I hear an awful lot of prospecting and lead generation tips and ideas every week as an editor for LifeHealthPro – some are good and original, some are obvious, and some are just outright ridiculous.
But it always catches my attention when one of the tips or ideas I’ve read or heard about ends up being used on me!
Such was the case recently when a mortgage broker – one of two my wife and I were considering using when we bought a new house a year or so ago – asked me a seemingly innocent question via email. Even though we decided to go with the other mortgage broker for our home loan, this mortgage broker, who I contacted originally via a referral from a trusted friend, simply asked if I would have any objection to him adding me to his database and sending me his “informative, useful” monthly e-newsletter that he sends to his “best clients.”
Hmmm. This sounded suspiciously familiar to a strategy I heard while listening to a 2012 teleconference from NU Life & Health “Better Prospecting” columnist Kim Magdalein and his guest that month, famed prospecting expert Robert E. Krumroy.
Krumroy said 80 percent of the people you met yesterday will turn down your offer today to set up an appointment. But if you take a different approach instead of asking for the meeting, you can be much more effective in the long run by building up your database by asking the person this simple question: “Do you have any objection if I put you in my database and treat you as a privileged client for 12 months?”
Just as Krumroy said people hardly ever object to this no-obligation offer, I didn’t object to my would-be mortgage broker’s offer. Now I regularly receive his monthly e-newsletter, and I usually even open it to see what kind of “informative, useful” information it contains. While it certainly isn’t all great content, there’s usually something in there worth reading that is certainly appropriate for the people in his database.
What this has done is make him a front-runner to be my mortgage broker the next time I need one – which admittedly, may not be for a while. Meanwhile, I haven’t heard word one from the mortgage broker we did end up using. Not even a Christmas card.
While buying a house isn’t something most people do very frequently, this is strategy that I can see working well for insurance producers and financial advisors. You never know when that prospect sitting on the sidelines might be ready to get into the game. If you have remained visible by using a strategy like this, you may well be first in line to get that call or email requesting an appointment.
As a producer that Krumroy mentioned said, “I don’t know who my next 100 clients are, but they’re in my database.”
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