The Key to Marketing Your Insurance Agency? Develop a Process, Follow Through, Be Accountable, & Get Help if You Need It
By: Michael Miller, Smart Choice® State Director
As an independent agent, it’s easy to get so caught up in your business that you forget to work on your business. But, if we fail to continuously develop and close leads, eventually, our agencies will suffer.
That’s why I encourage insurance agents to create a formal, repeatable sales process for selling and cross-selling all lines of insurance. With proper follow up and support, such a process can keep leads and prospects coming in the door.
Develop a formal, repeatable sales process.
As the state director for Smart Choice® MN, WI & IA, I offer my agents training on a marketing system that develops formal, repeatable processes for each insurance line. We start with defining an agent’s sales goals and then create a process to meet those goals. Specific action items empower agents to generate leads and close more business.
Here are some action items that have proven effective for myself and the agents I work with:
- sending direct mail letters
- tapping the power of digital marketing tools, such as social media and email
- making follow-up phone calls and call scripts
- using fact-finder sheets to guide the conversation in initial client meetings
- cross-line selling other insurance products
- sending thank you cards
- requoting old leads
Whatever action items you choose, write down your process and review your steps to make sure it’s repeatable.
Follow through with your sales process & be accountable for each step.
Even the most thoughtful and efficient process is ineffective if you don’t put it to use. Now that you have the steps in place to develop your agency’s prospects, you need to follow through. Block out time on your calendar to complete every action item. Ask a staff member to remind you to work through each step. Consider delegating tasks to staff members, too.
Get help if you need it.
Sometimes, relying on staff just isn’t enough to make your process successful. If this happens to you, consider calling in some outside help. A business coach or mentor can be a helpful partner in the sale process. So can a formal marketing system.