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July 21, 2010 at 08:00 PM
One captivating brochure. One unstoppable direct mail package. One unbeatable workshop presentation. What if there was just one magical marketing piece that could get you in front of more people with virtually no cost or effort?
Ah…Insurance Sales Nirvana. Right?
Many organizations would love you to believe that they have this very solution. However, the truth is that magic marketing solutions simply do not exist. Just ask the industry’s top producers. They’ll tell you that the marketing methods that make them successful are tried-and-true approaches requiring networking, relationship-building, referrals, and (gasp) time.
So, what can you do to market yourself, your services, and your agency like a top producer?
Be active in your community. If you want to be your community’s resource for insurance products and services, be active in your community. Get to know local business owners on a first-name basis by joining the local Chamber of Commerce. Share valuable tips, tools, and information with civic organizations, clubs, and parents’ groups. Volunteer to serve on boards of associations, schools, and charities. Top producers make it a priority to become a resource for their communities. In return, their communities often see them as the resource for their insurance needs.
Build upon your existing book of business. When agents want to grow their businesses, they often resort to sending expensive mailers to people they do not know, offering a one-time workshop or service. Within your marketing strategy and budget, this may seem right for you to do from time to time. However, given the rising costs of printing and postage, doesn’t it make sense to consider the opportunities that may exist within your current book of business?
For instance, how many of your existing clients have children, particularly adult children? How many of these adult children, especially Gen Xers, could benefit from an insurance review, especially in light of the rapidly changing U.S. economy? For example, how many of your clients’ offspring could benefit by insuring a portion of their retirement assets by using an annuity or a permanent life insurance policy, such as indexed universal life insurance?
Another idea is to think about all of the women in your existing book of business. Is there an opportunity to offer workshops or consultations that focus on women’s special insurance and/or financial planning needs? Have you considered hosting workshops for your existing female clients and their friends? With more and more women becoming family breadwinners or even sole providers, it’s likely that you can provide some valuable insights to them.
