By: Tim Woitach
Has a prospect ever told you that they won’t move coverage from their current agent or carrier, no matter what? Do you have clients that show that same loyalty to you? Taking the time to develop strong relationships with your clients can pay dividends in the insurance world and help you maintain, and grow, your book of business. But how do you do it?
Strong relationships take time and commitment on behalf of your agency. Here are 6 keys to get you started:
Patience: It takes time to gain a client’s trust, especially if they’ve had a negative experience with a previous agent. Avoid disingenuous schmoozing or coming across as too pushy. Spend time getting to know the organization and their needs.
Do Your Research: Make sure you are up to date on industry trends and anything that may have an effect on your client. Know the loss history of the account and any pressure points that they may be sensitive about or need to be addressed.
Stay in Contact (not just via email): In the technological environment we live in today, it is common for agents to communicate with clients strictly via email. While there are benefits to email correspondence, don’t overlook the importance of face-time. Schedule regular visits with your clients and show them how important they are to your agency.
Honesty is Key: No matter the situation, being honest with your clients is always the correct choice. If you withhold information or mislead an insured, you will lose their trust and your relationship will falter.
Customers Are People, Not Numbers: The insurance industry is fast-paced and expansive. Make sure your clients and prospects don’t get lost in the shuffle. Learning details about their personal lives and showing genuine interest in the people in the organization can go a long way in ensuring your clients that you have their best interests in mind.
BE PROACTIVE: Haven’t heard from a client in a while? Don’t wait for an issue to arise before reaching out to them. You can stay in tune with clients by using social media and news websites to learn of any promotions, events or achievements related to their organizations and members.
Forming meaningful relationships is an integral part of an insurance agency’s success. While developing a rapport and earning trust can be an arduous process, the rewards of a positive relationship with your clients are well worth the time and effort.