Some of the people here would be great prospects for your products. How do you reach them? Here are 3 key steps....

(Photo: AP)

1. Set a marketing budget.

Be realistic. All you have is all you have.

2. Maximize the amount of exposure you get for that money.

Well, duh. But shop as carefully for exposure as you help your clients shop for insurance.

3. Focus your exposure on your target group.

If you're selling annuities, try to aim as much as possible at people who need and can afford to pay for annuities. If you're marketing disability insurance, aim for prospects who can qualify for disability insurance.

Would you like to know the best insurance prospecting strategies for you to consistently find and attract new sales? And then learn how you can do it all in your local community?

Whether you are new or have been in the industry for 40 years or more, the insurance prospecting strategies you will use to find and attract new sales will be the same.

However, if you want them to work for you today, then you are going to have to learn some little secrets. If you want to succeed today, then you will need to learn how to really connect with people. Today, you must stay in touch with your clients, prospects, friends, and family… So, you build your credibility and trust. The point is to show people that you understand their fears and aspirations. And that you can guide them to financial security and peace of mind.

(Related: I Just Need More Prospects)

Most people are much more skeptical today. So, they have a hard time trusting most salespeople. People are looking for a real advisor to help them! So, they can improve their financial situation. But they want impartial advice!

So, if you want to attract your best prospects to you, then you must become a better marketer than your competition. And, that is about you by delivering: the right message: to the right people: at the right time!

There are four little secrets you need to know, if you want to out-market your competition! They are… Define your strengths! Identify your target market! Deliver a unique and meaningful message! And deliver your message as often as you can!

1. Define your strengths

If you want people to buy from you, instead of your competition, then you must do something for them that no one else does. Once you understand this and you have identified your strengths, then you will have taken the first step to consistently attracting new Insurance sales to you.

Ask yourself these questions:

  1. Why do people buy from me?
  2. What do I really do for my customers?
  3. How am I better than my competition?
  4. What special skills or advantages do I have?

The answers to these questions are your competitive advantages and will make you stand out from your competition. These competitive advantages may be related to your professional skills, attitude, responsiveness, services, or problems you solve.

2. Identify your target market

To effectively promote your business, you should focus on people who will see the value in what you do. Your strengths (competitive advantages) will help you focus on who will most value your service or product.

Example: If your strength is your specialized knowledge of how to reduce or eliminate debt, then your customers should be people who have problems with or concerns about too much debt. They will be the people who can benefit the most from your specialized knowledge.

If saving for retirement is your strength, then your customers should be the people who are concerned about their retirement.

To get an idea of who your target market is, take look at your current customers. Look at your natural market: vocational, geographic, social or ethnic. Look at the people that you have the most in common with. You might have several target markets because you have several services and a variety of strengths.

Bottom line: You must focus on people who will place a high value on what you can do for them. These are the people who will benefit the most from your knowledge. They are the people who will be your most loyal and profitable customers. It is how you will consistently find and attract new sales.

3. Deliver a unique, meaningful message

The key to you out marketing your competition is to deliver the right message… to the right people… at the right time. You need a message that tells these people why they should do business with you instead of your competition. And, because people buy when they are ready to buy, and not when you are ready to sell, you must make sure you deliver your message in everything you do.

Your message should reflect your strengths, because they are what you do best. And, your message should be in terms that your target market is interested in. In other words, speak in their language, so they understand what you are saying.

Example: If your strength is that you help people reduce and eliminate consumer debt; and your target market is middle income families who want to eliminate debt and save for their future, then your message might be: “Helping middle income families live debt-free and truly wealthy.”

And, by using statistics and testimonials, you can give your target market details to demonstrate how you can help them better than anyone else in town.

Note: You can have more than one message. Each marketing focus (based on your target market and strengths) should have its own message. However, it is important not to overwhelm yourself right away by trying to do too much. For starters, work on just one message. Then, as you develop a system that works, add others to your marketing system.

4. Deliver your message as often as you can

Now you will want to find the appropriate delivery vehicles for your marketing messages.

There are three things to remember as you plan how to deliver your message:

  1. Set a budget for the project
  2. Get the most exposure possible for that budget
  3. Focus your exposure on your target group

Unless your budget is unlimited, you need to choose delivery vehicles that focus your message.

Example: If you know that your best prospects live within 5 to 10 miles of you, then you will want to focus your message delivery on people who live within 5 to 10 miles. This gives you the ability to repeat your message to them multiple times, putting the power of repetition to work for you.

There are many ways to deliver your unique meaningful message: advertising, direct mail, networking, joint ventures, phone calls, or personal visits.  Plus provide the information on social media. You can also teach classes or offer educational workshops on topics that relate to your product or service. Or, you could partner with a nonprofit organization or sponsor events or offer informational sessions about what you do.

Whatever you do, try to achieve a balanced mix of medium when delivering your message. This increases awareness of your business and multiplies the impact of your message.

Do these insurance prospecting strategies sound complicated and like a lot of hard work? Maybe, but if you want to consistently find and attract new sales today, then you must out market your competition. Which means you must define your strengths, identify your target market, deliver a unique meaningful message and deliver your message as often as you can… starting today!

— Read The Top Secret to Closing Life Sales (or Any Sales) on ThinkAdvisor.


Jeremy Nason

Jeremy Nason, RFC  is the co-founder of the Insurance Pro Shop , an insurance marketing and sales resource center. He has  worked as a regional general agent and as a recruiter, as well as an author, coach and consultant, and he is one of the creators of the creators of the Found Money Management Advanced Life Insurance Sales System. He can be reached at be reached at (877) 297-4608.