Communication is critically important in the insurance business.
Insurance policies are complicated products, leaving some potential clients feeling overwhelmed. As an agent, a large part of your job is effectively communicating useful information while assuring them of the correctness of their decisions.
Continual contact is essential for keeping a prospect interested in your policy. Without keeping it in the forefront of his mind, he is much more likely to put off decision-making indefinitely, equating his own lack of attention to it as a lack of importance.
Methods of Approach
In this day and age, there are plenty of ways of keeping in touch with a prospect, both old and new:
Brochures and flyers for those just starting to consider a policy
Email lists, for which a prospect can instantly subscribe or unsubscribe
Personal phone calls, showing you’re making time for them
Personal emails, which can take either more or less time than a call, and which the prospect can read at his leisure
- SMS messaging, an instant way of giving an immediate reminder which the prospect can read at his leisure.
Prospects want reassurance that you are working specifically toward their needs rather than simply selling a one-size-fits-all product. To this end:
Customize your materials whenever possible.
Gives quotes and options that specifically address each prospect’s needs
Don’t overwhelm prospects with options well outside their interest.
- Re-adjust presentations to accommodate changes in the prospect’s interest
Communication is about more than just what you put out there. It’s also about listening to the prospects’ concerns and questions. They aren’t looking for someone to read them a script. They want someone who is sensitive to their needs. Be sure you’re responding to what they are addressing rather than just feeding them rehearsed lines, no matter how much you think those lines work.
As an agent, you know the ins and outs of the insurance marketplace, and it’s important to remember that your clients do not. Don’t tie them up in complex insurance terminology, but, rather, explain relevant issues in language they can understand. Always make sure your facts are correct, pertinent, and correctly understood by your prospect.
Important things for prospects to understand:
Total involved costs, including fees and taxes
Estimated time for application processing
The steps needed to process an application, including what information the prospect will need to provide
The steps needed to collect on a policy
What the policy does and does not cover
- Applicable options
It can be difficult to juggle all the numerous prospects you may have at any one time. There are a variety of lead management systems that help track your communications with prospects and easily schedule future methods of contacts, whether in person, on the phone, by email, or however else you would like to keep contact. This also helps keep the personal touch in all of your dealings as you can always know exactly who you are reaching out to. Remember that no matter how much paperwork might be involved, communication with prospects needs to remain a primary focus.