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When asking for referrals, there is a very powerful question that very rarely gets asked. It is: "Why now?" What is meant by the question is why would now be a particularly good time to approach this person to talk about the type of insurance planning I do? Is there anything going on in this person's life that would make them more open or amenable to what I have to offer? By asking this very important question you are potentially arming yourself with ammunition that could be the difference between getting in to see this person and being shut out in the telephone approach call.
As an example, when you ask your existing client who just gave you a referral to a relative, why would now be a good time to approach this person? And they tell you, because they just brought a new partner into their business. So a few days later you pick up the telephone and call this individual, when you ask them for an opportunity to get together and meet, they tell you they are all set and have no need for what you offer. Without the ammunition you received in the form of the new partner information, the approach call is over and you have been shut out. But now, you have the opportunity to respond with: "Well let me tell you why your cousin John thought now might be a particularly good time for you and I to get to meet. He mentioned that you just brought a new partner into your business, and it just so happens that one of the areas I specialize in is funded buy-sell agreements." (This is important to mention, whatever the area of need you were given by the ref error, just happens to be one of the areas you specialize in. As an example; he just brought his son into his business: One of the areas I happen to specialize in is business succession planning, see the pattern?)
Now back to our original example: "One of the areas I happen to specialize in is funded buy sell agreements, if I could show you a way where I can guarantee that you will never wind up in business with your dead partner's widow's lawyer, would that be a valuable investment of your time for us to get together? What day in the next week or so would work best for you?"
Can you see the power in having this type of information?
So, make a commitment to yourself that from this point on, every time you ask for or are given a referral, you will ask: Why Now!
©Group Coverage, Inc 05/07
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