CULTIVATE RELATIONSHIPS TO CULTIVATE SALES
by Maribeth Kusmeski
Cultivating relationships proactively is often an afterthought. We’re just too busy trying to get through the workload directly in front of us. After all, relationships are not what businesses do, right? Most agencies aren’t in the “relationship business.” They’re selling insurance – which means they need more sales, not more friends!
Wrong! We (including myself) often use this excuse, consciously or subconsciously, for not finding the time to cultivate relationships – one of the most effective ways to impact growth and profitability.
We know intuitively that relationships are important – but let’s just focus on the logical. When you look back on your sales from last year, evaluate why your best clients and your biggest sale bought from you. Quantify the value of the referrals you received, and repeat business. When you add it all up, you’ll realize that the way others “feel” about you is critical. They certainly wouldn’t go out of their way to do business with you or recommend you to others just because of your products or pricing. After all, plenty of other agencies can probably match that.
There’s a direct correlation between the quality of your relationships with prospects and clients, and your agency’s growth in sales and earnings. The question is, what will you do about it? Why not reach out to one client or prospect a day, above and beyond your regular work. The results will more than pay for themselves!
Maribeth Kusmeski is president of Red Zone Marketing, LLC; 1509 N. Milwaukee Avenue; Libertyville, IL 60048; phone: (847) 367-4066; fax: (847)-367-5226; e-mail: [email protected]; Web site: www.redzonemarketing.com.