Search
 
Commentary

Take the pain out of cross-selling with an automated e-mail campaign

Be hands off. An automated e-mail marketing system will free the limited time your staff has and identify low-hanging fruit thats ideal for cross-selling.

By Rick Gilman, APR, CMP | Updated on February 26, 2015

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.

Want to continue reading?
Become a Free
PropertyCasualty360 Digital Reader.

INCLUDED IN A DIGITAL MEMBERSHIP:

  • All PropertyCasualty360.com news coverage, best practices, and in-depth analysis.
  • Educational webcasts, resources from industry leaders, and informative newsletters.
  • Other award-winning websites including BenefitsPRO.com and ThinkAdvisor.com.

Already have an account?

NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Recommended Stories

PropertyCasualty360

Join PropertyCasualty360

Don’t miss crucial news and insights you need to make informed decisions for your P&C insurance business. Join PropertyCasualty360.com now!

  • Unlimited access to PropertyCasualty360.com - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including BenefitsPRO.com, ThinkAdvisor.com and Law.com
  • Exclusive discounts on PropertyCasualty360, National Underwriter, Claims and ALM events

Already have an account? Sign In Now
Join PropertyCasualty360

Copyright © 2024 ALM Global, LLC. All Rights Reserved.