Ken Varga's "Sell Insurance Like Crazy!"

If you can get accurate and worthwhile information from your clients, you will put yourself way ahead of your competition. There’s an old saying, “Information is King.”

Here are a few ways to get this valuable information:

1. Ask them. The easiest and simplest way to find out what your clients want from your service or product is to ask them. Can you imagine going to your hairdresser and not saying anything? This is why they say, “How would you like your hair done today?”

2. Create a focus group. Focus groups are representatives of clients whose job is to provide you with information on their needs and preferences.

3. Use questionnaires and surveys. Getting clients to put their thoughts in writing on a questionnaire or survey is one of the most well-established feedback techniques. Send a survey to your clients and say this: “We want you and your ideas, preferences, and constructive contributions. So tell us about your impressions and ideas for (whatever you are selling or what your product is).”

4. Your front line staff is the most resourceful and reliable, as well as cost-effective.  You should encourage them to build strong relationships with clients so that they feel free to share how they feel about the service or your product. You must act on what they tell you.


You may deliver the best service and product in the world, but if it is not what people want, you are wasting your time. Implement one or two of these techniques, and you will get important information from your clients.

Well, that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…

If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.


MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

Invest in the growth of your insurance business. After you subscribe, we will arrange a phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn, as well as other marketing strategies.

Stop for a moment and ask yourself this question…

“What is the purpose of my insurance business?”

Most individuals would say, “To make a profit.” Personally, I feel that is the wrong answer. It’s part of the answer, but not the answer. Profits are a result or an outcome of what we do and they only tell us if our business strategy and execution are viable.

Peter Drucker stated that…

“Concentrating on the belief that creating profits as a purpose is not only wrong, but could very well be harmful.“

He felt that it causes a business to make bad decisions and lose sight of those things that delight customers. He also added, “There is only one valid definition of business purpose: To create a customer.”

The ultimate objective of a business is to satisfy customer needs and wants at a sustainable profit. The sustainable profit part is critical.

Clients are the ultimate assets for any profit-making insurance company.

They really provide all of a company’s real value. Unfortunately, clients are one of the few aspects of an insurance practice that are not managed as an investment. We must always keep in mind that we must profitably provide a better solution for our clients than our competition.

There is an old saying, “A good salesman can sell anything once.”

The trick is getting them to buy again and again. The reason I say this is because marketing gets translated most of the time into simply persuading someone to try something for the first time. Companies are constantly trying to change someone’s attitude or behavior.

Today’s customers buy competing products from multiple companies with seemingly no real loyalty. Therefore, the most important element in profits is designing ways to have your customers allocate a larger share of their wallets to you.

In my Marketing Tips of the Week, and also this blog, I try to help you accomplish that. 

In essence, the primary goal of marketing must be the creation of loyal, long-term clients out of first-time or occasional buyers.

Accomplishing this requires a clear and precise understanding of what makes clients want to be loyal. Gathering and understanding client needs is the job of marketing. Review my Marketing Tips of the Week that help you to accomplish this.   If you have any additional ideas to build loyalty, please comment.


Well, that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…

If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.


MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

Invest in the growth of your insurance business. After you subscribe, we will arrange a phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn, as well as other marketing strategies.

Two weeks ago I had to fly to Salt Lake City and since I arrived at the airport early, I decided to go to the Airlines Club in the Concourse.

I sat down and opened my computer to write another article for you. When all of a sudden, something caught my eye. 

There were three men sitting across from me who were interviewing what I perceived, job applicants.

I couldn’t help but listen in.  

The first candidate that they interviewed was I’d say 30 years old or around that age. He looked sharp and had a quick answer for all of the questions they threw at him. 

But try as he might, he failed to connect with the 3 interviewers.

Remember, whenever you are trying to sell something, “You must connect with your audience.”

The next candidate was about 40 or so of age. He looked like he belonged on a beach in Malibu.

His speech was comfortable and convincing and filled with confidence. But I noticed that he made a very huge mistake.

He focused his attention on just one of the three interviewers and neglected the other two interviewers.

So, the next rule that you must remember is, “Make every member of your audience feel important.”

Finally, the third person was a woman about 30 something. 

She answered all of the questions they asked did so confidently. But I noticed that she never smiled and the interviewers noticed that she didn’t smile.

To me this is important, as the next rule I’d like you to remember is, “You must smile when selling.”

Why? 

Because nothing warms up an audience like a warm and gently smile.

When I was setting up appointments and selling I’d always have a mirror by my phone and I would purposely smile as I was talking to the individual about setting up an appointment. 

But most of all, when I was on the appointment, I’d put on a gentle smile to show that I was listening to their story.

