In the modern-day environment of selling final expense burial insurance, building rapport has taken a back seat to building trust, and in order to sell final expense successfully, every agent needs to focus on developing trust immediately at the beginning of every sales call.
What exactly is rapport in the final expense sales process and, more specifically, how much rapport is enough before actually focusing on selling final expense to the prospect?
First, let's define rapport for those not familiar in sales: rapport is simply the act of creating conversation to get the prospect to like you.
A very simple process, but part of the reason I made this post is it can be complicating endeavor. If you start to think of this stuff a little more than normal, you realize how much rapport should I say? What should I ask about? What shouldn't I? When should I stop it?
What kind of rapport should a brand new agent focus on? Newer agents should focus on building a level of rapport enough to get the prospect at ease with you. It may take 5 minutes. It may take an hour. I don't care, nor should you. If that's what it takes to get these people to lighten up, feel comfortable with the process and actually want to buy from you, then do what's necessary.
As a new agent selling final expense burial insurance, focus on asking basic, friendly, "ice-breaking" questions. Walk in, look at what they have, shake their hand, make eye contact with a little small talk. Maybe ask them about a picture, their golf clubs, the fish on the wall. A lot of these people are lonely. They don't get a lot of visitors. And many literally can't wait to spill their guts.
The idea is just to be genuine. Just be yourself! don't feel like you have to have some 5-point rapport script. Just go in, be yourself, and be friendly.
For experienced agents selling final expense burial insurance, where does trust-building come in? For advanced agents like myself, rapport takes a back seat to trust-building. What I'm most concerned about is making sure I exhibit myself as the "go-to" guy who knows his stuff about selling final expense burial insurance to them.
While I may not be the nicest guy they come across, I DO know how to get things done in a manner that's going to suit the client's desires and what they want.
How does this affect rapport when I sell final expense? I don't focus on rapport nearly as much when I first started. I may come in, do a little bit of small talk, but I get right to the point. I get right down to business.
It's a little challenging to explain how selling final expense burial insurance at a more advanced level really is. When you've been doing this long enough, you've written more than a thousand policies, seen thousands of people, run every kind of presentation, you know what you're doing. And your prospects will naturally tell you are a "mensch" at selling final expense burial insurance!
You don't have to play Mr. Nice Guy to get to the point of why you're there. Nevertheless, some guys are great with the ‘aw-shucks’, nice-guy routine at selling final expense burial insurance. That's what does it for them. We all kind of have our shtick, but my goal for my agents is to develop themselves into confident final expense professionals who exude authority. They're extremely confident in selling final expense burial insurance. The best agents simply demonstrate their skill by their natural disposition, body language, word choice, and conversation pacing.
You'll eventually grow to realize that selling final expense is truly all about trust. Moreso, selling final expense is about creating the environment for trust. Nevertheless, you want to do a little rapport-building. I still do it. Every agent does it to an extent. Selling final expense is not a wham-bam-thank-you-ma'am type of sale without any sort of connection.