Are you one of the salespeople that buys into the myth that aged leads are impossible to close? They’re not, but they do take a little more time and effort than fresh leads do.
Aged leads are leads that have slipped through the cracks. They were once fresh leads requesting insurance information, but somehow the handling of them hit a snag. Some of them got a single phone call from an overworked agent. Many of them never even got that first call.
They ended up being dropped from the system with their insurance needs still unmet. In fact, the chances are excellent that they still haven’t found the insurance they were looking for. What can you do to become the insurance agent of their dreams? You can sum the answer up in three words: customer relationship management.
As soon as you’re assigned an aged lead, contact him or her by email, by direct mail, or by both. Introduce yourself and your company and explain how you got the lead’s contact information. Most important of all, provide an easy way for the lead to contact you, such as calling a phone number of clicking on a link.
Schedule Follow-Up Contacts
One of the main principles of CRM is to continue to provide contacts and helpful information, so be sure to schedule regular email and direct mail follow ups. Follow up materials can provide additional valuable information. For instance, they could include testimonials from prominent clients, news about the insurance industry such as upcoming changes in regulations, flattering news about your agency, and information about the different insurance plans that you offer.
Respond Promptly to Inquiries
If an aged lead requests additional information from you, don’t let him or her down. Respond to the inquiry as soon as possible, ideally within sixty minutes. When you do speak to the lead, offer not only the information he or she requested but also other ways you could be of help.
Close the Deal
Many salespeople do a great job of presenting information, but when the critical moment arrives, they can’t bring themselves to ask for the sale. Don’t make this mistake. If you have given the lead the information he or she asked for, and if the lead appears interested, take the definitive step. Say something like, “I’d love to draw up a policy for you so you can take advantage of our coverage right away,” or “If you sign up now, you’ll be eligible for this month’s reduced rates offer.”
With excellent CRM, aged leads can easily go from stale to viable. Don’t overlook aged leads the next time you’re lead prospecting.