Working with a telemarketing company can help you find many quality leads who are interested in purchasing health insurance. Getting health insurance leads, however, is only half the battle. The other half is follow-up.
Before you retain a telemarketing agency, your insurance company should develop a protocol to organize quality leads and make sure they get the follow up that can turn them from interested browsers into customers.
These five suggestions will help.
1. Assign One Person To Take All Telemarketing Leads
All telemarketing leads should be directed to a single person on your office support staff. That person will be responsible for obtaining all of the contact information, logging the lead, and contacting the insurance agent whose job it will be to follow up.
2. Assign Leads to Agents Based on Territory
Your agents probably already have specific territories that they cover. If this is the case, there’s no need to alter a system that’s working. Leads should go to the agent whose territory corresponds with their address.
3. Implement A Follow-Up Protocol
Your follow-up protocol should specify how long the agent has to attempt initial contact with health insurance leads, ideally not more than an hour or two. The protocol should also specify how the agent should proceed if he or she is not able to make contact with the lead, or if the lead remains unsure about purchasing health insurance from your company.
If your agent does not reach the lead on his or her first attempt, he or she should try again within a day or so. Studies suggest that over 70 percent of leads can be reached on a second call; however, only about half of these leads ever get a second call.
Additional follow-up might include more phone calls, emails, mailings, and, if the lead is willing, personal visits to discuss health insurance needs and provide a quote.
4. Keep A Spreadsheet
To track whether lead buying is effective for your company, keep a spreadsheet with the lead’s contact information, the date of your insurance agent’s initial contact with the lead, any follow-up contacts that were made, and the outcome of the contacts, that is, whether or not the lead eventually purchased health insurance from your company.
5. Analyze Your Spreadsheets
Meet with your insurance agents at least once a week during the telemarketing campaign to analyze data from the spreadsheets. Look for trends that predict whether or not a lead will buy from you. You may notice, for instance, that leads who received information in the mail were more likely to buy health insurance than leads that only spoke to an agent by telephone.
Use these trends to refine your follow-up protocol and to leverage your lead buying campaign into an increased number of sales.