask you to buy anything. In addition, any future meetings will depend entirely on whether you feel my services would be of value to you. With this in mind, I will contact you shortly to arrange for a mutually convenient time for us to meet. In the meantime, please feel free to contact Steve about the type of work I do. SCRIPT You then follow the pre-approach letter with a telephone call. Following is a suggested and successful script. Hello, John (or Mr. Jones)? Mr. Jones, this is. Do you have a moment to speak? Fine, you may recall receiving a letter I wrote to you (or some information I sent to you) at the suggestion of our mutual friend, Steve O Neal. (Pause, but with or without a response, continue.) As promised, I m calling to set a mutually convenient time when we can get together. OR, if nothing sent:

6 Our mutual friend, Steve O Neal, mentioned your name to me recently. He in no way indicated that you might need any insurance, but he did think that we should meet. I don t want to sell you anything now. However, I would like to ask for just 15 minutes of your time to show you the kind of work I do. I promise I won t take longer than 15 minutes and that, during our meeting, I won t ask you to buy anything. In addition, any future meetings will depend entirely on whether you feel my services would be of value to you. Is that fair? Fine. Could I see you on Thursday at 10 a.m., or would another time be better?