Every insurance agent knows the frustration that comes with spending hours pitching to a prospect only to be turned down – or worse, ghosted.
It might seem like an unavoidable risk, and sometimes it is – but sometimes, there’s a better way.
A one-to-many sales model can be much more effective. Big business uses a one-to-many model quite proficiently with expensive national advertising. However, there’s room for small business and even one-person firms to use a one-to-many approach without breaking the bank. One of the most effective and efficient insurance sales techniques involves cultivating Centers of Influence.
What are Centers of Influence?
Just stop and think about all of the people who your prospects interact with every month. The list could include accountants, landscaping companies, home maintenance companies, homeowner associations, fitness clubs, wine clubs, non-profit community groups, city councils and more.
When looking for Centers of Influence, focus on anyone who has a level of influence with the people you’d like to do business with and who is in a good position to introduce you to them. That person is a potential Center of Influence. They can be professionals in related fields, associations or affinity group leaders.
Now, ask yourself this: Is there a way that you can develop a mutually beneficial client referral program with these groups? For example, how can you market your services through the fitness center and allow them to market their services through you? By cultivating these types of relationships, you build a one-to-many lead flow that allows you to gain DI quote affluence through the art of influence.
Who are YOUR Centers of Influence?
To develop your own Centers of Influence, start by making a list of people who, because of their occupations or professions, know the kind of people you want to do business with.
You may need to talk to some of your clients. Ask your best customers to introduce you to their CPA or attorney and try to learn as much as you can about each potential center of influence’s background and specialty.
Do some legwork on your own, too. Contact local councils and associations to request a list of members. Contact licensing agencies for a list of licensed professionals practicing in your area.
Over time, you want to accomplish three goals with your centers of influence:
- Educate them about your insurance products and solutions and provide value wherever possible.
- Connect with them frequently so they associate you and your agency with expert knowledge and solutions for their clients.
- Create a win-win, mutually beneficial process for prospect referrals.
The investment you make to align yourself with trustworthy and credible professionals will pay off in long-term, mutually profitable relationships that you can leverage to make a big difference in the lives of your clients and in your bottom line. This is an insurance sales technique with true ROI.
Want to know another way to reach a wide audience? Install a digital DI quote engine on your email signature and website. We offer this service free to all interested DI brokers. Learn more about the DI quote engine and explore other disability insurance sales tools.
