How do you know what your clients need?
Anticipating your client’s insurance needs can be a great strategy for success at your insurance agency. Knowing what types of policies they may require, and approaching them at the right time to discuss options, reinforces to your clients that you truly care about them. But what if you’re not a psychic? How do you know what your clients’ needs are before they even ask?
Here are some strategies to help you anticipate your clients’ insurance needs.
Anticipate your clients’ needs through regular communication
If you’re stuck in a rut trying to figure out how to boost your insurance sales, you might just need more communication with your current clients. There’s no better way to find out about your clients and what’s happening in their lives than by simply talking with them. Luckily, there are plenty of methods to start a conversation.
Pick up the phone
Sure, it’s a bit old-fashioned, but some people still prefer to communicate by phone. For the best results, make sure the clients you’re contacting actually prefer talking on the phone—don’t just assume! If you call them out of the blue, make sure to ask if it’s a good time to talk, or if they prefer to set up a meeting at a different time or in a different way than over the phone.
Send a thoughtful email
It doesn’t take long to type out a brief message to see how a client is doing—they’ll appreciate the more personal touch. If you can make your message feel like it’s coming directly from you, rather than a generic form letter, you’ll get better responses. People can usually tell the difference between a truly personal note and a mass email, and they’ll respond better to one they feel speaks directly to them. Make sure to include your phone number or a calendar link so they can schedule a face-to-face meeting or phone call if they prefer.
Keep up with clients by creating a monthly newsletter
If you don’t already have a regular newsletter, now’s the time to start. Whether it’s monthly or quarterly, keeping in touch with clients via a newsletter helps them remember to connect with you when they have life changes or general insurance questions and needs. You can also use a newsletter to offer consultations and quotes, ask for feedback and reviews, and provide helpful and timely information. Always include an invitation to contact you at the end of your insurance agency newsletter. This will help you build a relationship with your clients and ensure that they feel comfortable reaching out to you with any questions or concerns.
Keep up with your clients by connecting on social media
Social media is a great way to keep a finger on the pulse of what’s going on in your clients’ lives. When you connect with them, you can see changes that commonly warrant an insurance conversation, like marriage, the birth of a child, or a new car purchase.
You can add value to clients on social media by offering quick tips, in-depth information, or suggestions to help them reduce risks and stay safe. One tip for getting engagement is to ask a question and invite a response. The most successful social media relationships are ones that foster ongoing two-way communication.
Send a personal video note to clients to say hello
When you make a short video to send your clients, you’re getting the best of both worlds. They get to see and hear you without the pressure of scheduling an in-person meeting. There are plenty of easy ways to record and send a video to clients, like using your smartphone. Just make sure to keep the conversation going by inviting your client to call you, email you, or schedule a meeting at the end of your video.
Anticipate your clients’ needs based on their life stage
Since it’s much more cost-effective to promote new products to your current clients versus acquiring new clients, it’s worth the time and effort to keep tabs on your clients and anticipate what they might need based on their current life stage.
- If a couple is newly married, they might need life insurance.
- Clients renting a home may not realize they should consider renter’s insurance.
- Having a baby brings joy and great responsibility. Upgrading to a nicer health insurance plan and getting some life insurance in place can be useful at this point.
- Buying a new house usually requires homeowners insurance, and your clients may not know if they’re getting the best price or taking advantage of any discounts they’re eligible for.
- Buying a new car may warrant shopping for a new auto policy.
- When babies grow into teens and learn to drive, the auto policy will definitely need an upgrade.
- Starting a small business may require one or more types of small business insurance.
- Renovating a home likely calls for changes to a homeowners insurance policy, especially if the upgrades are significant.
- For home or office moves, especially over longer distances, it may be beneficial to have moving, storage, or transit insurance.
- As clients approach retirement age, they may want to revisit life insurance options to help with their financial and investment goals.
Other ways to anticipate your clients’ insurance needs
When you think about it, almost anything can be a clue about what types of insurance policies your clients may need at a certain time. You don’t have to be a psychic after all. You just have to stay tuned in to what’s going on around you.
Pay attention to current events
For example, if you serve clients in a particular geographic region that’s been hit by increasing burglaries, it’s a great opportunity to reach out and see if your clients want more property insurance.
Keep up on the weather
Is hurricane or thunderstorm season coming? Should your insurance clients check their home or auto insurance to make sure it covers possible impending hail, wind, or water damage? Do they have waterfront property that may flood?
Keeping up with weather patterns and seasonal trends can give you a great reason to approach specific clients at specific times to make sure they’ve got the right coverage in place.
A great relationship is key to anticipating your clients’ insurance needs
It doesn’t matter how you choose to do it (phone, email, video, in-person, golf, or dinner)—keeping yourself involved in your clients’ lives is a must-do for insurance agents who want to be able to anticipate the needs of those they serve.
The more you know about what’s happening with your clients and their families, the more accurately you can predict the types of insurance they truly need. And when you do that, clients see you as a friend and advisor rather than an insurance salesperson. This understanding of your clients’ needs and expectations allows you to build a lasting relationship based on trust, rather than sales.
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