Selling to seniors via video conferencing

The unaddressed truth behind Covid-19 is that until we get a vaccine, those of us who have an increased risk of serious health problems are going to need to remain socially distant even after the spike subsides.  While a therapy for the virus could be found as early as June, a vaccine is much further away, with most experts looking at the end of 2020.

Adjusting to the times

For a variety of reasons, many of you prefer to sell face to face, and right now you can’t, for the safety of yourself and your clients.

You are left with one of three choices:

  • Stop selling
  • Sell over the phone
  • Sell over video

Why Video Conferencing

Seniors are not as tech-illiterate as many people think.  In a study done by Amwell Health Solutions, data showed that 45% of American seniors have participated in video calls using FaceTime, Skype, and/or Google Hangout.  Some seniors are even catching up to the new Zoom movement, using it to talk to their family and friends.

73% of seniors claim that faster health related services, such as insurance consultation, are the driving reason for their willingness to use video conferencing.  Seniors have the will to participate, you just have to add this to your toolkit.

While calling could get the job done, you are missing an important layer – the visual cues.  With phone calls we miss 50% of the conversation because you can’t see how the person you are talking to is responding.  Video conferencing eliminates that limitation.

How do you do it?

So, how do you get seniors on the screen, not just on the phone?  The first secret is that you have to make it easy.  Best practice is to just have them click on a link you emailed them.  You’ll probably need to include instructions on how to find the link, but the more simple you make the process, the more success you will have.

Ask the senior if they have used to using Hangouts, FaceTime or Skype.  These popular systems are the most common, and you should adapt to their preferences.  By adapting to their preference, the success rate of your calls will be significantly higher.  While this may involve more flexibility on your end, it will undoubtedly benefit you in the long run.

The question “why you are taking meetings this way?” will come up, and be honest with them. Tell them it is to keep them safe in today’s environment.  This expresses that you care about them as a person, not just a client, helping your overall rapport.

In conclusion

By incorporating live video into your sales process you’ll be able to:

  • See your customer’s visual cues
  • Share and go over your quality presentation materials
  • Build a deeper relationship with your customer
  • Make more sales!

And if you need help matching with Medicare insurance prospects, don’t hesitate to give us a call at 866-368-0377.

Consumers Love Surprises and Tend to Share Them With Others

This observation is definitely applicable to insurance marketing. Insurance can be interesting, fun, useful and of course necessary, but it does not need to be dull and boring and filled with difficult language. Video or T.V. viewers love pure surprises, the kind that make you smile, laugh and maybe clap your hands and exclaim: “That was a cool ad.” (Yes, it does happen.)

Consider this statistic: ninety percent of viral ads are humorous and pure humor triggers viewing and sharing. So it’s well worth getting your insurance marketing hat on and figuring out how to make “your” agency a leader in your community with well thought out ads that reach out and resonate with existing and potential customers.

Before you start your online campaign, be sure to target viewers who will share your message. People do share content for their own self-interest, in that it is social capital (being helpful and in the know) that makes them click the share button thus creating a viral ad campaign. It’s all about advertising symbiosis when advertisers (your insurance firm) and consumers in the market for insurance, find content mutually beneficial.

Be Scientific in Your Approach to Insurance Marketing

This isn’t as difficult as it may sound. It just involves a bit of thinking outside the box.

The first thing to consider is to avoid overly prominent branding – the in your face, repetitive, loud and pushy kind of branding that tries to persuade people to buy insurance. People do not like that. People also do not like huge logos, or logos in the middle of the screen. Instead, tuck brand images throughout the ad – referred to as brand pulsing. Viewership actually goes up by as much as 20 percent. For mobile use, keep the brand to the sidelines and focus on what value you offer to those wanting and needing insurance.

Sure, it takes a while to switch marketing gears to social media platforms, but once you have the idea, it gets a whole lot more fun and even easier.

Is Your Insurance Marketing Eye-Catching or Boring?

If it’s boring and even you don’t really recall the last campaign you sent out, it’s time to make some changes to your marketing strategy. If you want to figure out why your last perhaps not so successful marketing campaign, was a bust, ask yourself a couple of questions (we have more for you in later posts).

The first question you want to start with is “Aside from a policy feature you happen to provide and promote, what is unique in your marketing letter that makes it stand out in the marketplace?” Be brutally honest in your answer, as an honest assessment of a campaign lays the groundwork for a future successful one.

The second question to ask yourself is: “Was my insurance marketing letter only about features and benefits?” If it was, then you missed a golden opportunity to create a memorable piece by relating to potential conversions in a personal manner. This is relationship marketing and it is quite successful in selling not just a “product” but also the person selling the product.

If a potential buyer can relate to the person behind the insurance policy and come to trust and rely on them, selling a policy is not that difficult.

Do You Know How to Sell Yours Product?

While this may seem like an unrelated question to insurance marketing, it is a valid one. Not everyone knows how to sell a product or service. While for some selling comes naturally, others struggle. This does not mean you cannot learn how to sell.

It is a good thing to remember that a product, particularly insurance, does not sell itself – not without the help of a well-trained, personable and knowledgeable agent. The number one thing to remember is that no insurance sale can be complete without a competent agent. You need to be able to self yourself to others because the product will not necessarily appeal to people on its own. You are the key to making people buy insurance.

Next, to be great at sales, you need to know your product. You will need to train diligently to know the product. You knowledge of insurance policies will allow you to explain your product to your clients. This will help attract new leads.

Frantic to Get Large Numbers of Leads?

Leads are the uncontested lifeblood of your insurance agency – the best way to grow. So what are some of the best ways to attract new customers?

Most agents will often focus on attempting to obtain as many leads as possible. However, hasty connections are not likely to produce the results expected. Part of insurance marketing is forming lasting relationships with leads.

To find and keep the best leads, agents need to develop the right offers for the appropriate groups of leads. For example, developing the most well suited pricing and policy combination for seniors in need of Medicare/Medigap coverage.

Creating a strategy that is well suited to every group of leads, pays off by getting your agency new leads and creating lasting relationships. Developing a focused strategy, rather than running frantically trying to sell just about everything to anyone, will grow your agency as a trusted source of insurance.

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