This guest blog post was submitted by Jason Ferguson, CMO of New Horizons Insurance Marketing. New Horizons Insurance Marketing is a respected National Marketing Organization (NMO, also known as FMO or IMO) who believes in the power and strength of the independent insurance agent specializing in the senior market.
Previously, I wrote about creating a process for bringing on new clients. Part of that process is adding them to your mailing list, so that after that "new client smell" has worn off you'll still show some love to your existing clients.
There's a good chance that you only talk to your clients once or twice per year, or when they call you. You know you should reach out more, but you're just too busy!
If you spend a large portion of your time prospecting for new leads, then staying in touch with existing clients can actually save you time. As we've heard dozens of times before, "It's easier to sell to existing clients than it is to gain new clients."
Rather than working lists, sell another policy to your current clients. They probably don't even know what other products you offer, so you have to make them aware.
Don't be a cashier, be a trusted advisor
By only speaking to clients occasionally, you become a cashier for the carrier - you complete transactions and not much else in your clients' view.
When you keep in touch with your clients, you can:
- Build your relationships
- Learn more about clients' lives
- Become easier to refer
- Earn their trust
- Become a friend
- Ensure renewals
- Sell more!
Action step: send meaningful communication
Reaching out to clients at meaningful times will go a long way. When thinking about meaningful communication, think about the client, not yourself. What is meaningful to them rather than to you? You know the meaningful times for reaching out to clients (birthdays, turning 65, renewals, etc.) it’s just a matter of actually doing it.