How to Build Customer Loyalty

Knowing Your Clients’ Needs

When you are getting to know your clientele, one of the first things to do is understand what their needs are and what you are able to offer them within your portfolio. Your portfolio as a health insurance broker can vary from your competitors, based on the carriers you choose, plans you represent, etc. This also includes the market segment you wish to focus on, including individuals, small groups, or large groups.

Getting to know your clients – and vice versa – can help you both maintain a long-term relationship. Another critical part of any client bond is staying up to date on their changing lives, so that not only are you aware of what is possible, but also to stay consistent within the relationship that may change and grow overtime. By staying in the know, you make it easier to go that extra mile, and to share new options and information as their individual and business needs (and employees’ needs) change.


Channeling Your Best Self as a Broker

Being a health insurance broker is more than just pamphlets and sharing what you have to offer. It is a commitment to your clients; that includes making yourself available. You are the bridge to knowledge to the health insurance world. The knowledge you share must be current. Staying in the know means more than just regurgitating information, it’s important to understand it truly. When your clients have questions, you should be able to answer with ease, or help guide them to an answer.

Knowing how to answer difficult questions can help build a stronger relationship; having a “plan b or c” can help you avoid feeling overwhelmed when things don’t work out or fall into place as you might expect. It’s best to avoid the headache by coming prepared with alternatives. An easy way to remember this is by using the five Ps, which is short for “proper planning prevents poor performance.” When you’re focused and prepped for anything, then it’s less likely that something will come out of left field, because you add options in your tool box. You aren’t going to know everything, but being proactive can help you prove your value to clients.


Yes, we just got through talking about prepping and planning, but at the end of the day you won’t know if you don’t try. Playing it safe all the time won’t allow you to grow as a health insurance broker. Not being stunted in what you know can only amplify your worth within the industry. While it’s easy to get stuck in a daily rhythm, switching it up can lead to new discoveries – whether that means a new approach with a new client or being more creative with your marketing flyers, emails, etc. Your adaptability can give you an edge that helps you stand out from the rest. Lastly, looking to others for inspiration can serve you well. Try looking through a different lens than you are used to, adapt some traits of others, or update your pitch (just avoid ripping off someone else’s in its entirety). Asking for advice or tips from a mentor can help you amplify your own sales approach.

Choosing to take the time to build loyalty from your customers can serve you well, both for your reputation and work ethic. Standing out in a crowd of similar health insurance brokers can feel intimidating, but focusing on your strengths and what improvements can be made will only help you shine in the long run.

How Much Can You Earn as an Insurance Broker?

Find out what you can be earning as an insurance agent in our handy, up-to-date salary guide. Produced by our in-house experts, this resource is bound to help you in advancing your career.

Word & Brown Salary Guide