Cold calling script for auto insurance sales in 2025

Understanding the Cold Calling Landscape in Insurance

Cold calling remains a cornerstone strategy in the auto insurance sales industry, despite the digital transformation reshaping customer acquisition channels. Insurance professionals who master the art of telephone prospecting can still achieve remarkable conversion rates when armed with the right script and approach. The key to successful cold calling lies in understanding that it’s not merely about reciting information but creating a conversation that resonates with potential clients’ needs. According to a recent study by Insurance Journal, agents who utilize well-crafted, personalized cold calling scripts experience up to 35% higher conversion rates than those using generic templates. This significant difference underscores the importance of developing a script that balances professionalism with personalization. The dynamic nature of auto insurance sales demands scripts that can evolve with changing customer preferences and market conditions, making this skill particularly valuable in today’s competitive landscape. For insurance agencies looking to enhance their sales operations through technology, AI calling solutions can significantly complement traditional cold calling strategies.

Psychology Behind Effective Auto Insurance Cold Calls

Understanding the psychological triggers that influence decision-making is crucial when developing an auto insurance cold calling script. The human brain processes insurance decisions primarily through the amygdala—the emotional center responsible for fear and security feelings. Effective scripts tap into this by addressing common concerns about financial protection, accident coverage, and family security. When prospects receive cold calls about auto insurance, their initial resistance often stems from psychological reactance—the instinctive push against perceived sales pressure. Skilled insurance agents counter this by establishing trust through voice tone, pacing, and empathetic language that acknowledges the prospect’s position. Research from the Journal of Financial Services Marketing reveals that scripts incorporating elements of social proof (mentioning satisfied customers in their neighborhood) and loss aversion (highlighting potential costs of inadequate coverage) significantly outperform purely feature-focused approaches. By aligning your script with these psychological principles, you create a foundation for meaningful conversation rather than a one-sided sales pitch. Insurance agencies implementing conversational AI technology can further enhance this psychological approach by analyzing customer responses in real-time.

Crafting Your Opening Statement: The Critical First 15 Seconds

The opening statement of your auto insurance cold calling script represents the most critical juncture in the entire call—where prospects decide whether to engage or terminate the conversation. An effective opening should accomplish three objectives within 15 seconds: identify yourself clearly, establish legitimacy, and create curiosity. For example: "Good afternoon, [Prospect’s Name]. This is [Your Name] from [Your Insurance Agency]. I’m reaching out because we’ve helped several drivers in [Prospect’s Neighborhood] save an average of $520 on their auto insurance this month while improving their coverage." This opening works because it immediately contextualizes the call within the prospect’s community (building relevance) and presents a specific benefit (cost savings with better protection). Avoid generic openings like "How are you today?" which prospects recognize as sales tactics. Instead, research by Sales Benchmark Index suggests that openings that reference specific, data-driven benefits relevant to the prospect’s demographic increase engagement by up to 47%. Remember that tone of voice conveys as much as the words themselves—aim for confident, conversational, and unhurried delivery that communicates professionalism without pressure. For businesses looking to standardize their opening approaches across teams, AI call assistants can provide consistent quality and help refine opening statements based on performance data.

Qualifying Questions That Drive Meaningful Conversations

Strategic qualifying questions form the backbone of productive auto insurance cold calls, transforming a potential monologue into a targeted consultation. These questions serve multiple purposes: they gather essential information, demonstrate expertise, and guide prospects toward recognizing gaps in their current coverage. Begin with broad questions about their current insurance situation: "May I ask when you last reviewed your auto insurance policy?" Follow with specific inquiries that reveal their priorities: "What aspects of your current coverage are you most satisfied with, and where do you feel there might be room for improvement?" Questions about their driving habits, vehicle usage, and household drivers provide concrete data while establishing rapport. The Harvard Business Review notes that sales professionals who ask a minimum of four well-crafted questions before presenting solutions achieve 23% higher conversion rates. Avoid closed yes/no questions that stall conversation; instead, use open-ended formulations that invite elaboration. Each question should flow naturally from the previous response, creating a logical progression rather than feeling like an interrogation. Remember that effective questioning isn’t about checking boxes but understanding the prospect’s insurance journey. Insurance agencies can enhance this qualification process with AI voice agents that can intelligently adapt questioning based on prospect responses.

