CAT Member Engagement Sales Track FSP Campaign
Example scripts provided are intended to be guidelines to help you develop your own presentation. Please create and write down your own version and . . . Practice – Practice – Practice!
| Elements of the Sale | What to Say | What to Do |
|---|---|---|
| 1. Greeting | Introduce yourself to the member. “Hi my name is ------. I’m with the Relationship Development Benefits Team on behalf of --- Credit Union. How is your day going so far?” Explain the purpose of the call. “The purpose of the call is to make sure everything is going smoothly with your membership and review benefits available to you as a member of the CU.” | Enthusiastic, engaging, human to human connection, build rapport, positive energy, express gratitude, smiling, fun. Be CONFIDENT and Knowledgeable of CU and FSP. Have CU Website Open. Build on member’s answers to questions by asking more questions and further fact find to uncover conversation points. |
| 2. Build Rapport and Establish yourself as Trusted Advisor of the Credit Union | Incorporate Rapport Building Questions to “break the ice”. • “How did you become a member of the CU?” • “How do you utilize the Credit Union?” • “There are a lot of Credit Unions out there, just curious, why did you choose us?” Establish yourself as a trusted advisor of the Credit Union. “Do you have any questions or concerns or are you curious about anything regarding the Credit Union that I can assist with?” ***Be prepared to converse on value of the Credit Union*** | Be CONFIDENT and Knowledgeable of CU and FSP. Have Website Open. Open LifeGuard. Ask friendly, non-invasive questions to learn about the member. Build trust and rapport. Be passionate about the CU and the member’s questions/concerns. Be the CU cheerleader. |
| 3. Credit Union Promotional Plug | Transition to CU Promotions “I am going to review a few CU Announcements, please stop me if you hear anything you are interested in or have any questions.” Review Credit Union Promotions See ME Script for CU Pattern Interruption – (interrupting the frequent “no’s” from Member) - Learn about Member’s Financial situation “Have you ever used our lending department?” “Are you getting ready for the holidays? / Do you have any vacations coming up?” “Have you heard of our vacation/holiday clubs?” “Are you aware of the Financial Literacy Programs available to you as a member?” (Greenpath, etc.) If member is interested in a CU Product for follow up discussion, let them know that a CU specialist will reach out to share additional information. “Ok great, I am going to have a specialist reach out to you in 1-2 business days to go over all of your options and see what works best for you.” If member expresses a concern… “I’m so sorry to hear this, this certainly is not the norm nor the experience we want you to have, I am going to pass this “up the chain” and let’s get this resolved for you..” | Powerful transitional statement. Avoid “Are you interested in..” questions and laundry listing products. Review CU Promotions. Continue to build value of CU. Ask follow up questions to learn more about Member’s financial interests, situation, and needs. “Interrupt the pattern” if Member is giving too many “no’s”, isn’t engaged, or gives you a surfaced objection. If member is interested in a CU Product for follow up discussion, send Product Interest Lead back to CU through CRM 10 activity. Validate their concern, make the member feel heard, develop and present a solution to help the member. |
| 4. Fact Finding | Open Fact-Finding Conversation “Because of your membership, you can pay it forward and gift the access to the CU to your friends, family, and co-workers.” Learn about Member’s family life – spouse? children? Etc. “Are you married? Do you have children? If so, how many and how old are they?” Learn about Member’s Employment – job, tenure, role, etc. “What do you do for a living? Where do you currently work? How long have you been there?” Transition to FSP Product Recommendation “I am pulling up your benefits page. Are you in the state of ____?” | Engage in conversation with the member to learn about their employment and family life (spouse & children). Retain this information for FSP conversation. Identify insurance “needs” to be further discussed later in the call |
