Association Plans are a great option for small businesses looking for better health insurance coverage for their employees. Knowing how to market and sell these plans to employers, however, is another matter. Here are our top three tips for marketing Association Plans that will bring you one step closer to closing the deal.
Know Your Product
The first step before you can even think about marketing and selling Association Plans is to know the product. Understanding every facet of your product makes you an expert and allows you to successfully talk about it with other people.
The conversation is going to be key. Business owners don’t want to be sold to. Memorizing your pitch and repeating it to an employer isn’t going to get you very far. You want to be able to talk about it like one might talk about a basketball game, casually, but knowledgeably. Know the game, the players, and the stats.
On the flip side, however, you also have to be able to give the essential facts without dragging it out. Being concise is important for busy employers. Being able to tailor your pitch to different types of employers—after all, these are still people—is going to help you immensely with our next two tips, as well.
Build a Relationship
Building a relationship is an important aspect of selling to people, and businesses are still people. Once you have a foundation, your customers will be easier to talk to. Do your research and make sure you understand the business you’re selling to, this will give you insight as you work on your relationship with them. Keep in touch the right amount. Your touchpoints will be a means to maintain your relationship, but you don’t want to be over-eager. Follow-up emails are fine, spamming their inbox is not.
Making a sale to an employer is a lot more than selling, though. A big part of building a relationship relies on not being tacky and sales-y. We mentioned being concise earlier, but you can still be concise without sacrificing friendliness. It’s a balancing act. Invest in your relationships, build mutual trust, and personalize your approach.
Solve a Problem
You’re the expert here. You know your product and you know your client’s business. Pinpoint their problem and offer a solution to it. This is something that’s necessary for selling anything to anyone. A product that doesn’t solve a problem isn’t useful. A prospective client that doesn’t have a problem, isn’t the customer for you.
The reason small businesses turn to Association Plans is often because they want the benefits of large group insurance. That’s their problem and you have a solution. The biggest advantage of small businesses joining in on an Association Plan is the greater purchasing power, which helps get them competitive rates, flexibility in their plans, and predictable monthly costs. The solution practically sells itself, but businesses still rely on you to take care of them.
While there are plenty of other intricacies when it comes to selling products to employers, knowing your product and your customers is a great step in the right direction. If you want more information on Anthem Association Plans and how to market them to employers, download our guide today. AgentLink is here to help you provide the best service to your clients. Learn more about how AgentLink can help you sell Association Plans.