Prospecting in the Senior Market online format · 3 Prospecting One of the most important traits a successful insurance agent has is the ability to prospect. Prospecting vs. “Getting

Prospecting in the Senior Market

The Insurance Agent Guide to Marketing in the Medicare Arena

Senior Marketing Specialists www.smsteam.net (800) 689 - 2800

in collaboration with

Rocket Referrals www.rocketreferrals.com

(888) 978 - 8325

Copyright © 2016 by Senior Marketing Specialists All rights reserved. No part of this book may be reproduced, scanned, or distributed in any printed or electronic form without permission. First Edition: January 2016 Printed in the United States of America 2016

SENIOR MARKETING SPECIALISTS PROSPECTING IN THE SENIOR MARKET

1

FORWARD Thank you for being a part of Senior Marketing Specialists. The following information on prospecting is a compilation of my own personal experience in the field as well as discussions with other agents who also work in the senior market. This guide is designed to give you a high level overview and some ideas when it comes to marketing to Medicare Beneficiaries. Please use the information and mold it to make it your own. If you have other ideas or input, please send them to us so we can help other agents. I hope you find the information useful, but more importantly, I hope you adapt it to your practice. Sincerely, Michael Gattorna Director of Training at SMS University [email protected] (800) 689‐2800 At Rocket Referrals we’ve always believed in providing unique and relevant education to our clients and beyond. That’s why we jumped on the opportunity to work with Mike at SMS to put this information together for you – covering many of the topics concerning insurance agents today. Our contribution includes the sections on SEO and Client Retention, which leverage real data we’ve collected from thousands of modern insurance consumers. If you’re interested in exploring additional content you should check out our free educational platform, Launch Academy, at www.rocketreferrals.com/academy Also, I’d love to hear from you. Please feel free to shoot me an email with any feedback or questions you have on the material here. Thanks for taking the time to read! Regards,

Carl Maerz Co‐founder [email protected]


2

This book is for agent reference only. All links and references were current working links and pages as of publication date. Medicare has neither reviewed nor endorsed the information in this publication. Insurance carriers referenced in this book have neither reviewed nor endorsed the information in this publication.


3

Prospecting One of the most important traits a successful insurance agent has is the ability to prospect.

Prospecting vs. “Getting leads”

Many agents will start out in the insurance field receiving leads. This can be from a captive organization or from an FMO or other agency. The danger of just taking leads is that there is no motivation to go out and prospect. To stress this, I am going to use the saying, “Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.” If you are new to the insurance field or a particular market, you are learning to “fish”. Simply showing up to gather leads is not prospecting. This would be like showing up to learn how to fish without a pole, bait, a funny looking hat, or any other basic fishing gear and expecting the instructor to just hand you fish with no effort on your part. While the above fishing example sounds silly, the fact of the matter is agents do this every day. They show up with their hand out for leads, without any intention of doing any other prospecting. Then when the leads run dry or the agent goes into a sales slump, they are usually too far behind financially to start prospecting, and leave the field. Notice the definition of “prospect” in the text box to the side. The second definition is a candidate deemed likely to succeed. Agents who are prospecting are the ones who have appointments and create a sustainable and scalable agency. They show up to that fishing trip with a pole, tackle box,

pros·pect n. 1. A potential

customer, client or purchaser

2. A candidate deemed likely to succeed


4

bait, lures, have researched fishing online, and are ready to learn. These are the agents who succeed.

Prospecting = Activity

Prospecting, for the insurance agent in the senior market, is the ability to locate interested candidates to help enroll into various policies. This is essential to keep your agency from running your sales/marketing pipeline from going dry. WHAT DO YOU ENJOY? If you do not enjoy an activity, it is very easy not give it 100%. Example; I never enjoyed cold calling. I would make a few calls, then check my email, maybe read the news for a while, then cruise the internet, and before I knew it, an hour would pass by and then I would kid myself that I had cold called for an hour, when I actually had about 5 minutes of actual activity. However, I enjoyed door to door marketing. Rather than working for 5 minutes and calling it an hour, I would actually go work for an hour, or two, or three… I enjoyed seeing my prospects face to face. I have far more good conversations in the first day of going door to door than I did cold calling. Again, this was my personal preference, yours may vary. But the point does not change; if you enjoy doing something, you will more than likely have far better results as it is easier to put in the time and effort. MIX IT UP Like the first example, when being handed leads, if you rely on only one method of lead generation, you have no backup plan should there be a lull or halt of those leads. In my example above, door to door campaigns can be great, but can also be subject to weather. Plus, going door to door five days a week, week


5

after week is a great way to get burnt out. So, it is important to have multiple streams of lead generation. The more marketing efforts you have in the field, the greater your results. This way when one source gives less than desired results, you have another to help bolster lead production. Your marketing results can vary greatly from other agents. This can depend on what efforts you are willing to put forth, budgets, market segmentation, and other factors. It is crucial that you track your marketing and prospecting efforts so you can maximize your return on investment. Here we will take a look at the above and how to incorporate them into your agency.

REFERRALS One of the top questions from agents: “how do I get more referrals?” EARNING REFERRALS Notice the phrasing, “earning referrals,” not asking for them. The reason some agents ask for referrals without any success is because they have not earned their clients’ trust. Asking too soon can result in an uncomfortable situation for both you and the client, which can eliminate any future potential for referrals. Many agents don’t ever ask for referrals. Why do they bypass one of the most important steps in the sales process? Here are a few reasons: UNCOMFORTABLE TO ASK – If you feel tension when asking for a referral, then don’t. If you are hesitant to ask for a referral, then don’t. Referrals need to be gained, awarded, and well earned. If it is uncomfortable to ask for a referral, count on it being even more uncomfortable for your client to give one.


