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Five Marketing Tips for Insurance Brokers

Posted: January 31, 2017 by Staff Writer

 

With the new year underway, it’s a good time to consider what you can do in 2017 to help you increase your sales. Below are five tips for insurance brokers.

Your primary objectives as an insurance professional should be to help people, earn their trust, and become their go-to advisor – increasing your opportunity for further sales. Insurance is important to help consumers protect their finances and reach their goals. When you work collaboratively, and you get to know your customers, their needs, and their objectives, you’ll be rewarded with greater commissions and, very likely, referrals that can lead to even more sales. So, what’s a good approach?

 

Have a strategy for each day

Don’t just do what you feel like daily. Have a plan. Know what you want to say in your sales presentation, but be open to changes in your approach based on what you learn from your clients. Be prepared with a list of questions to find out how you can best serve their needs. If your efforts lead to a sale, be sure to schedule a follow-up. If you do a good job, referrals are sure to follow.

Don’t just do what you feel like daily. Have a plan. Know what you want to say in your sales presentation, but be open to changes in your approach based on what you learn from your clients. Be prepared with a list of questions to find out how you can best serve their needs. If your efforts lead to a sale, be sure to schedule a follow-up. If you do a good job, referrals are sure to follow.

 

Prepare for objections

Prospects and clients very likely have fears and objections you should prepare for in advance. These could include wanting to talk with someone else before making a decision or thoroughly reviewing competing plans before signing on the dotted line. Rather than attempting to overcome these objections, encourage clients to involve others in the discussion by inviting them to be a part of your meeting. When you take a consultative approach, customers are more likely to value you for your compassion and expertise. While a pushy rep may get an initial sale, he or she is less likely to get repeat business – or referrals.

Prospects and clients very likely have fears and objections you should prepare for in advance. These could include wanting to talk with someone else before making a decision or thoroughly reviewing competing plans before signing on the dotted line. Rather than attempting to overcome these objections, encourage clients to involve others in the discussion by inviting them to be a part of your meeting. When you take a consultative approach, customers are more likely to value you for your compassion and expertise. While a pushy rep may get an initial sale, he or she is less likely to get repeat business – or referrals.

 

Learn from others – use marketing automation

Even the best sales people could benefit from some help. Marketing automation is a proven technique that can help insurance professionals at every career level. A good customer relationship management (CRM) program can assist you in generating leads (and referrals), improve your follow-up, warm up old leads that have turned cold, and improve your communications with prospects and clients alike.

 

Invest in yourself

The insurance industry is changing – and more change is ahead. It’s important you invest in your future as

The insurance industry is changing – and more change is ahead. It’s important you invest in your future as an insurance sales professional by getting involved in your local and regional insurance trade associations as well as the National Association of Health Underwriters (NAHU). Stay informed on what’s happening by participating in carrier and general agency Lunch & Learn and Continuing Education seminars, webinars, and other available online training. It will help you further develop your industry knowledge, enhance your reputation as a go-to resource for your customers, and help you fulfill your required licensing and training requirements.

 

Brand consistency pays dividends

Branding your agency is not just about your name and logo on your business cards, the front door, and your ad in the local newspaper. It extends to your online business listings, website, social media profiles, email campaigns, and other efforts, too. It’s important your look and tone are consistent across all platforms – on the phone, in print, and online. And, of course, be sure you proofread (or employ someone else to review) anything that’s written. Whatever else you’re doing, all of your credibility is lost if you have errors in your materials.

These are just a few useful tips to help you grow your business, enhance your prospect and client relationships, and increase your referrals. Best wishes for success in 2017!

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