Anyway, I don’t know which of the 3 candidates got the job, but what I got from listening in was the following:

  1. Connect with your audience.
  2. Make everyone in your audience feel important.
  3. And smile.


If you do all of these things I do know your clients will almost always like you and trust you. And remember, a client that likes you is lubricated to buy from you.

Well, that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…

If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

Invest in the growth of your insurance business. After you subscribe, we will arrange a phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn, as well as other marketing strategies.

A systematic approach is the way you should market your business. 

You might ask yourself, “ Why should I use a Marketing Funnel?”

The most important reason is that it results in more sales. And more sales means more profitability. That should be reason enough, but the real question is why do you get more sales when you use a systematic marketing funnel?

It’s because most of your prospects simply aren’t ready to buy at the very moment you contact them the first time. 

However, they will more than likely be ready to buy over a period of time. This is why I use my 12 communications system with a prospect where each month I email them something to help them until they become a client.

You should understand that each prospect’s timeline for becoming a customer is different, so you are able to give them the time they need to move from a “lukewarm” buyer to “ready to buy.”

During this period, you are able to provide education and prove to your prospects that you are a “Guru” in your industry. But the most important part of this is that they get to know you as a person.

They not only get to know you, but they will trust you and learn about you. 

Finally, you are able to position yourself, and answer the question, “ Why should I choose you?” That is always burning in the back of your prospects mind. 

Here’s an example. You can position your pricing, justify it, and position your “rules of engagement” on how your business is run.

You will have the best success in using “grabber letters” in this sequence of bringing them from prospect to client.  

Here’s the sequence I use:

Day 1 – “Thank you” email for responding

Day 5  – One of the grabber letters. I often use the Pill offer

Day 10 – Send a follow-up email to offer

Day 20 – Send another email follow-up offer

Day 30 – Now send the Direct Mail offer

Try this and let me know how it works for you or if you have any questions about the procedure.

Well, that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…

If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

Invest in the growth of your insurance business. After you subscribe, we will arrange a phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn, as well as other marketing strategies.

“Email is a powerful sales tool for any insurance agent. And just like any powerful tool, if it isn’t used properly, bad things will happen.”

When it comes to learning what works in getting more prospects to open your email, you don’t have to do very much research before you find that most people will tell you that the answer is what you say in your SUBJECT LINE.

What I want to share with you is that there is a very important step that you have to do first if you want to use “email” as a way of helping you create clients.

Most of the emails I see are all about themselves or their company. How great they are, etc., etc.

Believe me…

No One Cares.  

You can’t make your email “All about You” or “What You Provide”.

Your email, and this is very, very important, should be about THEM and the problems you might be able to help them SOLVE.

Sure, subject lines are important. But what is more important is agreeing to the objective you want to achieve with your emails.

I have found that using emails as a way of offering HELP without asking for anything in return has produced the highest ROI yet (up to 2000% more effective). 

What I mean is helping my targeted audience solve problems they deal with on a regular basis, via weekly email newsletters.

This has produced, for me, far more positive results over blasting them with emails that say how great my product/service is and then asking them to sell.

So, if you change your objective of your email from getting a sale to building a reputation of helping others to solve their daily problems, not only will you come up with better subject lines that will get opened and read, you will also get more prospects to raise their hand and contact you when they need your product or service.

Well, that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…

If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

Invest in the growth of your insurance business. After you subscribe, we will arrange a phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn, as well as other marketing strategies.

I’ve been teaching the value of this “technique” for many many, years because it is an incredibly effective way to put people in your business and increase your customer base.

I put “technique” in quotes because it’s not a technique so much as common sense. You don’t have to study or practice it. You don’t need any special tools.  There is nothing you need to do to prepare to do it. 

One of my coaching subscribers who implemented this “technique” wrote to me to tell me he was getting so much business, his secretary made him stop.

That is the power of what I’m now going to share with you. 

This brilliantly simple way to bring in more business is simply this:

Call your clients and say “Hello”.

Yep, that is all there is to it.

Call your current clients and your former clients and tell them you are calling just to say hello and see how they are doing.

That is it.

The first thing that will happen is that your clients will be amazed and delighted that you thought enough of them to reach out and say hello, without it costing them anything. They will appreciate you even more than they already do.

Ask them about their family or their work. They will be even more impressed if you remember something personal about them. Let them talk.

Don’t ask for anything or offer anything. 

Remember, you are just calling to say hello.

Just by being on the phone will prompt your client to think about purchasing from you again. Or, they will think about a friend from work or someone in the family who could use your product or service.

Very important: If you get voice mail, leave a message and tell them you will call them again. Then call in a few days at a different time.

Your clients know, like, and trust you. They did business with you once and they will again. They know people who need your services or who will need your products or services in the future, and they will be only too happy to send that business to you.

