You don't have to find the Oracle on the mount to get answers to your deficit of insurance marketing results. There are just three issues on which to concentrate:
1) The caliber of the prospects you talk to
2) The variety of prospects you speak to
3) The caliber of your presentation
Let’s take these in order over three posts. Today, let's address insurance marketing -- finding quality prospects.
How you conduct your insurance marketing will decide the quality of the prospects you talk with.
You're prospecting method must only generate prospects with a high chance to purchase. Here's the contract of two prospecting systems. The first approach produces insurance marketing success while the next approach saps your vitality.
Cold-calling, a typical way of prospecting, produces prospects that must be convinced. You could be convincing to some degree to get the appointment and getting a prospect to say "yes" to the next step when in fact, they are really not interested. Are you shocked that many prospects cancel before their set meeting?
What would occur if instead, you took out an advertisement offering a free guide about a certain topic in which you had experience? Certainly, the people who reply to the ad have interest in your offered item. That's the kind of prospect you want--people who take initiative. If you want to have results with your insurance marketing, you must hone in on your target market.
Here's an example outside of the insurance industry. A young lady who a short time ago entered the field of real estate asked me about the best method to gain clients. I had her compose a brochure "Ten Errors to Avoid When you Sell Your Million Dollar Home." We placed the ad within the food section of the Wednesday paper, the day that has all of the food coupons. The cost of the ad was a whopping $250. The real estate agent received 62 responses.
How long would it have taken to locate 62 interested and motivated people by cold calling? This insurance marketing method allows you to make much better use of your time because your initial call is a warm call to her receptive motivated prospect.
Now you can see the difference and how you're prospecting method determines the caliber of prospects you attract. So your insurance prospecting MUST be based on the following model-you offer an item to people who meet your criteria (e.g. by age, revenue, profession, zip code, and so on) and you ONLY contact those people who want your package. The supplied package can be:
a) a guide or free of charge report
2) a free workshop
3) a totally free quotation
4) a free of charge analysis
Then, whenever you contact the prospect, you get in touch with them simply because they requested something of you. You are not asking for their business, you are contacting them to decide how you are able to serve them. This puts you in the power position and starts the partnership on the correct foot with the right prospect.
Now that we understand how t do low cost insurance marketing, in the next post, I'll discuss the best way to gain high quantities of inquiries from these high quality prospects.
