Treat qualified prospects as customers 

If you’ve presented a proposal or quote to a well-qualified personal or commercial lines prospect and the prospect didn’t buy the first time around, stay with them.  Too often there is a tendency to think “failure” or “maybe he wasn’t such a good prospect after all.”  The prospect is abandoned. 

But wait a minute, if the prospect gave you the opportunity to quote obviously he was expressing some dissatisfaction with his current agent or insurer.  Just because he didn’t buy from you immediately is no reason to abandon him.  He is still the same A-type prospect you want as a client.  He didn’t morph into a bad risk or a china egg overnight. 

Here’s a three-step process that works for MullaneyCookson clients. 

Step 1: Immediate post-proposal contact   

The first step is to send the prospect a personal letter or note card thanking him the opportunity to make a proposal.  Let him know you would like to stay in touch.  Ask if he might refer a friend or relative if he was satisfied by the way you handled your proposal. 

Step 2:  Put prospect on your mailing list 

Send the prospect your quarterly agency newsletter, product/service postcard mailings, new associate announcements, seminar invitations---whatever you are mailing to your new prospects and/or customers. 

Step 3:  Personal letter prior to X-Date 

Write a personal letter within 45-60 days of his next renewal date with a message that says, “we thank you for giving us an opportunity to write the insurance on your home last year…you are the type of homeowner that we want as a client…we will contact you next week to see if it would be convenient for us to get together.” 

How long should you keep up the contact? 

We recommend staying in touch for 2-3 years at least.  People like persistent and courteous professionals who want their business and keep trying.  It is flattering.  Some old prospects may say thanks but no thanks.  That’s okay.  Take them off your mail list. 

Your persistency and attention is also a demonstration of how you perform for your clients.  When push comes to shove (often when there’s a claim), insureds want an agent who persistently acts in their best interests.