Whether you’re a insurance broker or agent, selling is a continual cycle. To sell insurance, you need customers. To get customers, you need to build relationships and network. To build relationships with people, you sometimes feel like you need a degree in psychology.
You really don’t need a degree in marketing. But you do need to know how to build and maintain relationships with customers successfully. Some circles call this common sense, while others call it relationship marketing. Whatever label you put on it, know that anyone can successfully connect with customers and prospects.
If you do this right, you can engender loyalty that will pay off for many years. The pay off can come in the form of referrals, renewals, and genuine friendships that position you well in your community.
It is critical to remember that happy customers become loyal customers. They create repeat business and can bring you their friends, colleagues and business members. Satisfied customers can give positive reviews of your business online, too. In today’s social-driven economy, positive ratings are critical to your success.
Here are some tips for building relationships with clients:
Become a Trusted Resource. Share the most relevant news with your clients. Read the latest industry news and publications. Write articles for publications – both online and print. Keep an up-to-date blog.
Effectively Communicate. Schedule in-person meetings or phone calls. Stay in touch using email and social media to let customers know about changes to the industry and your business. Keep all communications friendly and helpful.
Be Authentic. No one likes the used-car salesman approach. Open and honest relationships with others show them that you are genuine and have their best interest at heart. It also shows that you value the relationship. Cultivate trust and loyalty by consistently being real and authentic.
Reward Loyalty. Everyone loves to feel like they are getting something for their efforts. Sometimes people like to get something for “free.” Invest in gift cards and send them to clients thanking them for their business. When they refer someone to you, acknowledge it with a note and a token of your appreciation.
Remain Visible. Proactively reach out to customers and prospects to let them know you’re thinking of them. Suggest ways you can help them. Don’t be “out of sight.” Ask customers and prospects what you can do for them or how you can help. Asking questions about the client’s potential issues and problems can open dialogue and doors for sales.
Promptly Respond. Excellent customer service and solid customer relationships occur when you make clients feel important. Going dark or being slow to answer calls and emails send a message that they aren’t important. Demonstrate your attentiveness by quickly responding, even if you’re simply acknowledging their message and need to get back with them later.
Building relationships are critical to the success of your business. When you are intentional about how you interact, reach out and follow-up, you are sure to create loyal customers for years to come.