6

NO FOLLOW UP – Residual income from the sale of insurance products is not provided because insurance carriers really like their agents and want to give them ongoing commissions, they are set in place to service your clients. Setting up a protocol to follow up keeps you on the mind of your clients and when they have a family member or friend that has an insurance concern, you want your name to be mentioned. NOT PART OF THE PROCESS – If you do not have a process in place, then how can you expect to ever gain a referral? Setting up processes is explained later in this guide. NOT SOLVED CLIENT’S CONCERNS – If your client has additional questions or comments and is not comfortable asking or telling you, why would they send their family and friends your way? While you may not “click” with every client, you still have to earn their trust in that you have their best interests in mind and are a resource for them. WHY YOU? – You can earn referrals by being more than an agent for your clients. Most of the products we offer are not exclusive. If a prospect talks to 5 different agents, there is a good chance they may have the same product offered to them from another agent. So, the questions that need answered are:

What makes you different? Why choose you?

If you can come up with answers for both (which we will discuss), and you can convey them to your client, the greater the chance your clients will be inclined to give your name to friends and family. Simply having them sign an application and never hearing from you again will not suffice.

FOLLOW UP CALLS

Make sure when you follow up with your

clients, it is just a follow up. Offering a new product each call or always trying to sell them something is a

great way to have your calls go unanswered.


7

The Challenge of Being Different Being different as an insurance agent is a challenge, as a lot of choices the prospect have are out of our control. As senior market agents, we cannot:

• Set prices or discount premiums • Determine who will qualify for coverage (we may have some

say, but the ultimate decision is not ours) • Expand or customize the policy to offer additional coverage

(we may have some riders on policies, but cannot re‐structure the policy overall to meet their needs)

So, how can we be different if we are pretty much all offering the same policies? Here are a few ideas: CLEAR FOLLOW UP ‐ Tell your prospects about your follow up protocols. Let them know you will follow up with them regardless of the appointment in X days. Then do it. This shows that you do what you say you are going to do. You should be contacting your book of business at least twice a year. Once for an annual review if needed (and if not a letter explaining why) and another just to check in. Some agents have quarterly newsletters, special seminars for clients, etc. This will all depend on your business model.

REMEMBER: It is far more cost effective to keep current clients than acquire new ones.

RESOURCES – Are there additional resources in your area that help your clients or prospective clients? Do you know about the area agency on aging? Meals on wheels? Disease specific associations? Financial resources in your area? As you are talking to your clients, they may have additional concerns that you cannot assist with, but you can help guide them. Who would you rather do business with? Some one that says, “I am sorry to hear that,” and continue to sell you something, or someone that says, “I am sorry to hear that, but here is a number of an organization that may be able to assist you.” The more value you give your clients, the more they will spread the word of you!


8

Check with your local area agency on aging to see if they have a consumer booklet or flyers for assistance programs. These are usually free and you can pass them out to your clients who are looking for additional help. BE PLEASANT – While your personality might not blend well with every prospect or client you meet with, it is important to be pleasant, be yourself, and be likeable. I have never had anyone say to me, “Hey Mike, you should do business with this person. I don’t like him/her, but call them anyway.” People will do business with people they like. If you are dealing with a client that is the opposite personality of you, try and mirror them enough so you can relate and still have your own personality. REFERRAL PROCESSES Now that we have established that referrals are earned, we need to start planting the seeds for your clients and prospects. These are gentle reminders that you are happy to help their family and friends. Like a garden, this process needs time to grow. While some clients and prospects may be more forthcoming with referrals, others, like a garden, will take time to grow into offering your name and information to family and friends. The more you care for your garden, the greater the harvest! Here are some ideas for you to plant: LEAVE SEVERAL BUSINESS CARDS – If you are meeting in person, hand them several cards and say, “Here are a few extra to pass to anyone else that may have similar questions,” then move on. Do not ask who they might know that may need a card. If they mentioned someone in conversation, you can say something like, “Here are a few extra cards and

FREE RESOURCE Be more than an agent, be a resource. Here is a great website with numerous resources including a discount Rx card,

information about Rx rebates and assistance,

disease specific organizations, and free or

low cost clinics: www.needymeds.org


9

feel free to pass one on to your friend Joe, who you mentioned earlier that had questions.” FORWARD THIS EMAIL – If you had a phone conversation and are following up with an email, the last line on the email above your signature should read something like, “Feel free to forward this email to a friend.” THANK YOU CARDS – Whether or not your prospects become a client, send them a thank you card. Keep it simple, personalized if possible, and hand written. Here are two examples:

For a new client:

Dear Jim,

It was a pleasure meeting with you. I am looking forward to helping you with your insurance needs. I hope you enjoy your vacation this year in Florida. I included a couple extra cards in case I can help any

family or friends.

Sincerely, Mike

For a prospect who is not a client:

Dear Jim,

It was a pleasure meeting with you. Should you have any questions now or in the future, feel free to give me

a call. I hope you enjoy your vacation this year in Florida. I included a couple extra cards in case I can

help any family or friends.

Sincerely, Mike

Of course, you can change up the language to suit your style. I recommend that each one is hand written & the address on the outside


10

is also hand written in blue ink (will stand out from the black ink in the rest of their mail). HOLIDAY CARDS – Some agents will send out holiday cards. While these are more indirect than thank you notes, it will keep your name in front of your clients. I suggest picking two holidays such as a birthday and Halloween. Why Halloween? It falls in the first half of the Annual Election Period for Medicare Advantage and Part D plans. CLIENT SEMINARS – You can also perform simple seminars for clients to further their education on Medicare, insurance, and other areas. These can be quick, 10‐15 minute seminars not intended to sell, but to further your relationship with your book of business. How often? That depends on your book of business. Try quarterly to start out. If you have great responses, maybe a monthly learning session or every other month. You could also have a partnership with other professionals to come in and speak to your clients (and they can invite their own). Remember, this would be strictly educational, no selling. GET STARTED Take the first step and do something. Mail some follow up notes. Make some follow up calls. All the knowledge available is useless if not applied! The sooner you get started, the sooner you will see results!

