They understand that people like to do business with people they know and trust, so it is becoming crucial in this competitive market to build trusting relationships with clients.
Toronto, ON (PRWEB) June 4, 2009
As the economy continues to struggle, successful insurance agents and brokers are focusing on traditionally effective marketing techniques to make sure they thrive, says an insurance newsletter marketing expert.
Simon Payn, of Ready to Go Newsletters, says increasing numbers of insurance brokers and agents are joining his ready-made insurance newsletters to build profitable relationships with their clients..
"Insurance professionals who want to build a successful business in this new economy need to build relationships with their clients, past clients and sphere of influence," says Payn.
"Now that consumer behavior has changed, the smartest insurance agents and brokers are investing in tools to build and maintain that relationship.
"They understand that people like to do business with people they know and trust, so it is becoming crucial in this competitive market to build trusting relationships with clients."
-- Insurance Professionals Leaving Money on the Table --
What's more, it's far easier to get business from past clients than it is from new clients, according to Payn.
"Past clients know you and trust you," he says. "This makes them more likely to buy from you in future.
"However, many insurance agents and brokers are leaving money on the table by failing to keep in touch with past clients.
"Now's the time to fix that problem."
-- Investment in Products for Insurance Agents and Brokers --
Payn has seen a huge increase in the number of members of his insurance newsletter service, particularly after he added email insurance newsletters to his line-up of products.
Members have also benefited from a trebling in the number of newsletters available each month, focusing on life and health, property and casualty, and insurance.
Starting this summer, newsletters will also be available on the topic of annuities.
--Essentials of Relationship Marketing for Insurance Professionals--
Payn advises insurance professionals to do the following to build a strong relationship with their clients, past clients and prospects:
1) Position yourself as an expert or trusted advisor on insurance, not as a sales person. With recent corporate bankruptcies, consumers are reluctant to put their trust in any institution. The smartest insurance professionals are showing their clients that they are experts who have clients' best interests at heart.
2) Focus on building a personal -- rather than corporate -- relationship with your clients and prospects. People buy from people, not corporations, and that is particularly true today. Be yourself -- don't hide behind an anonymous corporate shield.
3) Develop a way of communicating regularly with people, using print newsletters, email newsletters, postcards and greetings cards. Write and design communication devices yourself, or choose an off-the-shelf product.
4) Make sure you provide valuable, interesting and entertaining information to prove your expertise and to be of genuine service to your clients and prospects. Beware of newsletters that don't allow you to customize the content. To build a genuine relationship with your clients, you need to provide relevant, personal information to your readers.
5) Communicate on a regular basis -- at least every month -- in order to build and maintain that relationship. People have short memories, so it's important to have a continual presence in clients' lives to maintain a strong connection with them.
6) Be aware that building relationships is a long-term project -- keep communicating with clients on a regular basis for months and years to get the best results.
7) Understand that marketing is an investment, not a cost. If, for example, you increase your business just 5% as a result of your newsletter program, you will have paid for it many times over.
8) Be aware that in today's market, it takes twice as much marketing effort to grow than it did in the past. Learn to enjoy the effort it takes by focusing on being of service to your clients rather than just "selling insurance."
--"An Insurance Policy for Insurance Professionals"--
A strong relationship with your clients and prospects is like an insurance against a poor economy, according to Payn. Insurance agents and brokers who invest in these relationships will thrive during tough times.
-- Try this Insurance Newsletter For Free --
Ready to Go Newsletters is offering a one-month "test drive" of its insurance newsletter service. More information can be found at http://www.readyinsurancenewsletters.com