In the insurance industry, building and maintaining a robust client base is not an easy task. Escalating health care costs have led many consumers to wonder whether they are receiving the best rates possible. It takes work, then, to build a solid and loyal client base.
1. Make sure your clients know your name
If your clients do not know your name, how can you expect them to remain loyal when another agent comes to their door looking for business? Technology has made it simple to keep yourself in constant contact with clients. Let them know that you can be reached anytime, and give them the best number at which to reach you. If you are unexpectedly going out of town, it can't hurt to call and check in with them while you're away, telling them that you are out of the office and offering alternative ways for them to reach you. Insurance will always be a concern for your clients, and they need to know that you are always available to help them should a problem arise.
Keeping your clients in the loop provides them with a sense of long-term security about their insurance and their relationship with you.
2. Be yourself
If you are comfortable with yourself, clients will be comfortable with you. Letting your personality shine through in meetings will not only help you initially win over the client, but also keep them in the long run. Just as with any type of relationship, not many people want to spend time with someone they perceive as phony. The relationship people have with their insurance agents needs to be genuine, and you should never spend more time trying to impress your clients than doing what you are supposed to do -- find them the best solution.
3. Find the root of their problems
No matter how strong your relationships are, the majority of your clients will be unhappy at some point. Work through the channels with your client, and let them know that you are doing your best to find them the best product for them at the best price possible. If your clients understand that you are not in this purely to make money off of them, but rather to help them find the best value for their money, they will stay with you through the rate increases.
Anytime your clients are faced with doubts or questions on coverage, make sure you're available to help them out, as well.
4. Solid relationships
When it comes to your clients, going the extra mile means taking the time to build personal relationships. Make sure your clients know that you are not only business-first. Showing them that you care about them as a person and not just as a client will make sure that they will feel better about holding on to your services and recommending you to their friends and business associates. The time you may have spent cold calling can be better spent finding the best solutions for your clients.
Taking the agent-client relationship to the next level requires some extra effort, but it will pay off in the form of a healthy client base that can sustain your business for years to come.
Jim Price is president of the health insurance agency IBD Insurance Services. He can be reached at 800-615-5980.
