I received a telephone call from someone whose job it was to introduce her firm to the claims community.  

She cordially introduced her company and offered to mail me a folder along with information on her firm. I envisioned a substantial professionally printed bundle that included testimonials, staff resumes, etc.

I asked her if she had an electronic bundle that I could review on my computer and then just file it on my hard drive. That’s my preference; other adjusters may iStock/Thinkstockprefer otherwise. She replied that she didn’t but added that it would give me an idea of her company’s level of competency (or something to that effect). 

I’m not a collector of such material. Why should anyone, when we have computers and hard drives and e-mail? It’s one thing to put it in my bag at a convention exhibit, but I decided I didn’t want her bundle mailed to my office. 

I said, “You know, to be perfectly honest, the folder is just going to end up in the trash. Can you send me your business card and I’ll review your website?” 

I couldn’t have been clearer. I didn’t want her folder. But, she must have interpreted my statement as an objection to be overcome and said she’d mail the bundle and her card would be tucked inside the cover.

My point to you is this: She wasn’t listening to me. She was trying to “sell” me in one call or in one mailing and what she did was annoy me. 

In this example, which admittedly is unique to me, her first call should have resulted in my knowing her name, company and their specialty. When I received her business card (which is what I asked for) I would review their website. Then the next time I’d see her at an association meeting or in my office, we could speak and further engrave her and the company into my psyche.

Moral of the story is this: Listen to your adjuster prospect. 

Listen. Listen. Listen. Stay energized.

Peter Crosa has been a licensed independent adjuster for more than 35 years, handling insurance claims throughout the United States and Latin America. Since 2000, he has traveled across the country conducting seminars and speeches on the topic of marketing restoration services to the insurance claims industry. He is author of the 2014 Restoration & Mitigation Contractors Guide to Insurance Repair Marketing. Visit his website at www.SSHCA.net or e-mail him at Peter@SSHCA.net to ask a question.