Sample Script: The Perfect Cold Call Flow for Auto Insurance

Here’s a comprehensive sample script framework that incorporates proven conversion elements:

"Hello [Prospect’s Name], this is [Your Name] with [Your Insurance Agency]. We specialize in helping drivers in [Local Area] optimize their auto insurance protection while managing costs effectively. Is this a convenient time for a brief conversation?

[If yes, continue]

Thank you. I’m curious—what factors matter most to you when selecting auto insurance? Is it primarily about price, coverage breadth, or perhaps the claims experience?

[Listen and acknowledge their response]

That makes perfect sense. Many of our clients share similar priorities. May I ask about your current policy? When was the last time you had it comprehensively reviewed?

[Based on response]

I appreciate you sharing that information. The reason I’m reaching out specifically to you today is that we’ve helped many drivers with profiles similar to yours [mention specific demographic if known] discover significant coverage improvements while maintaining or even reducing their premiums. For example, [provide brief relevant case study without naming clients].

What would you say are your biggest concerns or frustrations with your current auto insurance situation?

[Listen carefully and take notes]

Based on what you’ve shared, I believe we could offer you [specific benefit tailored to their stated needs]. Would you be interested in a personalized quote that addresses these specific concerns, particularly [reference their top priority]?

[If interested, arrange next steps]

Excellent! To prepare the most accurate quote for your situation, I’ll need to gather a few specific details about your vehicles and driving history. Would it be better to continue now, or should we schedule a specific time when you have your current policy information handy?"

This script framework can be customized to reflect your agency’s unique value proposition and the specific needs of your target demographic. For agencies looking to scale their cold calling operations, AI sales automation tools can help implement and refine this script across multiple agents.

Overcoming Common Objections in Auto Insurance Sales

Objection handling represents the make-or-break moment in auto insurance cold calls. Rather than viewing objections as roadblocks, successful insurance agents recognize them as opportunities to address concerns and demonstrate value. The most frequent objections include: "I’m happy with my current provider," "Your rates will be higher," "I don’t have time right now," and "Just send me some information." For each objection, prepare a thoughtful, non-confrontational response that acknowledges the concern while gently redirecting. For example, when facing the "happy with current provider" objection, try: "That’s great to hear. Many of our current clients felt the same way before discovering they could maintain their satisfaction while gaining [specific benefit]. Would you be open to a quick comparison to ensure you’re not missing out on potential improvements or savings?" Research from the National Association of Insurance Commissioners shows that 67% of consumers who switch insurance providers do so because of price considerations, yet 43% receive inadequate explanations of coverage differences. This disconnect creates an opportunity to educate prospects about value rather than just price. The key is responding with curiosity rather than defensiveness, which transforms objections from conversation-enders into dialogue-deepeners. Modern insurance agencies can enhance their objection handling with AI voice conversation technology that can analyze patterns in successful objection responses.

Building Value Through Differentiation Techniques

In the crowded auto insurance marketplace, your cold calling script must clearly articulate what makes your offering distinctive. Generic statements like "we provide excellent customer service" lack impact; instead, highlight specific differentiators with measurable backing. For example: "Unlike many providers who outsource claims processing, our in-house team resolves 94% of claims within 48 hours, resulting in our 4.8-star satisfaction rating." Effective differentiation addresses the prospect’s unspoken question: "Why should I switch from what I know to something unfamiliar?" Your script should identify your agency’s unique strengths across multiple dimensions: claims handling, specialized coverage options, technology integration, customer service protocols, or community involvement. When possible, quantify these differences—"our local claims adjusters respond within an average of 4 hours compared to the industry standard of 24-48 hours." Insurance Business America reports that agencies with clearly articulated differentiation statements experience 28% higher retention rates and 17% more referrals from satisfied clients. Remember that differentiation isn’t just about being different—it’s about being different in ways that matter to your specific prospect. Insurance agencies can enhance their brand differentiation using AI phone service technology that provides consistent messaging across all customer touchpoints.

