As insurance, financial, and estate planners, we can often get into a rut when it comes to marketing and prospecting. We like the low-hanging fruit. Changing the way we do business and how we market and prospect is mentally, emotionally, and psychologically hard. Expensive change is even harder.
Do you currently employ techniques such as cold calling, asking for referrals or introductions, working with accountants and attorneys, pre-approach letters, direct mail or pre-set appointment leads, radio, TV, newspaper, billboard advertising, and seminars? You may do all or some of them. These, used in a way that complements one another and, used consistently, can achieve the desired result -- seeing more people and offering more solutions.
But there are other ways to see more people and, more importantly, "brand" yourself in your community as the leader in insurance, financial, and estate planning. The key to this is in three parts.
1. Sponsor both special and on-going events
This can be as simple as writing a check. Do you have a local Little League Baseball association? Buy a sign for the outfield. Does your or a client's child or grandchild dance or participate in other cultural events? Chances are they print a program. Buy an ad. Does your community have other cultural events, say, a symphony, ballet or dance company, opera, or theater? Buy ads in those programs, too.
I bet you could name dozens of events held in your community that you could either co-sponsor or be the title sponsor. Ever thought about hosting a charitable golf event? Maybe not a whole 18 holes, but what about a hole-in-one contest? Want to start small? How about sponsoring a magic show at a local senior center? The opportunities are there; you just need the courage to act.
2. Become civically active
Most communities have civic organizations you can belong to and participate in. Potential organizations include Lion's Club, Rotary, Civitan, Kiwanis, Toastmasters, Junior League, American Legion, VFW, Elks, Moose, Chamber of Commerce, Masonic Lodges, YMCA, YWCA, and Exchange Club. In fact, a recent study from Agent Media (publisher of the Agent's Sales Journal) revealed that 48 percent of agents belong to a local religious group, 34 percent a local charitable organization, and 32 percent a chamber of commerce.
This is just a small list of organizations that you could join where you could find fellowship and networking opportunities with other entrepreneurs and maybe for which you could even be a guest luncheon speaker. Being a member of these organizations allows you to give back to your community and at the same time cement your leadership position within that community.
Being civically active means doing more than just giving money. Try being an "ambassador" at your local chamber of commerce. Attend grand openings and ground-breakings. Get to know the other businesspeople in your community -- there are more people to do business with than just accountants and attorneys. Do you give seminars and workshops? Think you're a great presenter? Then prove it -- be a mentor-leader at the local Toastmasters Club. Are you an armed forces veteran? Then join the local VFW or Legion. When you join and participate in these groups, you may find that their members share the same morals, ethics, values, beliefs, and community spirit as you.
Isn't that who you want to do business with?
3. Become politically active
To really rise to the next level and make the most of your community position, you must become politically active. You don't have to run for political office, but you do need to become active in the background.
If you want to start out small, going to city council meetings is the way to go. Wait to contribute until it's the right time and the right person. Local politicians are great to cut your teeth on because supporting them is usually pretty inexpensive. Once you are comfortable with a particular local candidate, offer to work a campaign, hang signs, give a couple of dollars, or host a fundraiser. If they get elected, you will not be forgotten.
Others will also want you to work with them. Don't try to do too much too soon. It's important to find out from them what is important to their local constituency. You can then use that valuable information when working with clients and prospects who happen to live or work in that particular district.
Many times, those local office holders will introduce you to a state-level person. Now is when it can get a little more expensive, but the dividends can be quite substantial. Once again, just like in the local arena, go through the same process. Find someone you like and whose platform you can embrace and offer to work the campaign, hang signs, and host fundraisers, just like before. The only difference is that now you are working statewide, and for bigger benefits.
You can continue to do what you have always done to generate business and, in the process, be one of many little fish in a big pond. Or, you can demonstrate the courage and fortitude to employ these techniques and truly be the advisor in your community. The choice is yours, but when you follow these three simple steps, you may be well on your way to marketing success.
Kevin Vozar is vice president of operations for Covenant Reliance Producers LLC. He can be reached at 866-907-4275.
