Some say lost leads are never found, but savvy agency owners know the truth. Circling back to “lost” leads is a vital step in a successful agency development strategy. Studies show only 5-10% of leads convert in the first pass, meaning there are many well-qualified doors to knock on again.
Data is the new gateway to insurance agency marketing success. And with good reason – according to McKinsey & Company, companies with data collection and analysis processes are 2x as likely to be more profitable than average. Investment in data has far-reaching effects, starting with honing in on effective, high-yield insurance marketing techniques. Some of the critical marketing questions data can answer include:
There’s no shortage of insurance prospecting software out there. But quantity does not equate quality. You need the right tools to match your prospect and customer needs to run a successful agency.
Our partners at Independent Insurance Agents & Brokers of America (Big “I”)’s Agents Council for Technology (ACT) have got you covered. They’ve outlined the customer experience and the independent agency technology necessary to make that experience fruitful.
Referrals are the gold standard of business. Nielsen found prospects are four times more likely to buy when referred by a friend – that’s a stat you want to get behind. But how do you adjust your insurance marketing strategies to hit at the 49 percent of consumers who say friends and family are their top brand awareness sources?
See some winning insurance marketing strategies in our post on “How Insurance Agents Get Clients”
Making Referrals Part of Your Insurance Marketing Strategies
We won’t pretend getting referrals is easy; it takes time and effort to cultivate the customer relationships that lead to referrals. However, there are some methods you can employ to streamline the process.
- Identify the right time to ask: Close to 85 percent of customers say they’re willing to refer a friend after a positive experience. This can be after an issue was resolved, following a successful policy bundle, or painlessly closing out a claim. Pay attention to when you’re doing things well and follow up with your request while the customer is in a positive mindset about your agency.
- Look beyond customers to partners: Though customers are the obvious first asks for referrals, you can also ask partners who are working in a similar space. Think relators or auto dealers – these are people who regularly encounter those needing insurance, but they’re not able to provide it. In many cases, you can work out a mutual referral system.
Are you asking the right questions in your prospecting? Find out in our post on the top five questions to ask
- Ask for names rather than referrals: Often, people are reluctant to give out contact info when asked directly for a referral. Instead, ask them for names of individuals they know who, say, just bought a new home or started a new job. Getting these names will allow you to follow up later with a soft ask such as: “I remember you saying Chris and Debbie just had a baby. Do you think they’d be interested in revisiting their life insurance to care for their future like we’ve helped you care for yours?”
- Mention the connection right away: Lead with the referrer’s name when you reach out. This gives you immediate credibility with the prospect. However, be careful not to put words in the referrer’s mouth. Stick to non-committal points like “Ryan agreed a conversation might be beneficial to help protect your new home.” You don’t want them going back to your customer complaining that they set them up for an unwanted sales call.
- Circle back to the referrer: Be sure to reconnect with your referral source regardless of the outcome. People want to know what happened! And if things go well, they are likely to refer to you again.
Get quick steps for retaining customers and gaining referrals on our blog
Get Essential Referral Tools with Partner Platform
We know the power of retaining customers and gaining referrals, which is why we equipped Partner Platform to help agency owners do just that. With a built-in Marketing Automation Manager to track and schedule engagement, integrated texting and email to capture every conversation, and Producer Results Manager CRM to manage and target sales pipeline, our Partner Platform agencies have retention and referral on lockdown.
See what else Partner Platform has to offer your agency – read what our clients have to say and contact us to schedule a demo today.
Selling is essential to growing your agency. A critical element to sales is understanding how prospective customers think and act. In our experience with Partner Platform agencies, many don’t have the best tools to follow how a prospect moves to a client in the “buyer’s journey.” This fairly predictable path has some critical points where you can either move or lose a potential customer.
We’ve thought about the buyer’s journey a lot here at SIS as we introduce new Partner Platform elements to help agencies succeed at each stage. With the help of our parent company, sales as a service provider NuGrowth Solutions, we’ve matched Partner Platform elements with the buyer’s journey in the table below.
Use this resource to inform your agency on how to leverage Partner Platform to move prospects from one stage to the next
Following the Buyer’s Journey with Partner Platform
An All-in-One Sales, Marketing, and Agency Management Tool
Beyond these sales and marketing specific capabilities, each stage in the buyer’s journey also benefits from Partner Platform’s integrated email and custom workflows to make data entry simple.
It’s hard to believe one system could have all these capabilities, but Partner Platform truly does cover agency needs across the sales, marketing, and agency management spectrum.
Find out more about each of our Partner Platform enhancements below – all integrated with our cloud-based, intuitive management system.
Contact us today via this simple form or at 800.747.7005, Option 6.
You need new customers to stay in business. It’s a truth all agency owners know, and one that plagues many. Identifying and closing leads seems like a never-ending struggle.
Often, these same struggling owners aren’t investing in insurance prospecting software. Therein lies ones of their issues. Insurance and sales technology has exploded over the last decade, and anyone that hasn’t adopted these technologies will be left behind.
What are these essential insurance prospecting tools? We’ve outlined a few must-haves below.
Check out our best prospecting blogs in our post on “6 Key Blogs for Insurance Prospecting”
Effective marketing is integral to sales, and marketing automation is critical in modern marketing. With marketing automation, you can set up campaigns to target different audience segments, schedule messaging to deliver at critical points in the buyer’s journey, and gain volumes of valuable data. You can use this data to personalize outreach, yielding higher response and conversion rates.
Customer Relationship Management Tool (CRM)
If you’re in sales, you need a customer relationship management tool (CRM). CRMs are designed with sales in mind, created to track and nurture leads. Marketing automation and CRM tools need to be connected, sharing data, and working together to qualify and convert leads. CRMs are your centralized place for all prospecting activity, showing you where you stand with each individual prospect and overall. This full picture can tell you what methods are working, which need improvement, and what you can expect from leads in similar segments.
Read more on the nuances of prospecting as an independent agency here
Mobile Management System Access
We’ve all got our smartphones in our pocket, and successful agents need their agency management system there, too. Sales happen on-the-go, so you need to be able to get the info necessary to close a deal no matter where you are when you need it. Mobile management system access allows you to look up contact info and view and take notes on interactions among other pertinent actions.
Integrated Text and Email
The more information you have on interactions with each contact, the better. When texting and email messaging are integrated with your management system, you increase that data gathering. Integrated texting and email guarantee every message you send links to that contact without any extra work on your end.
Get tips on how to find prospecting opportunities in unexpected places
This one may seem disconnected from prospecting, but a proposal creator, in fact, hits right at your prospecting goal: making the sale. With a proposal creator, you can quickly create multiple options for a potential client and move through the underwriting process faster. When it comes to making your pitch, time is of the essence, so the quicker you can get a proposal into a prospect’s hands, the better.
A Partner in Your Corner
Our goal at SIS is to equip our Partner Platform agencies with the tools they need to bring in more business. That’s why we’ve integrated all these prospecting elements into our robust Partner Platform agency management tool.
Each of these capabilities came right from our Partner agencies, through interactions with our community at our National User Conference, Regional Learnings, and User Groups as part of our Partner Agents community.
Find out more about this vibrant community at partneragents.com. And, see how Partner Platform can help your agency grow by requesting a demo today.