Tell us about your business process to get “share of pocketbook” from existing customers  

Do you have a clean customer-base list? How complete is the marketing information you need to “mine the gold” in your customer database? Can you identify your next sale from an individual customer---like home insurance to a single policy auto customer or life insurance to a personal lines account?  What is your projected new business UNITS and COMMISSION INCOME from existing customers this year? 

How are you marketing to existing customers?  What messages? What media? How many TOUCHES-per-customers during the year? What is your projected ROI for monies invested in marketing communications tactics? Who is in charge of producing new business from existing customers? 

Explain your business process for gaining NEW customers 

Do you have a Sales Prospect List?  Is it a targeted list; for example, do the home and auto prospects on the list match up with the characteristics of your A-customers, your best customers?  Does your Sales Prospect List include multiple ways to reach a prospect (mail address, e-mail permission address, phone permission)?  How many on the list are referrals from existing customers; have you set these names up as a special market segment list? What is your projected new business UNITS and COMMISSION INCOME from new customers this year? 

How are you marketing to Sales Prospects?  What messages? What media? How many TOUCHES-per-prospect over each year? What is your projected ROI for monies invested in marketing communications tactics? Who is in charge of producing new business from existing customers? 

Quality sales list is critical success factor 

The old cliché “Don’t expect a high response rate if you are mailing to the graveyard” is apt.  Gaining new business results begins with the quality of your contact lists. 

It is not easy to build a quality list and maintain it. It takes time and money and constant harrowing to keep it free from “weeds.” 

Constant contact and follow up is essential 

The accepted rule of thumb in marketing circles: it takes an average of seven contacts before a prospect for a product or service will make a buying decision. 

Is your agency prepared to make this type of commitment?  Do you have the manpower? Do you have the right manpower?  Do you have the time? 

It is unrealistic for agents to handle on-going new business processes by hand.  There simply is too much maintenance involved, too many media options, and no workable ways to segment markets and then match up messages to those markets. 

What about agency management systems? 

Mpst agency management system provide limited support for new business activity and for customer service contacts. 

Hello, CRM software and dedicated marketing support personnel 

Customer Relations Management (CRM) software is changing the ballgame for small businesses including independent insurance agents.  It is giving agents the firepower for new business growth and customer retention that the big boys have. 

One of the leading edge agents with whom we work has invested in a CRM system that is dramatically changing the way he markets and the new business results he is getting. “We really have a sales culture now,” he says, “and it is paying off big-time!” 

So is increasing awareness by agents that hiring a full-time or part-time person or an outside marketing contractor to implement and manage a CRM business process is a profitable decision. “To maintain clean lists, assure constant contact, and produce results and ROI reports requires single-minded focus, and a passion for selling.” says another client.    

One of our clients has gone the one-stop route hiring us to produce marketing communications programs and materials as well as manage his agency’s new business contact process. 

Find out more about CRM software 

Do an online search for Customer Relations Management or CRM systems.  There are several excellent firms offering CRM software solutions.   

Caveat: Look for providers of small business CRM software.  Two companies that we recommend you start your exploration with are: ACT! by Sage (www.act.com) and InfusionSoft (www.infusionsoft.com).  

WANT TO TAKE CUSTOMERS AWAY FROM DIRECT WRITERS?  IT’S ALL ABOUT SALES AND CREATING A REAL SALES CULTURE THAT PUTS YOUR BEST FOOT FORWARD!