Your agency has an owner. If you work at a large firm, it might have a general manager or managing director. You might own the agency yourself. You might be a sole proprietor, owning your own business. Whoever this person is, they can be an important resource. Here's how to make it work for you:

"You can speak with a family member." The agency is multi-generational. It is a family business. If a prospect feels they are "just a number" and not a potential valued client, let them know they can speak with a family member. The understanding is one family member speaks for the entire family. You might be a family member yourself. Rationale: The prospect feels they are speaking with "the owner." Now they have a connection.

"I will handle your account personally." You might be that one-man band. You own the practice. The entire staff consists of you. If they become a client, they will be your client. You will be the point of contact. They are not an anonymous client dealing with a customer service desk; they have a dedicated professional. That is you. Rationale: They have a "go to" person. There is no one above you at the firm, because you own your firm.

"Let me introduce our manager." Everyone wants to be an important client. They want people to make a fuss over them. When some financial services firms recruit an advisor from the competition, part of the process is to fly the "prospect" to the firm's HQ, where they meet senior management. Rationale: Your manager makes a fuss over them. The prospect feels they have a direct line to the top person. That is a powerful reason to do the business there.

"Our top person will reach out." Many agents and advisors are protective of "their" clients. They do not realize those clients are "the firm's" clients. In some cases, the branch manager calls the big clients directly, thanking them for their business and praising their advisor as "one of our best." This solidifies the relationship and gives the manager a way in if the advisor changes firms and asks that client to follow them. Rationale: The good client is given attention from senior management. They like that.

"We are assigning a team to look after your account." The local manager may (or may not) be involved in this conversation. The advisor who found the client has a team. In the benefits business, the agent or advisor might we called the "national account manager." Their job is to be the point person for the relationship. They are backed up by a team, specialists in different areas of business. The relationship might have started with a benefits plan for the client firm, but the company wants to do more business. Rationale: The case is being made why the firm will try to increase its share of wallet.

"I have invited the owner to join us." Instead of bringing them in later in the sales process, you have brought the top person into the first meeting. They make the prospect feel special. Perhaps the meeting takes place in their office or over lunch at an exclusive restaurant. Rationale: The prospect is getting the message: They will not be just another client, they will be a key client. The owner got involved at the very beginning because they consider me important.

Related: Selling employee benefits: 2 proven strategies for discovering new business

Some agents or advisors might avoid getting the manager involved because it feels like "someone is looking over their shoulder." Your manager or the agency owner knows they are brought in to close the deal.

Instant Insights /

The "talking with the owner" technique that closes more business

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