Target Approach to Prospecting
Attracting a steady stream of prospects and turning them into lasting clients is key to having a successful insurance practice. Just talking to a lot of people, no matter how knowledgeable you may be, is not necessarily going to help you grow your business. To create a thriving business, you need to target your audience more precisely and thoughtfully to capture the attention of motivated prospects.
The targeted approach involves finding people in your community or business sphere that would have a true need for your services. In that way, you are more likely to see more interested prospects and engage more clients. Show your client that you really want to understand how they think, how they feel and what matters to them. When people feel understood, they are more receptive to listening to recommendations.
Targeted approach to finding new clients includes:
Sponsor dinner workshops for at least one year. Choose your audience wisely by targeting a specific population instead of sending out invitations to the general public. Do not talk in detail about products during the workshop, keep it purely educational and be sure to have your presentation compliance approved. Keep the attendee list small, around 20 – 25 people. Tuesdays and Thursdays with a start time of 5:30 PM or 6:30 PM seem to work out best. Talk for no more than an hour before serving dinner. If done properly, 35% – 40% of attendees will make an appointment to see you at a later date.
Work with others to gain referrals. Create an alliance with producers in other areas such as financial services and have them send a letter to clients introducing you and the products you offer. Because the client has an established relationship with the producer, the likelihood of securing an appointment is increased. Other professionals such as HR executives, attorneys, CPAs and existing clients are also excellent referral sources.
Book seminars to educate people about the products you offer. Book clubs and church groups are excellent places to offer educational seminars. Offering your services as a speaker is a good way to get your name and products out in front of a large number of people quickly. This technique is especially effective for new agents.