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Prospecting: Targeting the Targeted

Tuesday, March 26, 2013
Written By
Patrick Noonan
Vice President of Content Development

Competition for winning new insureds is tough and getting your foot in the door takes more than a good sales pitch.  Good news – OSHA’s annual “hit list” just made it a little easier to get a prospect’s attention or reconnect with clients to create a culture of safety.

OSHA recently sent letters to 10,000 workplaces with the highest occupational injury and illness rates. The letter urges these employers to remove the hazards contributing to high rates, including seeking outside expertise. I imagine those hit are now wondering:

  • What will I do if OSHA comes knocking?
  • What are my compliance obligations under OSHA?
  • How much can I be fined if not in compliance?
  • Are our employees working safely because of the culture we have created?
  • What do we need to do to create a safe working environment?

Delivering a resourceful reality check

The hit list is a great conversation starter – those listed truly need your loss control and safety program expertise. Employers on the list often do not understand what the letter means or the consequences associated with an OSHA inspection. In addition to invoking the powerful, motivational fear of a bad inspection, costly fines or even shutdown, you can demonstrate the resources you offer to minimize this risk.

If a prospect or client is aware of the impact of the letter, timing is on your side. Just as the company is searching for ways to reduce hazards and stay in compliance, you arrive with the perfect package of solutions. I can’t think of a better motivation for a prospect to sign on or a client to renew.

To demonstrate your expertise, begin by gathering and reviewing materials on relevant OSHA regulations for your prospect or client’s specific industry. Next, complete a walk-through of the facility, identifying physical hazards, unsafe employee behavior or any obvious noncompliance with OSHA standards.

  • Review the client’s OSHA log from the last 5 years to ensure its completeness and accuracy.
  • Ask the client to audit Material Safety Data Sheets (MSDS).
  • Ensure the employer has all medical testing paperwork on hand.
  • Remind the client of safety compliance programs including HazComm, lockout/tagout, emergency procedures, etc.
  • Ask the client to gather employee training records.

Prepare the prospect or client by giving a brief description of a typical OSHA inspection and what to expect from the OSHA representative. Provide checklists and OSHA compliance guides in areas where the client is lacking. Broker Briefcase has hundreds of resources designed for prospecting and servicing around OSHA compliance – just browse for OSHA, or search for the following:

  • OSHA Compliance Sales Binder and Sell Sheet
  • Preparing for an OSHA visit
  • Comprehensive Safety and Health Inspection Checklist
  • Risk Insights: How to Interact with an OSHA Inspector
  • Recordkeeping guides
  • Programs and training materials

Do the above and you’ll earn that trusted advisor role, expanding your book of business and building client loyalty.

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