Agents know that the best and easiest way to grow their business is with cross-selling. However, most agencies only sell, on average, two or less policies per account. According to a Bain & Co. study, new customer acquisition can cost five times more than retaining an existing customer. Despite knowing this, the cross-selling conversation just doesn't happen.
But with the right approach and tools, increasing your policy-to-account ratio no longer has to be left to chance or the comfort level of the customer service rep on the phone. In fact, discerning customers' and/or prospects' areas of interest or pain points is exactly one of the strengths automated e-mail marketing was created to address.
Marketing keeps your business top of mind with your customers by periodically sending out informational e-mails, which also positions your agency as knowledgeable and caring. Secondly, providing carefully crafted information and links to additional material leads customers down the marketing funnel.
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