OTHER TID BITS

VOICEMAIL MESSAGES – Set your expectations for a call back on your voicemail. Example: I will return your call within 24 business hours. This way, if a client or prospect expects a 2‐hour call back, but heard your message saying 24 business hours, they will not get upset if it takes you more than 2 hours to call them back. CLIENT APPRECIATION EVENTS – I know of agents who may do an annual BBQ or event for their current clients. This is a great way to touch base with all your clients and give them a pleasant opportunity to see you again


11

and maybe even make some new friends. A cost effective way to perform this is to rent out a shelter at a local park and serve hotdogs and hamburgers, chips, and other items. You can even have your clients bring their favorite sides or dessert. You can also have them email or send you the recipe of the dish they brought and post it on your website or use it in a newsletter.

DOOR TO DOOR MARKETING WHAT IS IT? Door to door marketing is when you physically go from home to home offering a product. WHY DOOR TO DOOR? Door to door marketing is a very inexpensive way to market yourself and your services. With a simple list of people in a certain area, such as a T65 list, and some marketing materials you can be off and marketing. Some of the advantages of door to door marketing:

Low cost

Easy to perform

No DNC (Do Not Call) List

People are more likely to answer the door than the phone

Seniors are more likely to be home during the day

Some disadvantages of door to door marketing:

Can be time consuming

Weather permitting

Cannot market MA or Part D plans

Lots of warnings to seniors about answering their door to strangers


12

EFFECTIVE DOOR TO DOOR MARKETING While this is a simple marketing technique, you still need to prepare and plan to improve your results. Here are some ideas and tactics to help increase your efforts: EXPECTATIONS – While the goal of any presentation is to have your prospects purchase a policy that meets their needs, I would focus on setting appointments rather than getting a sale right then and there. Remember you are a stranger that just showed up at their door. PLAN YOUR AREA – Target an area where your travel time is minimal. You do not want to travel 10 minutes from door to door. Try to target a neighborhood where you can park your vehicle and do some foot work. EFFECTIVE LIST – Have a list of areas you want to penetrate. A list of zip codes in urban areas can be helpful. MATERIALS – Here are some ideas on things to have with you:

• Bring a clip board to not only give you something to take notes on, but also look more professional. I suggest one that opens up for a place to put extra pens, business cards, papers, etc.

• If you have a pocket size insurance license, put that on a lanyard and wear it around your neck for ID, or create an ID badge for yourself. This also will give a more professional appearance.

• Sorry we missed you cards – if they are not home, how will they know you were there?

• Dress business casual

CMS (Centers for Medicare / Medicaid Services) forbids the marketing of Part C

(Medicare Advantage) and Part D (Prescription Drug) plans by means of door to door marketing.

Some municipalities

may require a permit to perform door to door

solicitation.


13

Depending on the plan you are offering, you may have one sales kit with you. If you have to bring additional materials with you, make sure you have them in a bag or briefcase. You’re going for neat and organized. WHAT TO SAY Now that you have your materials, your list, and the plan you are going to offer, when someone opens the door, then what? My suggestion, keep it short and sweet. Depending on the product you are offering, this may vary. Some examples are:

T65 LIST

“Hello, my name is _____ and I am a local agent that specializes in helping seniors with their insurance plans. Our records indicate you are turning 65 soon. Is this correct? [They answer yes] “Ok, what questions do you have about Medicare or coverage options available to you?”

FINAL EXPENSE

“Hello, my name is _____ and I am dropping off some funeral surveys. *” As you can see, the prices range from X to X. What company are you working with in helping you plan?”

T67+ LIST

“Hello, my name is ____ and I am a local agent working with people to reduce their medical coverage premiums with a simple 5‐minute review of their plan. How can I help you?”

Notice all the questions are open ended. Asking “Are you interested?” or “Can I help you?” can give the prospect an out by saying “no” and making it harder to move forward. Find a simple opening that works for you and use it.


14

The rest of the conversation after the opening statement should be geared to helping the prospect solve their problem, not a canned speech. Try and use open ended questions to let the prospect tell you what their concerns are. Some additional tips:

• Be polite – remember you are a stranger

• Don’t be pushy or use sales clichés – have a conversation, not a presentation

• Smile! Then smile some more. • Take notes. This shows you are

interested in what they are saying (this is also where the clip board comes into play).

GETTING STARTED Now that you have everything you need, it is just a matter of taking action. Just like anything else, the more you perform the task, the easier and smoother it will be. Door to door knocking equals direct activity (activities that can result in a sale). I would suggest purchasing a list or if you have old leads that you can work and start the knocking. It really is that simple. Don’t over think your way out of productivity!

OTHER TID BITS

Pay attention to your surroundings – you don’t know what type of senior centers, parishes, and other places that you can market to. If you run across a senior living complex, talk to the manager about marketing to building with a presentation or leaving flyers behind

Being pushy in your approach may get you pushed off the porch! Remember you are a stranger at their door.


15

Know what resources are available in your area. Do an internet search for the area agency on aging for your area and see what they offer and get their phone number. Be a resource for your prospects and clients.

TIP – I had 3 areas on aging programs in my targeted area, and printed their numbers on the back of my business cards.

*Funeral Surveys (mentioned in the WHAT TO SAY section). Funerals.org (Funeral Consumer Alliance) has price surveys for some areas of the country. I would recommend printing them out for your area and handing them out. Check with the local affiliate. Their site also has additional resources, which you may find useful.

MAILERS This section is going to be short, as I recommend that you partner with a mail house or mail vendor for this service. Some agents have tried to create their own mass mailings, which can have devastating results, as in 0 returns. When working with a vendor, most have pieces already created for you to choose from with suggested return rates. Many agents will figure a 1‐2% return rate on the lead drop. Basically, for every 1,000 pieces that are dropped, you should receive anywhere from 10‐20 reply cards. RESPONDING TO MAILERS Once you get these cards back in hand, it is important, as they say, to work the lead. Depending on the card you received, it may have a phone number or just an address. If there is a phone number, call it and set an appointment. If they do not answer or do not have a phone number, it is time to go to their door (see the prior door to door section for tips). MA / PART D MAILERS Due to the regulations stating that Medicare Part C and D plans cannot be marketed by cold calling (either in person by going door to door or by phone), many agents have turned to BRC’s. Any BRC’s must be CMS approved and carriers require the card be turned in with the SOA (Scope Of Appointment) form.


