Implementing a customer insurance review program is one of the best ways to generate steady, long-term growth for your insurance agency. A customer insurance review program is not a quick fix, it is a long-term plan to provide you with better client retention, up-sell opportunities, and referrals over time.
After a few years of conducting insurance reviews, your book of business will be as healthy as it has ever been. Your future self will thank you for starting the program when you did. However, if you haven’t been conducting customer insurance reviews in the past, you may experience some growing pains when getting started. Here are 6 things to expect during your first few years of a customer insurance review program:
First, Expect No-shows
When you first begin meeting with your customers, you will have a lot of people forget or choose not to show up for their appointments. They may not have ever had a meeting like this before and choose to skip it. Maybe it slips their mind. Maybe they feel slightly uncomfortable because they don’t know you very well.
Don’t get discouraged. High no-show rates are natural during the first year or so. Be persistent. We have created some suggestions many agents use to make sure client show up.
"Don’t get discouraged. High no-show rates are natural during the first year or so. Be persistent."
Second, Clients Will Question the Meeting
If your clients have never had a meeting like this with you before, it will be very common for them to ask questions about what is going on. Here are a list of common questions to be prepared for when scheduling appointments:
What is this meeting for?
Is there something wrong with my policies?
Is this meeting mandatory?
Can’t you just review my policies and call me if you think I should change something?
Can we do it over the phone?
Have answers prepared for these questions. Once you’ve conducted a review or two with your clients, they will understand the meeting and these questions will stop. Give your clients some time to learn.
Third, Expect Low Response Rates
Along with high no-show rates and skepticism about the meeting, at first many people will simply decline to have the meeting. When attempting to set up a meeting with a customer, one of our callers at Engagex once got a response, “I’d rather have my eyes poked out than come in to the office and sit through a meeting.”
Do your best to explain the importance of these policy review meetings, but remember to be courteous. You can’t force anyone to come in.
Fourth, You’ll Interact With a Variety of Personalities
When you spend some time really getting to know your book of business, you’ll discover the full spectrum of personalities. You’ll find that some of the nicest and most interesting people in the world are your clients. You’ll also talk to some people who are ornery beyond belief. This is part of the fun of being an insurance agent - you get to know people. You’ll find that there are some people who just want to be left alone. Take notes to help you become familiar with your book of business.
Fifth, There is a Learning Curve
Though you are an expert on insurance, the structure of these meetings might be unfamiliar to you. Over time you will get better at identifying areas to educate your clients and the best way to look for a cross-sell or referrals. You’ll become an expert at insurance review meetings.
"You’ll become an expert at insurance review meetings."
Last, Expect Steady Improvement Over Time
Things may start out a little slow or bumpy, but you’ll find that things will steadily improve over time. Once you’ve had 1, 2 or 3 appointments with each of your clients, they will see the value you provide to them. They will get to know you and your personality and look forward to these meetings.
"Agents who meet with their customers on a regular basis write 72% more policies than agents who don’t."
Not only will things get better for your clients, you will find that over the years it will become easier to get referrals and up-sell policies. Agents who meet with their customers on a regular basis write 72% more policies than agents who don’t. However, these meeting must happen year after year. Don’t give up on the program after a few months. Give it time. You’ll be glad you did.