Insurance marketing: there's more to it than the close

Why making the close is only one part of agency management

In the marketing of insurance, jumping right for the paperwork probably isn't your best move too early in the sales conversation. That needs to come after you spend a little time easing the customer into the process. You need to take a piece-by-piece approach to work your way up to the final sale.

You'll want to do some preparation for yourself prior to meeting with the client. Set some goals for how you want the discussion to go and where you'd like it to end up, not only for you but also for your customer.

The close as part of your agency's picture

Obviously, you'll have your main goal of finally making the sale, but you should set smaller goals or benchmarks for yourself as you move along the way, in addition to the bigger-picture goals for where you'd like your agency to be a year, five years or 10 years from now.

In his book, 10 Steps to Success, Daniel S. Fowler sets out lots of areas where you should set goals for yourself, including your management strategy, budget, office setup and mission statement. Those are all great to have, both in the long-term and short-term.

Once you set those goals, keep up with how you're doing. Take some time every now and again to take stock of where you are in making a specific sale or growing your agency to where you want it to be. The more aware of where you are, the more likely you'll be to get where you hope to go.

More info on setting agency goals and the close:

The Power of Focus

5 Techniques to Help Close

“Appreciation” Step 1 for closing like a pro

Category: Sales Tips

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