Customer insurance reviews are the best long-term strategy to create a valuable book of insurance business. However, even once you’ve implemented a system to get customers in the door on a regular basis and review their policies, there are still some pitfalls that should be avoided to be as successful as possible. Here are a few common mistakes that must be avoided to make your insurance review program effective.
The First Common Mistake is Lack of Follow-Up
It is essential to follow-up on the action items you discuss with your customers. What good is the meeting if you don’t take action on the information you uncover? It seems obvious, but many agents fail to follow-up sufficiently.
To make sure you are able to turn the information you gather in review meetings into new policies, here are a few tips:
Keep diligent notes and identify specific action items that need your attention.
Review your notes a week after the meeting to make sure you’ve completed all action items.
Create educational content to send to your clients
Call your client 1 week after the meeting to follow up, answer questions, and introduce new potential policies
Another Mistake is the Tendency to Push New Sales
This may feel counter-intuitive to you, but DO NOT attempt to make the meeting a direct selling opportunity. Nobody wants to meet with you just so you can give them a sales pitch. This weakens your standing as a trusted advisor with your customers and makes customers less likely to meet with you again in the future. Our callers come across many customers who say things along the lines of, "Well I'm not coming in if he's trying to sell me something," or "I don't need anymore insurance."
Instead, use the customer needs assessment, the review meeting, and educational content to educate your client so they identify their needs on their own or with a little help from you. Following-up a week or so after the meeting will naturally lead to conversations about new sales.
"Following-up a week or so after the meeting will naturally lead to conversations about new sales."
Don’t Wing It
Preparation is key. You’ve got to review your client’s policies before the meeting to make sure you add value to the customer in the meeting. They won’t want to come back if the meeting isn’t valuable to them. Make sure you:
Have the customer complete a needs assessment form
Review all the client’s coverage, including policies they do not have with you
Make notes in the customer’s file before the meeting
One Last Common Mistake is an Inconsistent Meeting Schedule
To be as successful as possible, make a goal for the number of appointments you will conduct each day. Maybe it's just one a day, or 3 per week, but have a goal set for your agency. Then meet your goal every week throughout the year. This generates momentum and a culture of hard work and customer service at your agency.
Starting and stopping for months at a time during different parts of the year has proven to be an ineffective way to conduct a customer insurance review program.
By avoiding these common mistakes, you will find that your customer insurance review meetings will strengthen your insurance agency over time and prove to your customers the value you provide.