Remind them of the advantages they’ll get when they buy…

…And the hassles and difficulties that will go away.

Have you ever started to email someone, found your attention hijacked by new messages waiting in your inbox – and then totally forgotten what you set out to do?

Those moments of distraction occur with increasing frequency these days, and when they do, we get sidetracked. Our intended purpose is derailed. We lose our traction in the moment and fly off in a random direction.

Since distractibility is at an all time high and we’re all subject to it, it’s more important than ever to make sure our sales prospects remember us, and the many good reasons they have for becoming our client.

We want to take every opportunity to remind them of these reasons — and the positive feelings they’ll get as a result of the business relationship.

Of all the opportunities for doing that, one of the best and most immediate is in the email we send to confirm an initial sales meeting.

What better time to underscore the smart reasons for agreeing to meet for a cost and coverage review? They’ve just hung up the phone, and in a couple of minutes, no doubt, they’ll forget all about the call and the scheduled meeting. (Hopefully, though, it’s now on the calendar).

That confirming email with your contact information provides an ideal space to remind and advise prospects about your capabilities, connections, resources and anything else that adds fuel to the fire of their motivation.

In composing that sales message you don’t want to go overboard with brags and end up sounding like an infomercial. The idea is to convey a few good reasons they were wise to agree to a meeting, but not to overwhelm them with words. So keep it simple.

We always preface the advantages we’re about to mention with a phrase like, “If we haven’t already mentioned…” since you may have already spoken about those benefits on the phone or in a prior message. This way it won’t seem like you’re robotically repeating the same sales pitch over and over.

We also vary the wording to say things in a fresh way that keeps them reading. Not every producer is a great wordsmith, so it’s good if someone at the agency or your advertising/PR person can help craft messages that are both informative and persuasive.

Remember what I said earlier about reminding prospects of the good feelings they’ll get from the potential business relationship? Those good feelings should resonate throughout your message – no matter how short or long you make it.

It’s often said that people aren’t buying an insurance policy. They’re buying a certain peace of mind, security, and confidence that their risks are covered and they’re not paying more than they need for their insurance.

They’ve got you and your agency support on their team so they can focus on other things. If they have claims, need bonds, or want to consult about managing their risk, you’re the one they can trust – no matter how busy and distracting things get.