While it’s hard to imagine, even the best insurance agencies follow predetermined scripts. Usually, agents use them as part of selling or marketing the different available products. However, you’ll find these same scripts on insurance agency websites and throughout social media.

While scripts might seem impersonal, they add value. As an example, scripts keep agents on the same page. That way, 10 agents working for the same insurance agency can all send the same consistent message.

Now, most insurance agents customize the information to some degree based on the potential client. Although some agencies use scripts when dealing with current clients, these more commonly focus on prospects. Scripts are especially a powerful marketing tool for cold calling.

Not only do scripts ensure that prospects hear the same message, but they also help agents avoid potential pitfalls. For instance, if an agency hires an agent who’s relatively new to the insurance industry, that individual could inadvertently say something non-factual or even misleading. Well-written scrips benefit both clients and agents.

Scripts that Grab Attention and Prompt Action

The best insurance agencies work extremely hard to provide clients with a personalized experience. A great script doesn’t take away from that. Instead, it enhances the interaction between an agent and prospect. Simply put, both potential and existing clients receive identical information, yet it’s customized accordingly.

The goal is to connect with the target audience and then encourage potential clients to contact your agency to inquire about a policy. The following are a few examples of what great scripts look like and the scenarios in which they work best.

Effective Insurance Scripts

Remember, these insurance scripts work with phone calls, in-person meetings, on social media platforms, and on an insurance agency’s website.

Here’s a good general script to follow.

“Hello. How are you today? I work for (agency) and I’d like to see if I can save you some money on your homeowner’s insurance. Do you have a couple of minutes?”

If the client agrees, the agent can begin asking some prequalifying questions to determine which types of coverage the prospect may need.

Whether the client answers yes or no, the agent can continue with something like, “If you haven’t heard of (agency), I would like to share some of the reasons why (insurance company) is unique from other agencies. While we offer a host of policy types, we specialize in (area of insurance). We also have competitive pricing. Our entire staff continually works to ensure the client has the right protection while looking for ways to save them money.”

If the potential client shows interest, the agent can then gather information and then offer the applicable solutions. Now, if an agency is using non-licensed employees to make these calls, this is when they would ask the prospect if they can transfer the call to an experienced agent. Before transferring the call, make sure to get the prospect’s name and phone number just in case the call disconnects.

This insurance agency script is ideal when an agent or employee doesn’t have much time to get the prospect’s attention.

“Hi, my name is (agent) and I’m calling you from (insurance company). As with most people, you’re probably interested in saving money. Well, we have an amazing lineup of insurance products, each affordably priced. At (agency), we don’t offer our clients cookie-cutter solutions. Instead, we customize coverage based on each client’s needs. Can I have a moment to show you where you may be paying to much or where you may be leaving yourself vulnerable? We’re often able to save our clients money and provide them with better coverage at the same time.”

When pitching a free quote, this is the type of script to use.

“Good (morning/afternoon). My name is (agent) and I’m calling from (insurance company). Is this (prospect’s name)? If the potential customer confirms the caller reached the correct party, they would continue with the script. “Great. I won’t take up much of your time, but I would like to offer you a free quote on (the type of insurance coverage the prospect currently has or what they want more information about).”

You can always tweak scripts based on how prospects react. Just keep them informal, quick, and to the point. If your agents say the right trigger words that get potential client’s attention, they have a real shot of selling a policy. As your agency’s client base increases, you’ll need a way to keep information organized. A perfect solution is an insurance agency management system. Having client and prospect data handy can go a long way in maintaining the personalized feel of your calls, even if you’re using a script.

One final note, not all prospects contacted by your agency will have the same knowledge of insurance. So, it’s important for your team to recognize current policyholders from those who’ve never had insurance coverage. With that, they can fine-tune the script, so they’re not talking down to people who understand insurance yet educating those who don’t.

The most critical thing about using scripts? Consistency! Keep at it!

The same parenting quote, “It takes a village to raise a child” applies to the business world. Regardless of the type of insurance your agency sells, you can’t achieve success without having a supportive team of agents. That’s especially true when it comes to cross-selling insurance policies. Reaching targeted goals requires the dedication of many individuals.

