Script Book: A Recommended Way to Organize Scripts for Future Reference

Get a 3 ring binder and place dividers in it that separate your scripts into categories similar to the following:

SALES

1. Auto Sales Conversation
2. Homeowners Sales Conversation
3. Life Sales Conversation
4. Commercial/Small Business Sales Conversation
5. Investment Sales Conversation (Variable Products, Fixed Products)
6. Props/Proofs & Other Media Sources to be Used at the Point of Sale
1. Persuasive Facts and Figures
2. Current News Articles/Magazines Articles
3. Sales Conversation Tools/Visuals/Graphics or Other Produced Sales
Discussion Platforms Used at the Point of Sale.

MARKETING

1. Other Scripts
a. X-date Phone Script
b. Follow-Up Phone Script
c. Premium/Price Change Phone Script
d. Claims Handling Phone Script
e. Review/Insurance Check-Up Phone Script
f. Confirm the Appointment Phone Script
g. Competitive Auto/Homeowners Quote Phone Script
h. Follow-Up/Re-quote Phone Script
i. Complaint Handling Phone Script
j. Thank You for Your Business/Birthday/Congratulations Phone Script
k. Auto/No Home Phone Script
l. Home/No Auto Pphone Script
m. Multi-line or Life Phone Script
n. No Automatic Bank Withdrawal to Pay Premium Phone Script
o. Service + 1 Phone Script or Walk-in Script
p. I Just Want a Quote Phone Script
q. 30 Second Commercial Script/or Introduction Script
r. Referral Scripts
2. Objections & Concerns Scripts
a. No Need
b. No Money
c. No Time
d. No Interest


3. Processes (Who, When, Where, How, What): Step by Step Plan of How a Particular Marketing Process will be Executed, When it Will be Executed and by Whom.
a. External/new business marketing
1. X-dating for Auto Competitive Quotes
2. Call-in/Walk-in quotes
3. Referral System
4. Community & Civic Events/Church, Clubs, Membership to
Organizations, Events
5. Centers of Influence; e.g. apartment complexes, realtors, small
businesses
6. Telemarketing
7. Friends/Family/Acquaintances
b. Internal/Retention & Cross Selling Processes (Who, What, Where, When, How)
1. New Customer Follow-Up System
2. Premium/Price Change System
3. Claims Handling System
4. Review/Insurance Check-Up System
5. Small Business/Commercial Marketing System
6. Requote/Follow-Up System
7. Motorcycle/Bike Night System
8. Birthday Card/Thank You System

It may initially appear that putting together a “script” book is unnecessary work, but it isn't. Think of it this way; if we require of doctors and airplane pilots and lawyers, for example, to be professionals who know their craft inside and out by way of study, memorization and deliberate practice; then why should we require any less of ourselves?

Also, If we desire to be taken seriously and to earn the privilege of being called a sales professional, then we need to take up the responsibilities akin to what it takes to earn that title.

Scripting is Harnessing the Power of Words

Scripting is the means by which insurance agents can earn the title of “professional, expert, advisor and trusted consultant.” It is the work, duty and responsibility of insurance sales professional to be able to effectively communicate with individuals as powerfully as possible in order to persuade them to do those things they need to do for themselves; like buy insurance.

Scripting is the means by which that is accomplished.

“To be understood is a luxury.” Henry Wadsworth Longfellow

It’s time to get into the “luxury business.”

Copyright © 2010 - Tony Cefalu

Hire for the Position and Not the Person

I know I have written about this before, but it merits repeating. Be very specific and deliberate about who you hire and for what reason. Don’t hire someone who is talented in an area that you have determined is NOT critical to the agency’s success. That would be tantamount to putting a “square peg” into a “round hole;” it’s just not going to work.

But agents and business owners make this mistake quite often. They interview candidates for a specific position, intending to hire someone who will fulfill a role the business unit needs. But then something happens to derail the process.

While interviewing different candidates, someone impressive interviews for the job…The only problem is that this individual, although talented and clearly someone who could contribute to the right business opportunity, doesn’t have the skill set or background the business needs at this time in order to move forward and grow.

But they are hired nonetheless in the hope that they can be converted to the needed role anyway…Or, they are hired and accommodated to perform a role other than originally intended at the sacrifice of the business unit’s real needs.

As presented, the above scenario of hiring the person because of their obvious talent and abilities versus hiring for the position isn’t always a disaster for the business owner. There are exceptions in such instances, but they are rare.

Have a detailed staff handbook with a detailed job description within it that outlines specifically the tasks and duties of the position your business needs in order to prosper. Using the template of the handbook and job description as a guide, recruit an individual who can satisfy the requirements of the position as outlined.

To hire someone for any other reason aside from fulfilling the requirements of the job description is a poor business decision.

Copyright © 2010 - Tony Cefalu