16

COLD CALLING BASICS BEFORE WE START There are some strict guidelines to cold calling Medicare products, as well as cold calling in general.

• CMS prohibits unsolicited contact to seniors for Medicare Advantage and Part D plans (including cold calling).

• Some states forbid cold calling seniors • DNC (Do Not Call) Registry also limits who you can call • And there could be other restrictions and guidelines to follow

Violation of the above (or other rules) may result in severe punishment that may include fines, loss of insurance license, and possibly other civil and criminal legal actions. It is IMPORTANT that you check with any and all local, state, and federal laws prior to starting a cold calling campaign. COLD CALLING One of the most tried and true methods of marketing for agents is cold calling. From call centers to agents calling from their home, cold calling is still a preferred method to some for marketing to new potential clients. WHY COLD CALLING Cold calling is cost effective and you can reach a lot of people without leaving your desk. All you need is a list of people who are not on the DNC list, a phone, and the will to get started. There is also technology to help cold calling be more efficient. Auto dialers can reach even more prospects than manually dialing yourself. An auto dialer is software that will call multiple numbers at a time. Once someone picks up, it will automatically connect you to that person. So, rather than have just one line (you, manually dialing) you now can have numerous lines going at the same time.


17

SCRIPTS

“Is there a script for that?”

This is probably the #1 question asked by agents. They want to know what to say once that prospect picks up the phone. The key to any conversation is to have a natural flowing one. Yes, you have an objective, but no one wants to be sold a policy, they want to buy a policy. You only have a handful of seconds to make an impression. I am all for using a script as long as you do not sound like you are reading from it. Sounding natural, of course, will take some time. After a while, though, you won’t need a word‐for‐word script, but rather just a few notes to keep you on track. DEVELOPING A SCRIPT Here are some steps to take when making your own script. First question: what is the purpose of the call? Are you trying to sell them over the phone or set an appointment to see them in person? If you are trying to sell over the phone, what you say will vary depending on how you are going to complete the sale. Are you trying to email them information or an application? Mail them info? Or are you trying to set an appointment? While this section is more focused on setting an appointment, there are numerous points and ideas that can transfer to over‐the‐phone sales.

TIP: Write down a handful of scripts to try. Then, look them all over and pick the best parts and mold them into one script. Take notes on your calls that go well and incorporate those notes and ideas into your future calls.


18

The following section has examples. They are just examples and can be used or altered to suit your style, or used as ideas to draft your own script/conversation. MAKE IT NATURAL As mentioned above, if you sound like you are a "robot" or straining to read from a script, this will in most, if not all cases turn off the prospect. The more natural you are, the better your results. Don't start with, "How are you?" or any variation of. This can come off as disingenuous. WHO YOU ARE A quick intro and why you are calling, followed by a yes question.

EXAMPLE: My name is _____. I am a local benefit advisor that specializes in health coverage. Our records indicate that you are on Medicare, is this correct?

Of course you can change words around to suit your style. As you can see, there is the intro, who you are, who you are with and a question to get them to a yes. WHY YOU ARE CALLING What is the purpose of your call? Are you looking to sell over the phone or set an appointment? What product are you working with? Medicare supplements? Final Expense? Home Health Care? LTC? The next part will vary on the purpose of the call. Here are some examples:

• We are working with people who have Medicare in your area to review their coverage options and make sure they are up to date on all the plan changes.

• We are working with people in your area to review funeral costs. • We are calling people in your area who have had rate increases

on their plans to see if there are more cost effective plans out there that provide the exact same coverage.


19

QUESTIONS Questions should be part of your script. The more questions you ask, the more engaged the prospect will be in the conversation. The questions you ask will vary on the type of product you are offering. I would suggest having 5‐10 questions to choose from depending on the path the conversation takes. Remember that this is the initial call and you just want to gather some basic facts. Your goal is to set the appointment. Here are some sample questions:

• Who do you currently have your coverage through? • What plans do you have in place for your final expenses? • When was your last rate increase? • How long have you had your policy?

TIP: Write down as many questions as you can think of to ask. Then go through and form a handful to use when you are calling. Remember, you are only looking to set an appointment. Save some questions for when you meet.

OBJECTIONS The more you call out, the more objections you will receive. This is natural. Some objections are legitimate; others may be smoke screens for other concerns. Here are some common objections and replies: I AM NOT INTERESTED This is one of the top objections. They may not be interested. They may be interested, but just don't want an agent to come to their home. They may be in the middle of something else and not interested in talking to you at the moment. There could be numerous other reasons why they are not interested. The next step is to find out what the true objection is. You may reply:

A lot of people are not interested initially, but after taking a few minutes to review the info, some see how [subject/product] can really help them. I can review the


20

info in about 5‐10 minutes with no obligation. I will be in the area [date] if that works for you.

Of course, the above may alter depending on what product or service you are offering, as well as what suits your style. This may also lead to another objection, which could have been the objection in the first place. CAN YOU MAIL ME SOME INFO? This is another common objection. There are a two main reasons for this objection.

1. They are interested in the product or offer but do not want to meet with you.

2. They are being polite and are not interested. Here is an example reply:

I have a lot of information and since everyone's situation is different, it would be quicker to just have a 5‐minute sit down to review. There is no pressure to buy or sign anything.

The above does two things. 1. It makes the appointment personal. 2. It takes the pressure of a sale off the table.

Of course this will not work every time, and you may want to change some of the verbiage to suit your style. If they still insist on you sending them something, or they seem irritated, then send them something and tell them you will follow up next week. Anything from a flyer to a brochure from the carrier will do, just make sure to call them back. HOW MUCH IS IT? “How much?” is a good question. This may be an indication that they are interested or they just want a price to tell you it is too much and hang up.


21

One example of a reply:

Good question. It depends on several factors which I can review with you. There may be substantial savings compared to who you currently have.

