All clients are not created equal. So how can you find better clients (translation: long-term, profitable and pleasant)? And what tactics are most effective for drawing them into a partnership?
Here are six prospecting tips to help match agents and brokers with great clients:
No 6: Find your match. What makes your ideal client "ideal"? Is it their premium size, geographic location or niche market? Is it because they offer an opportunity to cross-sell multiple policies? There's no right answer here, but it's absolutely imperative that you be honest about what kind of client works best for you. With clear parameters in mind, you're then ready to find your match.
Setting a standard also makes it easier to say "no," for example, when your carriers don't offer the specialized coverage a client demands or you're not familiar with the prospect's industry.
Use your ideal client checklist to help you keep focus. Pursue those who fit; pass on those who don't.
No 5: Set your bait for a great catch. If you want to go where the prospects are, try digital marketing. Ongoing conversations ensure that when someone needs insurance (which is not always at the same time you initially target them), your name will be the first that comes to mind. You're also able to drill down and define a specific target audience, including age, geographic location, marital status, income level, education level, group memberships and more.
To use an analogy, digital prospecting is like fishing. If you go out and blindly fish with just any bait for whatever might be swimming around, it's likely you will be disappointed. But if you research the waters and types of fish ahead of time, you're much more likely to catch what you want. Ultimately, you must know which "bait" will entice a prospect to bite, because each one has different appetites or needs. You must also know what time of day is best and which "line," or method of contact your prospects prefer.
No. 4: Keep 'em coming. You must continue to build and maintain a healthy target list. One of the most effective ways to do this is by becoming a niche specialist. Begin by looking at what your current insurance carriers write. Are they competitive in a niche you'd like to pursue? Do you have access to several carriers for this coverage so that you have options and competitive leverage for the long term? Begin targeting the niche with a bullseye chart based on ZIP codes. Start with prospects geographically close to your agency and then work outward.
Constantly fine-tune your list, figuring out what works best. Keep improving your message while also adjusting your prospect parameters.
Related: 5 keys to prospecting effectively
Once you establish a rapport with individuals within your niche, begin branching out to related microniches. This may include those who supply products and equipment to the original niche — the manufacturers, distributors or architects, for instance. As you gain the trust of these microniche individuals, they can then help you build your brand and gain influence with the primary niche you both serve.
Keep improving your message while also adjusting your prospect parameters. (Photo: iStock)
No. 3: Reward loyalty and referrals. There's a reason word-of-mouth is called the best advertising — it's the biggest compliment you and your agency can receive, and it shows a tremendous amount of respect. Repay those who refer your agency through an incentivized rewards program that publicly acknowledges their actions and demonstrates genuine appreciation. Consider using social media to promote your referral rewards program as well. For example, using Facebook Live to show a drawing in real time not only makes the program exciting, but also provides legitimacy.
No. 2: Be an expert, meet an expert. Integrate with the niches you serve. Join or partner with their trade associations, attend their events, sit on their boards. This will position you as an expert within the niche rather than simply an outside (and expendable) supplier.
Form your own business networking group or "dream team" with leaders and influencers from many industries, including attorneys, bankers, brokers, CPAs, general contractors, lenders, realtors and more. There is no competition and you can cross-refer to one another.
At the same time, build relationships with individuals offering related products within your own industry — for example, health insurance agents and financial advisors. Doing so allows you to build centers of influence where each trusted individual has earned the authority to refer clients or prospects to another without hurting their own business.
No. 1: Volunteer in your community. Beyond the personal benefit you receive, volunteering in the community exposes you to people from different industries and walks of life that you would have not met otherwise. This ultimately gives you new avenues for prospecting.
Of course, first, you have to find causes and organizations you're passionate about, and your desire to volunteer must be genuine. It's important that you support your employees' efforts to be active in the community as well.
Volunteering not only helps build your agency brand, but also provides a platform to "sell yourself" — who you are individually and what's important to you. You're also building trust and familiarity as well as sharing something in common with others, which establish an excellent foundation for new business relationships.
Robert S. Klinger is president and CEO of Klinger Insurance Group in Germantown, Md. He can be reached by sending email to [email protected].
See also:
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