B2B Selling Advice
Selling to Insurance Claims and Services Businesses
As the dust clears, insurance claims and services businesses are slowly emerging from the economic downturn and are once again poised to invest. To achieve success in the insurance claims and services business industry, you'll need to pay attention to the basics.
There are no universal approaches for selling to insurance claims and services businesses. The basis for success is the same as it is in many other industries.
In any B2B industry, one of the major factors in long-term success is the ability to expand your customer base. Fortunately insurance claims and services businesses are plentiful, but the trick is to acquire and retain new accounts.
How to Sell to Insurance Claims & Services Businesses
Once your foot is in the door, how do you close the sale?
Like many of us, insurance claims and services business business owners are have no patience for extended pitches and sales cycles. As a rule, be respectful of your customers' time constraints and adjust your pitches to accommodate their schedules.
In some instances, your initial contact at insurance claims and services businesses you call on may not even be the decision maker, so you'll need to quickly identify key staff and be prepared to sell to office managers or others in the organization.
Developing a Marketing Plan
A robust marketing strategy is the basis of a profitable sales strategy. Your team might be stocked with top-tier sales professionals, but if they aren't supported by strong messaging and effective marketing channels, your products will never see the light of day.
Keep in mind that insurance claims and services businesses are fast-paced operations with little patience for unfocused sales discussions.
A thoroughly developed marketing plan helps to focus your selling proposition and deliver messaging in channels that are successful with your customer base. When combined with a sales plan, a marketing plan serves up an intentional selling strategy that converts prospects to customers.
Marketing, Promotions & PR
Young B2B companies are often tempted to buy their way into the market. Rather than taking the time to develop relationships with insurance claims and services business owners, these companies blanket the market with high-priced marketing content in hopes of scoring fast conversions from buyers.
Marketing is useful and necessary. But new businesses should channel their energy toward initiatives that support their value proposition. Although lead lists obtained from third-party vendors like Experian can equip your sales force with targeted prospects, the effectiveness of your marketing efforts is limited to your team's ability to connect marketing, promotional and PR messaging with your company's unique product traits.
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