It sometimes seems as if the insurance industry is one of the last businesses to adopt a strong approach to ecommerce and other technological resources. Many agents — and insurance companies — are, however, starting to have a more visible Internet presence. Numerous carriers now offer online enrollment for multi-life and association discount cases. According to LTCI specialist Brian Johnson, gaining the endorsement of an association or society and then utilizing this technology to meet with and ultimately enroll members is a recipe for success.

Here are some tools Johnson recommends that have worked especially well for his practice.

  • GoToMeeting.com. "For a monthly fee, you can hold live meetings with just about anyone, from anywhere. All your prospects and clients need is an Internet connection. This tool can save you and your prospect time, and allow you to get more meetings. Now, your conversation with a prospect will be, 'How do you want to meet — in person, or over the Internet? Not, 'Do you want to meet: yes or no?' "
  • Real-time illustrations. "During a Web presentation with a prospect or a client, run illustrations in real time with them and ask for their input. Allowing the prospect to play a role in designing their policy has been powerful for many agents. Your clients will appreciate the hands-on and transparent approach."
  • Online enrollment. "Find out from your GA which insurance companies have online enrollment capabilities. Many carriers are already using online enrollment for association and multi-life cases. There's even buzz about incorporating online enrollment with individual LTCI sales, as well."
  • Social networking. "Social networking is extremely useful in networking yourself with other advisors. Partnering is an extremely powerful tool in building awareness about you and your practice. Try LinkedIn.com or Facebook.com."
  • Join marketing forces with others. "If you're active in the association market, piggyback your marketing efforts on top of the association's established and proven member communications. For example, most associations regularly send out e-newsletters, hardcopy newsletters, and bulletins. Include a basic write-up with a link to your Web site or email on the association's Web site and marketing materials."
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