Leading to Policies: Initiating Contact

When you’re working a new lead, you can explain your products different ways: by email, over the phone, in person, or a combination. There are advantages to each.

  • Email provides flexibility for your lead to review materials at their convenience and gives you the opportunity to include lots of information and links.
  • A phone call gives you a chance to connect with your personality and may be easier for a potential client to slot into their schedule.
  • An in-person meeting offers the chance to make an even stronger connection and to get a read on your new customer’s reactions and preferences as you talk.

Before you get to the point of sales, though, you’ve first got to establish contact. You could also do that by email, phone or, for the rare lead that might be amenable, by stopping by their home or office. But studies are now showing that an entirely different method may be most effective—texting.

When you send a text, it’s a “soft” way to approach someone. You’re not demanding much from them in terms of time or commitment, you’re just making a quick offer.

What could you include in a text? Here’s an example:
“Hi, it’s Beth Doe from Name Insurance. I’m ready to give you a quote anytime. I’m available now, or please text with a good time for me to call you.”

Because most texts are read in less than three minutes of receipt, the odds of you reaching a client immediately are high. It’s up to them if they want to call you back right away or efficiently set up a time that works for them in the future. Either way, you’ve got a greater likelihood of making quick contact than a message sent via email or a voicemail.

Not entirely convinced? Here are some facts about texting that might change your thinking:

  • The open rate for a text message is 99%. (Source: Tatango)
  • A 2015 Gallup Poll showed that 72% of smartphone users in the U.S. check their phones at least once per hour. (Source: Gallup.com)
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  • A 2014 Harris Poll found that 64% of consumers with texting capabilities would prefer to use texting over voice as a customer-service channel. (Source: Onereach)
  • The same poll found that people with text capabilities would most prefer to do the following via text: check order status (38%), schedule or change appointments (32%) and make or confirm reservations (31%).
  • Sales prospects that are sent text messages convert at a 40% higher rate than those who aren’t. (Source: Velocify)
  • Texting is the most prevalent form of communication for people under 50 in the U.S. (Source: 2014 Gallup Poll)

The last statistic raises an important point: Always take into account the demographics of your potential new client. Even if it’s a 75-year-old who texts regularly, they may be more likely to use texting solely for communication with family or close friends. For clients who don’t text much or at all, a more traditional approach would be better.

Remember that incorporating texting doesn’t have to an all-or-nothing thing. It’s just one more tool to initiate contact with customers in a way that works best for them.

This is the second of a three-part series about working leads; our first post about how different types of leads should be worked different ways can be found here. To start receiving high-quality leads from Hometown Quotes, click here or call us at 1.800.820.2981 ext 2.

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