I just had an AHA moment I’ve got to share with you.
I was watching a video by Jay Abraham. Jay teaches business people how to get the most out of client relationships. In fact, he’s got a book called “Getting Everything You Can Out of All You’ve Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition.”
Jay got me thinking about you and how what he teaches can help you mine a little gold from new clients.
I’m talking above and beyond whatever you just made from whatever you just sold them.
Here’s how it works. Do this after you’ve made the insurance sale. After you’ve delivered the policy or the binder or whatever. Just so it’s established that coverage is in place. And the client is officially a client.
Call the new client on the phone.
Using the phone is critical. It’s got to be that personal, not an email. Not a short video or text message. It’s got to be spontaneous.
When they answer, ask how they’re doing. Are they happy with the policy you sold them? Restate a couple of the benefits and reasons why they chose you.
Whether it was the better coverage, the discounts, the convenience, how you explained things in a way that was so much clearer to them, the superior service you said they can expect from you. Whatever it was that sealed the deal.
Then ask them if there’s anything about the policy they don’t understand? If they are unhappy with anything in any way?
Because your focus, your mission, your calling as an insurance professional, is to serve them. To do whatever you can to make them happy.
Btw, that’s kind of the whole philosophy behind this and why what I’m going to tell you about mining gold works so well. I’m not going to go into the philosophy of it here. But that’s the place you should be coming from.
That’s it for the first call.
Your new client is already thinking you’re a pretty good guy or gal. You actually took the time to call them after an insurance sale. Who’d have thought?
Most agents don’t do this.
Then, in a couple of weeks, call them again. Basically start off the same way, asking whether they’re happy with the policy, etc. Then …
Tell them you are going to start sending them a monthly (or whatever frequency) PRINT newsletter, which will arrive by mail.
Now they’re really starting to like you. You’re calling to make sure they’re happy …
… AND you’re going to give them a little extra love.
But it’s critical that it be a PRINT newsletter.
For one thing, why would you call to make a big deal about sending an email newsletter?
In our super-digitized world … you might even say over-digitized world … an email newsletter is not a SPECIAL EVENT. At least not since circa 1998, when Tom Hanks and Meg Ryan made that “You’ve Got Mail” movie.
But that’s what you want the arrival of your NEWSLETTER to be.
A SPECIAL EVENT.
Okay, now you’ve set up the expectation. Now they’re going to be looking for your newsletter.
Cause here’s the thing. Here’s some psychology. Whether they are looking forward to reading your newsletter is irrelevant.
I’m not saying your newsletter shouldn’t have great content. It should be relevant, interesting and well-written.
The point is just telling your client they’re going to be getting a newsletter in their POSTAL MAIL means they are going to start looking for it.
They can’t help it. Over the next few weeks, whenever they open their mail, you’ll be on their mind, wondering if that newsletter you promised has arrived.
Really. I kid you not. Okay, it’s not gonna be uppermost on their mind by any means. But that promise you made will be somewhere in their brain.
You’ve opened a loop. And people, being the curious beings we are, cannot stand an open loop.
Could you do that with email?
With email, who cares? It’s just bits and bytes in the ether. You get 100s of emails. What’s special? What’s memorable?
Okay, eventually they get your PRINT newsletter. Loop closed.
Maybe they read it or at least skim it. But at least they associate it with the extra love you’re giving them. They’re liking you even better now whether they read it or not.
You promised, you delivered.
That’s pretty good in itself. But that’s not all.
Now we come to the really juicy stuff. This is what’s going to help you spin a little gold from those PRINT newsletters you’ve been investing in.
A couple of months later or a little while after you know they got the newsletter, call them again.
Ask if they’re getting the newsletter.
“Hope it’s helpful. Is there anything else I can do for you? You sure? Okay, well. Just let me know. Here’s a thought though. Maybe there’s something you can do for me. I love doing business with great clients like you. So, if there is anybody you know who you think might benefit from my services, please let me know. I would really appreciate it.”
Did you catch that? Do you see how a PRINT newsletter can become a lead generator AT THE SAME TIME it helps solidify your client relationship? (A little thing called reciprocation is working for you there.)
But you’re not done yet. Didn’t I say this is a gold mine?
Call your client up again in another 6 months.
“Still getting the newsletter? Still like it? Anything you think we should change? Anything we should be writing about that we’re not? Anything else I can do for you?” Etc.
Then bring up what a great client you think Bob or Barb is and how you’d love to help out any of their friends.
I’ll bet Bob or Barb has been thinking about the referrals they’re going to give you. At least some of your Bobs and Barbs are.
Rinse and repeat.
And that’s how you mine gold from new clients.
You’ve leveraged the value of your NEWSLETTERS to make clients associate NEWSLETTERS with YOU and with the idea of providing you REFERRALS.
I’ve got more on this but that’s enough for now.
I love questions . . . .
Here’s where to get the PRINT NEWSLETTERs: