As a sales and marketing representative for a software company that markets to independent insurance agencies, it’s easy for me to know who I should be visiting (insurance agents) and why that’s so important (build rapport with current customers and introduce my product to potential clients). I wanted to take a moment to talk about who you should visit, why you should do it, and to think about the importance of doing it. Let’s talk about visiting in general and how it relates to agency sales and marketing.
This is a great way to show someone you really care. It means more than a phone call and it definitely means more than an email. Building relationships is the ultimate goal here. Visiting your potential clients allows them to put a face with a name and with a particular company. They are more likely to remember you, the one they have met. It is a great way to make a lasting impression. Also, people like to feel important and taking the time out of your day to make them aware that they are a top priority is a great way to be on the top of their list. It also shows that you’re easily accessible if/when they need you. Visits don’t always feel like sales and marketing. It feels like a friendship.
So who are you visiting?
Obviously you can’t visit every client or prospect. Who you visit is up to you. You may choose to build a strong rapport with larger commercial accounts or life insurance customers. While it is important that you visit your current customers and prospects, I also encourage you to focus on other centers of influence such as car dealerships, real estate offices, and mortgage brokers. Stop by and introduce yourself, drop off some business cards and brochures, and maybe consider some goodies. Remember, these places of business talk with your potential client before you do and they just might recommend your agency if they know you well enough.
So why do you not visit as often as you should? And what are you going to do about it?
I think the reason agents aren’t visiting as often as they should has to do with a combination of a few things.
- Calls are so much more convenient. Visits take a lot more effort and time out of your day. But again, this is what is going to set you apart from the others. You won’t regret taking the time.
- Visits aren’t easy and can be discouraging and intimidating. Just always remember, during a sales visit your prospect probably doesn’t see a person, they see a product. So don’t take hatefulness or rejection too personally.
- Getting wrapped up in the day to day operations of the agency can be a distraction. It’s important to set a schedule for when you are going to complete your visits. Make it a priority.
Visiting goes above the “norm” people are used to. So be above the norm.