It takes a lot of effort to build and maintain client relationships. The pay off in repeat sales, and on-profile referrals, can be worth the effort in most cases, but not all of them. Some prospects will never buy from you, or give you that first referral, despite your every effort. On the other hand, there may be policyholders (and even some clients) with whom, for any number of reasons, you simply don't wish to do further business.

You're not going to please everyone, and not everyone is going to please you. The beauty of your job is that, 1) there are plenty of prospects out there who fit your profile, and 2) you can be fairly selective.

Customer/Client Continuums

Think of your clients and policyholders. Don't they each fall somewhere along this Customer/Client Continuum?

There are policyholders in your files who, no matter what you do, will never be more than one-time buyers. You may just want to be sure they have Ohio National's customer service number (800.366.6654), and website address (www.ohionational.com). There are some who you are trying to turn into clients, and others who were your clients once, but no longer seem interested in that status. There are also probably a few others for whom you can do no wrong. These are your "Super Clients," but it doesn't pay to take them for granted either.

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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

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