4 Ways To Know Your Clients Better
The relationship that you have with your insurance leads & clients is essential to succeeding as an insurance agent. And the deeper your knowledge goes, the better the results. But what are some ways that you can get to know your clients better and capitalize on opportunities to make them loyal customers for life? Here are a few to consider.
First, talk to them. While this one seems obvious, you would be surprised at how many insurance agents are uncomfortable really opening up and having a conversation. You don’t want to be the person, who simply collects payment and moves on. Not taking the time to build some degree of bond with the client will almost guarantee that they abandon ship the first time that someone beats you on price. When talking to the prospect/client, make sure that you are mining for personal details that go beyond the basic demographic stuff. “Male, married, 36, two kids” tells you nothing of what you need to know to win that person’s loyalty. Make a point of asking about how they spend their spare time, what their job is like, family life, etc. When you connect with something they say, open up about your life as well.
Secondly, connect on social media. Social media — in particular, Facebook — is another great way to ensure that you get to know your prospects/clients better. Once you establish a connection on Facebook, you’ll be able to see photos, messages, and other additions made to their timeline. If you want to do a little “cyber-stalking” at this point, fine. Just make sure you’re not creepy about it, as in telling the person that you spent an hour on their page. Use it for research the way an employer would with an employee — that is to say, to get a sense of who this person is in their day-to-day life.
Thirdly, learn more about what they do, and where they do it. Between asking them in person and observing their social media profiles, you shouldn’t have any problem figuring out what your prospect/client does for a living. While they may not offer you many details beyond the surface-level info, you can still get a sense of what they deal with by researching the profession, the company where they’re working, and maybe even tapping into any contacts, who can get you a visit of the location. Obviously, you can’t spend all day doing this, but you could prep for the next meeting or policy review with the client by learning as much as you can. If a client feels like he can talk freely with you about something like that, it’s one more way that you’re able to establish rapport, which, again, will lead to loyalty.
Finally, keep records of what you find out, and don’t wait to do it.
With good fortune, your hypothetical client won’t be your only client. Ideally, you will have many people wanting to give you their business. But with that blessing comes the formidable task of keeping up with everyone. That’s why we recommend starting a master spreadsheet on your computer to keep track of anyone, who is either an existing customer or who has the potential to become one. Along with all the basic demographic information, you’ll want a section of unique characteristics or facts regarding this person and his or her family. Add relevant info as soon as you can after learning it, and then review that information before your next appointment, review, or phone conversation.
Knowledge of your clients is the key to keeping them happy. The longer they stay happy, the greater of a chance that they will become a customer for life. And who wouldn’t want that?