Using Social Proof to Enhance Credibility

Social proof elements significantly boost the persuasiveness of auto insurance cold calling scripts by providing evidence that others similar to the prospect have made positive decisions about your offering. Insurance purchases involve significant trust, and prospects instinctively seek validation that you’ve successfully served others in their situation. Incorporate specific, relevant testimonials: "Just last month, we helped a family in [Nearby Neighborhood] with two teenage drivers save over $700 annually while adding roadside assistance and rental coverage." Industry statistics reveal that scripts incorporating contextual social proof increase appointment-setting rates by up to 34%. When possible, mention recognition and credentials: "Our agency was recently named among the Top 5 Customer Satisfaction Leaders by [Respected Industry Authority]." The effectiveness of social proof increases dramatically when it’s specific and relevant to the prospect’s demographic, geographic location, or specific needs. Avoid vague claims about "thousands of satisfied customers"; instead, reference examples that mirror the prospect’s situation. For maximum impact, deliver social proof elements conversationally rather than as rehearsed statements. Companies can enhance their social proof strategy with AI appointment schedulers that can reference relevant testimonials based on prospect characteristics.

Effective Rate Quoting Strategies That Convert

When presenting auto insurance rates during cold calls, timing and framing significantly impact conversion success. Premature rate discussions before establishing value can reduce your offering to a commodity comparison, while delaying quotes too long creates frustration. The optimal approach is a two-stage quoting process. First, provide a general estimate range based on initial information: "Based on drivers with similar profiles in your area, we typically see premium ranges between $X and $Y for the coverage levels you’ve described." This satisfies the prospect’s curiosity while maintaining flexibility. Later, after building value and gathering complete information, present the specific quote framed in monthly terms rather than annual costs, which research shows appears more manageable to consumers. Always present rates in context of value received: "For $97 per month, you’re receiving comprehensive protection including [specific benefits most relevant to their stated needs], plus our exclusive [unique feature]." A study by Insurance Technologies Corporation found that agents who discuss coverage benefits before revealing premiums experience 41% higher conversion rates than those who lead with price. When handling price objections, avoid immediate discounting; instead, explore coverage adjustments that maintain essential protections while meeting budget constraints. Agencies can optimize their rate presentations with AI sales representative technology that can dynamically adjust presentation based on prospect responses.

Creating Urgency Without Pressure Tactics

Generating legitimate urgency in auto insurance cold calls requires finesse—balancing motivation to act promptly without resorting to manipulative pressure tactics that damage trust. Effective urgency stems from authentic time-sensitive opportunities rather than artificial deadlines. For example: "We’re currently offering a multi-policy discount that expires at the end of the month, which could save you approximately $X based on your situation," or "Insurance providers typically adjust their rating factors quarterly, and we’re noticing an upward trend in your area—securing a rate now could protect you from potential increases." Research from the Insurance Information Institute shows that consumers respond more positively to urgency framed as opportunity protection rather than loss avoidance. Always substantiate urgency claims with specific details that demonstrate legitimacy. When mentioning limited-time offers, provide concrete expiration dates and explain the business reason behind the timeline. The language of urgency should emphasize what the prospect stands to gain by acting promptly rather than what they might lose, maintaining a consultative rather than sales-driven tone. Successful insurance agencies often enhance their urgency creation with AI appointment setters that can follow up on time-sensitive opportunities.

Asking for the Appointment: Closing Techniques That Work

The ultimate goal of most auto insurance cold calls is securing an appointment for a detailed quote presentation, making the closing request a pivotal moment in your script. Effective closing techniques balance assertiveness with respect for the prospect’s decision-making process. Begin with a clear, confident assumption close: "Based on what we’ve discussed, I’d like to prepare a customized quote addressing your specific concerns about [reference their stated priorities]. Would Tuesday at 3 PM or Wednesday at 5 PM work better for a 20-minute discussion?" This alternative choice close presupposes their interest while giving them control over timing. If you encounter hesitation, employ the "something for something" technique: "I understand you’re busy. If I commit to having a complete proposal prepared in advance so we can make the most of your time, could we schedule just 15 minutes to review it?" According to insurance sales trainer John Savignano, agents who use specific time frames in their appointment requests (rather than vague "sometime next week") achieve 37% higher scheduling success. Always confirm appointments by summarizing the value they’ll receive: "Great, I’ve got you scheduled for Tuesday at 3 PM. During that time, I’ll present options for enhancing your coverage while addressing your concerns about [specific issue]. Is there anything specific you’d like me to research before our conversation?" Companies can streamline their appointment setting process with AI appointment booking technology that integrates with calendar systems.

