Most insurance marketers agree that keeping up with best practices isn’t always easy. It seems like new trends are always emerging. For example, how is your phone number displayed in your e-mail signature? It may seem like a trivial question but with the rise of smart phones and insurance professionals checking their e-mails from the road, phone number format can be critical. If the format isn’t compatible with your prospect’s mobile device, you can create a missed opportunity for communication.
Are you using POWER WORDS in your insurance marketing? If not, you should be!
In the last post, we explored the importance of the presentation introduction. This week, I thought it would be interesting to talk about the insurance presentation itself. Specifically – your communication strategy. Because it’s not just what you say, but how you say it that matters!
Have you ever had to introduce a speaker at an insurance conference? It’s big pressure, right? You have to make them seem important but not too important, and you definitely don’t want to seem verbose. This week’s post spotlights the significance of speaker introductions and ensures that the next time you have to introduce or be introduced, you’ll be prepared with a go-to success formula. The article below is authored by professional speaker and trainer David Greenberg.
Imagine you’re searching Google for stainless steel mugs to give to your insurance clients. After browsing the top results, you spot a link advertising the exact stainless steel mug for which you’ve been searching. You click through to a page crammed full of everything from T-shirts to key chains. It’s hard to say where the stainless steel mugs are, but they’re definitely not on this page. What’s a well meaning searcher to do? Hit the back button and start over of course!
Topics: insurance lead generation, insurance marketing ideas, Insurance Selling, marketing strategies for insurance agents, insurance sales marketing ideas, commercial insurance marketing, lead generation
What the heck is a USP?
Unilaterally Special Purpose … Underlying Sales Power … Uncommonly Superior Price …
- Share testimonials and success stories using print and video – Let someone else toot your horn.
- Compile statistics and fact sheets – Allow the numbers to speak for themselves.
- Facilitate competitive challenges so buyers can test drive your product/service and easily compare it to other options.
- Create brand preference and loyalty through social marketing channels, such as blogs and Facebook postings.
- Build personal trust through thoughtful relationships – Lack of trust kills countless deals; don’t let it kill yours.
- Give something valuable away – Share a white paper, analysis or case study. If it’s relatable, it might close the sale.
- Publish articles in industry magazines – It will boost your expertise and your credibility.
Two insurance producers worked for the same agency. They were very much alike – they both were intelligent and personable, they both had a strong work ethic and they both were reputable in the community. Except, one producer seemed to struggle to write new business while the other was constantly successful, even nicknamed “Superstar” among her peers. The difference? Superstar understood WIFM.
The successful producer knows that it’s not enough to list the features of an insurance product or service—you’ve got to drive each feature “home” by showing the specific advantages your prospect will enjoy. The easiest way to transform a feature into a benefit is to ask, “What’s in it for me?” If you pose that question to each feature at least three times, the benefit will jump out at you!
When it comes to sales letters, does size really matter? This topic has been endlessly debated. Many experts say that a sales letter needs to be as long as it takes to paint a picture, convey a promise, offer proof and push for the close. In some cases, it takes one page. In other cases, it takes 12.