I HAVE AN AGENT If they reply they are happy with their agent, then acknowledge their comment and ask who that agent is. If they ask why they should tell you, simply state you work with other local agents and want to see if you work with him/her. Then ask when the last time they spoke to their agent was. If it was a week or two ago, then say great and wish them a good day. If it was some time ago or you want to push forward regardless of when they last spoke with their agent, or they cannot name their agent, then try this example:

There have been some updates to [subject] that I would like to share with you. Reviewing this info may help you save some money and time, or you may already be set. I would be happy to review your situation.

Make sure you have some information to share with them on the appointment! WHY ARE YOU CALLING ME? Ouch. This one may be a little hostile. You may want to take a very soft approach on this. One example:

We are working with people on Medicare in your area to review [subject/service]. Your name and information was in our public records and we are reaching out to show you some options you may not be aware of. There is never any obligation to do anything with us.

Hopefully this will defuse the situation so you can explain your product a bit more and set an appointment.


22

OTHER OBJECTIONS You may come across other objections. It will take time to have reasonable replies. Remember to take notes and review your calls.

OTHER TIPS AND IDEAS

RECORD YOURSELF Record some of your calls and review them. What did you do well? What could you improve on? What did you say that you might phrase better? Take notes and adjust your approach. SET CALL TIMES Many agents find themselves very reluctant to call out. They may make a few calls, then check their email, flip through papers, and stall before they start calling again. Set dedicated times for cold calling, such as Monday from 9:00am to 10:30. This way you can focus on calling, know there is an end point to the calling, and can arrange your day accordingly. CONTRACT IT OUT If you are finding yourself being unproductive, try hiring someone to set appointments for you, such as a telemarketer. Here are a couple different sites to consider:

• elance.com • odesk.com • freelancer.com NOTE: Senior Marketing Specialists does not endorse any of the above sites. Make sure you fully understand the terms and conditions before contracting anyone to work with you or your agency.

OBJECTIONS Remember when cold

calling, they are rejecting the idea of

your call, not rejecting you. You may go

several hours without getting a positive

phone call, but that one great phone call /

appointment / sale will be worth it. Keep

calling!


23

USE AN AUTO DIALER Use an auto dialer to have numerous numbers to be dialed at the same time. This can greatly increase your productivity. There are various options on the market. Call us for details and recommendations.

INTERNET LEADS Internet leads are from prospects that go online and complete a form or survey requesting information. There are a lot factors to consider when working with internet leads. Here are a few pros and cons to internet leads: PROS

• Quick way to generate leads – Unlike some other type of lead generation methods, internet leads can start coming in a few hours, rather than a few weeks.

• Inexpensive – Shared leads can cost much less (cost per lead) than some other lead generation methods.

• Additional Information – You may be able to gather some additional information on the prospect depending on the form they complete. This can include health conditions, height / weight, and additional contact information.

CONS • Some shared leads may be also shared with a high tech call

center that automatically puts the contact information into a dialer.

• There are some who may just want some basic information and are not looking to change plans, or in sales terms, “tire kickers.”

• Some vendors may not offer a refund on leads which have bad contact information.


24

BASIC TYPES OF LEADS There are two basic types of leads:

• EXCLUSIVE o As you can see, if an agent has an exclusive contract for leads they are the only one who receives the prospect’s information. However, if the prospect has completed several forms on the internet, their information may be sold by another vendor and other agents could be calling them.

• SHARED o Shared leads are ones that are sold to multiple agents or sources. These other sources can include other agents, call centers, and even other vendors.

Below is a demonstration of lead flow:

WORKING INTERNET LEADS The key to internet leads is being the first one that contacts them, as quickly as possible. To illustrate this, we will look at some findings from a study performed by insidesales.com. SPEED COUNTS It is vital to contact the prospect when they have their request fresh on their mind. With the speed of information of the internet, it is very common to be on a completely different subject or website within five minutes, putting insurance on the back burner and making it a lesser concern. Or even worse, the prospect may have been contacted already


25

by 2, 3, or even 4 other people who received the same lead. Waiting even just 5 minutes to contact a lead can have a 900% decrease in contact. HOW MANY TIMES TO CALL? The more times you make contact, the greater your chances of contact, reaching approx. 90% after the 6th attempt. However, many agents may only call a lead once, maybe twice and leave a couple messages, then move on. Now the question is how many times do you call and not be considered a pest? Simple, in each message, tell the prospect your next action. You should have a contact system in place for leads (which can be held to other types of leads as well, not just internet leads). With all the technology in place for contact management, there is no reason you shouldn’t have one. An example of this could be:

• Initial Contact – Immediate • Second Contact – Day 2 • Third Contact – Day 4 • Fourth Contact – Day 6 • Fifth Contact – Day 9 • Sixth Contact – Day 12

Each time you do not make actual contact, make sure you leave a message. An example:

Mr./Mrs. Prospect, I am calling about your request for insurance information. I have some further questions for you so I can accurately assist you. Please call me at XXX‐XXXX. I will contact you again on (DATE) if I have not heard back.

Of course, you can change the verbiage to suit your needs and style. Keep your voicemails short and to the point, and then give them the next step.


26

This will insure you are seen as a professional and not a pest. If you have never been thanked for your persistence, you are not working your leads enough. Remember, they requested the information. They gave you permission to contact them, as a professional. Sure, some may tell you to never call them again, and that is fine. Move on to the next prospect and help them. HOW LEADS ARE GENERATED There is a lot more to internet lead generation than just having a prospect complete a form. You want to make sure the traffic going to that landing page or site to gather their information is organic. Organic traffic is internet traffic that is finding the information via an internet key word search vs. an advertisement. Example: Let’s say prospect does an internet search for “saving money on my Medicare coverage.” The pages that come up are related to the search and are focused on saving that person premium. However, if the same prospect does a search for “saving money on groceries” and an ad displays on how to save money on groceries, but in the fine print it states there may be an agent that calls you, that lead may and probably is not interested in getting calls from insurance agents. The point to all this is to make sure the leads you are buying are wanting insurance, and not wanting to enter in a drawing for a coffee shop gift card.

