How often do you see customers these days? Many agency principals are invisible! 

At last count, we figured that we have visited 300+ agency offices over the years.  We estimate that in at least 90% of those agencies, the agency principal’s office was buried in the back recesses of the agency, never to be seen by customers or prospects who come into the agency. 

The 90% figure tells us that there must be compelling reasons why principals like to be out back. We can guess at a couple.  Peace and quiet to reflect on the day’s tasks? Avoid interruptions by customers and associates? Rear of the agency provides larger office space? Concern that associates will constantly ask advice for solving problems? Privacy for conversations? 

Common complaint “don’t get to stay in touch with customers” 

Despite being in the remote recesses of the agency, many principals tell us that they miss the old days when they knew most of their clients by name and had frequent contact with them.  The growth of the agency has made frequent personal contact impossible these days, they say. 

Upfront agents 

The 20% of agents who locate their offices at the front of the agency tell us:  

“I want to be able to wave or nod to customers when they come into the agency, so, while I have privacy with a glassed-in office, I can do that.”  

“Customers know I am right here. They know I care.  And my associates see me greeting people, and know I care.’ 

“If I see a customer or a supplier that I would like a word with, I can come right and invite them into my office.” 

“We promote a personal touch for every customer. While I can’t deliver a personal touch for every customer myself, mypresence out-front helps me stay in touch and is an example for other associates.” 

The upfront conference room 

Upfront conference rooms or special visitor reception areas (off the immediate reception area) are two other ways employed by principals who want to maintain some level of visibility at the agency.  Again, they facilitate a nod or a wave by the principal when appropriate. 

Personalize marketing support materials for visibility 

We have several marketing- and sales-minded clients who produce a quarterly newsletter to stay in touch with customers, encourage referrals and “next best product sales,” and to let customers know they care. 

We encourage them to author a column for the newsletter, sign it with their name and include a photo.  It is a great way to maintain visibility and let customers know that the agency leader is actively involved.

Every associate in your office plays a critical role 

At every marketing seminar that we conduct, we begin with this statement of fact: “Marketing takes place in every corner of your agency.” 

You never get a second chance to make a goof first impression.” is another well-known adage.  So is “first impressions are often lasting impressions.” 

From the way your reception area looks to the way customers are greeted by your receptionist to coverage reviews with your CSRs to new business discussions with your producers to high visible you as the leader are your office, it all adds to a favorable (or not-so-favorable) brand image of your business. 

Yes, marketing support materials too 

The quality of communications that customers have with your associates---in-person, by phone, by e-mail or by letter---are the critical cornerstone for your agency marketing program. And, of course, the quality of your advertising, direct mail, Web site,Twitter min-blogs, and sales literature must reinforce and enhance the quality of your personal contacts. 

First impression self-analysis 

As the omnipresent agency principal, you are super close to your associates.  Probably too close to make an objective judgment on the quality of your agency’s first impressions. Here are ways to do a simple audit. 

. Independently and anonymously, ask your associates do their own evaluation of the agency office appearance, the friendliness of contacts with customers, and the professionalism of customer contacts that they have observe daily. Make sure that comments about the good, the bad and the ugly are solicited.  

. Compile your associates’ responses, review them, then schedule a group meeting to discuss, evaluate and talk about ways that the agency could make improvements or reinforce favorable actions.  The group leader?  You, if you can stay low-key and neutral, avoiding the urge to force or re-shape answers (by voice or body language!) or critiquing comments.  You may want to ask a CSR or producer to be the leader while you sit quietly in a corner of the room.   

First impression customer-analysis 

. Pick a representative sampling of customers---10 or 15 will be enough. Conduct your own survey, by PHONE, using points that came out of your associates’ evaluation. . Pick a representative sampling of (1) Long-time agency customers; and (2) Newest agency customers.  Prepare a simple MAIL survey (4 or 5 statements with a Poor, Good, Excellent, Superior ranking scale) and ask for any comments at the bottom of the survey.  Provide a return envelope with a stamp already attached. 

OPTION: E-mail survey if you have the technology for direct submittal of responses and opt-in mail permission from your survey group. 

Putting it all together You will now have a pretty good fix on how effectively “marketing is working in every corner of your agency.”  You will have listened personally to some agency customers and to your associates; and you will have received direct responses from long-time customers and your newest customers. Some answers for positive reinforcement and for ways to improve will become self-evident!

Send customer e-mail from an individual in your organization 

E-mails from a real person increase open rates measurably over those sent from a company mailbox.  If your CRM and e-mail systems are integrated, it makes good sense to send mail on behalf of individual customer service reps or producers.  If you have an e-zine or blog marketing communications program, make sure your nameplate can be personalized for individuals.

Make sure your customers know you care 

It is important to show that you know what customers are experiencing especially during trying times.  Here are a few simple ideas that you can use to demonstrate your concern and caring to customers and prospects. 

. Promote your agency’s value-added services, i.e. how they get a bigger bang for their insurance dollar.  

. Review coverages to find ways that your customer might save money; don’t wait until renewal time to do it.  

. Explain how deductibles work and how much a higher level of self-insurance might save (be sure to explain the good and the bad aspects). 

. Personalize your marketing messages. 

. Keep in mind that promoting price alone can be a disservice to your customer. 

. If a customer is shopping other agents or direct writers, ask him or her to give your agency the last shot; then do a thorough apples-to-apples review. 

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!  

Post a squeeze page on your Web site 

A squeeze page is a Web page that is specifically designed to encourage visitors to provide you with an opt-in, permission-based e-mail address.  It is a way of building a sales suspect list that you can work to convert into a qualified lead and a customer over time. 

Expert users claim that a well-developed squeeze page can produce a name and e-mail address from 50% of the people who visit it.  

Keys to success: Useful information or compelling offer  

Your squeeze page must offer compelling information or an offer that the visitor wants to receive.  When a visitor willingly provides a name and e-mail address you may add them to your mailing list. Some examples of insurance agent offers to prospects: quotes by e-mail, newsletters, white papers, special reports, direction to more information through an online article, home and business safety brochures et al. 

Your squeeze page requires a sign-up form, of course.  It is a good idea to also include an e-mail confirmation page---a “double opt-in” if you will. 

Sender beware 

Avoid spammy-type follow up e-mailings.  You will rapidly lose subscribers who opted to receive your information.  

Time your mailings discreetly.  Mailing too frequently will cause you to lose opt-ins. 

Make sure that you include an “unsubscribe” link with your ezines or newsletters or product and service e-mailings.  Also include a link to your privacy policy.