Whether you schedule your Customer Insurance Review Appointments in-house, or use a third party vendor like Engagex, you need to have a system in place so you know who you’re contacting, when you’re contacting them, and ensure that you're tracking the results of your calls to keep your customer’s information up-to-date.
Each agency is a little different, so you’ll need to evaluate your book of business to know how many households you need to contact each month to make sure you’ve reached out to everyone with the opportunity to review once a year.
Use our free custom insurance review plan generator to figure out how many calls you’ll need to make each month and how much new commission you can generate from these appointments.
(You’ll need to enter some basic information about your agency for us to generate the plan for you.)
Once you know how many clients you need to be contacting each month, how do you decide which customers to contact and when?
To get through your whole book of business in a specific amount of time, here are some ways you can ensure nobody will slip through the cracks:
Organize your book of business alphabetically and then break down that list into smaller chunks for each month.
Another way to make sure nobody slips through the cracks is to organize your lists by their birthdays. You can use your lists now to contact people at a time near their birthday to make sure you reach out to everyone.
Segmenting Your Customers
This strategy will take more forethought and time up front, but it can also yield better results for your meetings (more quality referrals, cross-sell opportunities, higher retention rates).
Lynn Thomas goes into detail of how to segment your customers in this article from The Independent Insurance Agents of Dallas. If you want to learn how to do this, you should read it from her, but I’ll briefly summarize what she says.
Each agency has a customer base that’s made up of different markets (personal lines, commercial, construction, etc.)
Identify your markets and then segment them into “A”, “B”, and “C” customers. “A” customers being the most profitable and “C” being the least.
Recognize that your “A” customers are “the primary source of your agency’s future growth”.
While you’re still aiming to contact all of your customers annually, make sure each month you have a list that consists of category “A” customers, “B” customers, and “C” customers. This way, you’re always in the process of contacting your most profitable customers to keep their business and get in touch with their friends (who are likely to be “A” customers as well).
Read her whole post here: Customer Loyalty And Retention Primer (IIAD)
As you know, things change in the insurance world and it’s your job to keep your clients up to date on any re-writes that need to happen, changes in coverage, etc.
A good way to make sure that these calls don’t put a halt in your systematic calling strategy, is to outsource your appointment setting.
This doesn’t mean you have to outsource ALL of your outreach.
One of the agents we work with, Carly Kildare, shares a strategy that includes in-house calling AND outsourced calling that works wonders for their agency.
Here’s a quick video of her explaining that strategy:
Properly Tracking Call Info
All this outreach without properly tracking and documenting the right information will limit the potential growth and improvement of your agency.
WHAT information should you track?
And HOW can you track that information efficiently?
Info to track:
Time and Date of Calls
Disposition (the result of the call)
Updated Information (spouse name, bad phone number, etc.)
Call Back Requests (specific times)
Specific notes about what was said or discussed
HOW to track call info:
The easiest way to keep track of this information is by using dialing software that automatically tracks calling metrics and keeps records of your calls.
These kinds of systems may be expensive or difficult to implement, but are standard at most outside vendors like Engagex.
However, you may try to have your staff track information manually in customer files, it will just take more time and effort.
Check out this post to get a little more familiar with tracking call info:
By systematically reaching out to all of your customers annually to offer them a review meeting, you’ll cultivate a lucrative and valuable book of business.
What tips do you have for other agents when it comes to systematic customer outreach? We’d love to hear from you in the comments below!