Agents often ask me for ideas about how they can make their on-line presence more effective, particularly in terms of attracting more eyes to their websites. I am certainly not an expert but I have collected many ideas over the years and try to stay as current as possible with them. I often share them with my clients but thought I would also start doing so on some of my blogs.
Here is one idea that has proven successful for agencies that write commercial lines. Consider conducting brief, monthly interviews with the owner or owners of small businesses in the area, who are your current clients. Use YouTube videos if possible. Interview a different client each moth.
After brief introductions, ask them to describe their business operations in two sentences or less, adding a few comments about how their services benefit the community. You might ask a few other related questions and even add some comments ...but keep it all short and to the point. It can be helpful to have the interviewees comment on what they do in the community and what might be scheduled events of possible interest to others. They might also want to briefly describe a claim that occurred and how your agency may have helped in the resolution of it. (But don't make the interview a "love-fest" about your agency.)
Then post their interviews on your agency website, as "featured client/guest of the month" or something of that nature. Also, share the interviews on your social media accounts and give a copy to the interviewees for posting to their accounts, if they desire.
"Do you have a current, written marketing plan?"
When I am talking to insurance agents about their markets needs and determining how I can help them, I find that very few of them have a current written marketing plan. Maybe 10%.
In my 45 years in the marketplace, I have determined that there really isn't anything an agent can provide that is more important. In addition to showing initiative and providing your own road-map plan for success, having a written plan is important to carriers and agency networks, as it educates them on how you are going to attract the kind of profitable business that they want to write.
Toward that end, a useful marketing plan does not have to be lengthy at all. Actually, I have seen one and two page plans that are perfectly acceptable since they effectively define the path.
A "good plan" is one that does the following:
Always be prepared! (Who said that?) Before you talk to carriers about possibly accepting you to represent their respective companies, you must do your research about them. With the technology at-hand these days, there really is no excuse for not being knowledgeable about each carrier's history, news, current published plans and at least a little bit about everything in-between. It helps you "stand-out" from the competition. You can also talk to other agents who already represent them. Among your other preparation strategies, you need to show initiative in the form of interest in them as potential business partners.
Just as importantly, don't get caught in a discussion with them without a written marketing plan. It does not have to be elaborate and some carriers will require that you complete one in their desired format. However, when you are asked if you have a written marketing plan and you have to answer "No", it puts you in an uncomfortable position and saddles you with a decided disadvantage.
A good marketing plan does not normally have to be a complete business plan, with extensive financial projections. Carriers are typically more interested in how you are going to attract and write the desired, profitable business they want. Additionally, the marketing plan does not have to be ten-plus pages in length. A few pages will usually suffice - definitely think quality vs. quantity. Start with general contact info, of course with experience backgrounds, including specialties. Then describe your agency operations in a couple of paragraphs. Next, express your strategies for acquiring the prospects you will hope to turn-into clients and carrier customers. It is important to be realistic. You should expect to be asked exactly how you are going to implement each strategy and the obstacles you may need to overcome to do so. Be as specific as possible.
There is a lot of free information available, to give you some good ideas as to what to include. I can also provide you with my thoughts, if you want them. I collect marketing strategies.
Always be prepared. It will serve you well in your efforts.
There are of course several ways to approach carriers in your efforts to get appointed. However, there is one good approach that is often overlooked.
Assuming you have developed some extent of a network of agency friends and business acquaintances, find out which ones already represent the carrier or carriers that you have determined will be best for your needs. Ask them if they will refer you, in terms of a simple call by them to their carrier rep or someone in a higher position, if feasible. Beforehand, give the potential 'fellow agent referrer' a list of your references, along with key strategies you will employ to attract the kind of profitable business that you have determined the particular carrier likes to write. You should know this based on your prior research about the carrier.
A P&C Agent and I were talking today and discussing his options with regard to the agency network group that might be best for him to consider, based on his particular circumstances. He asked for my opinion.
I explained that I do not normally recommend one group over another as I want the agents to make their choices based on their own evaluations. I supply some of the tools and related advice to help them make the most informed decisions but they decide on the final choice.
To help them in the decision-making process, one question that I like to ask is: “What do you really want to do?”
It sounds simple enough but the agent needs to decide if he or she wants to be inside an office, fielding calls, processing business, supervising other production people, etc. or does the agent want to be free to produce outside the office and not be involved with the day-to-day activities of running an agency. Of course, there can be a lot of room in the middle of these two scenarios but the answer to the question: “What do you really want to do?” is often not asked of agents. The answer is really very helpful in the process as many agency network groups offer variations to their main program models, to accommodate different agents’ needs.
It is too easy to assume that all agents want the same thing in terms of their involvement in the insurance business. My image is often not their image.
I see a lot of questions from the insurance public about this important coverage. Renter’s insurance policies provide a considerable amount of coverage for a relatively small premium. For starters, it is extremely valuable coverage in the event of a loss to your personal property from perils such as fire, smoke, theft and several other common loss circumstances. It also provides some coverage for liability which can be of significant value. Other desired coverages can be economically added.
From a personal standpoint, my Wife and I saw the value first-hand when our Sons had a severe kitchen fire in their apartment in Raleigh, NC a few years ago. Fortunately, no one was hurt but the apartment became totally uninhabitable as a result of the fire and smoke damage. Because one of our Sons was astute enough to have purchased a renter’s policy (…he finally listened to his Parents!…) they were reimbursed for all of their burned and smoke-damaged possessions. Additionally, they received full reimbursement for living expenses elsewhere while restoration was being completed. When the landlord sued them for negligence related to the cause of the fire…which was quickly thrown-out in court…the insurance carrier provided them a defense for the allegation of negligence, including the presence of a defense lawyer during the formal hearing.
All-in-all, it cost our Sons their very affordable premium and a small loss deductible to get back to their lives. Without the renter’s policy, they would have been ‘hurting’ for a long time!
Lately, I am making it a point to ask many people I encounter daily in business settings – both formal and informal – if they are on LinkedIn. Most are and I ask them if I can connect with them after meeting them. It is an easy way to make more meaningful connections. Just change the automatic invite message wording to a more personal one, possibly referencing your conversation earlier in the day or mentioning something significant or mutually interesting, that you discussed together. The chances are that this practice will result in stronger business connections for you. It has worked well for me.
A very successful commercial insurance producer told me this recently. He said that when he is on a sales call, particularly a business luncheon, instead of the usual amount of small talk before starting to get down to business, after exchanging a few general pleasantries, he asks his prospects and clients to help him solve a business problem or issue that is current for him.
“Unrelated to our business today, let me take a minute to run this by you. I’m wrestling with this, to develop a workable solution. What are your thoughts?”
He said that getting their opinions demonstrates to them that you value their thinking on a matter that you have been considering. Nothing too deep or serious of course – you certainly don’t want to destroy your main purpose for the meeting – but he said it has really helped him connect with his prospects and clients. He added that as a valuable side-benefit, he has heard some great ideas that helped him solve some of his outstanding issues.
Recently I was reading an article about the importance of marketing messages and the author made reference to this statement from Albert Einstein: “If you cannot explain it simply, you don’t understand it well enough.” If you don’t understand your business, how can others be expected to do so?
Old Albert knew his way around an equation for sure but it sounds like he was also well aware of other aspects of life.
For we who are involved with marketing – and that is just about everyone, in one way or another – it is important to take the time to prepare your own marketing message. As Einstein suggests, it needs to be simply stated. You may only get one chance to relate it to a potential client or business associate who can refer you to clients.
John Jantsch, marketing guru and author of many great business books, including “Duct Tape Marketing”, refers to this part of your marketing message as a “Talking Logo”. He describes the importance of it as “…a short statement that quickly communicates your firm’s position and forces the listener to know more”. I like what John has to say. He himself makes his many useful messages simple but meaningful.
My Talking Logo is: “I help independent P&C agents get the appropriate markets for their specific needs. I help them make more money.” I hope it passes the “Einstein test”.
Especially for people in insurance sales and management roles, there is no doubt that playing golf offers many networking opportunities, especially with existing and potential clients. In fact, that is why some people play golf – It is their sole reason. However, I have always viewed golf as another form of problem-solving and many business people I know enjoy it for that reason in addition to the networking and friendship that inevitably results.
With regard to problem solving, many of those described are used to overcoming obstacles to make the best day-to-day business decisions. Golf is just an extension of their work in a more open environment.
How am I going to hit the ball over that tree? What club do i need? Should I try to go over the lake or avoid it by going around it or playing short of it? To make sure I don’t hit my ball into that huge bunker, should I play to the opposite side of the green even it will put me very far from the hole?
These are examples of questions that golfers ask themselves throughout a round of golf. The golf shots they propose and attempt are aimed at solving the problems at-hand.
It is the same type of decision-making environment that business managers face everyday. However, the consequences of making a wrong decision in business is hardly ever more serious that a bad business decision on a golf course…unless, of course, you bet too much with your friends and lost!
From noted creative thinking coach, Michael Gelb: “Life is a continuous exercise of problem solving.”