Rate these Two Offers: (0:Pathetic-10:Awesome)
ONE: Call Now for a Free Quote
TWO: Schedule Your Customized Work Comp “Hidden Cost”, Competition Killing Snap Shot Zoom Session (Value: $197)
GUARANTEE: If I waste a ONE minute of your time, I’ll donate $100 to your favorite charity.
BONUS: Avoid Hiring Work Comp Claims- New Hire Checklist
Grab The Commercial Insurance
Irresistible Offer Worksheet
It’s a Google Doc you can copy and use to craft YOUR Irresistible Offer.
Today you gotta offer more than a “Free Quote” or “Free Consultation” to get 77% of your potential Prospects to agree to meet or talk to you on the phone or Zoom.
Here’s the thing…
Your potential clients are busy.
And if you’re trying to get a CEO, CFO, or HR Director- a Middle Market Account Decision Maker- to take 15-30 minutes to meet and talk, realize this:
Their time is likely worth at least $500-$1000 an hour.
So in a brief 30 minute meeting you need to deliver $250-$500 of real value or you’ll find it a struggle to keep your calendar booked with these crucial initial qualification calls.
Understand The Buying Journey Reality
You realize your potential clients are busy and their time is valuable.
What’s more, only 3% are actively looking to buy at any given time.
They have a major pain or problem.
(The Pain Triangle- Kudos to Josh Braun. Highly recommend his Badass B2B Growth Guide and following Josh on LinkedIn)
Understanding and grasping the reality of The Pain Triangle is the key to WHO and WHEN to make your Irresistible Offer.
At any given time, this is where your clients are in their Buying Journey.
Only 3% are in “Distress” mode.
They KNOW they have a problem with their insurance program and are looking for a fix.
Or, even potentially worse, they are shopping the market as part of their standard renewal process. And you also know, 70-90% of the time the Incumbent Agent will have the final look to provide the fix and retain the account.
However…
The BIG Opportunity to present your Irresistible “Godfather” Offer?
It’s with the 77% of Prospects who are “Concerned” or “Neutral”.
These people are the Sweet Spot Focus for your Irresistible Offer.
The 15% “Concerned” Buyers realize they have a problem with their insurance program.
But it’s not yet a “Bleeding Neck” problem for the business. Other priorities within the business are more important. Or, they’ve just started to research their options to fix their insurance problem and are not yet ready to make a decision.
The 62% of your “Neutral” potential clients aren’t aware they have a problem. They’re in status quo- if it’s not broken, don’t try to fix it.
But, they MIGHT be open to something better.
Maybe they’re unaware of better hiring and screening practices to avoid work comp claims with new hires. Or, they’re unaware of how using a Nurse Triage service might potentially reduce their work comp costs.
So the majority of your potential clients simply aren’t actively looking to buy.
So offering to solve their insurance pain or problem is NOT an Irresistible “Godfather” Offer.
However they might be open to learning about a new way to look at an insurance challenge.
Or maybe you educate them about an opportunity on how different risk management or insurance approach helps them expand their business and crush their competition.
Oh yeah, the 20% who are Happy. Forget about ’em. They’re not going to move.
What exactly is an Irresistible “Godfather” Offer?
First of all, you set up your Irresistible Offer. Offer prospects a simple, easy to consume lead magnet.
Effective lead magnets for Commercial Insurance Advisors include checklists, self-assessments, a short report, or a brief Value Video.
You offer your lead magnet to prospects in your email and phone targeted outreach, Introductions, and social media posts.
Your Landing Page captures the prospects basic contact information: First Name, Business Email, and Mobile Phone. (I always try to capture the Mobile Phone Number)
Your Irresistible “Godfather” Offer comes after your lead magnet. You offer it within the lead magnet itself, on the download page, or in a series of automated follow up emails when prospects opt-in to get your lead magnet.
What Irresistible “Godfather” Offer can you make your potential clients simply can’t refuse to buy?
(Remember prospects are buying your Initial Free Consultation call with their TIME.)
The 4 Keys to Your Irresistible “Godfather” Offer
So exactly how do you create an Irresistible “Godfather” Offer to get potential clients to schedule and show up for that all-important initial meeting, phone call, or Zoom session?
Your offer can come in many different shapes and sizes, but it needs to do or have four main things to keep your calendar filled with new client opportunities.
1. Irresistible Offer
Obviously, you need the offer itself. Something that in itself is an attractive offer. We’ll get to some examples in a minute.
Tip: In your Irresistible Offer, sell time, not cost savings. How to make the most of it, stop wasting it. How bidding, handing, managing insurance and risk takes time and productivity at all levels of company. How much time do you spend bidding insurance? How much time is involved managing work comp claims, how much time would a serious cyber attack cost?
2. Risk Reversal
People who don’t know you, your agency, or your services are going to be wary. How do they know that you can offer what you promise?
In order to overcome this particular objection, your irresistible offer should include some kind of risk reversal.
It’s tricky when putting together an Irresistible Offer for the Initial Consultation.
The only thing you can guarantee is to protect the prospect’s time. Assure your prospect he/she will not waste time talking with you.
Offer to donate to a favorite charity or a direct payment to the prospect.
Provide a sense of security to potential new clients so they know the time they invest isn’t a total waste.
3. Bonuses
People love bonuses. Fact. Just think about how many times you’ve been swayed by an additional product or service that’s been bundled up with an offer.
4. Urgency or Scarcity
Adding a sense of urgency by adding an expiration date or limited availability to your Irresistible Offer kicks people into action.
The Fear Of Missing Out is a strong motivator to push prospects to take action on your Irresistible Offer.
No one wants to miss out.
Tip: Urgency is tricky to do for Free Consultations. You run the risk of looking desperate. It’s best to use Scarcity. For example, only 3 Consultation spots available this week.
Finally, keep this in mind about your Offer.
The formula for success in your prospecting or marketing is this:
40%: The Quality of your Prospect List (We’ll cover this in an upcoming newsletter)
40%: Your Offer
20%: Your copy. The words you write or say.
If your calls, emails, copy on your website aren’t moving prospects to book those initial consultation calls with you…
Maybe it’s time to choose Option TWO… and beef up your Offer.