A Step-By-Step Guide to Multi-Lining Your Mono-Lined Customers
This post was originally published on the Engagex blog on February 15, 2021.
Updated with new info and republished on November 16, 2022.
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. (Agency Nation)
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 list customers who might be ready for additional products that you offer.
Make sure to 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 aged 30 and over without a life policy
Married customers without home or renters insurance
High-income customers who are likely to make significant improvements or purchases on their property (like a pool, shed, or addition)
Step 2: Schedule the 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 to get a feel for any life changes they may have experienced to ensure they're adequately covered.
Let them know you'll also check if they're eligible for any discounts (this can be an easy segway into bringing up new policies as bundling often leads to discounts).
Learn more about how to most efficiently set up these appointments: 7 Ways to Optimize Outbound Appointment Setting
Over the past 15 years, we've learned that a script for these calls is vital to a higher appointment-setting rate.
Learn how to draft your own script here:
How to Write an Effective Script for Your Insurance 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 lack, so 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 note things you would like to discuss.
Be familiar with your customers' existing coverage. Ensure that you are prepared to bring up other types of insurance they may not have with you but could benefit from.
Note expiration dates in your system so you can be sure to renew policies when necessary.
Also, review any recent claims your customer may have had.
Be prepared to discuss them and their implications in your meeting.
Review any recent changes to their policies.
Take note of any personal information you might be missing so you can collect this information in the meeting.
This preparation will show the client your proactive focus on them and reinforce the value you provide.
The more prepared you are, the more effective your meeting will be.
Step 5: Meet and Discuss
Now it's time to meet with your scheduled customer!
During the meeting, don't just review the policies your customer has with you but all potential coverage.
Your job as an insurance agent is to ensure your customer understands their risks and coverage options.
Ask if they have policies with another carrier to make sure there are no gaps or overlaps in their coverage.
The review meeting is also an appropriate time to inform them of any applicable bundling discounts.
As you go over each topic, teach your customer why each type of coverage is important and specific examples of when they may be necessary.
Make sure to discuss topics mentioned in the needs assessment.
Uncover areas of concern and *identify products that may interest your customer.
*However, pushing for sales during the meeting will feel awkward and unnatural unless your customers express interest in additional products.
Pushing a sale on a customer who isn't ready for it will weaken the relationship of trust you've worked so hard to build.
They're also less likely to schedule a customer insurance review in the future if they think you're only trying to up-sell them.
Learn more about Why You Shouldn't Sell During a Customer Insurance Review Meeting (and what to do instead)
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, or better yet, schedule the follow-up appointment at the end of your first meeting.
Ask if they have any questions about the information you gave them and what you discussed in the meeting.
Ask if they are ready to take out the policy now or if they need more time to think and learn. Then proceed accordingly by answering their questions or moving forward.
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!