SEMINARS Seminars have long been a common tool for insurance agents to present a product or concept to an audience. Seminars are a great way to show you are a local expert. Plus, it gives you an added opportunity to meet prospects in a neutral environment.

We are holding a short seminar at [location] on [date / time] and would like to invite you to come. We will be


27

reviewing [subject]. Light refreshments will be served. Are you able to make the event?

If they make the event, you have a prospect to work with. If they do not attend, this can be a follow up call to be willing to give them the information that was presented (an appointment). Seminars can greatly range in concept, presentation, product, and more. One feature of a seminar is the attendees can see the presenting agent as an expert in their field. It is not uncommon to have experts in most industries to have public speaking engagements or live seminars. This can give you additional credibility. Another feature is the ability to present to a number of people at the same time. The number of attendees can greatly range depending on the venue, topic, time, etc.

NOTE: The following seminar information is not to be applied to Medicare Part C (Medicare Advantage) or Medicare Part D (Prescription Drug) seminars. These have specific CMS rules for performing. Please see your carrier or FMO for greater details.

BUT I HATE PUBLIC SPEAKING… If you want to do seminars but have no desire to perform any type of public speaking, then you may want to partner with another individual who also serves the senior market. This can include:

• P&C Agents • Tax Advisors • Estate Planning Attorneys • Senior Living Communities • And others who serve the senior market


28

HOLDING AN EFFECTIVE SEMINAR Below are some ideas and considerations when holding a seminar: TOPIC You want to perform a topic that will stand out and get people to attend. While “The Basics of Medicare” could draw in people, you could also consider:

• How Medicare Supplement Premiums Are Created & How to Save on Yours • Legacy Planning for your Family (Final Expense) • Tips to Recover at Home after a Hospitalization (Short Term Care plans) • Cancer Benefits Above Medicare (Cancer Plans) • A Walkthrough Medicare (T65 attendees)

LENGTH While you want to give enough information to generate interest, you do not want to go too long and have the seminar attendees start to get antsy and start to think about other things. 20 minutes seems to be a good timeframe to stick with. You can figure with questions and comments; it will run to about 30 minutes. LOCATION The location can play a big factor in the success of the seminar. Location options will greatly vary depending on what part of the country you reside and type of area (metropolitan vs. rural). Here are a few ideas to keep in mind when choosing a location:

• Easy to find – A well‐known or popular spot • Accessibility – Try to avoid anywhere that has lots of stairs or

is not “senior friendly” • Quiet – Ambient noise can drown out your presentation

POWER POINT If you have access to a projector and screen, a power point presentation is a great way to further your message. The more senses attendees use, the more they will remember.


29

There are a lot of resources on the web about how to build a great presentation. Here are a few:

• White Background o The base color of the background should be white. This will

make the text easier to read. • Large Text

o You do not want your audience to strain to see the slides. TIP – Your font size should be ½ the oldest person in the room. So, if you figure 68 years old, your font size should be 34.

• Don’t Read Your Slides o Your slides should have points on them, not your script.

Take a few key points from your script and put them on the slides.

• Number of Slides o The number of slides should be half the length of your

presentation. Example, a 20‐minute presentation should have about 10 slides.

• Use Pictures o Have some visual aids in there. Don’t make it all text.

MATERIALS Depending on the topic of the seminar, make sure you have information for the attendees to part with to remind them they were there. Carrier materials, pens, note pads, etc. You can also make your own materials. Just be mindful of any rules and regulations from CMS, carriers, or any other regulatory body.

TIP: If you want to fill certain seats first, place a pad and pen at those locations (or some other materials). Attendees will usually sit where there is something as opposed to an empty seat.


30

FOLLOW UP Make sure you follow up with your attendees. One way to grab their information is to have a drawing for a prize. This may include a door prize such as a gas card or movie tickets where the slip to enter has their address and phone number. There are entire books and series dedicated to public speaking. This entire book could be about public speaking. I would recommend if you are serious about doing seminars, check into your local Toastmasters organization (www.toastmasters.org). Senior Marketing Specialists is not affiliated with Toastmasters nor does Senior Marketing Specialists or any of its principles endorse Toastmasters.

PARTNERSHIPS Professional partnerships can be a great way to not only have a new stream of potential clients, but also have an added service to offer your current clients. Medicare can be very confusing to not only seniors, but other professionals who work with the 65+ market. These professionals can include:

• P&C Insurance Agents • Group Producers (Agents) • Estate Planning Attorneys • Case Workers • Independent Living Communities • Financial Planners • CPAs / Tax Professionals • Funeral Professionals • And others


31

HOW TO WORK WITH OTHER PROFESSIONALS There has to be a mutual benefit to start sharing prospects and clients. This can depend on the professional that you are working with. Some may just want to add an additional benefit for working with that professional (themselves); others may also want to expand their business by referring clients back and forth. This, of course, will vary depending on who you are working with. I have personally worked with P&C agents who just wanted to add the service of Medicare reviews as an added benefit; I have worked with others who wanted referrals in return for theirs. Keep in mind that some of these other professionals may have lines of coverage that may counter yours. An example of this is funeral planners. Many funeral homes offer pre‐planning services, which may be in competition with final expense plan. Should you start to work with a professional that has a competitor product, a mutual agreement for not cross‐selling against them may be agreed upon. This should be a verbal agreement of trust. Most funeral homes do nothing with Medicare health plans, so the trust part would be for you not to cross‐sell final expense, and to refer any funeral planning questions back to the referral source.

TIP – Have a professional services tab or page on your website, listing the other professionals you have partnered with. This will give your professional partners added exposure and they may return the favor.

START THE PROCESS A simple phone call or stop in (depending on the type of professional) to introduce yourself and what you do in the community is a great first step. If they are interested in learning more, invite them out for a cup of coffee (or tea) to get to know each other and how you both could mutually benefit from the partnership.


