With so many families and small or closely held businesses in an almost continual state of turmoil (or so it seems), it is imperative to keep in touch with clients and policyholders much more frequently than in the past.
People need our products and services as much, if not more, during periods of uncertainty and change. In some cases, you may have to make yourself available to clients and policyholders who are too distracted by events to call you. By being aware of and anticipating problems, you can be there when you're needed, often without having to be called. However, to be heard above the roar of personal or business crises, you must be recognized as a competent professional who genuinely cares, wants to help, and puts the needs of clients ahead of his or her personal agenda.
If you're seen as someone who only shows up when there's a new product to sell, your professional credibility is going to run out rather soon.
- Join business or professional associations of your "A" clients, or in your target business and professional market. Be sure that the members meet your prospect profile. Inquire about full or associate memberships. Offer to speak at meetings or conduct seminars on financial security and business planning topics. Also, consider writing compliance approved articles for, or buying advertising space in, the group's membership publication. Similarly...
- Be quoted in articles of local general interest and business publications. Better yet, write compliance approved articles yourself! This is a great way to build, or solidify, your reputation and credibility in your marketplace, and identify yourself as someone with specific expertise. Even if they're not published, send copies to select clients (and prospects) with an appropriate note.
Try this! One agent reports, "By cultivating the business editors in our community over the past few years, we have been quoted in most articles dealing with life insurance, disability income, annuities, and business and estate planning."
- Discuss other marketing opportunities with clients' professional advisers. Describe your prospect profile. These people know what services you offer — and that your work often generates billable hours for them. That alone might be sufficient reason to ask for your help with other cases. (Note, however, that you will be expected to reciprocate.)
- Call, e-mail, fax, or write to congratulate clients on important family or business occasions. As noted earlier, local newspapers and business publications may print news about your clients. Be sure to look and follow up appropriately.
- Conduct or organize product information or tax seminars for clients or professional advisers. Tax law changes or new product introductions can trigger these. Remember that attorneys and accountants are always looking for information to use in their practices. They're used to getting this information through seminars or workshops.
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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.
