For many traditional CSRs, prospecting is one of the most dreaded tasks -- but it is one of the most important to the agency's strength and future.
It's inevitable that an agency will lose clients from time to time, for whatever reason, so you must constantly work to win new accounts. While advertising will promote some new business, it is up to each person in the agency to 'pick up the slack.'
One method of generating new clients that has proven successful is sending an agency introduction letter to each client's M.I.P. (Most Important Person). An M.I.P. is the most important person, other than a family member, in a client's life. The agency introduction letter often produces a new lead for the agency-one that doesn't require 'cold call.'
At the next opportunity, ask the client for the name and address of his or her M.I.P. Tell the client you'd like to introduce the agency to this person.
Explain that you want this important person to know you, in the event of the client's serious injury or death, since the M.I.P. will most likely help your client's family take care of business issues, such as insurance claims.
Ask the client if you may send a letter of introduction to the M.I.P.; if the client prefers, he or she could introduce the agency personally. The letter is usually the first choice.
Sell yourself and your agency to the M.I.P. Explain that your client thought it would be a good idea for you to introduce yourself, since you handle his or her insurance needs. Tell the M.I.P. that, in the event your client is involved in an emergency, they should feel welcome to contact your office. Also mention that if the M.I.P. has any questions about their own insurance, they should feel free to call on you.
Upon receipt of the letter, the M.I.P. will usually call his or her friend to ask about your agency. The client begins the selling process! What could be easier?