What Is Cross-Selling?

Before addressing some of the ways to build a strong team and the benefits of your entire agency working together, it’s important to understand cross-selling specific to the insurance industry.

With a cross-selling strategy, your insurance agency markets additional products or policies to the clients already served. Here are two examples of how this works:

• Bundling – An agent meets with a current client to talk about their homeowner’s insurance. During that conversation, the agent explains how the client can save money and benefit from the convenience of bundling their car insurance. Ultimately, that agent sells an additional policy.
• New Coverage – While discussing a current client’s home and auto coverage, the agent recommends some type of life insurance policy. With the right approach, that client sees tremendous value in purchasing an additional product.

In both scenarios, not only does the agent increase the number of policies your agency handles, but they also give their clients better service and peace of mind. It’s a win-win situation.

Why Does It Take a Team to Cross-Sell Insurance?

There are several reasons why cross-selling insurance is a team effort. The following is just one example.

Different Areas of Expertise

It’s common to have multiple agents working for one insurance company, with each specializing in a specific area of coverage. In other words, you might have one or two agents who do nothing but sell automobile insurance. Then, you have other agents with vast experience in and knowledge of homeowner’s insurance.

Although the concept of insurance is pretty much the same across the board, each type has unique characteristics. So, for one agent to have expertise in every aspect of the insurance industry would require them to learn, retain, and stay on top of a tremendous amount of information. That’s a lot to ask from one person.

Using the cross-selling strategy, all of your team members work together. If a client is speaking with a CSR about their auto insurance, and they notice that your agency isn’t handling their home insurance, it’s the perfect time to ask. Cross-selling insurance is a team effort and, for agencies to remain successful, everyone needs to work together to round out those accounts.

Enhancing Your Agency’s Cross-Selling Efforts

To succeed at cross-selling, every agent and CSR in your agency should follow the same guidelines. Below are several tips on how you can enhance the efforts of the entire team.

Focus on Improving Client Relationships

You might’ve heard someone say that 80 percent of your agency’s future revenue comes from 20 percent of your current client base. That’s completely true. To become more effective at cross-selling, every agent in your company needs to focus on relationships, client-by-client. The key is to offer solutions that meet their specific needs. This builds trust, which strengthens existing relationships.

Know the Client

Every client is unique. Even if you have 10 people who want homeowner’s insurance, their needs and criteria for coverage vary. So, it’s important that your agents get to know the clients they serve. That includes learning tidbits about their careers, families, hobbies, retirement plans, and more. This makes cross-selling much easier.

Look for Better Opportunities

What this means is that your agents should always be on the lookout for better and more affordable coverage for their clients. For instance, one of your agents identifies a more cost-effective insurance policy that provides identical coverage to what one of their spend-thrift clients has.

First, approaching the client about a better deal as opposed to them going to the agent looking for one goes a long way in building a solid relationship. Second, this opens the door for the agent to cross-sell. The agent can promote a life insurance policy, thanks to the money the client would save on automobile coverage.

Build Cross-Selling into Your Insurance Agency’s Standard Operating Procedure

Rather than view cross-selling as an occasional opportunity, build this strategy into the way you run your business. Make sure your agents meet with the clients regularly and stay current on insurance trends.

Take Advantage of Social Media Platforms

Without question, the most effective way for your team to cross-sell is by meeting with their clients. However, that doesn’t mean they should overlook the potential reach of the insurance agency’s website and social media platforms.

One option is for your agents to write blogs that focus specifically on the benefits of bundling, having life insurance coverage, working with the right agency, and so on. The goal is to keep both prospects and current clients informed while also enticing them to bolster their protection.

The Bottom Line

When done correctly and as a team effort, cross-selling can take your insurance agency to a new level of success. Your part is to ensure your agents have the resources and tools available that they need to succeed at cross-selling. Also, you want to maintain a positive work environment and motivate, as well as mentor, your entire team.