- Send business client newsletters. These are an effective, low-key way to keep a steady flow of planning ideas in front of business market clients. Sometimes, businessowners will be sufficiently interested in something they've read to call you for more information. Also, when you speak with business clients, ask how they like the newsletter and if they know other businessowners who might be interested in receiving them. Many producers also recommend sending quarterly newsletters to business and professional clients. A variety of these publications are available commercially.
- Keep your clients informed about issues affecting their business planning and financial security. State or national legislation can necessitate changes in business planning and trigger sales opportunities. Send e-mail messages or letters to your clients announcing these developments, then follow up for scheduled meetings.
- You should be reading daily newspapers and other periodicals looking for items about or of interest to your business and professional clients and their families. Clip articles and send them along with an e-mail or handwritten note, like this:
"Fran, Great ad in today's paper. Hope it brings in plenty of business! Best regards, Bill."
- Respond quickly to problems, questions and service requests. Treat phone calls, letters or service requests from clients (or their administrative assistants or other advisers) as priorities, and follow-up promptly. Be sure that your administrative assistant has the names of clients for whom you are always available. It is a good idea to check your phone messages frequently, and schedule a specific time for call-backs. Many advisers reserve the last hour of the business day for this purpose.
- Be aware of the client's personal and family insurance needs and wants. If you don't bring this up, you may not be asked. Never wait for people to ask the right questions at the right time.
- Become known in your clients' business and social networks. businessowners, professional advisers and vendors in target markets or small towns usually know each other and often communicate on a business and social basis.
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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.
