Marketing for insurance agents isn’t always an obvious prospect. If you take the wrong approach, moreover, you may lose customers that could have been yours.
Luckily, we’ve got the skinny on how to attract customers and keep them interested. It’s all about knowing what they need. If you can hit the nail on the head, you’ll earn yourself a growing business and excellent word of mouth. If you miss the boat by making assumptions rather than paying attention, though, your business will likely pay the price. Here’s how to find out what your insurance leads care about.
Avoid Overgeneralizing
Unfortunately, many insurance agents paint with too broad a stroke. You might, for instance, assume that all parents are interested in life insurance, or all adults approaching senior-hood will want to talk about annuities. This isn’t the case, and forcing the issue with a customer will only make them walk away.
Instead, use these generalizations to help inform your conversation with the lead or prospect. Start by asking questions about what their worries are, whom they need to protect and how much money they want to spend to do it. Helping them find a customized plan to meet their needs is much more effective than delivering blanket advice that may or may not suit their lifestyle and goals.
Listen More Than You Talk
A big mistake is to talk more than you listen. Only by listening, though, can you discover what your prospects are interested in, are trying to protect and are willing to spend money to care for.
Don’t Assume It’s All About Price
Especially when it comes to insurance, customers care about a lot more than simply finding the lowest bidder. They want to ensure their families are taken care of, their possessions are safe and their lives are planned for. Therefore your sales pitches, consultations and planning sessions should center on the value they get from each policy, not on how low the price is compared to competitors.
Create Customer Personas
Solid, well-constructed customer personas can inform how you approach your insurance leads. Knowing the main profile of each type of customer who comes to you is powerful stuff, allowing you to make educated guesses (not assumptions) about what they want and need, their pain points and their willingness to spend.
Want to learn more about customer personas? Check out our eBook entitled “Create Your Own Customer Personas” or click the eBook below to learn more about creating customer personas that align with your business offerings. It will help you streamline your company, acquire more information about your customers and prospects more easily, and reach your goals sooner.
