Find out what you need to prove upfront 

Try this magic opening line: 

“What do I need to do to earn your business?” 

It is likely the first response will be “save me money.”  Repeat the answer and note it, “okay, save you money.”  “What else?”  Your prospect will tell you.   

If the prospect is a bit reticient, help out.  Put your “reporter’s hat on.”  Ask the prospect if he or she has ever had problems with claims service or lack of contact by an agent or failure to keep coverages up to date in their dealings with insurance over the years.  Find out what happened, and how important those issues were.  

You’ll come away from your interview knowing what your prospect’s real hot buttons are and with a good idea of what you need to do to earn the business.