Many sales people, especially in industries such as insurance, bitch and moan about the difficulty of getting an appointment with people in December when the holidays are approaching.  It can be a discouraging time for those who rely on getting in front of people to make a living.

Most of us don’t want to think about insurance, investments or estate planning at Christmas time. It is perfectly understandable to want to shut out all potentially unpleasant stuff and insulate oneself with cookies, gifts and cheer. The common response to a call is,“Try me back next month”. If they are feeling particularly stressed, it may even be, “in the spring”.

Since it is unlikely you will get in their door until after the holidays, here’s my advice. Don’t fight it; go with the emotion of the season.

Call your clients anyway. Use the down time to build rapport.  We know the stats are something like %80 of your business comes from clients you already have. So, do not prospect right now. Instead, call your existing clients, all of them, and simply say Merry Christmas. (Adjust for religion as appropriate).  Do not even attempt to talk business. Don’t ask for a sit down or a check in. Just wish him or her and their spouse/partner a happy holiday season, solely and sincerely. Say Happy New Year and say goodbye.

Here’s the script people.

• Tell them (in your own words) you appreciate their business and enjoy working with them.
• Thank them for their referrals (if relevant).
• Wish them (and their spouse or partner) a merry Christmas.
• Ask about their kids by name.
• You may mention that if they have any concerns they know how to reach you but make sure it’s about alleviating their worries.
• Wish them a happy new year
• Say Goodbye, take care, etc. and HANG UP.
• Leave this message on voice mail if you don’t get through.

This call should take one to two minutes. Do not resort to old habits or dialogue.  This will be hard at first because you have language you’ve been using for years to connect with people. After a few calls, you‘ll get into a rhythm and it will be easy. Your numbers may not be great for December but you will have set yourself up nicely going into the new year.

Because here’s the result and trust me I’ve seen this work. Whether you mention it or not, you will be getting your clients to think about their business with you. They will ask themselves whether they’ve had some changes in their lives that might necessitate a review of their financial positioning or goals. They will ask themselves if they need anything from you. And when the hectic holiday energy subsides, either they will call you, (wouldn’t that be nice?!)or when you call them, you will receive a  warm reception.  At the very least, they will remember how thoughtful you were to take the time to call simply to wish them a Merry Christmas and a Happy New Year. And by bringing cheer to others, you will have brightened your own mood.

And my final point……………..Call anyone only when you need or want something and they feel used. Try calling just to make them smile and measure the mileage you get outta that!

Most people don’t think of their insurance broker or financial planner as a caring friend.  If that’s how you can get them to think of you……………………you’re golden. Just make sure that is in fact what you are.

P.S. One of the services I provide is listening in on sales calls and providing feedback, tweaking language and giving you the “spit and polish” to build great client relationships.

If you think I may be able to help you take your client relations to new heights, you know how to reach me.  Happy holidays!

P.S. Please don’t do mass mailings of holiday cards with only your signature on them. It is impersonal and for that reason, largely ineffective.

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