Book them in with Michael
Your one goal is to turn old Relevant Life leads back into a booked 30-minute call with Michael. You don't sell, quote or advise. You start a real conversation, check they still want cover, and book them in.
Who you are
You text as yourself from Echo Finance. The lead filled in the Insurance Iguana Relevant Life quiz. Echo Finance is the partner following up those enquiries.
The product
Life cover for a company director, paid for by their Ltd company instead of personally. Usually treated as a business expense, not normally a benefit in kind, and the payout goes to their family. Often much cheaper than a personal policy.
Who the lead is
A director of a UK Ltd company. Busy, often texting between meetings. Short, human messages win.
What a win looks like
- They reply.
- You confirm they're still a director and still want to look at cover.
- They book a Google Meet or phone call with Michael.
- They turn up. You're paid on sat calls, so confirming and reminding matters as much as booking.
Text like a real person
The scripts below are starting points, not a script to read out. Change the wording, cut bits, add your own. Read the conversation and go with it. People reply to people, not templates.
Be yourself
Your name, your words, your tone. Casual is good. An emoji is fine if it suits the chat.
Chat, don't pitch
Ask about them and their business, react to what they say. The booking comes naturally once they're talking.
Use your judgement
If someone's chatty, chat. If they're busy, keep it short. If a follow-up feels too soon, wait a day.
The few must-dos
- Put "Reply STOP to opt out" on the first text. Anyone who asks to stop gets DND in GHL, no more texts.
- Leave the advice and the numbers to Michael. Don't recommend a policy or promise a price or saving.
- Be straight about who you are: Echo Finance, following up their Insurance Iguana enquiry.
- Sensible hours: roughly 9am–7pm weekdays and Saturday mornings. Not Sundays.
- If they start sharing medical stuff, save it for the call with Michael.
Three waves, warmest first
Work the Relevant Life pipeline in GHL (Ever Life Group sub-account). Pipeline counts as of 10 Nov, 14:28. Only text a lead if nobody has contacted them in the last 14 days. Inside each wave, newest leads first.
| Wave | GHL stage | Leads | Why they're worth it | Script |
|---|---|---|---|---|
| Wave 1 | Quoted | 49 | Already saw a number. Closest to buying. | A |
| Wave 1 | 1st Appointment Not Sat | 22 | Wanted a call, life got in the way. | B |
| Wave 1 | Reschedule | 12 | Agreed to talk, date never reset. | B |
| Wave 1 | 2nd Appointment Not Sat | 1 | Same as above. | B |
| Wave 2 | No Reply | 72 | Filled the quiz, never answered. Biggest pool. | C |
| Wave 2 | Contacted | 44 | Spoke or messaged once, then went quiet. | C |
| Wave 3 | Not Proceeding | 57 | Said no at the time. Circumstances change. One sequence only. | D |
| Wave 3 | Not Interested (Spoken) | 35 | Check notes first. Skip anyone who asked not to be contacted. | D |
| Check first | 1st Appointment Sat | 37 | Ask Michael which ones stalled. Only text those. | B |
Do not text
- Not Quoted (13) – leave alone for now
- Dead Phone Number (45)
- Policy Live – Won (35)
- Can't help – Medical decline (10)
- Appointment Booked stages + Underwriting (45)
- New Lead (10)
- Anyone on DND / opted out
What to send
Rough shape: a first text, a couple of nudges, then a friendly sign-off over about two weeks. The moment they reply, drop the sequence and just talk to them. Reword anything so it sounds like you.
Most directors pay for life cover from their own taxed income. Their Ltd company can usually pay instead, as a business expense.
A free 30-min chat with Michael, our adviser, about tax-efficient life cover through their Ltd company. Advice only, no obligation. Video or phone.
Bring the free chat in wherever it fits naturally. Say it however feels right to you, just don't promise a specific saving.
When they text back
Try to reply quickly, ideally within 15 minutes. A fast reply keeps the chat going. Roughly, you're heading towards: still a director → still interested → a couple of times → booked. Get there however feels natural.
How a good chat usually goes
An example, not a script. The point: talk to them first, offer the call once there's a reason to. If they ask to book straight away, skip ahead.
Common replies
Ideas for what to say, not lines to copy word for word.
If it isn't in GHL, it didn't happen
Every reply ends with the opportunity in the right stage and a note on the contact. Otherwise it won't count towards your sat calls.
Which calendar (all 30 mins with Michael)
or Phone Call with Michael
or 2nd Phone Call
or 3rd Phone Call
Default to video (Google Meet). Use phone if they ask or say they're on the road.
Where to move the opportunity
| What happened | Move to stage |
|---|---|
| Booked a first call | 1st Appointment Booked |
| Booked a first call and wants a quote | 1st Appointment Booked (+ Quote Request) |
| Booked a 2nd or 3rd call | 2nd / 3rd Appointment Booked |
| Wants to talk but no date yet | Reschedule |
| Replied, chatting, not booked yet | Contacted |
| Said no, not interested | Not Interested (Spoken) |
| No longer a director, already has company cover, or can't proceed | Not Proceeding |
| Number doesn't work / text bounces | Dead Phone Number |
| Mentions a serious health issue | Leave the stage, flag to Michael. Don't decide yourself. |
| Full sequence, no reply | Leave the stage, add react-noreply |
Tags to add
Create them in GHL if they're not there yet.
react-nov26 goes on every lead you text, plus the wave tag. react-booked when they book.
Note on every contact
One line, e.g.
"10 Nov SMS react – replied, booked video 13 Nov 10am, wants to cover 2 directors."After booking
40 new leads a day
At that pace every lead gets a first text within about two weeks, and the last sequences finish about four weeks from launch.
| Days | What you start |
|---|---|
| 1–3 | Wave 1 the 84 quoted, missed-call and reschedule leads |
| 4–6 | Wave 2 the 116 No Reply and Contacted leads |
| 7–9 | Wave 3 the 92 previous-no leads |
| 10 | Check first stalled "1st Appointment Sat" leads Michael has cleared |
Every day, in this order
Send each text from the contact's conversation in GHL, one at a time. No bulk blasts. It reads more human and gets more replies.
Numbers to report every Friday
| Metric | How to count it | Starting target |
|---|---|---|
| Leads texted | Contacts tagged react-nov26 | 200 / week |
| Reply rate | Replies ÷ leads texted | 20% |
| Booking rate | Bookings ÷ replies | 30% |
| Show rate | Sat calls ÷ bookings | 70% |
| Opt-outs | STOP or DND requests | Under 3% |