This sales tactic is based on the persuasion principle of commitment and consistency: that someone is more likely to comply with a larger request once they’ve committed to a smaller one.

The essential point is that when a person makes some kind of commitment, it generally leads to a corresponding consistency of behavior.

You start with a small request like getting permission to have a quick phone call, and later ask for a further commitment, like scheduling an in-person meeting.

By getting the prospect to agree to that small initial favor, the phone call, you’ve established a connection with them – you now have your foot in the door, making the prospect more likely to comply with a larger request.

A simple example would be to ask something, “Would you mind if I send you email about our agency?”

Since people would generally rather say yes than no, it’s likely they’ll accede to your request.

Once they commit to that first request, you’ve started the seed of relationship, and have the opportunity to communicate with them via email. The messages you send subsequently can continue to expand that relationship with specific offers and requests. For example:

Would you like to attend a FREE Webinar [on a topic of likely interest to that prospect]?

Would you like to download our e-book on [ways to save on Workers’ Comp coverage]?

Can I give you a call closer to renewal time?

Even getting a “no” response to an email request can be a foot in the door. Whenever someone takes a moment to respond, even negatively, you can see it as a small step towards further engagement. After all, they’ve taken the time to read your message and write you back.

We’re not talking about spamming people or disregarding their wishes, but a cordial exchange, including one where a prospect replies in the negative, can open the door for further requests…and sales success.

Consider this actual email exchange one of our PMA Account Execs had recently with a target “suspect”. We’ve omitted some of the content and specifics but this is exactly how things unfolded:

FROM: Maria Brown

SENT: Tuesday, February 21, 2017

TO: Dave Winters

SUBJECT: Smith Insurance agency info for Dave (voicemail follow-up)

Hi Dave,

As I mentioned in my voicemail, I’m writing on behalf of our principal, Paul Smith, to see if you’d be interested in a no-obligation cost and coverage review for Blanding Instruments, (aimed at lowering premiums and delivering the most efficient tailored coverage), and to let you know a little more about our agency….

Please feel free to reach out to me with any questions – I’d love to hear your thoughts either way, so a response would be greatly appreciated even if you decide that you wouldn’t be interested!

Sincerely, Maria Brown for Paul Smith, Executive Vice President

 

FROM: Dave Winters

SENT: Wednesday, February 22, 2017

TO: Maria Brown

SUBJECT: Smith Agency insurance info for Dave (voicemail follow-up)

Hi Maria,

We currently are using both _____ and _____ and are satisfied.

Regards, Dave Winter, Chief Finance Officer, Blanding Instruments, Inc.

 

FROM: Maria Brown

SENT: Tuesday, February 28, 2017

TO: Dave Winter

SUBJECT: Smith Agency insurance info for Dave (voicemail follow-up)

Dear Dave,

Thank you so much for the response, I genuinely appreciate it! Just to clarify, would it be worth getting back in touch sometime in the future, such as prior to your next renewals in a few months or in the next year or two?

Sincerely, Maria

 

FROM: Dave Winter

SENT: Tuesday, February 28, 2017

TO: Maria Brown

SUBJECT: Smith Agency insurance info for Dave (voicemail follow-up)

Hi Maria,

Our Property/Casualty/Liability policies renew on 4/1.  I’d be happy to have you quote these policies if you’d like.

Let me know if you’re interested and we can move forward.

Regards, Dave Winter

 

Right after the last response from the prospect, Maria set up a phone meeting for Dave and our client, which led to a positive in-person meeting. What seemed like a dead-end street at first actually turned out to be a very nice sales opportunity.

Have you had any similar experiences you’d like to share? We’d love to hear your thoughts or anecdotes in the comments below….