| 5. FSP Product Recommendation to Member | Reference prior conversation with Member to make a strong PRODUCT recommendation based upon the member’s identified needs. (Family Life, Employment, existing coverages in place, etc.) “I am just curious… I see you haven’t activated your benefits… Your CU Membership gives you access to a host of exclusive benefits. One of our most popular plans for ------ (member’s lifestyle, single parent/Nurse/etc.) is ----- (insurance product).” Elevator Chat for Recommended Product and Price. “How this works is…” Provide a quote for recommended coverage AMOUNT. “Have you smoked one or more cigarettes in the last 12 months? Let me verify your date of birth…” “Most parents with children start with…” “The plan that is most popular with our teachers is…” “Most member’s start with a burial benefit. I recommend…” | Customize the discussion to explain key features and benefits that pertain to the member’s needs which you’ve identified through previous conversation. Tailor “elevator chat” to address the specific “needs” of the member. Paint the picture for the member to uncover their latent need. Bring member to “aha” moment. Pull up LG and provide recommended quote to member. |
| 6. Close | Recognize “buying signal” and assumptively close the sale. “Great. Let’s see if you qualify and you’ll be covered today…” “Who would like to leave the benefit to and take care of?” “Let’s get you started. We can add this coverage to your membership today.” **If no objection, move to underwriting questions (part 8)** | Manage objections. Assume the sale. Complete application in Lifeguard. |
| 7. Manage Objections with needs-based question and diagnostic pain points | Validate member’s objection, clarify through pain awareness questions, re-close. Pain Awareness Questions – Make insurance coverage tangible and understandable – Paint the picture of what life would look life for their loved ones if they were not there. (Unexpected Loss/Death/Illness/injury/etc.) “What would happen to your loved ones if….” “How would your loved ones lifestyles be affected if…” “How would your final expenses be covered if…” Recognize new “buying signal” and assumptively re-close the sale. **See part 6 above** | Use questions to learn the member’s story and identify their “needs”. Use member’s story to build relevant pain awareness questions. When necessary, share a story to demonstrate the need for coverage. |
| 8. Complete Application in LG | Qualify all potential insureds through Underwriting Questions. Obtain Beneficiary information – Use “Brishana Method” to lead into Referral Opportunity Complete all pages on LG Application Obtain member’s SSN at end of sale before signature page. “To verify your identity and for you to take ownership of your policy, can you please confirm your SSN?” | Identify all family members who “need” and will be securing coverage prior to underwriting. Ask questions for all insureds at once to avoid duplicating questions. Beneficiaries become a great referral opportunity. Complete Application on LG |
| 9. Premium Payment | Assume immediate payment on Debit or Credit Card to collect first month’s premium. “As we discussed, your monthly premium will be $---. Would you like to use a debit card or credit card?” Utilize Split Pay capabilities to tie future premium payments to member’s primary financial account. “We recommend tying your future premium payments to your primary checking account. This way if your card is compromised or expires you don’t have to worry about adjusting your payment method and your coverage remains securely in force.” “What institution do you use for your direct deposit? Is this your primary account? Great! What is your account number?" | Assume immediate payment. Follow and Control the Money to utilize the member’s primary financial institution to pay premiums. Explain split pay benefits to member, if you receive pushback, as needed |
| 10. Submit the Application | “Congratulations, Mr./Mrs. ---! You are covered with --. Thank you for taking this important step to help protect you and your loved ones.” | Congratulate the member and make them feel special for purchasing coverage today to protect themselves and their loved ones. |
| 11. Introduce and Bundle Additional Benefit | Use previous rapport & fact finding to recommend additional coverages that best fit the member’s “pain” and needs. The member’s needs are important, but also be sure to consider affordability of member when recommending. “Based on what we discussed about ----, I recommend our ------ coverage would be a great fit for you and your loved ones. Let me show you…” | Complete additional applications in LifeGuard. Offer all products available through Family Security Plan. |
| 12. Ask for Referrals | “Now that you have secured your coverage in place, we want to also make sure that your friends and family have the proper coverages in place just like you do. Who do you know that would benefit from a conversation about coverage?” “Now that you have chosen your sister as your beneficiary, you can pay if forward to her. I can reach out to her to review the Family Security Plan to protect her and her family. What’s her phone number?” “Please just give her a heads-up that I will be calling her within the next few days to review some coverage options.” | Obtain referrals from the member to set up future conversations regarding FSP. Customize Referral Inquiry to close family members/friends/co-workers discussed previously in conversation |