Constructing (or even just laying) an insurance plan for an entire company will take a lot of time. Now you can’t just take that time up over the phone or even through the course of a dozen emails being exchanged. Whoever you’re targeting, they’ll be too busy for communication to go on for too long. It doesn’t matter whether you outsource professional telemarkters or an online marketing group. They tool will tell you that such time is a luxury that they can’t take from whoever they’re contacting for you.
That’s when you’re generating qualified leads, do appointment setting with them immediately. Follow-ups and undecided prospects are to be expected but once that’s done, hold down their attention with the obligation to meet at a certain time and place. This will give you time to formally lay out what you have in store and use what information you gathered to really close the deal.
However, do you know there’s another good reason to set an appointment?
First of all, you’re not the only one who’s got plans. The person you contacted obviously wouldn’t even want to talk to you if they didn’t believe that you might be the insurance company they’ve been looking for. Unfortunately, not everyone inside a company will be convinced (not even if the person you contacted was their superior).
This is why setting appointments not only benefits you but it also benefits them. It gives them time to use the information you’ve relayed and plan things out with everyone else. The tricky thing with insurance these days that employees do not like a company that’s not transparent with its policies. Regardless of how high you set your sights, the person you contacted and convinced still needs more time and information in order to convince everybody else and tell them what you have to offer.
Of course, this might sound like you’ll have to walk the tightrope between giving information and not overloading the prospect with it. Even should a prospect ask for more, it will only make setting an appointments more appealing because you’ll much to talk about. That time would have to wait though so that the decision makers in turn can discuss it with their own people.
Targeting a business has never been the same as targeting consumers. For one thing, consumers aren’t aware (or even care) that they’re being organized into target markets. Businesses on the other hand stand for entire organizations, groups of people who are connected to the company structure as a whole. Whatever affects the business will affect them and they have a right to know whatever that would be.
Your insurance offer is no exception (in fact, it’s the last thing you’d make into one). B2B lead generation takes time but that time can be more of a convenience than a burden if you know how to manage and draw lines. One of those lines is a set appointment. The deserve to have a set date because you’re not the only one who’s got plans.
