Insurance Agents: Why Cold Calling is Not Usually Effective?

If you do not have a good target market, as an insurance agent, your sales manager may ask you to start cold calling individuals or businesses. In some cases, you will be given a list of current insurance policyholders to call, yet these individuals might as well be considered a cold call because an agent may have not contacted them since they bought the insurance policy, a few years ago.

There is nothing worse than picking up a phone and calling a person who is not expecting your call. The person on the other end of the phone recently may have experienced a tragedy, not need any of your products or services, or does not appreciate sales calls. Regardless of the specific reason, the individual does not want to talk to you, and by the end of the phone conversation, you may feel that the phone call was a waste of time. Unfortunately, cold calling is strictly a numbers game. All you can hope for is an appointment. Also, it is harder to define your target market if you engage in cold calling, with the exception of calling on small businesses.

A few sessions of cold calling may yield few results. Therefore, you should be happy if you make a sale from a cold call. You probably would fair better if you call policyholders of the firm that currently have no insurance agent assigned to them. However, do not expect the results to be much better. It is better to focus your time on individuals that have a real need for your products or services, are willing to commit to an interview at your office, and understand the value of your time. Otherwise, you could experience burnout from cold calling because of the abuse and rejection coming from the other end of the phone line. Also, the amount of time needed to make 10 appointments from cold calling can be time consuming. Instead, you need to focus your time on finding a target market that works for you.

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