There are many sides to being an insurance agent. Learning how to sell insurance is one of those things that are necessary in the business. Although selling insurance is just one of the things agents do, it is often the most crucial, in terms of helping their business grow. Especially for new agents, finding new prospects and clients is of the utmost importance when starting out. Knowing how to find insurance clients will not only increase your revenue, but also grow your network. Building any type of business from scratch is not easy, but with some hard work and persistence, plus the right insurance marketing ideas, you can continue to grow your business and increase your client base.
How to Sell Insurance and Find Clients
There are many ways you can be a successful insurance agent. So, what's the best way to find insurance clients? Consider these five methods next time you're thinking of new ways to attract clients.
Describe Your Perfect Client
The first thing you do when selling insurance (or anything, really) is to ask, "Who is my customer?" While most people will say "everyone" is your customer, you shouldn't take that advice too literally. First of all, not "everyone" can be your customer - for example, trying to sell car insurance to someone who doesn't have a driver's license, much less know how to operate a vehicle, is a complete waste of time. Next, what this phrase really means is that you need to catch the attention of as many of your target customers as possible. It doesn't mean casting a wider net, but rather, a bigger net to get as many prospects as possible.
How do you achieve this? Well, you could go ahead and try to figure out the demographics of your potential customers, but if you want to take it a step further, then you'll have to craft a buyer persona [link to buyer persona blog post]. A buyer persona is a semi-fictional representation of your ideal client. You can use buyer personas to help you define your target and help you focus your efforts and resources in obtaining prospects that will turn into clients.
Find Out Where Your Customers Hang Out
Now that you know who your customers are, you have to determine where they hang out - so you can be there too. People who are alike tend to gather in the same area. So, let's say that your targets are entrepreneurs and businesspeople. You won't find these people idling at the coffee shop at 3pm on weekdays. However, you might find them on the freeway, driving to work every morning or maybe even at your local Chamber of Commerce. So, you should think about how you can reach them in these places, whether it's placing an ad on the radio, a billboard by the freeway or even giving talks or attending mixers at the CoC. By finding out where your potential insurance customers are, then you can concentrate your insurance agency marketing efforts in these places.
Harness the Power of Referrals
When learning how to sell insurance, agents hold the "R' word sacred - referrals. A 100% referral business is something we all strive for - after all, word of mouth advertising is free AND effective. And sometimes, it's all about asking - simply ask your current clients, family members, and maybe even business colleagues for referrals. They might know someone who needs auto insurance or home insurance. Of course, don't forget to thank the person who refers a client to you, and return the favor if you can.
Use Social Media and the Internet
These days, it's all about marketing on social media and the Internet. It's where we are now and where we will probably be in the foreseeable future. So, if you haven't set up your social media accounts, then do it. Start with Facebook. Setting up a business account is easy if you already have a personal profile. Consider Twitter and G+, as well as LinkedIN to make some professional connections. Why not start your own YouTube channel.
What do you do on social media exactly? Well, this is the place where you can show off your insurance agency, your business, and engage with your audience. You can share interesting articles and tips, or give people a behind-the-scenes look at your agency. These days, selling insurance isn't just enough - you also have to sell yourself and social media is a great place to do just that.
Don't Discount Traditional Methods of Insurance Marketing
Although we live in an age where messages can cross the world faster than the speed of light, some traditional methods of insurance agency marketing are still viable. Print, TV, and radio are still a good way of reaching certain demographics. However, consider also the even more traditional methods of marketing - that is, actually going out and meeting people. Check your Chamber of Commerce or community board and look at their list of upcoming events. Perhaps you can join these events by putting up your own booth and giving away flyers or even sponsoring a meeting or giving a talk. In today's age, a handshake and a smile can still go a long way.
Insurance Agency Marketing: Your Road to Success
Selling insurance and finding clients need not be difficult, especially in this modern age of the Internet. If you want to know how to be a successful insurance agent, then one of the best things you can do is observe - see what people around you are doing, saying, and buying. All the strategies mentioned above are things that your competitors are probably already doing. And by following these steps, you too can achieve success for you and your insurance agency.
You also might already have the perfect tool for finding insurance clients right at your fingertips - social media. How can you effectively use Facebook, Twitter, G+ and LinkedIn for insurance agent marketing? We here at ABS have put together this great guide that shows you how to do just that. Click on this link and download the free eBook 4 Ways to Dominate a 25-Mile Radius Using Social Media: