Someone has expressed an interest in one of your insurance products. Maybe they responded to a direct mail letter
or advertisement. Maybe you purchased the lead through an online lead company or telemarketing service.
Maybe they found you online or in the phone book. Now it’s time to make sure this lead converts into a sale.
Here are 10 strategies to help you convert that lead into a sale.
TIP #1. Listen to your customer and focus on their needs
This is the most important tip to remember when responding to insurance leads. Keep your focus on your customer. There is a reason they are searching for an insurance agent. Find out what that need is and you have the best chance to close the sale. Ask your lead questions, ideally open ended questions, to find how you can help solve their problems.
TIP #2 Contact your leads immediately
Wait too long before you contact your lead and you significantly reduce your chances of earning the sale. Contact your lead within minutes, instead of days or even hours. Contact both by email and by phone where possible. Speed is most important with shared leads. The agent who contacts the lead first has the advantage in closing the sale. However, exclusive leads are no guarantee that the potential customer will not contact another agent on their own. Not only may they chose another agent, they may lose interest entirely.
TIP #3 Personalize Contact
Address your leads by name and use a warm casual greeting when addressing them in emails. Also tailor your email messages directly to your prospects, mentioning any concerns the customer may have noted in the lead.
TIP #4. Respect customer’s time
Recognize that your potential customer may have competing demands when you contact them by phone. Keep phone conversations short and focus on developing trust. Offer to let them chose what time it is most convenient to call back.
TIP #5 Respect customer’s privacy
Make sure your customer knows that you will not abuse his or her trust. You will not share his or her information with any other parties. While it is a good idea to continue to contact your lead always ask permission to continue contact.
TIP #6 Focus on benefits, not products or services.
You may have the best new product on the market, but do not tell that to your lead. Explain what benefits your potential customer will receive from that product, whether its saving them money or getting them the best care in the event of an accident.
TIP #7. Contact your prospects repeatedly.
Often it takes several contacts with a customer before they are willing to do business with you. Contact them several times over the first week, being respectful, but persistent.
TIP #8 Establish Trust with Newsletter
A high quality insurance newsletter will help you turn prospects into clients. First, it demonstrates your knowledge. Giving away this information for free also helps build trust. Finally, it keeps your name in your potential customer’s mind. Your potential customer probably has a lot of distractions and may see lots of other competing offers. After a few weeks they may forget who you are. A newsletter, sent once a month, can subtly remind them who you are and what you have to offer, especially if your prospect finds something in your newsletter that’s useful. A monthly newsletter is simply an efficient way to stay in front of both your prospects and existing clients.
TIP #9 Assume the sale
You know how great your company’s products and services are. You know your skills as an agent. If you feel confident, your prospect will be more likely to trust you. If you are nervous, the customer will be nervous about doing business with you.
TIP #10 Test Everything
Test which email formats work best; which phone scripts convert the most leads into sales; which lead sources convert best. You are in business to make money. Testing makes sure that you are getting the best return for the money you spend on acquiring leads.