Are you tired of the same old, boring marketing strategies and statistics when selling an insurance policy? Put on your seat belt because we’re about to spice things up!
Selling insurance policies can be tricky, especially when trying to convince someone to part with their hard-earned money. But don’t worry. We have got your back! We’ve researched, crunched some numbers, and compiled helpful tips and tricks to make selling insurance policies a breeze.
Firstly, let's dive into some statistics to get us in the mood. Did you know? The insurance industry plays a vital role in the global economy. According to Statista, India's value of total life insurance premiums written by Indian insurers in 2021 alone generated 6.28 trillion Indian rupees. With such a large and competitive market, it's crucial for insurance professionals to have a deep understanding of industry trends and tactics to be successful in the sales process.
This blog will share a comprehensive, detailed guide about the best strategies for selling insurance policies to increase sales and build long-term customer relationships. So let’s get into it.
How Does Insurance Marketing Work?
Insurance marketing refers to the tactics involving many stakeholders, from insurance companies to agents to consumers. There are a lot of moving parts. Insurance marketing is to create and execute plans to promote different insurance policies and services. The end goal is to reach potential customers and generate sales.
To do so, you need to understand your target market and audience and how you want to reach them. There are a variety of ways that you can get them and do insurance marketing that works. We’ve come up with all sorts of clever ways to make it work.
1) Companies will often advertise on television, radio, and social media to get their name out there, and you probably buy insurance just because the jingle is stuck in your head.
2) Nowadays, insurance companies and marketers also use the internet to reach people. Many techniques like social media marketing, paid promotions like PPC, and other specific ads like Facebook and Insta ads are also used to reach out to the potential audience and increase sales. According to a study, 75% of people find PPC ads the best information source.
3) A marketer may send direct mail to their potential customers that are visually stunning, and you’ll almost want to frame them instead of throwing them away.
4) Agents play a vital role in the industry, as they directly interact with the consumers and help them buy suitable policies according to their needs.
5) Insurance companies partner with other businesses to offer various products and services, which can be a win-win situation for both parties.
Although, there is no specific marketing technique you have to follow. Insurance marketing is all about reaching consumers in a way that you decide. Just remember one thing that you use an easy, creative, and fun way to convey your idea and policy details.
Insurance marketing strategies for growing your insurance business
Targeting your ideal customer with smart marketing strategies makes it easy to stand out in this competitive market. Here are a few effective marketing strategies for growing your insurance business.
Boost Credibility within Your Community
There’s nothing more important than building credibility within your community. You can show your potential customers that you are a trustworthy business by being active and involved in local events, sponsored community initiatives, and local organizations. When people see that you are a business that cares about its community, they are more likely to purchase your product and services.
Build a Referral Network
Building a referral network is one of the necessary ways to grow your business. Why? Because people trust the recommendations of their friends and family more than any other form of advertising. There are fundamental ways to build your referral network. You can offer a discount or free services for every referral that leads to a new client, and you can join networking groups and seminars in your area to expand your network. And lastly, don’t forget to encourage your satisfied customers to leave reviews on Google.
Manage (and Encourage) Online Reviews
Did you know that 89% of customers try to read online reviews before buying any product or service? In this digital world, The importance of your reviews to sell an insurance policy are essential.
Managing your reviews by actively monitoring them on Google, Yelp, Social media platforms, or any other review rating site is key to gaining early success in customer service. It allows you to respond quickly to any negative reviews and address any issues that customers may face.
You can turn negative thoughts into positive ones by showing that you care about your customers and are inclined to take specific actions to improve your services. Better customer service with a quick response to any query encourages your customers to write a positive review for your services.
A vital marketing strategy for an insurance company or agent is to generate potential leads from your target market. Creating valuable content that addresses the needs of your audience can help you the most to increase the number of potential leads.
You can create content through quality blog posts, whitepapers, e-books, webinars, and more. Afterward, social media advertising is also a great way to generate leads, and you can run ads on Facebook, LinkedIn, and Instagram. You can also apply SEO (Search Engine Optimization) campaigns to increase your search visibility. Following these steps can build solid relationships and convert them into paying customers.
