In an industry that's as competitive as auto insurance, smart agents are always on the lookout for new ways to get an edge. Here are four new ideas to make more sales and collect more commissions.
Go to the Consumer:
Successful agents often get their sales leads in non-traditional places. Try dropping by a local hardware store in the early morning and handing out free coffee to contractors picking up supplies; while they might need commercial auto insurance, they might also be interested in workers comp options and other forms of small business insurance. Another option is to sponsor a motorcycle ride or other local events with an obvious insurance tie-in. For the most part, bikers are good drivers on two and four wheels and can make great clients.
Most agents are marketing online in some way, but few know how to really take advantage of this powerful tool. One of the most efficient ways to reach customers is to find people who have raised their hand and indicated an immediate need for insurance through lead from services like All Web Leads, or through bidding for keywords with your own website via pay-per-click (PPC) advertising. Since everyone who clicks on an ad has self-identified interest in auto insurance, you pay only to market to people who are really potential sales. If you attempt to promote your website via search engine optimization (SEO), find a specific niche and construct relevant content accordingly. Getting to the top of the Google results for "auto insurance" is nearly impossible. Getting to the top of the "cheap auto insurance for singles in tampa" rankings is much easier. The trick is to provide quality information that satisfies those searches. When it comes to SEO, quality trumps quantity.
Use Consumer Surveys:
The more information you have on your clients, the better you will be able to serve them. Just soliciting surveys lets your clients know that you put some value on their experience, and the survey results themselves can identify opportunities for improvement. Most email marketing services will help you set up email surveys; consider giving out some prize or incentive for completing the questionnaire to get as many results as possible. Give your clients the opportunity to fill in their own custom comments and post the best ones on your website to build trust with new consumers.
Encourage Client Referrals:
Another way to use surveys is to identify your customers who are most likely to refer you. In your survey, simply ask a question such as "How likely are you to recommend your agent to a friend?" If you use survey software like SuveyMonkey that can connect responses to the email address of the respondent, you can determine exactly which of your clients are most likely to refer you, and then you can send them follow-up marketing and incentives to refer you.
Sometimes simply making yourself available and your contact information easy-to-find is the best way to encourage existing customers to refer you. Insist on exchanging cell phone numbers with your current customers so they can call you with claim or billing questions. If one of those clients speaks with a friend who has insurance questions, he'll have your contact information right there to point another interested consumer in your direction.