You have to face it folks, insurance is often a word that’s immediately paired with the word ‘complicated’ (followed by ‘headache’, ‘fraud’, and the occasional reaction of ‘Lol, whut?’) In fact, there are more than a handful of insurance advertisements out there who more or less admit that this is true. (And even if some of them insist that it isn’t, there is still the unspoken admission of it being a popular idea. Why would they even mention it all in their commercials if that wasn’t the case?)
And guess what? That’s only for the consumer version. What about B2B insurance? Don’t be surprised if some of you reading this already feel your heads throb. It’s what happens when you have it ponder on all the technical, legal, ethical, and political issues that B2B insurance implies.
Honestly, who can blame you? Take, for instance, the recent U.S. Supreme Court decision to uphold Obama’s health care reform. Even some news reports are saying that the implications this will have on businesses remains unclear.
That only goes to show that when it comes to being complicated, insurance is a subject that automatically bags that description.
The sad thing about all complicated products and services is that it makes fewer people less inclined to spend their money on them (and no money for you). So what do you do? Do you give up and start going the simple route?
Not really. The solution itself can be much simpler: make it easier for them to understand. Now, this doesn’t mean you try and reduce the whole of your B2B insurance offers into something as highly compact as a one-minute commercial. That might work for B2C insurance but for a B2B provider, you should try setting insurance appointments so you can have the right time and place to explain the finer details of what your insurance prospect is buying. That right time and place is something that they can decide upon which just makes it more of a win-win situation.
Of course, setting those appointments isn’t all that easy. Like all marketing efforts, you need to consider the needs of your prospects and be careful to not come off as a business full of pushy salespeople. It’s may not be as complicated but it’s still a delicate process that must be planned carefully.
To start with, here is a summarized list of things you need to know before you can set an appointment:
- Needs – First, figure out if the business that you’re targeting is likely to be in need of new (or better) insurance providers for its employees. You can determine this by learning about their needs.
- Interest – If their needs are evident enough, it’s likely that their interest is high. If they’re not interested despite that though, then wait a while before pursuing them further.
- Budget – Naturally, if they can’t afford it, then there’s no point getting them to have an appointment. Make sure they have the money for it after establishing their needs and interest before finalizing them as qualified sales leads.
Being a provider of complicated products and services doesn’t necessarily mean you’re setting up for bad business. It simply means you need to work a little harder in helping your prospects understand what you do. Many of them might already are looking to buy and just need advice on what to look for.