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Insurance Agent Marketing - Quick Follow-up Essential to Write More Policies

Friday, December 14, 2012

Every successful insurance agent knows writing more policies is the key to ongoing financial health for their career. More policies mean more leads need to flow in. And once those leads are gushing in, then your agency must take a series of constructive actions to follow-up those leads...or else--no more policies. Follow-ups might be as simple as: Returning a phone call. Getting a quote out. Writing a quick thank-you. Sitting down at the kitchen table with a family. Whatever the follow-up action, it is vitally important for any insurance agent to be prompt in carrying it out. Every prospect that's waiting for a quote or for paperwork to be sent over should be on your "endangered species" list. They occupy a fragile environment until you've got a check in hand. Today's consumer seeks out an agent because they want the re-assurance of the local touch. Insurance marketing at the national level, based on a direct-sales model, is very popular. Just look at how much advertising money the big players pump into their TV spots. And yet insurance agents continue to thrive. Why? Because people need the one-to-one reassurance that only a local agent supplies. But, even though consumers need you, it doesn't mean they'll wait patiently for you. They are well-trained by the instant service they are trained to expect during internet and catalog shopping. But you offer personalized service, right? You take the time to visit the customer, to find out the family's needs. Doesn't that put you head and shoulders above the 1-800 crowd. Well, it certainly gives you a head start. Yet successful insurance agencies simply must train all staff to promptly follow-up. There is one unbreakable rule: Let the client know what your next step is and when you'll do it. If you are going to call back with a quote and it'll be twenty minutes, tell the client that's the timeline to expect. If you're running late to an appointment--even just ten minutes--phone and let your client know. One of the biggest mistakes salespeople make is not communicating to the client the next step in the process. Sure it's a mistake to be late, but it is a forgiveable mistake. What is intolerable is to hide when an error is made. The signals you send at the beginning of the relationship will set the tone for the months to come. Why start out by digging yourself a hole by telling the customer (ever-so-subtly) that they aren't worth your time to call? See, it's not just enough to be fast; you have to be trustworthy, too. Otherwise in one moment of customer misperception you'll throw away all the great insurance marketing and lead generation that you are working so hard to achieve.
 
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