A recent SIS post provided some solid steps and insights on how to be a winning sales team, turning prospects into clients. But, there are two pieces to the pie of how to get insurance clients – you need to find prospects first.
There are hosts of techniques and strategies to bring insurance prospects to your door, but they all break down to four principles.
- Identify your target areas
Your clients range from young to old, individual to commercial, and everything in-between. Start paying attention to groupings among your diverse client base. Do you have groups of millennials? Baby boomers? Multiple trucking companies? Emergency vehicle providers? Whatever your groupings may be, identify them. This gives you valuable information on your niche market.
Bring insurance prospects to you with Digital Marketing Tips from the SIS team
- Find your prospects
Once you know who you’re looking for, it’s time to find them. Identify where each group spends time, both online and in the physical world. Millennials may be participating in rec sports leagues you can sponsor. Trucking companies could be searching online for “fleet solutions,” a keyword you can target. Pay attention to where you found prospects before and make your agency known in those spaces.
- Speak their language
This is tied to fulfilling the specific needs of each group. You may find Baby Boomers prefer an in-person or phone conversation to answer questions. When speaking with them, talk about your on-call customer service. Millennials could be avoiding the phone at all costs – focus on your client portal for self-service and support. Trucking companies might want to produce a large quantity of certificates for their drivers quickly. Point them to your ability to mass produce certificates through your management system. One size does not fit all when speaking with each group! A targeted message leads to higher conversion.
Jump start your marketing initiatives with these practical steps
- Build community
Once you’re in a space and speaking the language, you start to become part of that community. Make your name and face familiar…but not in an “I’ve seen that guy on a billboard” way. Establish credibility and trust by interacting in social media spaces or showing up at events. Once you have a relationship established within a community, prospects will be more open to becoming clients. Connections are also the gateway to referrals, which is your prospect generating machine!
Find out how to Harness the Power of Community with this SIS eGuide
Reflecting on Your Own Experience
When thinking about how to connect with prospects, reflect on your own experiences with providers. Where did you look for your services partners or where did they find you? Chances are you’re working with partners who provide the same level of service and connection you strive to provide your clients.
We hear it all the time from our partner agencies: “We saw ourselves in you.” That’s one of the best compliments we can receive.
Author: Sarah Deak
Sarah Deak has been contributing to the SIS team since 2013, covering topics like agency perpetuation, workflow improvements, data security, and marketing. She has a background in small business, working with organizations to improve their online presence and client engagement. Sarah also writes for the SIS newsletters and website, and counts herself lucky to hear from our many passionate, hard-working clients for our client stories. Her favorite part about working for SIS are the dedicated, service-minded people.