Increase Retention with Relationship Marketing Strategies

Converting a lead into a customer is great, but you can’t stop there: you’ve also got to turn that customer into a customer for life. And you can do this if you keep your relationship with them going by using relationship marketing strategies. Relationship marketing is not just about messaging customers when it comes to renewal time, or even about remembering their birthdays. This type of marketing involves a continuing effort to provide a unique experience for each of your customers, so that they can be assets to you for many years to come, buying more of your products and referring you to others.

Why Focus On Existing Customers?

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Existing customers are 50% more likely to try new services, and they spend around 31% more than new customer/

Is it really more important to focus on developing relationships with existing clients than to look for new leads? Well, consider this: the probability of selling to a new prospect is just 5-20%, while the probability of selling to an existing customer is 60 -70%!. Not only that, but did you know that existing customers are 50% more likely to try new services, and they spend around 31% more when compared to new customers? But that’s not the only reason to focus on building relationships with your existing customers. Customers who have a great relationship with their agent will remain loyal to you and your company.

You want your customer to feel completely safe and satisfied with you as their agent, and that you always deliver what you promise. How do you go about ensuring all this?

Relationship Marketing Strategies

So, we know that maintaining a strong relationship with your clients is the way to keep your business growing: in fact, agents who use relationship marketing strategies tend to grow their portfolios by 42%. And it’s not difficult: think of your relationship marketing strategy as building a relationship with someone you’re interested in. You’ll need to:

  1. Attract- First you’ll need to grab the attention of leads, and draw them in to engage with your business.
  2. Connect- Next you’ll need to establish communication with your leads.
  3. Courting- Now that you’ve got their interest, try to turn them into customers by helping them, showing them what you can do for them/offer them, and nurturing them.
  4. Relationship- If your nurturing campaign has worked, your lead is now your customer, and it’s time to make sure that they remain a customer for a long time.
  5. Marriage- Your open lines of communication and customer services have left the customer so pleased that they have said yes to your proposal, and now you have a customer for life.

The best way to accomplish the above is to:blue bubble with two bubbles with stars inside them

  • Listen to customer feedback- Ask customers to fill out a survey or leave a review of your business so you can pinpoint what you need to improve.
  • Invest in technology that can help you stay on top of your relationships– Customer Relationship Management (CRM) software can help you manage customers, personalize messages, and maintain regular communication and touchpoints.
  • Reward your customers for their loyalty– Delight your customers with tokens of your appreciation, like gift cards with a thoughtful thank you note.
  • Email marketing– Email marketing can help you continuously inform your customers of important information about their plan, events of interest to them, industry news, etc.

Looking For More Leads?

Creating strong relationships with customers doesn’t happen overnight. But if you take the time to build your relationship marketing strategy, you’ll be able to grow your business a little bit faster!

In the meantime, if you’re looking for new leads, and to grow your business, Benepath can help! We offer exclusive leads who are ready to buy – all you have to do is tell us when you are available to work with them. Benepath will provide you with better tools, more guidance, unsurpassed sales training, and techniques from the most successful agents and trainers in the industry, not to mention the best leads available. To get more information, fill out the form above, or call 866-368-0377.

I Already Use So Many Media Platforms to Market Insurance My Head Spins – Now What?

Fair question. The answer may surprise you, but it’s one of the oldest, most used tool in the world. Can you guess what it is? It’s the phone. Yes, that’s right – the phone, landline, online or cellphone. Surprised? This is mentioned because a great many insurance agents rely so much of digital communication techniques that they tend to either leave the phone as the least used way to connect or do not use it at all, viewing it as a waste of time to call, leave a message, call back and keep “wasting” time to get someone on the phone.

While those are valid concerns, connecting by phone – where one person speaks and the other replies – as in talking, not texting, is adding a personal dimension to the dance of selling health insurance. You are not just selling a health care product either. You are also selling yourself. Reaching out to speak to possible clients is a personal form of connection that goes far beyond just chatting on Instagram.

Relationship marketing is “not” dead. It’s the renewed, most sought after form of connecting – person-to-person, one-on-one and instant. People these days appreciate this form of connecting even more. It’s personal and that is what counts.

Customer Marketing an Effective Strategy

The bottom line in relationship marketing is that it takes time and you cannot rush people. It may take six days to six months or longer. The key of relationship marketing is persistence, consistency and a willingness to answer any and every question you are asked about products. After all, you are trying to create a relationship — it is a give and take and above all else, trust.

Send all of your best information, news and changes in the industry to your best customers — but do not attempt to sell them anything. What you want is communication, knowledge and information going to the best people who share what they get through word-of-mouth. Try it and see what happens.

Attracting Customers Through Relationship Marketing

Make no mistake, marketing insurance is more about marketing relationships than about straight marketing. Why? If someone searching to buy insurance decides they like what you and your agency have to offer — what you have to say, your expansive knowledge of the products and that your excellent customer service — they will likely buy an insurance policy from you.

We just covered the first three elements of relationship marketing, customer service, product knowledge and eloquent communication. Relationship marketing is all about communication. To do your best and sell your insurance policies, you need to let your personality shine through. Once people know you through talking to you, they will be more likely to buy your product. Establishing a connection will lead back customers to you when they need health or another type of insurance.

Before you spend hard earned marketing dollars, polish up your one-on-one customer skills and get to work.

What is Relationship Marketing and How It Benefits Insurance Agents

Agents who may be new to the business or who are struggling with obtaining leads, need to remember a simple rule: People buy what directly benefits them. Thus, to increase their customer base, agents will need to work hard at fining the benefits in buying insurance for their individual clients. After all, people typically make buying decisions based on what is good for them and how it benefits them.

While insurance is more than just beneficial, it is one product that many people think they can do without. Not having insurance can be a bad choice if a family member has an unexpected accident and requires a fair amount of medical care. On the other hand, having insurance would significantly reduce medical costs for sudden illnesses, injuries or damages. For any insurance agent, the key to discussing insurance policies with potential and existing customers is knowing what would work for them. In other words, what would prompt current or perspective customers to purchase an insurance policy.

Many insurance agents, new and more experienced, forget that in order to successfully sells insurance they need to establish a relationship with their leads and customers. This strategy is also known as relationship marketing.

The simplest way of approaching relationship marketing is by engaging with warm leads, those people you already know. Warm leads are more likely to do business with you because they know you and because you know them and have an idea of what their individual wants and needs may be. Warm leads may require a little less effort, but you will also need to inspire them with the depth of your knowledge on various policies, benefits, prices and coverage.

Now, if you apply similar tactics that you used on your warm leads to all other leads, you will see success. In other words, if you market yourself just as you would choose to market your product to warm leads, your chances of converting new leads and customers incrementally goes up.

What potential customers want to hear is how they can benefit from buying insurance and they want to hear it in simple terms. This is where being able to take various policies and present them in a manner that is easily understood is helpful. Cover what the policy pays for and what it does not. Lay out precisely what coverage the individual or family has and what they will pay for premiums. Being honest, upfront and detailed in your explanations earns customer loyalty and repeat business.

Always remember that customers clearly appreciate an agent that not only knows their business and products but conveys the impression that they really want to help their customers choose what works best for them. If you genuinely care about your customers, they come back and spread the word about your services and expertise.


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