What You Missed from CRM Evolution

August 23, 2012

CRM - Sales Lead ProcessThe CRM Evolution Conference is over, but even if you weren’t able to attend, you can still read about some of the best ideas to emerge from it. These suggestions can help you market and sell insurance to new clients, keep your existing clients satisfied, and grow your insurance business.

1. Find Out What Keeps Your Prospects Up at Night

All of your potential customers come to your insurance company because they are worried about something. Perhaps the man without life insurance worries he will die and leave his family impoverished, or the woman without health insurance fears she will be diagnosed with a serious illness. Once you identify what these worries are, you can get down to the business of lead nurturing by helping your prospects find solutions to their troubles.

2. Strive to Exceed Expectations

“Under-promise and over-deliver” is a sales mantra that everyone has heard. It’s especially applicable to CRM. As you manage your relationships with customers over the years, you want them to be constantly surprised and excited by your products, prices, and perhaps most of all by your customer service. The days of loyalty to a certain company or brand are long over; if your customers find an insurance agency that treats them better than yours does, they will probably make the change. The best plan, of course, is to never give your customers a reason to even consider working with any other company.

 

  • Get Weekly Sales Tips

  • This field is for validation purposes and should be left unchanged.

3. Sharpen Your Predictive Analysis Skills

Watch your insurance leads carefully to learn about their buying process. Do certain types of leads take longer than others to reach a decision? Does lead nurturing increase conversion for one group but not another? Once you are aware of the trends, you can stay one step ahead of your insurance leads, offering the right information and deals at precisely the right moment. You may even decide to reduce personal contact and use sales automation with leads that are unlikely to convert.

4. Pay Attention to Economic and Political Shifts

If you stay on top of new legislation such as Healthcare Reform, new trends, and the factors that influence the local economy, you will come across to your prospects as a company that is knowledgeable and trustworthy – exactly the type of company they want to buy from.

5. Nourish Your Sales Team

Last, but by no means least, don’t forget about the team that is on the front lines every day working to sell your products and services. You can keep your sales employees happy when you are hiring if you hand-select a candidate you believe will thrive in the current sales culture. Incentives are also popular among sales staff. Finally, be prepared to give your sales team clear and actionable feedback. “I need you to spend more time cold calling,” is very different from, “I want each of you to log four hours’ worth of cold calling every week.”

If you manage your leads, your customers, and your employees with helpful information, courtesy, and respect, you are likely to find yourself experiencing higher conversion rates and strong company growth.

About Troy Wilson