Top 5 Sales Tips For Insurance Advisors

Top 5 Sales Tips For Insurance Advisors
By: Ashley Wingate, Vice President, Personal Lines

Selling in the insurance industry is not the same as sales in many other industries. Unlike most commodities being sold and advertised, insurance isn’t a choice in most cases, it’s a necessity. Many customers don’t view insurance as something they want to spend money on, but rather something they HAVE to spend money on. So, you’re really trying to counsel your customer into meeting their own coverage needs, even when they don’t want to spend the money. YOU have to be able to flip the conversation into a positive one so they feel like they’re walking away with something tangible, and not just spending their money on a “have to.” After many years working in this industry, here are my top 5 sales tips for insurance advisors:

  1. Listen to your clients and their needs. It’s tempting to just sit down and begin explaining all the benefits of your insurance policies and plans that your agency offers. My suggestion is let the prospect lead the discussion and they will tell you everything you need to know to close the sale. Instead of pitching your product, ask the person you are speaking with about their life and their family or their concerns for the future. They will tell you everything you need to know and then you become an insurance consultant and not just another salesperson.
  1. Don’t just be an order taker. Too many agents fall into this trap. If you follow the first tip and listen to your client and their needs, then you can develop a consultative approach for your client and offer them Insurance solutions for their needs. Also, don’t be afraid to ask them for their business.
  1. Make sure your clients know what they are buying from you. Stop to go over the carrier you have placed them with and highlight the benefits and features that their policy offers them. Most people don’t understand insurance and this is the time to help them understand what they have just bought from your agency. It’s a time for you to shine and a time for you to educate the customer on why they’re better off with proper coverage.
  1. Ask for referrals. Referrals are an awesome way to grow your business and these customers are much easier to close. Think about a referral program for your agency and reward the customers that send you new customers. Independent agents should rely heavily on referrals, because they have the ability to really shop for their clients and customize coverage. You have the chance to foster a more personal relationship with your clients, and therefore a better chance at gaining referrals.
  2. Network, network, network.  Take advantage of the opportunity to attend trade shows, work with real estate agents, work with the local PTA, and network with other insurance professionals in your field. These are all great places to make connections and learn from industry leaders and stay up to date on what’s going on in the insurance industry.

5 Ways for New Insurance Agents to Gain Customers

5 Ways for New Insurance Agents to Gain Customers

 

It can be difficult for an agent just starting out with his or her own office to know where to start finding customers – and it’ll take a lot of hard work to get to a point where you have a steady flow of customers coming in the door. Here are some tips for getting off to a great start and creating lasting practices to help you achieve success.

1) Look Professional

If your office looks shabby and so do you, you’ll lose trust of potential customers almost immediately. Dress the part of a professional by wearing a suit. Keep a clean and tidy office. Post pamphlets, education tools, posters and window labels from your carrier partners. Have a designated waiting area that’s bright, comfortable, and separate from where you speak with clients. If you want people to buy from you, you want them to feel at ease and comfortable in your presence.

2) Partner with as many carriers as possible

This can be difficult when you’re first starting out, because you are likely a smaller agency and may not yet have a relationship with your local carrier representatives. To gain recognition and trust with carriers, you can partner with an “agency cluster group” which will help you gain appointments. Don’t be afraid to reach out and network with your local reps either. Set a meeting and buy them lunch. Interact with them on LinkedIn and other social media networking sites.

3) Use your customers for referrals

Starting a book of business from scratch will require you to build on your successes, and that includes not being afraid to ask for referrals from the customers you win. When you write insurance for someone for the first time, send them a “care package” welcoming them to the agency. Provide a folder with information on their carrier, information on how to file a claim should they need to (a great idea is to have a wallet sized or glove-box sized card for them to keep with step-by-step instructions on who to call first when claims arise), a small giveaway like a key chain or pen with your agency’s information on it, and 4 or 5 business cards for them to “refer a friend.”

4) Sell multiple products

Don’t limit yourself here. You should offer personal, commercial and life insurance products if you can. This will broaden your potential customer base exponentially. Not sure how to sell commercial and life? Smart Choice has programs that will enable you to submit your customers’ information and have the business written FOR you, and you’ll still reap the commissions. Click here to find out more about these programs (Commercial and Life).

5) Partner with a local real estate agent or office

Real estate agents are fantastic networkers. They also spend a lot of face time with their clients, and usually keep lists of recommended resource providers for all kinds of things for new homeowners. If you can become the preferred agent of a real estate professional, you’ll get steady stream of new customers coming in the door each month.

Three Marketing Tips for Independent Insurance Agents

Are you looking for new marketing ideas for your insurance agency in 2016? Here are three ideas you can implement TODAY to gain new business as you plan for 2016!

Be an information resource: Use a blog on your website, email newsletters, social media sites, etc. to be a resource for your customers. This is called “content marketing” and you’re essentially gaining website traffic from search engines by using keywords that consumers are already searching for. Consider that scores of customers are searching for specific insurance information every day – if they are searching for something you have posted yourself or re-posted from another site, you will gain more traffic and visibility in the community as a resource.

Run a referral contest: Run a referral contest through your social media sites! Many agents already rely heavily on referral business, but a contest that provides compensation to the customer is a great motivator to consumers. The prize you offer should be substantial enough to entice customers to make an effort. Cash gift cards are more versatile and work better than rewards like televisions or iPads because they’re more likely to entice. Post several times a week about the details of your contest, and make sure you include contingencies that will ensure the contest brings your agency more commission money than the money you’ll be spending on the prize!

Pick a niche market: What if you chose a niche market to be an expert in each quarter? This idea has the potential to earn you additional business from existing customers in ADDITION to new business throughout the year. One quarter you can advertise being an expert in writing policies for teen drivers and their parents. The next, you can advertise being an expert in small business or whichever niche with which you’re comfortable. And you don’t have to break the bank to advertise these capabilities. If you have a good online presence established, you can advertise in multiple ways for free:

  • Promote the market with a new fact about it each day on your agency’s Facebook page, Twitter account, and LinkedIn profile. Write an “announcement” – an informal press release – to post on your agency’s LinkedIn page.
  • Include a blog post on your website where you write about various options and policy types available to customers. Talk about the pros and cons of different coverages. Include stories and testimonials from customers who were saved from disaster by their insurance policies – this is especially good for coverages people don’t consider necessities, like umbrellas or life policies.

Like what you learned here? The October issue of Smart Choice Magazine will have even more tips! We’ve devoted an entire issue to marketing!