And you won’t even have to ask.


Well, that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…

If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

Invest in the growth of your insurance business. After you subscribe, we will arrange a phone call and I’ll show you a way to get 10/25 prospects per month on LinkedIn, as well as other marketing strategies.

I’m often asked on my coaching calls, “Why do people who are visiting my various social media platforms aren’t communicating with me after that first visit?”

This is a problem many insurance agents have.

It’s just not enough to just say “Follow us on Twitter” or Like our Facebook Page”.  You have to give a compelling reason for them to do so.

Let individuals know what you have to offer them in exchange for giving you a like or a follow.

I don’t mean giving them discounts or coupons. What I mean is having some kind of value proposition.

For example, try saying something like “Follow us on Twitter for daily Marketing Tips” or  “Like us on Facebook, we promise to make you laugh at least once a day.”

Isn’t that more appealing?

This type of approach is a lot more personable than a generic request to like or follow you.

Many people think that the number of FANS you have on your page is being successful. Wrong. You might have 10,000 fans but you don’t have any real content engaging information or funnies, so why would a fan come back?

Content is king.

Here is an example I like to use who hired me as a consultant to help them create more customers…

Joe is a plumber. His page was full of plumbing jobs. The example he had was a lady who stuffed a jar of pickles down her toilet and the picture showed the pickles in the drain and on the floor. It really wasn’t engaging. It wasn’t a picture I’d share on my wall.

So here’s what I did for him…

I gave him many things to post on his wall. A picture of Lemonade Kool-Aid, with instructions to place it in the dishwasher empty and cycle it through to give the dishwasher a good cleaning.

I followed up with more pictures and tips and he religiously posted them. 

Guess what?

People were commenting and posting. 

I then had him find local Real Estate people pages. He went on their pages and said, “Hello ABR Realty! J.D.Plumbing is your newest fan. Come like my page.” 

When an area business likes your page, their post goes on your wall and vise versa so more exposure is gotten. Why did I have him do this? Because, one day the realtor is going to need a plumber when they are about to close on a house and the house has plumbing issues. The hope is that when she needs a plumber, she will remember the guy on her wall.

After you gain business pages on your page, take the time to go to their wall and “Like” a post. If you can “Share” a post of theirs on your wall, do it. Why?

Because, you are promoting them and the law of reciprocity says they will also promote you now as one of their friends.

Trust me. Liking and sharing is a participating friendship. Most importantly, it gives you exposure every time they share your stuff on their wall. It’s my hope that one of their friends will then share it to their wall, etc, etc. Your post could become viral.

Well, that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…


If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and let me know what you think.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

Blogging for riches

Posted by admin on June 16, 2020
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Have you ever heard of a “Fatkini?”

I never did before but I heard of a woman named Gabi Gregg. Blogging in a fatkini has made her very wealthy.

She is a plus-sized woman who specializes in blogging about the plus-size fashion industry. 

Gabi was blogging for quite a while when she had an epiphany. What would happen if she took a picture of herself in a bikini and posted it in her blog?

She did it and called her post “The Fatkini”.

Gabi’s post now became viral and it also landed her an interview on The Today Show.

After that, things just spiraled upward. In the Plus Size Fashion Industry, sales of large-sized bikinis exploded.

Gabi now was able to capitalize on her newfound fame. She launched her own line of Fatkinis. And it took the plus-sized fashion industry by storm. 

The reason I’m telling you this story is that I’ve heard from many people in my coaching program how when they went through the module on blogging, have also become insanely wealthy.  

This is why I’m posting this blog article as those of you who aren’t in my coaching program should have a blog and see the same results. So don’t put blogging down. Start your own.

Well that’s it for this issue. Next time I’ll write about another solution to problems you might be having and how to reverse them…


If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and let me know what you think.

This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

The welcome message you send to subscribers after they sign up for your mailing list will be the first email they receive from you. The question you have to ask yourself is, “Is it making the right first impression?”

As an insurance agency or Advisor, you know how important a first impression can be.  Whether it’s the first time someone walks into your office, the first time someone calls your office, or the first time someone looks up your business online, you work hard to make sure clients walk away thinking positively about your brand.

The same holds true for the emails your business sends. Each time a customer opens an email from you, they are actually having an experience that can impact the way they think of your business. That is why it always surprises me that many businesses pay little attention to their welcome email.

Welcome emails are automated and most email services provide stock content to use and many professionals never give them a second thought. That is a huge problem, especially considering the open rate for welcome emails is much higher than typical email correspondence. That’s a lot of people being served a less than optimal first impression and even worse, that is a lot of people setting low expectations for the emails they are going to respond from you in the future.

 

There are easy things you can do to ensure that your welcome letter sends the right message.

