We often have agents focus on one particular insurance product and they make that their priority. They focus on selling that particular piece of the puzzle to their clients without expanding their portfolios. I recently emailed an agent who wanted to expand beyond selling Medicare Supplement products, and these were some of the tips I shared with her for getting started with Life marketing.
"I think it’s so beneficial when an advisor works with their clients on many levels to provide the most complete solution for them. They have instilled their trust in you for certain insurance needs, and it just makes sense that they come to you for all (or most) of their insurance/financial needs.
As for marketing ideas, LifeHappens.org is a fantastic site for information, marketing and selling concepts, infographics and brochures. The site has some great ideas on how to relay the benefits of purchasing life insurance. I’ve attached one of their Real Life Story brochures as an example. Story telling these days is paramount, especially with social media. It’s become the new way to market to clients and customers. Sharing stories that are relatable speak to potential clients and customers, and Life Happens understand this. In turn you will have clients who become influencers (influencer marketing) which benefits you. Your clients tell their friends and colleagues about your commitment to them as their trusted advisor, and you in turn gain new clients. It’s networking and marketing working cohesively."
Thinking outside the proverbial box, exploring new options and adding creativity to your strategy keeps things interesting and your clients benefit from it. If you're excited about the options you offer, your clients will in turn get excited about safeguarding their financial future.
If you're not currently offering Medicare products to your clients and are focusing on Life products or Annuities, then now is the time to branch out. Becoming a source of information and expertise for your clients only lends itself to expansion and a growing client base. If you need ideas and assistance about adding Medicare products to your arsenal, we have a dedicated team and a litany of tools that will help you get started, beginning with our Medicare Supplement Kit.
At the end of the day, it's about having that satisfied client, and happy clients make for good business.
I just left an hour+ meeting with the Regional Vice President of a large insurance company. Boring, you may think. Nope, you’d be wrong. It was anything but boring. This gentleman has been in the insurance industry for 20 years and he just knew how to relate to people. All people. All six of us in the conference room. One woman was 50, one gentleman was 71, another was 50, two guys were 32, and me (I’m 46 ).
How not to be boring.
Meetings in a board room can be long, full of metrics and numbers, culminating with endless industry jargon that flies around the room like meaningless banter. Not this meeting. Yes, there were facts and figures spouted off, and how we are striving to bump our numbers up. But it was also a meeting that involved everyone. Everyone had a chance to speak up, to ask questions, to give their opinion and to be heard. How often does that happen? I suppose often enough, but many times we tend to listen and not speak up, for fear of not being understood.
How did he relate to each of us?
His ability to tell stories. That’s how. He had the uncanny ability to relate to each of us by sharing a story. One woman related to him because she’d met him before at a conference. One guy related to him because he’s a fly fisherman from Montana. I related to him because he carried two phones (an iPhone and a Samsung) and likes technology . My boss related to him because he’s been in the insurance industry for many, many years.
How do we become understood?
We relate to people on a personal level. A familiar level. Through personal experiences. This Regional Vice President lives in Florida. He had fabulous stories about sunny, private beaches and catching sailfish and showing us pictures, and $15 lobster specials at his local pub. Who can’t relate to a fishing story on some level? He was a master storyteller. One that parlayed his personal experiences into his job responsibilities. He connected with each of us on some personal level. And in turn what happened? We each contributed. We each spoke up and shared our views, our concerns and our questions. He understood each of us.
It’s magic when that happens.
By Carolyn Portanova
Carolyn Portanova is the Director of Marketing at The Brokerage Resource and has been with the firm since 2012.