Seven ways to sell more insurance while wearing a golf sweater

You can tell a lot about a person by the way he or she plays golf. A match is a mirror into the person’s attitude, ethics and behavior. It is why many agents and company people host the game to entertain, impress and learn.

Serious business is frequently conducted on the links, at the 19th hole and at the inevitable post-game meal. Myriad metaphors are expounded by sales experts about the game of golf and selling skills. Hackneyed expressions such as “keep your head down” and “the low score only counts in golf” abound. Fortunately, this column is above all of that. It blends the dual arts of playing golf and selling insurance as skillfully as Phil Michelson played the final hole at the 2006 U.S. Open.

Here are seven flippant formulas to improve your sales swing.

Counting

While replacing high numbers with lower ones on a new business or renewal quote is good for sales, doing it on a golf scorecard is not exactly the same thing. Golf is a matter of trust, especially if you are the one who records the scores for your foursome. And trust is what selling insurance is all about. Besides, you cannot afford to lose an account just because you whiffed your fairway wood. However, if your guest lowballs his or her score for the hole, that’s OK. At least you will learn that he or she has bad short-term memory, cannot count beyond par, or most likely that you probably should not have bet on the game.

Betting

Insurance is about taking risks. So it is not unexpected that there will be some money on the game. The conclusion of the 18th hole tells a lot about the losing golfer if he or she instantly remits what is owed. If you lose, it indicates that you willingly pay small claims, even under questionable circumstances. Besides, it is better for business than running back toward the course claiming that you left your wallet at the third hole.

Cursing

When things go bad on the links, it is common for an irate golfer to express dissatisfaction. Agents who are in this position have the opportunity to demonstrate to an insured how well they handle an unexpected disaster. You can either express your hope to recover at the next hole or curse loudly at your bad fortune. If the latter slips out, state that you were just preparing for carrier negotiations on your guest’s upcoming renewal.

Dropping

Failing to locate a playable shot is a frustration that is nearly unequaled. Still, promptly accepting your penalty for the lost ball reassures your companion that you are a true sportsman who is worthy of writing their policy. Your guest is mercifully relieved of the burden of searching on your behalf. As a result he or she recognizes that you have a high character, which bodes well for future business, and an even higher score, which bodes well for the win. Besides, it is embarrassing for a man to get caught trying to replace his missing Titleist with his wife’s Pink Lady because that’s all he had left in his bag.

Drinking

Being in high spirits while playing golf with a policyholder makes you an enjoyable playing partner. It relaxes everyone and sets the tone for a pleasant time and future business discussions. However, liquid spirits impact your game and gamesmanship. Moreover, sharing a golf cart with an inebriated playing partner isn’t exactly a dream day. Well then again, maybe it is if your guest has a crush on the drink cart driver.

Seasoning

Winter rules allow you to move your ball from a non-maintained location on the fairway to a nearby one that is. They are handy when you want to improve an insured’s lie without looking like you are throwing the game. Helping your guest to better his or her score improves the person’s mood and opens his or her wallet. But claiming this rule in the middle of the summer is a bit too obvious. So from now on, never take a client out unless it is 32 degrees or less.

Clubbing

Tossing a club after a poor shot is a sign of bad sportsmanship. It indicates that the throwing party has a fiery temper and a real disregard for the physical well-being of others. Most people expect their insurance agent to maintain their cool, especially in a stressful situation. Showing otherwise by tossing a few clubs indicates that you don’t believe in stereotypes and that you think outside of the box. And that’s exactly where your client should stand when it’s your turn — well away from the tee.

Topics Numbers