New agents are often told that the best way to build rapport with prospects is by asking open-ended questions that will encourage a dialogue and get to the heart of what they are looking for in an insurance package. However, by only sticking with this one form of communication they are limiting the avenues available to them when speaking with their leads. By focusing not just on open-ended questions, but also building their confidence in the use of imperative statements, agents will have more resources in their communication toolbox when approaching new clients.
Closed questions are ones that often elicit a ‘yes’ or ‘no’ response, and are used by agents to quickly move through qualifying steps or when the sale is near completion. Open-ended questions, on the other hand, are an agent’s “go-to” tool when trying to get to know a client and assess their needs. By asking questions such as “Why are you looking for coverage right now?”, “What kind of coverage are you looking for?”, and “What is your greatest concern about switching carriers?”, you are more likely to get a more involved response that will reveal your lead’s true feelings and get past their defenses to making a new purchase. However, the trouble with relying on this line of questioning too heavily is that leads can grow tired of this type of back and forth, and can start to get antsy if they feel as though they are being interrogated with no end in sight.
A great way to get past this problem, while still gaining the information you need, is by varying up your questioning with imperative statements. Imperatives can be closely related to the open-ended question, but are more of a nudge to your lead to reply instead of a blatant invitation. Examples of imperatives are “Tell me what concerns you about switching carriers” and “Give me some details on what kind of coverage you are looking for.” The advantage of adding imperatives into your sales strategy are that they give you a subtle boost in your confidence and authority when speaking with leads, and can be viewed as less personal by your prospects. By practicing both types of techniques to get your leads talking, you are more likely to get the answers necessary to push your sales forward.