32

CAUTION – I would stay away from any type of fiscal agreement, meaning I would not offer to split any type of commission. Some states have very strict rules on commissions and splitting them. If their organization offers a referral fee, that may be considered, depending on the terms and conditions. One of the fastest ways to erode a relationship is to involve money. A simple agreement to refer names back and forth is the easiest and “cleanest” way to maintain the relationship.

From here, it is just a matter of telling your clients about the other professional’s service. This could also be a great person to do some seminars or co‐op events with. Don’t be discouraged if there are a lot of people who do not want to partner. They may have had partnerships in the past that have not worked out. I talked to about 20+ different P&C agents before I found one to start referring business to. NETWORKING Besides reaching out to individual professionals, why not look into networking and other organizations that can help you and your career? While joining a senior club may not be possible if you yourself are not a senior, you can join other professional organizations. There may be small business owners who are in their 60’s and are approaching or in Medicare. There may also be business owners who have parents or grandparents who are in Medicare and would use you as a resource. What is available and what organization would be more suitable will vary greatly. Many offer you to attend a meeting or two as a guest to see if they are a right fit for you. Some ideas for organization to look into:

• Chamber of Commerce • Rotary Club • Local Civic Organizations • Meetup.com (features small meetings for various topics) • BNI (referral organization)


33

Again, this will vary on your location. Attending some of these events may also lead to professional partnerships and other opportunities. VOLUNTEERING Know who loves a volunteer? Everyone! From the organization who appreciates your assistance to the community you serve. Being a volunteer is a great way to give back and it reflects great on you. You do not have to pick an organization that helps seniors; just pick one that interests you. Many do not require a long commitment, maybe only a couple hours a month. There are even some you can do with your family. Give back and you will find it will come back far greater.

WEB PRESENCE With more and more seniors on the internet, making sure you have an effective web presence is more important than ever. According to a study by The Pew Research Center of older adults and technology use from April 3, 2014, 59% of seniors are on the internet, and it grows higher the closer you get to the 65 age bracket. Many of the 65 year olds coming out of the work force are used to using the internet to shop for a variety of things, including insurance. The first stop, your web site… WEBSITE With all the inexpensive ways to have a professional looking website, there is no excuse not to have one. Why is it so important? If a client talks about you on social media, passes your name to a friend or your name comes up on an internet search, that prospect may want to learn more about you. This is when your website becomes an extension of you. Your site should have enough information to show you can be a knowledgeable professional and give them a call to action to contact you. The advantage of having your own site is generating your own leads. With contact forms


34

on your site, landing pages, and other online tools, you can create your own exclusive lead source. MAKING A BASIC SITE WordPress (wordpress.com) is a solid, inexpensive platform to use. You can have your blog and site all in one. It is a free, basic platform, while limited for some applications, can be very effective for an insurance agent. It is easy enough to learn in a weekend, built in SEO (Search Engine Optimization, more on this later) for your included blog, and you can mask the domain name with your own. If you want a more advanced site, there are numerous site builders out there designed for insurance agents. Make sure you do your due diligence prior to hiring anyone to perform work for you. Should you have questions, please contact us! SOCIAL MEDIA Facebook, Twitter, LinkedIn, and other sites have millions and millions of users. According to a Pew Research Center Study, 46% of social media traffic comes from the 65+ market. Plus, some 81% of 65+ year olds who use social media use it on a daily or almost daily basis. The point is, seniors are using social media. 6+ years ago there were almost no seniors on these sites, and now they are almost daily users. The challenge of using social media is you want to be effective, but not “too salesy”. The majority of seniors use Facebook to communicate with friends. You do not want to be constantly posting “buy insurance from me” posts to the point they stop viewing them. Your agency should have a page on Facebook, and invite your clients to “like” your agency where you post interesting things for seniors, such as new medical breakthroughs, drugs going generic, resources in


35

your town, and other useful information that they can use and will be interested in reading. Some blogs allow you to have it auto populate a Facebook or social media post for you. This can save you time and keep your online presence active. Being online and social is more important than ever. BLOGGING Blogging is a great way to gather some SEO and showcase your professionalism as an insurance agent. As mentioned above, some website platforms have a blogging platform included in the design. Topics can include:

• Medicare updates • Medical news • Prescription drug topics including name brand drugs going

generic • Health and wellness for seniors • New carrier and agency updates (for your own agency) • Lighthearted senior stories from the news • And other topics that are relevant for seniors

OTHER BLOGGING TIPS There should be a key word or topic for your blog. This key word should appear in the URL, subject line, and first sentence and / or first 200 words of your blog. However, repeating the key word over and over may deter search engines from having a positive result as it may think you are just repeating the key word for search rankings. Your key word phrases should be 2 or 3 words, as it will rank better. Studies show that 60% of all key word phrases are 2 or 3 words. How often you should blog is another question that is asked often. Since your primary role is as an insurance agent, not a blogger, it is more about providing useful content. I would say weekly should be adequate. This will keep your blog active and SEO up. Videos are another great way to drive SEO. Since Google owns YouTube, posting videos on your blog can help boost your rankings. There are many more tips and tricks to writing an


36

effective blog. I would suggest doing some research and start applying the techniques you find to your site and blog. NEXT STEP Not sure what to do from here? Look at some other sites. See what you like and take those concepts and apply them to your site (without copyright infringement, of course). Call your carriers and see who has the ability to do an electronic application via the internet, where you can have a link on your site for prospects to click and enroll in coverage. If you are not confident about building your own site, then contact some professionals and get some rates. The most important thing to understand is not having an online presence is just like not having any business cards.

