Date: _____     Client: __________

Complete the Client-Building Strategy form. Be sure to include cost projections and the new business you expect to generate each year from your book of business in the space provided. Note: These tools and techniques should be used in addition to the routine service provided to all of your policyholders.

In order to provide proactive client service, I will:

  1. Send thank you e-mails or letters, or make courtesy phone calls to clients and their professional advisers.

    2. [ ] Yes     [ ] No

  2. Prepare letters of engagement, describe my client services, and review them during the Delivery Meeting.

    3. [ ] Yes     [ ] No

  3. Conduct annual policy reviews with "A" and "B" clients in personal market cases; conduct quarterly plan reviews in business and professional market cases.

    4. [ ] Yes     [ ] No

  4. Contact clients and policyholders 30 days before their insurance age changes, policy anniversaries, and term conversion and option dates.

    5. [ ] Yes     [ ] No

  5. Set specific dates for each formal and informal meeting with clients and policyholders.

    6. [ ] Yes     [ ] No

  6. Keep a log of conversations with clients and policyholders.

    7. [ ] Yes     [ ] No

  7. Prepare carefully for each formal and informal client contact.

    8. [ ] Yes     [ ] No

  8. After each formal meeting, identify the client's next priority issue and ask when it can be addressed.

    9. [ ] Yes     [ ] No

  9. Send or e-mail client newsletters or bulletins to selected clients and policyholders.

    10. [ ] Yes     [ ] No

  10. Send or e-mail birthday, anniversary, and/or holiday cards.

    11. [ ] Yes     [ ] No

  11. Keep clients informed about tax and other legislative issues affecting their planning and financial security.

    12. [ ] Yes     [ ] No

  12. Read daily newspapers and other periodicals. Look for items about or of interest to my clients and prospects, and their families, or situations to which I should respond. Clip the articles out and send copies along with hand-written notes.

    13. [ ] Yes     [ ] No

  13. Respond quickly to problems, questions, and service requests.

    14. [ ] Yes     [ ] No

  14. Provide copies of survivor kits or publications on the personal and financial adjustments surviving families must make after the death of a loved one.

    15. [ ] Yes     [ ] No

  15. Be aware of clients' changing personal and family insurance needs and wants.

    16. [ ] Yes     [ ] No

  16. Become known in my clients' business and social networks.

    17. [ ] Yes     [ ] No

  17. Join business or professional associations in my target market(s).

    18. [ ] Yes     [ ] No

  18. Offer to speak at meetings or conduct seminars on financial security and business planning topics.

    19. [ ] Yes     [ ] No

  19. Write articles for or buy advertising space in the group's membership publication.

    20. [ ] Yes     [ ] No

  20. Cultivate business editors in the area and/or write articles for local general interest or business publications.

    21. [ ] Yes     [ ] No

  21. Discuss other marketing opportunities with clients' professional advisers; develop advisers as centers of influence.

    22. [ ] Yes     [ ] No

  22. Check local newspapers and other publications daily. Call or write to congratulate clients on important family or business news or occasions.

    23. [ ] Yes     [ ] No

  23. Conduct product information or tax seminars for clients or professional advisers.

    24. [ ] Yes     [ ] No

  24. Invite selected clients to breakfast or lunch approximately once a year.

    25. [ ] Yes     [ ] No

  25. Use a mobile scribe or keep a portable mini/micro tape recorder in my car, home, and office to compose first drafts of letters to remember client-service ideas or to remind myself of on-profile prospects or clients I should call.

    26. [ ] Yes     [ ] No

  26. Use a fax or cell phone for informal, on-the-spot contacts with clients and policyholders.

    27. [ ] Yes     [ ] No

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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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