Be Wary When Setting Insurance Appointments In Light Of Recent Supreme Court Decision

The recent Supreme Court decision to support President Obama's health care reform has met with the expected reactions: support from those who see it as a clear path for Americans to more affordable health care and a vow to repeal it from those who wish to take over after the next election.

In the aftermath of such a decision however, it's there's more common sense in not picking sides. In fact, taking sides can have its consequences when it comes to business. Should Obama's opponents not only succeed in the election but also fulfill their vow, you will once again be in the face of another shaking impact. The above link isn't really intended to convince anybody but to simply highlight how different people view this decision. This difference in viewpoints is part of the bigger picture of just how differently people will behave in light of this political decision.

The volatility of the political scene should really give insurance providers something to think about when they're inclined to believe that government involvement really works to any of their advantage. Still, there's no denying that the recent decision will affect the behavior whether you agree with Obama's decision to compel businesses to provide insurance; or you agree with Romney that it makes businesses less inclined to hire people.

The truth though is that impartiality remains the wiser course of action in situations like this. History has long shown the dangers of businesses getting too involved in politics. It's a big gamble that only those who can afford the risks are willing to take. So with that established, how does a B2B insurance provider demonstrate this impartiality? How can you generate sales leads when your market seems so badly divided?

The obvious answer is through tact.

You need to adjust your marketing approaches to suit the mood of each prospect:

• For Those Who Oppose It - As evidenced above, those who oppose Obamacare don't sound like they're in a receiving mood. This makes direct marketing strategies ill-advised. Sure, they'll need to provide insurance for their employees but it's only logical to assume that they're not in a buying mood even if they are actively searching for a provider. It's more advisable to use a more subtle, inbound strategy. Get their attention through websites and advertising and let them do the initial contacting.
  
• For Those Who Support It – Obviously, you'll more likely succeed with a direct approach here. Besides, they would probably still need a provider whether or not the administration would mandate one as a requirement. You can try and take advantage of the excitement though by using telemarketing services. It can be argued that this would be a good time to see which among them are in current need of a provider.

Remember, tact is all about being on your toes. As a B2B business (or any business for that matter), one should always be careful to not discriminate against clients due to different political views. Too many political affiliations can be a double edged sword. Sometimes it's just best to play things safe.