Insurance Leads are Jeckyll and Hyde

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jeckyllThe Strange Case of Dr Jekyll and Mr Hyde is about strange occurrences between Dr Henry Jekyll, and the misanthropic Mr. Edward Hyde. The work is known for its vivid portrayal of a split personality, split in the sense that within the same person there is both an apparently good and evil personality, each being quite distinct from the other.

Your insurance prospects may be the same way.  On your first encounter, the insurance prospect expresses interest in your products and services.  Two weeks later, the prospect won’t return your calls.  This strikes you as strange but this behavior should not.  Don’t expect insurance prospects to be consistent or unchanging over time.  Their priorities and outlook are in flux and easily influenced by external events and topics in the news.  Also keep in mind that for most, thinking about insurance needs and writing a check to address them are not priorities.  In fact, these are issues most people like to avoid.

Because your insurance prospects have changing interests, you must stay exposed to them so when their interest and your services align, you do business.  Most insurance agents and financial advisors use the “hit and run model,” i.e. sell the prospect today if he’s interested and if not, move on.  The rich advisor maintains contact because he knows what may be a low priority for his prospect today, for example estate planning, might be a high priority next week when the prospect’s brother dies.

Because you cannot know the right time to strike, when your prospect is Jeckyll or Hyde, an insurance newsletter or investment newsletter is an easy way to maintain top-of-mind awareness with prospects.  Make sure they get your newsletter monthly, as less frequently is too infrequent to build up the top-of-mind awareness you want.

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