Inside-Out Marketing pays off big-time 

The most popular independent agent marketing programs we work with revolve around what we call Inside-Out Marketing.  What is it? How does it work? Here are the six key points.  For more information, send me an e-mail or call 508-245-2876.  

1. Employ your customers as your Second Sales Force. 

How many loyal customers do you have?  Loyal customers are those who look to you first for all their insurance needs.  They see you as THEIR insurance pro. They are willing to help you grow, IF you ask them. 

Important: What tools do your producers and CSRs need to develop leads and new business?   Your Second Sales Force will need tools, too.  For example, an agency brochure or other piece that educates customers about your business values, your products, your major markets, your reputation, testimonials. 

2. Ask loyal customers for Referrals. 

Your loyal customers are your “A” customers.  They appreciate value—what they get for what they pay.  And what they get from you is super attention and service. These “A” customers will refer friends and relatives who are “A” prospects.  Put in place a marketing communications process that asks them for referrals. Maybe an annual Spring GROW Month?  

3. Offer annual reviews. 

You owe annual reviews to your customers. That’s the first reason to do them. The second is that annual reviews build loyalty.  Third, annual reviews uncover needs for additional coverage. Fourth, customers will tell prospects about the value of your service (Voila!  More referrals, more reputation-building for you as a professional insurance agent.)  Fifth, E & O safeguard. 

4. Use Call Me Cards to Account Sell and Upgrade. 

Call Me postcards are a simple way to get your customers to contact you instead of you having to spend the time, energy and frustration of trying to reach them at home or at their business.  And they work!  Send them out and they will call. 

5. Make sure your Web site is highly-interactive. 

More and more insurance customers are using the Internet to do transactions. The transactions may be as simple as inquiring about a new coverage, contacting you about a policy change, reporting a change of address, checking the progress of a claim or asking for a quote.  Have you looked into linking voice calls off your site direct to an agency Customer Service Center?  

6. Establish an E-Club.  

Collect opt-in e-mail permission at every opportunity---when new customers buy, when your customers renew, when you do annual reviews.  Set up and publicize your E-Club.  In addition to sending club members special announcements on new products, new employees, awards received by the agency, etc., use your creativity with a quarterly e-newsletter or bulletin that is informative and friendly. Oh, and encourage your club members to keep those referrals coming!  

For more information, send us an e-mail or call 508-245-2876. 

Inside-Out Marketing is an economical way to produce customer-generated inquiries, build quality business, maintain strong retention rates and solidify customer loyalty.  If you put the right communications tools and the right follow-through processes in place, and IF YOU CONSISTENTLY, year-after-year, employ your customer base as a Second Sales Force, you will experience steady, profitable growth.  

---Don Cookson