It's no secret to any insurance agent that the way to build a solid customer base is to create solid relationships with your clients. From the first point of contact, you're presenting yourself to the customer as someone they may want to do business with. But how do you seal the deal when there are so many other agents and options for a client to go with. The answer is connection.
Whether you're a new broker trying to grow your business and build a client base, or you've been in the industry a long time and are looking to maintain and grow your client base, there are some basic things you can do to create meaningful connections with your clients.
Being organized with the details of your product helps you sell to the customer, but you need to maintain regular contact with your existing clients to ensure their needs are being met, particularly when they initiate claims. Getting referrals from an existing client helps to make more sales. As a well-organized agent, you keep track of existing clients, stay alert for potential clients and remain aware of new policies available for all clients.
Marketing studies show that clients expect authenticity when it comes the people with whom they do business. By maintaining an open and honest relationship with your clients, you are showing them that you value them. Building a customer base through lies or false information and promises will only backfire on you and hurt your business. Cultivate trusted relationships with your clients and watch your client satisfaction - and their loyalty to you - grow.
By becoming a trusted resource on all topics relevant to your industry, you can build trust and loyalty with your clients. Perhaps you share information on benefits, or updates in the industry that your groups need to know, or even information on wellness tools and tips to keep their employees healthier and happier. Doing these simple things and sharing relevant information with your clients, you become their go-to resource and trusted expert. Quick tip: Target the information you share to particular client groups, and try not to overwhelm your clients with information that is not useful or relevant to the services you provide.
Clients love to be rewarded, and a rewarded client is often a loyal client. Loyalty keeps your business strong and encourages positive word-of-mouth – which is the most effective form of marketing. Referrals from your current client base can help you grow your business further. Consider sending your loyal customers a thank you gift or a gift certificate to their favorite restaurant, or even writing a hand written note. This special treatment will keep your clients coming back. You should encourage your clients to share the positive treatment they receive within their influential circle.
Whether it's by in person meeting, phone, text or social media, stay in touch with your clients. This is key to building and maintaining relationships. Let customers know about changes to your business and in the industry, discounts and advantages you can provide, and how your business can help them. Start a blog or email newsletter and use it as a central place to communicate with your clients. Be sure to keep all communication professional yet friendly.
When you establish more meaningful relationships with customers, they’ll be more likely to return to you with future insurance needs. They’ll also be more likely to send their friends, family, acquaintances, and others to you to fulfill their insurance needs, creating a snowball effect of business that can keep your pipeline full.