Eliminating Objections in
the Sales Process
Common Objections Can Be
Overcome:
• Know the CUSTOMER’S perspective
– What does the customer want?
– What will make them choose you?
– Customers want value, solutions to
problems, and no hassles or mistakes
• How are you going to provide these
things?
Objection 1:
• Prospect has a long-term relationship
with their current broker
– “We’re happy with who we are working
with now and aren’t interested in
changing”
– “Our current broker is a close friend of
mine and/or the owner”
Objection 1: Probing Questions
• What is your relationship with your
current broker?
• What are your expectations of your
broker?
– Are these expectations being met?
• What value are you getting from your
current broker?
• Do you know how much revenue your
current broker makes on your
business?
Objection 1: Strategic
Approaches
• Acknowledge their current broker,
then ask targeted questions to create
doubts
• Educate them on value-added
services
• Explain the process of changing
brokers and how you can assist
• Offer to consult on a specific project
of theirs
Objection 1: Recommended
Templates
• MyWave Sell Sheet
• Broker Comparison Marketing
Brochure
• Agency Consulting & Brokerage
Services Trifold Brochure
• Agency Overview Presentation
• Zywave Sell Sheet
Objection 2:
• Price
– “We take the lowest bid”
Objection 2: Probing Questions
• The price to you is the same
regardless of who you work with —
why not get more for the money you
are spending?
• What value is your HR person getting
for this price?
• Property & Casualty business — what
is your total cost of risk and what is
your current broker doing to help with
it?
Objection 2: Strategic
Approaches
• Sell the expertise and experience of
your account team
• Sell your value-added services and
resources before presenting
proposal/rates
• Offer program/coverage review and
alternatives
Objection 2: Recommended
Templates
• Benefits:
–
–
–
–
–
–
Benchmark Surveys and Statistics
Benefits Statement
Health Care Cost Series
Wellness Program Work Plan
Strategic Benefit Plan Action Timetable
Employee Handbook
Objection 2: Recommended
Templates
• P&C:
– Safety Audit Coverage Evaluation
Checklist
– ERM
– RPS
– Loss Control Evaluator/Total Cost of Risk
– Additional Sales Required to Offset
Claims Costs
Objection 3:
• No, everything is fine
– “Too busy”
– “Not a priority”
Objection 3: Probing Questions
• How about a breakfast or lunch
appointment?
• Do you have costs under control? If
so, I’d like to pick your brain. No one
else seems to have the answer.
• When was the last time you compared
broker services?
• When is a better time for us to talk?
Objection 3: Strategic
Approaches
• Get the decision maker or other
referral to make the introduction
• State the amount of time the meeting
will take (20-45 minutes) or ask how
much time they have
• Provide “leave behind” materials
Objection 3: Recommended
Templates
• Broker Comparison Marketing
Brochure
• Zywave Sell Sheet or Sell Sheets for
individual products
• Strategic Planning Continuum
Objection 4: Too Big/Too Small
• “I only work with top national
brokerage firms due to our size and
complexity (multiple or international
locations)”
• “We’d be a small fish in a big pond
with your agency”
Objection 4: Probing Questions
• What services are you currently
receiving?
• Why do you think we are too big/too
small for your business?
• It’s interesting that you say that we are
too small/too big — we also hear the
opposite comment.
Objection 4: Strategic
Approaches
• Too Big:
– Base your approach on their response
– Explain agency partnerships (Zywave,
Assurex, Intersure, etc.)
– Detail internal resources available
– Use large client references
– Define services/expectations up front
Objection 4: Strategic
Approaches
• Too Small:
– Provide statistics on average agency
group size or number of groups in each
market segment
– Explain ratio of accounts vs. account
manager to emphasize individual service
– Discuss agency structure, explain how
different teams have different specialties
Objection 4: Recommended
Templates
• Agency Overview Presentation
• Zywave Partnership Map
• Strategic Action Timetable
Objection 5: Going Direct
• “We don’t need a go-between. We
prefer to handle negotiations directly”
Objection 5: Probing Questions
• Who is watching out for you?
• Do you go direct in other cases and if
so why?
• What is on your “to do” list that you
could attend to if you didn’t have to
handle your medical and/or business
insurance purchases?
Objection 5: Strategic
Approaches
• Detail consultative services that going
direct doesn’t provide
– Claims analysis via RALLE or DMW
• Offer a one-time consulting project
• Describe compliance assistance
– Legislative Updates
– Online OSHA log
– Legislative Guides
Objection 5: Recommended
Templates
• Agency Consulting & Brokerage
Services Trifold Brochure
• The Value of Hiring and Employee
Benefits Broker
• P&C: Value R Solutions
Objection 6: Not Stated
• “We’ll listen if you can get us a better
deal”
• “I don’t believe your agency can do
anything different for us than our
current broker is already doing”
• “Doesn’t using a broker cost me
money”
Objection 6: Probing Questions
• What are your expectations of a
broker?
• Are these expectations being met?
• What value are you getting from your
current broker?
• Do you know what they make off of
your business?
Objection 6:Strategic
Approaches
• Describe agency capabilities
– Knowledge
– Book of Business
– Exclusive arrangements (carriers,
markets, associations)
• Encourage them the conduct broker
interviews
• Explain philosophy regarding price vs.
value
Objection 6: Recommended
Templates
• Broker Comparison Marketing
Brochure
• Agency Consulting & Brokerage
Services Trifold Brochure
• Agency Overview presentation
• The Value of Hiring a Broker
• Risk Management Consulting and
Brokerage Services
You Can Eliminate Objections!
• Ask probing questions — what does
that customer want?
• Address their issues via your
presentation
• Dialog with the customer on their
issues and how you can help them
• Close the sale!