Insurance marketing: Staying in touch
Your initial contact with a customer--be it over the phone, by email or in person--is a very important part of the insurance sales process, but it's not the only step. Whether your customer buys a policy after that first conversation or asks for more time to think, following up with calls, emails, meetings and discussions on social media sites is another necessary step in the insurance marketing process.
But it's worthless to just call up a customer or send an email that simply reminds the customer you sell insurance and that asks if they remember when you talked. You need to deliver value each time you get back in touch with a customer.
Calling just to check in or to make sure the customer got your last call or email is a bad idea. It doesn't tell the customer anything. It's just pestering.
You need a compelling reason for the call, such as an important update about their quote, something you forgot to mention before, or a great success story from another client you feel applies to your earlier conversations. Find a reason to follow up, then touch base.
On that same note, it's a good idea to keep your follow ups short and professional so that you don't bore the client. A good way to do this is to pay close attention to what your clients are saying and use your notes to your advantage as you go.
To make your follow ups smoother, be sure to create a bridge between your conversations. It's crucial to take notes when talking to customers and to take a few seconds to review those notes before you call them for a follow up.
For instance, you could start the conversation by saying, “last time we talked....,” showing that you took the time to pay attention, take notes, and think about them is critical to building a long-term relationship with a new customer.