Make your pitch
Tailoring your pitch to the specific needs of your potential customers using essential aspects makes you happy for sure. By addressing your customers' unique situations, you can highlight how your policy can resolve their concerns. Storytelling is also one of the most vital factors that help your customers visualize themselves in the future with your policy. You can add real-life scenarios about your customers, how your policy similarly helped a customer, and a similar situation. Thus, being confident and passionate about your product has a higher chance of closing the sales.
Cross-sell to current customers
Cross-selling is a specific sales technique that allows you to sell additional products or services to your existing customers. It is one of the most engaging ways to sell insurance policies. For example, customers might also be interested in health insurance if you sell a travel insurance policy. To make your cross-selling technique more relevant, you can offer discounts and additional valuable products to your customers.
Best Tips to Sell on a Phone Call
Listen carefully and engage them
Listen more than you speak whenever you take a call with a client. No one will buy your product or service if all they have is a salesperson rambling on the other side of the phone. Listening to them increases the chances of people raising concerns. Make sure that raising concern is the buying signal.
Avoid jargon and slang
If you think that using industry terms and buzzwords makes you sound like an expert, then you are in the wrong way. It can confuse your customers. You must avoid heavy words and speak in simple terms that buyers can understand. Don’t forget to add some humor and fun. The more you feel your customer comfortable, the more likely they will be engaged and understand your policy.
Be prepared for the call
By researching about your customers, having the necessary information and materials at hand, practicing your pitch, and having a lovely smile are what you do before jumping on a call. You’re more likely to be successful and make a great impression if you are prepared perfectly.
Script your pitch
Whether an agent is experienced or fresher, scripting your pitch for your business is crucial. You can script your pitch by several initiatives, Practicing your responses to common objections and having polite counterarguments ready. Use your pitch script as a guide but remember, don’t sound robotic, be more conversational. The more you practice your pitch, the more comfortable you will become, and lastly, always be patient, professional, and empathetic.
Highlight benefits with a visual presentation
You've to highlight all the tremendous benefits of the policy you're pitching. Sometimes words just don't cut it. Instead of just telling your potential customers about the policy's benefits, why not show them visually? Use pictures, diagrams, rich statistics, and even videos to bring those benefits to life. Highlighting benefits with a visual presentation makes your policy more appealing to your customers.
Leave some reading materials behind
To leave a lasting impression on your customers, it's a better way to leave some sweet reading materials behind. After completing your call, you send your prospects reading materials like brochures, pamphlets, or even a white paper to understand your selling procedure. It'll be a surefire way to keep your policy top of mind for your customers.
Don’t forget to follow up
There are solely sales done on a single phone call. After completing your client call, you must figure out your relationship with the prospect by setting reminders to check in with them after their initial contact. You can check in with them differently, like over text, emails, and phone calls. If you find any positive lines from customers, you can send them different offers to give them a final push to purchase your policy. Make sure you don’t forget to take a follow-up because it is the secret weapon to boost your sales targets.
Use an insurance Call Monitoring System
If you want to take your insurance marketing game to the next level, then using a suitable call monitoring system is excellent. By doing this, you’ll be able to keep an ear on all your calls by ensuring that you are hitting all the right notes and closing all the deals correctly. By recording and listening to your calls, you can identify problems and areas of improvement. It can help you fine-tune your sales pitch and provide customers with the best possible service.
An easy-to-use call tracking software, Callyzer, allows you to record, analyze, and evaluate customer interactions. The software provides advanced, easy-to-use features and functionality to ease the entire process of call monitoring. The software also offers affordable premium options that help you to get more refined results. To use Callyzer, insurance companies or agents must first set up the software on their phones. It typically involves configuring the system to record calls. Once the software is set up, you can begin recording and analyzing customer interactions.
In conclusion, selling insurance policies requires unique skills and knowledge. A deep understanding of the products and services offered is a needed thing, and the concerns of the customers must be resolved to gain success. Insurance sales professionals can build trust to secure a sale by effectively communicating the policy's value and addressing any objections. Additionally, staying up to date on industry trends and regulations and utilizing effective marketing techniques can help increase your win in selling insurance policies. Following these guides might get you early success in your insurance marketing journey.