Tip #3: Understanding the Consumer Experience

You've received your first online insurance lead - congratulations! Now what? Understanding the mind-set of the person requesting the quote is important when making first contact.

  • All Web Leads operates a network of websites that help consumers assemble competitive quotes from insurance agents. Once at the website, consumers fill out a simple quote request form that is specific to the type of insurance they're interested in buying. Our advanced technology distributes these leads based on agent profiles. Below you'll see the main homepage of USInsuranceOnline.com, one of our insurance-comparison websites.
  • Keep in mind that the consumer will not be familiar with the All Web Leads company name - our network of websites each have their own unique brand identity that's specific to the type of insurance consumers were researching online. Since you won't know what site they used to request a quote, take that into consideration when introducing yourself for the first time and use more generic terminology when describing the reason for your call. Here's an example script to start the conversation off right:

    Hello - may I please speak to [consumer name]? Hello [consumer name], my name is [agent name] and I'm calling from [agency]. I received your online request for [type] insurance and I'd be happy to assist you. Is now a good time to speak?

  • Because leads are typically shared with multiple agents, the longer you wait to follow-up with a lead increases the likelihood that they will speak to another agent first. For more information about the importance of time, see Tip #1: The Early Bird Gets the Insurance Commission.
  • Sometimes it can be confusing for a consumer to speak to 5 agents at once. Because a consumer will be speaking to multiple agents, it's very important to make a positive first impression. Being professional, prompt, and memorable is key to your success.
  • Take a few moments to familiarize yourself with the lead before making contact. Because consumers have filled out a detailed quote request form, they expect agents to be familiar with their basic information. We found that consumers become frustrated when asked again for information they just provided online. It's fine to check the accuracy of your information, just make it clear to the consumer that you want to confirm the information you received.
  • Work Internet leads long enough and you're bound to run into a consumer overwhelmed with choices. A few understanding words and some light humor can go a long way to building a relationship with your lead and opening the door to future conversation. Sometimes a consumer doesn't respond to initial contact, and then reaches out to 1 or 2 select agents weeks later to finish their purchase. In those situations, being light-hearted, sincere and memorable in your initial contact will make all the difference.
  • If you are contacting a consumer in your area, it could be an advantage to mention that you are local. From the consumer's perspective, getting insurance quotes online might seem impersonal and anonymous. If you're working locally, mentioning you're in the same area will help the consumer relate to you and generate trust. It is also an additional selling point if a consumer prefers to meet in-person or likes to have a brick-and-mortar office available to them.

What do you think about this tip? Do you have one to add? Email your comments and suggestions to: julie.hsu@allwebleads.com