 

  1. Perfect your subject line. Just because welcome emails are automated, doesn’t mean you don’t have to pay attention to your best practices. A welcome email subject line can catch the reader’s attention, thank them for signing up, and give them a reason to respond to your email.
     
  2. Let them know what to expect. It is important that what you tell your reader in the welcome emails is consistent with what you promised at the point of sign up.  Take the time to revisit what you are offering your readers at the point of sign up. 
     
  3. Assure that their information is safe. People are protective of their information and for good reason. Letting your customers know right from the start that you plan to protect their email address is a great way to make them feel safe and secure.
     
  4. Strength in numbers. Don’t be afraid to showcase your success as an email marketer. Letting readers know just how many people are receiving your newsletter each month is a great way to reaffirm their decision to subscribe to your list. 
     
  5. Connect to your subscribers at other important touchpoints. If you have done everything up to this point, your readers will be more excited than ever about receiving updated emails. This is a perfect time to grow those relationships beyond the inbox or across all your social networks. This is a win-win for you and your customers. You have the opportunity to turn each new subscriber into a fan or following your customers are given more options for how they want to connect with your brand online.

 

Personalizing your welcome email won’t only improve the first impression you are able to make with your readers. It will also help set you apart from your competition. While most businesses are sending welcome emails with static and un-engaging messaging, you will be providing an experience that will shape the way customers and potential customers think of your business.

 

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million customers.

MY MODULES are also available as INDIVIDUAL E-BOOKS. (Download the e-books here)

I think I’ve been a salesman most of my life. I started selling very early in my life and there aren’t too many days since that I haven’t been selling. 

There are times I think I’m very good at selling. Over the years I’ve been paid very well to train others in my sales techniques, which by the way are available at www.kenvarga.com.  

But I have a confession to make. I really detest selling. Or at least I detest everything about selling that “normal” salespeople do. I really hate prospecting. Prospecting sucks. And I hate trying to convince somebody to buy or do something they are skeptical about or resistant to. That really sucks.

So, when it comes to the way most businesspeople sell their services and the way most salespeople sell their products, I’ve chosen not to participate and suggest you do the same and read further.

I prefer “the lazy salesman’s way to riches,” letting other people do all the heavy lifting, then you just accept the order.

In essence, I’m saying, “give a testimonial for the use of testimonials.”

A testimonial is nothing more or less than somebody else doing the selling for you. Somebody else overcoming skepticism and creating a trust for you. Somebody else eliminating price resistance for you.

In spite of all the empirical evidence and overwhelming logic to it, the user testimonial is still one of the most under-used marketing tools on the earth. 

Here’s the idea. What your customers say about you is 1,000% more persuasive than what you say about you, even if you are 1,000% more articulate and eloquent.

For that reason, nothing is more effective than testimonial driven and testimonial laden advertising, marketing or selling. Nothing. Not glitz or glamour, not slogans, nothing else.

This mandates acquiring good testimonials a top priority. How many do you need? As many as you can get. It also mandates using all you can get, every which way you can use them. To me, it is impossible to over-use testimonials.

What is a “good” testimonial?

First – sincerity. The person genuinely has a story to tell, is enthusiastic about his experience with you and is somebody other people will believe and identify with.

Second – specificity. He can’t just say “you are great”. A useful testimonial has specific, meaningful detail.

Third – drama. The best testimonials are verbal equals of dramatic before and after photos.

Fourth – in quantity, diversity. A collection of testimonials that cover different ages, genders, backgrounds, and experiences. Ideally, each testimonial counters a different objection or concern.

The ideal scenario has a sales message wholly supported by testimonials as proof of each separate claim, as well as the integrity of the message in its entirety and of the messenger. 

The ideal sales message is actually a series of segues between testimonials because you should never say for yours what an enthusiastic customer is willing to say for you. 

Also, in the ideal scenario, there is such an abundant, overwhelming quantity of quality testimonials, that the prospect simply cannot sustain any doubts. He should say to himself: “I’ll be the last lone fool on the planet not to get this if I don’t’ act now.”

If you are short on testimonials, you need to ask yourself why, then set about fixing your particular “why.” There is no other single thing related to your practice you could work on offering a greater return on effort invested.

There are only two kinds of “resistance” in selling."

One, what’s in the customer’s mind, and two, what’s in the salesperson’s mind. A man who sold his way from poverty to billionaire states, W. Clement Stone, said that “The sale is contingent upon the attitude of the salesperson, not the prospect.” 

He was talking about the second, most prevalent kind of sales resistance—what is IN the salesperson’s mind.

Also, please check out my new training program, the Build Your Practice Fast Academy and let me know what you think. This program can help you transform your practice/agency and learn from my years of experience and success, in which I created over 6 million clients.