A Step-By-Step Guide to Multi-Lining Your Mono-Lined Customers
Updated: Mar 30
One of the quickest and most accessible sources of revenue for an insurance agent is selling additional policies to current customers.
Multi-lined customers have higher retention rates and generate more revenue than mono-lined customers.
Plus, bundling packages can often lead to a reasonable discount for the customer.
Despite the advantages of multi-lined customers, the average insurance agency produces just 1.4 policies per household in their book of business.
Let’s discuss how to turn a mono-lined customer into a multi-lined customer.
Step 1: Identify Prime Prospects
Go through your book of business and make a list of customers who might be ready for additional products that you offer.
Pay attention to their stage of life and plan beforehand to discuss possible life changes.
Here are a few ideas of customers who might be ready for a cross-sell:
Any customer with a single policy
Customers age 30 and over without a life policy
Married customers without home or renters insurance
High income customers who are likely to make large improvements or purchases on their property (like a pool, shed, or addition).
Step 2: Schedule Customer Insurance Review Meetings
Once you have a list of multi line prospects, call them to schedule an insurance review meeting.
You don’t need to mention the specific policy you’re hoping to sell, just let them know that you want to review each of their policies and get a feel for any life changes they may have experienced.
Let them know you’ll also check if they’re eligible for any discounts (this may be a good way to bring up new policies, because bundling often leads to discounts).
Learn more about how to most efficiently set up these appointments: 7 Ways to Optimize Outbound Appointment Setting
Step 3: Send a Needs Assessment Form
Before you meet with your customer, send them a needs assessment form to complete and send back.
It uncovers any potential risks or needs and helps get your customers in the right mindset to buy a new policy.
By filling out the needs assessment, the customer realizes the coverage they are lacking and buying a new policy feels more like their idea than yours.
Learn more about the Needs Assessment Form: 3 Reasons a Needs Assessment Form is One of Your Best Sales Tools
Step 4: Review and Prepare
Review the completed needs assessment form and make notes of things you would like to discuss.
Be familiar with your customers’ existing coverage.
The more prepared you are, the more effective your meeting will be.
Step 5: Meet and Discuss
Hold a customer insurance review meeting.
During the meeting, don’t just go over policies your customer has with you, but all potential coverage.
Your job as an insurance agent is to make sure your customer is covered from all kinds of risk.
Ask if they have policies with another carrier to make sure there are no gaps or overlaps in their coverage.
This would also be an appropriate time to let them know about any bundling discounts that may apply.
As you go over each topic, teach your customer about why each type of coverage is important and specific examples of when they may be needed.
Make sure to discuss topics mentioned in the needs assessment.
Uncover areas of concern and identify products that may be of interest to your customer.
However, unless your customers express their interest in additional products, pushing for sales during the meeting will be unnatural.
This will weaken the relationship of trust you are trying to build with each customer.
Step 6: Educate with Content
Make sure you have educational content prepared about each of your products.
Once you’ve identified what your customer would like to learn more about, send them home with the additional information.
Learn how to create educational content that sells policies here.
Step 7: Follow-Up and Sell
Give your customer a call a week or two after your meeting.
Ask if they have any questions about the information you gave them and what was discussed in your meeting.
Ask if they are ready to take out the policy now or if they need more time to think and learn.
This conversation naturally leads to a closed sale.
Have you found success multi-lining your customers? Please tell us about it in the comments below!