Six Rules for Effective Insurance Marketing Communications
One of the best strategies for getting prospects’ attention and building customer loyalty is also one of the simplest: Communicate more effectively. At every stage of your marketing cycle, your print and verbal communications need to be inviting, informative, and persuasive.
Below are six steps to more effective insurance marketing communication that will turn your prospects into customers and customers into loyal fans:
1. Fulfill the basic human needs
We all share six basic human needs: fairness, friendliness, understanding, control, options, and information. In all of your insurance marketing efforts, focus your communications on fulfilling these basic needs and you’ll make deeper connections.
2. Smile before you dial
You’ve heard it before – smiling when you talk on the phone makes your voice sound friendlier. And it’s true - most of the message customers receive on the phone comes through your tone of voice. Answer the phone within the first couple of rings and offer a friendly greeting. If you need to put a customer on hold, always ask permission and wait for a response.
3. Replace negative responses
What you say to customers creates a lasting impression that can make or break your long-term relationships. Beware of common negative responses and replace them with positive words that are customer pleasers. Instead of saying “No,” say “This is what I can do for you.” Instead of saying, “I don’t know,” say “I’ll find out for you.”
4. Be empathetic
Let your prospects and customers know you understand their problems and are sincere about solving them. Words like, "I understand why you feel that way," "I see your point of view," and "I'm sorry this happened" help create goodwill.
5. Don’t drop the ball when it counts
When your insurance marketing attracts a hot prospect, don’t lose them due to poor communication. Use a well-tailored script to guide them through the benefits of doing business with you. And when a customer has a problem, make sure your communications are clear and helpful, not confusing.
6. Encourage dialogue
Customer satisfaction surveys and polls are a great way to get valuable feedback, keep the dialogue going with your customers, and continually improve their experience with you.
In this competitive market, effective communication is vital to your insurance marketing efforts. Be clear, concise, responsive, friendly, empathetic, and informative. It’s just the type of VIP treatment that can persuade prospects and turn customers into raving fans.