Connect With Clients Old and New on the Internet

Monday, June 24, 2013

More and more people are using the Internet everyday. With baby boomers entering retirement at a rate of 10,000/day, gone are the days when we ignore the Internet as a marketing platform to reach prospects to provide Insurance solutions and the opportunity to consult.

Since launching an agency site two years ago, our local Iowa-based firm has made the leap into a national presence with a robust, dynamic website.

Three key strategies as keys to our success:

1. Keep your site focused - too easy to become all things to everyone, especially in the world of insurance. Crop insurance, boat insurance, property/casualty of all kinds... too easy to say "yeah we can do that." We focused on senior solutions, people in or approaching retirement, to target our marketing and fulfillment efforts.

2. Keep the information helpful but succinct. A fine balance to be sure - provide information up front with drill-down tabs allowing prospects to learn more about you and follow on services, rather than overwhelming people up front.

3. Keep it personal! Just because we're using computers doesn't mean it has to be a cold, harsh experience. Keep the look/feel friendly, inviting. So many new relationships clearly started with folks' guard up, only to have them become rewarding long-term customers.

The Internet doesn't have to be an inpersonal medium. Quite the contrary, it's a means of introduction and enables you to connect with clients in new and efficient ways. Sure, annual face-to-face meetings, overnight packages and faxes are still integral, but the Internet enables me to maintain informal contact to ensure problems that may come up stay small and manageable, and answering inquiries as they come up.

The Internet (email, website management, and other electronic communication) should not replace your client work. But managed well, will be a terrific addition to your tableau of contact information. It's also important to manage client expectations up front; that you aren't always just sitting there by your phone, waiting for them to call... sometime. You have a life too, but you should commit to clients that a 24 hour turnaround. If not from you, than from your home office/colleague setup to field day-to-day inquiries.

The Internet is really a must for any agent to look and act professional at this day and age. Services provided by carriers like GoD addy and others make it easy to look professional, even with limited/no technical skills.

The bottom line is that agents today should embrace the Internet as an opportunity, regardless of your status; captive to one company or IMO, or independent.

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