Marketing Corner – Small Actions Can Build To Big Relationships
Small Actions Can Build To Big Relationships
As a progressive insurance marketing organization, we often discuss big digital campaigns with our clients. This makes sense; our clients want to have a strong digital reach and see a valuable return for their marketing efforts. But when performing a big marketing campaign, or trying to place a big case, or really doing anything in your day-to-day operation, it’s important to not forget the small appreciations that make things smoother and reinforce relationships with your clients. Sometimes something as simple as a “thank you” message can keep the momentum going with a prospect, whether it’s a social media connection, email, voice-mail, or handwritten letter. It can seem common sense and simple, but it’s a valuable way to retain clients.
Here are four ways to say thanks within your business activity.
Transactional emails are emails that relate to a purchase or registration. If you’ve purchased something from an online retailer you’ve likely received this type of email. So when you register a prospect for a seminar or appointment, make sure to include a transactional email that provides confirmation details and leads with a short, simple “Thank You.” Depending on the nature of the campaign, it may be possible to automate this process through your email service, while still providing a personal touch.
Social Media Connections
Social media has become a another channel for advisors to connect with prospects and clients. Many use LinkedIn and Facebook, although some use Twitter and other platforms. As you use your preferred platform to connect with prospects and clients, be sure to provide a quick “Thank You” message. This also gives you an opportunity to discuss a little bit about you and your value proposition.
Before, During, and After Production
As you work on a case for a client, be sure to offer thanks as appropriate throughout the process. This can mean during an initial consultation, during the back-and-forth on cases that require more time and work, and certainly after a policy is written. It may be a good idea to include an onboarding sheet when you first meet with a prospect that leads with a “thank you” and provides details about your process. Once you cleared a case, provide a “next steps” packet that starts with a thank you.
Referrals can be a great source of new clients for advisors. Whenever you receive a referral, provide some form of thanks to the source of the new prospect. You may want to consider a referral bonus program, but, at the very least issue a short note of thanks to the client that provided you the referral.
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