The key to nurturing and growing your business is to increase your customer base. You want to do whatever you can to attract and reach potential new customers, build a lasting connection with current clients (so they stay customers and generate referrals), and rekindle connections with former customers (if they’re still in business and in need of your services).
Insurance Sales Tips To Increase Your Client Base
Here are five strategies to consider as part of your efforts to grow your client base.
1: Focus on service and customer support
It almost goes without saying that outstanding customer service is essential. Anything short of that will undermine your other efforts to attract and retain customers. Satisfied customers keep coming back, dissatisfied customers do not. You have a lot of competition. While they may not work in your same niche, there are more than 40,000 licensed insurance professionals in California and Nevada. If you cannot focus on your prospects’ and customers’ needs, there are others ready to take your place.
2: Partner with others offering complementary services
If your niche is employee benefits, you may be able to build a professional relationship with firms engaged in accounting, payroll services, human resources, legal services, and other insurance professionals with a different focus (P&C, workers’ compensation, commercial umbrella, etc.). You may even want to consider co-hosting educational events where prospects can learn about the range of services and products offered by your two businesses. Networking is an often under-used and under-appreciated tool in helping you build your client base.
3: Personalize your communications
Using information from your Customer Relationship Management (CRM) platform, you can tailor personalized communications to your clients (new and old) and prospects. Capitalize on what you know about them, their businesses, their employees, and the coverage they have now (or lack). Identify opportunities for future sales and share why you are the right source of information if they want to learn more. Introduce a new product offering or announce an added carrier relationship you have that will help them address a need you were unable to respond to in the past.
4: Keep your content fresh
Informative, up-to-date content on your website, in your social media, and elsewhere reinforces your reputation as an insurance pro. Outdated or inaccurate information does just the opposite. If you’re not already blogging on your own website, think about it – or consider contributing to another site that deals with insurance-related topics. Use your agency newsletter, website, and social media to promote new information your clients and prospects may find helpful to their businesses and/or employees.
5: Stay in contact/ask for feedback
Make your clients feel appreciated and valued. In addition to an annual birthday greeting, “thank you for your business” message, or reminder about an approaching renewal, you should regularly conduct customer surveys. Ask for feedback from your website visitors, too.
Reach out to clients (current and past) to get their comments on you, your business, and their experiences working with you. Your efforts can help you increase the likelihood of future business, turn prospects into customers, and motivate customers to become ambassadors for your brand. Your CRM platform may offer tools to help you.
Other useful tips are offered in two articles: 10 Steps to Grow Your Customer Base published by Sage and How to Get and Retain Clients for Your Insurance Business published by Insureon.
Partnering with the right General Agent can help you and your clients as well. Word & Brown has been working with brokers for nearly 40 years. We offer a broad product and service portfolio; statewide support in California and Nevada; industry-leading tech; value-adds to keep your customers coming back year after year; and an unparalleled commitment to service from a team dedicated to your success. If you’re not already doing business with Word & Brown, call 800-869-6989 or register online to get started.
