5 Relationship Marketing Tips for the Long But Certain Road to Success
Relationship marketing is one of the most powerful tools in your journey to insurance sales success, but it’s also one that takes the most work. You can incorporate certain facets of technology to help you remember things about your clients, but you can’t actually buy a program that does everything for you. In order to be successful at relationship marketing, you actually have to give of yourself and put in the effort. That’s why we’ve put together a new list of tips that should help you do just that. Let’s get started!
1. Learn to personalize every client.
During the client acquisition phase, you are in a great position to find out a lot about your client as they jump over the application hurdles. You will know their birthday, marital status, and a lot about their belongings. Working together, these areas can tell you a lot about who the client is and give you natural jumping-off points where you can engage them in real conversation — and it’s these conversations that allow you to really build something with the client. Don’t take these moments for granted. Instead try to make note about what you’ve learned as soon as you’ve met with the client. Keep a database of personal details about them, and you’ll be better equipped the next time you meet to pick things up where they left off.
2. Treat outreach like a part of the job, because it is — the biggest!
Many newbie insurance agents are understandably concerned about getting paid, but by letting this be their primary motivator, they fail to adopt the mindset that will get them paid more often. Outreach to insurance leads and clients is how you stay alive and thrive. You don’t do it by seeing your clients as simple revenue on a balance sheet. When your customers feel that you are genuine and knowledgeable and that you care about meeting their needs, they’re going to be more likely to recommend you to friends and family, and that’s where the real return on time investment begins.
3. Share, but don’t overdo it.
Relationships are never lopsided, so don’t make the mistake of thinking that they are when you try your hand at relationship marketing. Instead try to remember that relationships are two-way streets, and for you and your client (or client-to-be) to have a good one, you need to open up a little about yourself. But keep in mind that people are still somewhat self-centered, particularly in matters of business. You want to share, but you don’t want to overshare to the point that it seems like you’re the one dominating the conversation.
4. Show interest beyond the main policyholder.
Try to remember there is often more in the family than simply the guy (or gal), who pays the premiums. There could be teenagers as well. That offers a great opportunity to ask about her addition to the homecoming court or his Player of the Week honor in last week’s football game. By showing that you take an interest in the client and the client’s family, you come across as something of a big brother watching out for all of them.
5. Do what is best for the client always, not simply what is best for you.
There is a scene in pretty much every film version of the Christmas story “Miracle on 34th Street,” where the heroic department store Santa Claus starts sending his guests to rival stores whenever his employer doesn’t have something. At first, his bosses find him crazy, but the customers appreciate it and decide that, even if they can’t get that special toy train set from Macy’s, they’ll shop there for everything else. In that same spirit, try to look at each policy with the question of, “How can I save these good folks money without cutting the protection they need?” Instead of seeing each client as a chance to maximize revenue and sell them on insurances they might not even need, try to approach them with a plan that will make their lives easier and more protected while allowing them to keep more of their money. You may lose something in the individual client, but you’ll gain more referrals than you could ever imagine.
As you wade in to the waters of relationship marketing, try to remember that the best tip is to simply be the best version of yourself. What are you like when you’re happy? Who are some of the people that matter most in your own life? How do they make you feel? Is there anything, within reason, you wouldn’t do for them? Find who that agent is, and make sure it’s that person, who shows up for work every day. Best of luck to you!