Script Customization for Different Demographic Segments

One-size-fits-all scripts fail to address the diverse priorities across auto insurance demographic segments. Millennials typically respond to digital integration features and sustainable options, while Baby Boomers often prioritize stability and comprehensive coverage. Your script should contain modular sections that address segment-specific concerns while maintaining your core message. For young families, emphasize: "Our family protection package includes extended medical coverage for child passengers and special replacement provisions for car seats involved in accidents." For seniors, highlight: "Our mature driver program recognizes your experience with premium discounts and includes special considerations for medical transportation needs." For luxury vehicle owners, stress: "Our premium vehicle protection ensures original manufacturer parts and specialized repair facilities that maintain your vehicle’s value and performance." McKinsey & Company research indicates that insurance scripts aligned with demographic-specific concerns improve engagement by up to 48%. Create a matrix of talking points mapped to common demographic segments in your target market, allowing you to quickly customize your approach based on the prospect’s profile. Geographic customization is equally important—references to regional concerns like heavy snow in northern states or hurricane considerations in coastal areas demonstrate relevance and expertise. Businesses can enhance their demographic targeting with AI phone agents that can automatically select appropriate script modules based on prospect characteristics.

Mastering Voice Techniques for Telephone Effectiveness

The delivery of your auto insurance cold calling script significantly impacts its effectiveness, with voice qualities often outweighing actual content in influencing prospect perception. Research from the Journal of Voice reveals that listeners make subconscious trustworthiness assessments within the first 0.5 seconds of hearing someone speak. Key voice elements to master include: pace (slightly slower than conversational for complex insurance concepts), pitch variation (avoiding monotone delivery that suggests disinterest), strategic pausing (allowing prospects to absorb important points), and volume modulation (slight increases for key benefits). Insurance sales trainer Maria Johnson recommends the "mirror technique"—subtly matching the prospect’s speaking pattern to build rapport subconsciously. Record your calls for self-assessment, focusing on eliminating filler words like "um" and "basically" that diminish perceived expertise. Conscious breathing techniques improve vocal quality—before dialing, take three deep breaths to center yourself and project confidence. Studies show that standing while cold calling increases energy levels in your voice by approximately 12%, while smiling—even though unseen—changes vocal tone in ways listeners perceive as more approachable. Insurance agencies can enhance their voice quality training with AI voice assistant technology that can provide real-time feedback on delivery techniques.

Compliance and Legal Considerations in Insurance Scripts

Auto insurance cold calling scripts must navigate a complex regulatory landscape that varies by state and continues to evolve. All scripts should include required disclosures regarding the recording of calls, the purpose of the contact, and your agency’s identity. The Telephone Consumer Protection Act (TCPA) restrictions must be strictly observed, including maintaining proper do-not-call lists and adhering to permitted calling hours (generally 8 AM to 9 PM local time). When discussing coverage options, avoid absolute terms like "guaranteed" or "best" that could constitute misrepresentation; instead, use qualified language such as "designed to provide" or "may offer benefits like." Insurance departments in most states prohibit specific practices in sales scripts, including disparagement of competitors, rebating (offering items of value not specified in the policy), and twisting (making misleading comparisons to induce policy replacement). According to the National Association of Insurance Commissioners, compliance violations result in average penalties of $27,500 per incident, making script review a critical risk management function. Maintain documentation of script versions and approval dates, and implement a regular review schedule to ensure ongoing compliance as regulations change. For organizations managing multiple agents, call center voice AI solutions can help monitor compliance across all calls.

CRM Integration: Maximizing Data Capture During Calls

Effective auto insurance cold calling extends beyond the conversation itself to include systematic data capture that enhances future interactions. Your script should incorporate natural prompts for gathering valuable information without disrupting conversation flow. For example: "To help me understand your specific situation better, could you tell me how many vehicles you currently have insured?" Design your script with specific CRM field completion in mind, ensuring you collect not just basic contact information but also qualification data, objection patterns, and future follow-up triggers. Insurance agencies using integrated CRM systems report 26% higher conversion rates than those relying on manual data entry after calls. Include probing questions that identify cross-selling opportunities: "Besides your vehicles, do you currently bundle any other policies like homeowners or renters insurance?" Train agents to document specific language that resonates with prospects, building a personalized communication profile for future interactions. Modern CRM systems allow for call recording integration, creating opportunities for quality assurance and training. To maximize efficiency, incorporate script elements that verify contact information naturally: "Just to ensure our quote reaches you correctly, could you confirm your email is still [email address]?" Insurance agencies can enhance their data capture with AI call center solutions that automatically populate CRM fields based on call content.

