SELL YOURSELF AND YOUR AGENCY
Karen Flaherty, president, Professional Training Systems, Inc., conducted a telephone survey of 50 independent insurance agencies to evaluate how well agencies responded when asked by a non-customer for a price quotation. What she discovered is amazing and disappointing.
During the course of her survey, Karen portrayed herself as someone new to the area who new nothing of the city. Large and small, rural and urban agencies were called. Karen indicated her desire for a Homeowners policy to satisfy mortgage closing requirements. In all cases, Karen spoke with a Personal Lines CSR.
- 22% attempted to inform her of other coverages available
- 20% tried to account-develop (the balance -- 80% -- never even asked if she had a car or offered to insure it)
- 10% took the time to welcome her to the area
- 14% offered to send information to follow-up the conversation
- 6% invited Karen to stop in and introduce herself
- Only one offered to provide her with a map of the area and some information about the local community.
When Karen asked what they could tell her about their agencies, none could give an enthusiastic explanation of how long the agency had been in business, who founded the agency, how long they'd been at their present location, etc.
What can be learned, and what changes can be made, as a result of Karen's mystery shopping?
1. If you are licensed, be proud of it. Promote your knowledge and ability to help the prospect identify their needs for protection. Otherwise, gather the initial data, then allow someone truly interested in writing the business to call the prospect back.
2. Know about your agency and use a visual to confirm your conversation. Karen suggests using an agency brochure if you have one. A letter with your business card or two, company brochures, and coverage presentations will remind your prospect of who you are. Give them a feeling of stability and security. If you present the agency as a desirable place to do business, you'll also be able to present the benefits of the protection plans you offer.
3. Know about your area and be happy to offer a warm welcome. (When my husband and I recently moved to an area about 20 miles from the city, the local drug store, three grocery stores, the hardware store, and even an optometrist sent us 'welcome' kits or letters-we didn't hear from a single insurance agent, independent or otherwise!) Offer a map or small welcome gift, such as a keychain or a calendar of community events, with your agency's name and telephone number on it.
4. Before automatically responding to a request for a quote, take a few minutes to learn about the caller, Ask what they're looking for in an insurance agency, then realistically explain how you and your agency can meet or exceed their expectations. (Remember: Under-promise, then over-deliver!)
5. Even if you don't write the business, suspend the information for future use. Write the prospect a thank-you letter, including an offer of assistance in the future, should he or she desire. If you track the information effectively, you'll have a good basis for presenting to them again without having to do a great deal of work.
The public relations aspect of customer service cannot be overemphasized. The goodwill you generate via every communication is at the very foundation of the agency's (and your) continuing growth and success.
FORUM Fact Summary
- Promote your abilities
- Be proud of your agency
- Start a 'welcome to the area' program
- Under-promise, over-deliver
- Get to know people calling for quotes; suspend information for future use.