The old motto of “prospecting where your feet are,” is certainly applicable in world of disability insurance selling. However, sometimes those who are masterful at sales are rotten at retention because they neglect one important step: Client follow up. If you fail to make your clients feel valued, it won’t be long before they go elsewhere.
Below are three DI sales follow up strategies to deploy right away, if you’re already doing so:
1.) The card and letter follow-up. This may seem like old school methodology, but in today’s electronic world, a hand-written card or letter can really stand out from the crowd. Obviously this is critical after a productive networking meeting or conference, but don’t neglect the opportunity to make a lasting impression with social media or website contacts. For example, if you make a professional connection with someone on LinkedIn, go one step further and send them a “thanks for connecting with me” letter and enclose several business cards. The same applies to website contacts. Even if they don’t immediately evolve into clients, you’ve made more than just a casual online impression.
2.) The customer support follow-up. Once again, this may appear simplistic, but when it comes to disability selling and generating a steady stream of referrals, following up after the sale is critical. To develop profitable relationships with clients, you have to provide them with personalized service — something they won’t get from your competition. After the sale, over-deliver with a customized client welcome and onboarding process:
a. Deliver the policy in person along a small thank you gift. When you deliver the policy, point out key features and instruct the client in its safe-keeping.
b. Mail a congratulations letter affirming that the client made a great decision and provide contact information for key staff members on your team.
c. Add the client to your customer newsletter list and communicate monthly so you’re always top of mind.
d. Consider making a mid-policy customer service call to confirm that all is well and to answer any questions that have arisen.
3.) The annual follow-up. Insurance renewal time isn’t something that’s on your clients’ minds. But as a disability insurance agent, it should be on yours. Keep a print out of your expiration list so you can see where your clients are in the renewal process – at a glance. Scheduling a visit at least 60-days from the expiration date, to annually review their policy coverage and address any questions they might have. Let them know you’re interested in making sure they have the best rates; their coverage is sufficient; and they’re other protection needs are met. This type of follow up makes a good impression that will generate referrals and reduce attrition rates.
If you fail at client follow up, growth will be daunting. You’ll take two steps forward when you bring on new clients and one step back when you lose an existing client. By minimizing attrition, your sales efforts will deliver true growth rather than merely replacing lost policies. And that’s the secret to building a thriving DI book.
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