Script Testing and Refinement Methodology

Continuous improvement separates high-performing auto insurance cold calling scripts from static, underperforming ones. Implement a systematic A/B testing program comparing two script variations across statistically significant call volumes, measuring key performance indicators like appointment rate, objection frequency, and talk-to-listen ratio. Begin with focused testing of single elements—opening statements, value propositions, or closing approaches—rather than complete script overhauls. Insurance marketing consultant Rebecca Simons recommends the "20/20/20 method": test new script elements across 20 calls, refine based on results, test another 20 calls, refine further, then confirm with a final 20 calls before full implementation. Utilize call recording analysis to identify specific script sections where prospects commonly disengage or raise objections, prioritizing these areas for refinement. Beyond quantitative metrics, gather qualitative feedback from both agents and receptive prospects about how the script flows and which elements create confusion or resistance. The most successful insurance agencies establish a regular script review calendar, with minor refinements monthly and major revisions quarterly based on accumulated performance data. Implementing script changes should include proper agent training and calibration to ensure consistent delivery. Companies can accelerate their script optimization with AI phone consultants that can analyze call patterns and suggest improvements.

Voicemail Strategies When Prospects Don’t Answer

With average cold call connection rates below 30% in the insurance industry, effective voicemail scripts become crucial components of your auto insurance sales strategy. Craft messages of precisely 20-30 seconds that focus on a single, compelling reason to return your call. For example: "Hello [Prospect Name], this is [Your Name] with [Your Agency]. We’ve recently helped several [Prospect’s Occupation/Neighborhood] residents identify significant gaps in their auto policies that could leave them financially vulnerable after an accident. I’d welcome the opportunity to provide a complimentary policy review to ensure you’re properly protected. You can reach me at [Phone Number], again that’s [repeat number]. I’ll also follow up with a text to make it easier to connect." Voice message effectiveness increases dramatically when followed by a complementary text message within 5 minutes, creating a multi-channel approach. Research by Salesforce indicates that voicemails referencing a specific benefit relevant to the prospect’s demographic receive 22% more callbacks than generic messages. Vary your voicemail approach across multiple attempts—first highlighting potential savings, then coverage improvements, then simplified claims processes—to appeal to different motivations. Always include a clear call-to-action and make returning the call as frictionless as possible. Insurance agencies can enhance their voicemail strategy with AI voice agent technology that can leave consistent, optimized messages.

Follow-Up Sequences That Maximize Conversion Opportunities

The persistence paradox in insurance sales reveals that 80% of sales require five or more contacts, yet 44% of salespeople give up after a single follow-up. Your cold calling script should integrate with a predetermined follow-up sequence that maintains momentum without becoming intrusive. Each follow-up should provide new value rather than simply "checking in," creating legitimate reasons for continued conversation. For example, a sequence might include: Day 1 – Initial call and voicemail; Day 2 – Email with relevant educational content; Day 4 – Second call with new information about specific coverage benefits; Day 7 – Text message with brief case study relevant to prospect’s situation; Day 14 – Final call offering limited-time review opportunity. Research by the Insurance Information Institute shows that structured follow-up sequences increase conversion by up to 62% compared to ad-hoc approaches. Within your script, plant seeds for follow-up by mentioning, "I’ll be sending you some information about [topic they expressed interest in], and I’ll follow up next Wednesday to discuss any questions." Always reference previous conversations in follow-up calls to demonstrate attentiveness: "When we spoke last Tuesday, you mentioned concerns about your teenage driver’s coverage…" Successful follow-up requires meticulous tracking—utilize CRM systems to maintain perfect contact records and next steps. Insurance agencies can optimize their follow-up process with AI voice conversation systems that can manage complex contact sequences.

Training Your Team for Cold Calling Excellence

Transforming your auto insurance cold calling script from words on paper to effective customer conversations requires comprehensive agent training. Begin with script familiarity through read-through sessions that clarify rationale behind each element. Progress to role-playing exercises that simulate real-world objections and scenarios, recording these sessions for constructive feedback. Research from the Society for Human Resource Management indicates that insurance agents who undergo structured role-play training convert 31% more prospects than those who simply memorize scripts. Implement regular "drill down" sessions focusing on challenging script sections like objection handling or complex coverage explanations. Speech analytics software can identify specific improvement areas for individual agents, enabling personalized coaching. Beyond script mechanics, train for emotional intelligence—the ability to detect prospect engagement, anxiety, or confusion through vocal cues. Create a continuous learning environment where agents regularly share successful adaptations and challenging scenarios. Consider implementing a certification process for new agents, requiring demonstration of script mastery before independent calling. The most successful insurance agencies establish "quality circles" where agents regularly review call recordings together, identifying best practices and improvement opportunities collaboratively. Organizations can enhance their training effectiveness with advanced call center solutions that provide performance analytics and coaching opportunities.

Measuring Success: Key Performance Indicators for Cold Calling

Establishing precise metrics transforms auto insurance cold calling from intuitive art to measurable science. Beyond basic conversion rates, implement a comprehensive KPI framework that identifies strengths and weaknesses throughout your script. Track connection rate (calls reaching live prospects), engagement rate (prospects remaining on call beyond 30 seconds), appointment-setting percentage, and ultimate conversion to policies. More granular metrics might include objection frequency by type, average call duration, quote request rate, and referral generation. According to Insurance Business America, high-performing agencies regularly analyze the correlation between call duration and conversion, finding the optimal talk time for their specific offerings. Script effectiveness can be measured through question-response ratios—successful insurance conversations typically maintain a 1:3 ratio of agent questions to prospect talking time. Implement qualitative scoring for each call, evaluating script compliance, needs assessment completeness, and value proposition delivery. The most sophisticated insurance agencies track script performance across different demographic segments, refining approaches for specific target markets. Regular comparative analysis identifies trends and seasonal variations requiring script adjustments. For precise performance management, calculate the customer acquisition cost for each script variation, incorporating agent time and operational expenses. Organizations can enhance their performance tracking with AI call center technology that automatically generates comprehensive analytics.

Leveraging Technology to Enhance Cold Calling Effectiveness

Technological advancements have transformed auto insurance cold calling from a numbers game to a precision targeting system. Modern insurance agencies integrate their scripts with predictive dialing systems that optimize call timing based on historical connection rates—reaching 28% more prospects during their most receptive periods. Real-time script prompting software displays the optimal talking points based on prospect responses, ensuring agents never miss critical information while maintaining natural conversation flow. Voice analytics technology can detect prospect emotional states through tone analysis, allowing agents to adapt their approach accordingly. According to Gartner research, insurance companies employing these technologies experience 34% higher conversion rates than those using traditional methods. Local presence dialing, which displays a caller ID from the prospect’s area code, increases answer rates by up to 40% for insurance calls. Script delivery apps can provide real-time coaching on speaking pace, clarity, and adherence to compliance language. The most advanced agencies implement AI-assisted qualification tools that cross-reference prospect information with predictive models to identify the most promising leads for agent follow-up. While technology enhances effectiveness, successful agencies maintain the human connection that builds trust and relationship. For organizations looking to leverage cutting-edge solutions, AI calling technology can significantly enhance traditional cold calling approaches.

Revolutionize Your Auto Insurance Sales with Intelligent Voice Technology

As you implement the strategies and scripts outlined in this guide, consider how modern technology can further elevate your auto insurance sales efforts. Today’s most successful insurance agencies are enhancing their cold calling operations with AI-powered voice solutions that ensure consistency, compliance, and continuous improvement. These systems can handle initial prospect qualification, follow precise scripting guidelines, and even adapt conversations based on prospect responses—all while maintaining the natural conversation flow that builds trust. The data generated from these interactions provides unprecedented insights for script optimization and sales strategy refinement. By combining the human touch of your sales professionals with the precision and scalability of voice AI, you can create a cold calling operation that consistently outperforms competitors while reducing agent burnout and training requirements. The auto insurance landscape continues to evolve, and agencies embracing these innovative approaches are positioning themselves for sustainable growth in an increasingly competitive market. If you’re ready to transform your auto insurance sales process with intelligent voice technology, Callin.io’s AI phone agent solutions offer the perfect blend of cutting-edge technology and proven sales methodology to drive results.