Search Engine Optimization (SEO) Online search is a tricky thing. The major search engines are constantly updating their algorithms in an effort to increase the relevancy of their search results. It’s no surprise that a few businesses have figured out how to snag the vast amount of people searching online for products and services they offer. Truth be told, you don’t need a robust marketing budget, or even much time, to have a leg up on the bulk of your competitors. This course will provide you with some basic, albeit very effective, strategies for improving your chances of becoming discovered online. Whether a business operates exclusively online, or is active within a local community, its online reputation has become invaluable to reaching new audiences. Our culture relies increasingly on the internet to aid in both the discovery and evaluation of new products and services. Unlike businesses optimized for online sales, the majority of local businesses have failed to fully adapt to this dramatic shift to a digital world. Many still struggle with everything from their website, to social


37

media, to online listings. They know they should be doing more, but taking actionable steps often seems out of reach. It’s not that all business has shifted online. In fact, most people still prefer the service and sense of community that local businesses offer. Rather it’s the way that people search for products and services that has changed. In the absence of personal referrals, people often turn to the internet to find crowd sourced recommendations on popular search engines like Google. Lacking knowledge of how to increase their online visibility and reputation can have a significant pull on the bottom line of businesses operating locally. On the other hand, local businesses who optimize their online presence are taking full advantage of the opportunities the internet is bringing their way. ORGANIC VS LOCAL Local SEO aims to increase the likelihood that a nearby business listing (in contrast to website) will rank higher for people searching for products or services within a limited proximity. Organic SEO aims to increase the likelihood that a company website will be discovered by people searching for relevant terms online, through non‐paid means, and within a much broader proximity. It’s true that organic SEO and local SEO strategies often intersect. But there are elements that local businesses should prioritize ahead of those companies operating nationally—specifically in regard to local search signals.


38

PROXIMITY Location, location, location. Google places significant weight on the distance a search query is from local establishments when determining search rankings. Yet, short of relocating your business—or operating a food truck—your proximity to prospects is static. But just because a competitor is marginally closer, it doesn’t mean they will rank higher. This is because Google’s algorithms take fixed distances into consideration, so as long as you’re within a predetermined range you’ll be okay. For example, within a densely populated city Google may place more weight on businesses within a square mile of a search. In rural communities, however, this range could be expanded to several miles. Proximity is just one of several factors that impact local search, but it’s a big one. Being in range will get you in the game, but it doesn’t guarantee you’ll end up high on search results. NAP CONSISTENCY NAP consistency means that a business’s Name, Address, and Phone number are uniform across the internet—with both online directories and websites—wherever your information is listed. Search engines regularly collect information from all the nooks and crannies of cyberspace. This data is then stored for easy access when people perform searches online—this process is called web crawling. One of the things they are looking for is consistent information regarding businesses. The more often an establishment is accurately listed across the net, the more confidence the search engine has in it. And higher confidence means more recommendations for relevant search queries. Even slight contrasts in a business name, address, or phone number will likely create duplicate listings online and throw off search engines. For local SEO it’s important to always use your local address and phone number. If, for example, you have a toll‐free number you should list your local number first.


39

NAP consistency is perhaps the easiest way to substantially increase your local SEO. Utilizing data aggregators is the quickest and most effective way to ensure accurate listing across the web—which you can find information on within this course. ONLINE REVIEWS Reviews across third‐party websites are important on a couple fronts. First is the obvious social‐proof element which helps people choose between competing businesses. Then there’s the positive impact online reviews have on local SEO. Positive online reviews increase the prominence of a business in the eyes of search engines—an important factor when determining search rankings. Google, for example, has tied their local review feature directly into the business listings themselves. Whereas sites like Bing and Yahoo rely on Yelp reviews for their search rankings. In regard to local SEO, search engines look at the quantity and frequency of online reviews. A single wave of reviews from a couple years back doesn’t do much good in regard to SEO. But a review every week or two will make a big difference. BUSINESS CATEGORY Similar to the old phonebooks, online directories operate within the framework of business categories. So it’s important to get this right when setting up your business listing across the net. It should be pretty straight forward, but similar categories may present themselves, which could be confusing. Always choose the more local option. In other words, consider what a potential client would be searching for and pick that—e.g. insurance agency over insurance company. LOCAL BACKLINKS A backlink is the term for a hyperlink to your website from another website. If someone mentions your business or website, they will often include a link so that their visitors can easily locate you online.


40

Having quality backlinks to your website builds prominence in the eyes of search engines. They figure there must be a good reason other sites are linking to you. So, the greater number of backlinks, the higher your organic search rankings. Having backlinks benefits both organic and local SEO. However, if you’re looking to boost your local ranking, then your backlinks should come from websites that are located within your community. This is because local backlinks signal higher relevance within a specific community. Becoming active within your community is a great way to garner more local backlinks to your website. Some ways to do this include:

• Present intriguing stories to your local media website with your business as the focus

• Host or sponsor a local charity • Sponsor a local sports team or organization • Build relationships with other local businesses and exchange

online content • Create a blog with interesting topics that others will share • Ask to be listed as a preferred vendor with local business

partners • Get your business listed in local directories (chamber of

commerce, city websites)

CLIENT RETENTION Client retention is a slippery subject. First of all, insurance agencies rarely spend much time focusing their efforts on maintaining the clients they’ve already won. Which is understandable, because scoring new business is more thrilling, after all. Also, like referrals, most believe that retention is a direct reflection of client satisfaction. And in the instances when clients do leave, it’s usually because of factors outside of their control. The truth is, ‘satisfied’ clients regularly leave their service providers, and most of them could be prevented from doing so. But in order to achieve higher retention, you need to make the effort. It begins with providing great service, but it doesn’t end there.


41

CAUSES OF TURNOVER Turnover isn’t just painful, it’s also downright confusing. One day a client is nothing but smiles and the next, poof, they’ve fled to your competitor down the street. What’s more, they left without expressing a single complaint. Come to think of it, they didn’t say much of anything during the months leading up to their departure. So how were you to know they were unhappy? This problem regularly haunts those businesses that are dependent on client relationships for their existence. Most people we speak with—at least initially—believe that price is the largest contributing factor to whether their clients stick around or not. That’s the reason they’re usually given when their clients defect, anyway. The preponderance of research and psychology we studied said otherwise. But to know for sure we conducted a study at Rocket Referrals. Over the past couple years, we collected more than 20,000 Net Promoter Score (NPS) responses from more than 200 independent insurance agencies. We sorted them anonymously by type (negative, neutral, positive) and looked specifically for comments that highlighted reasons for dissatisfaction—a forerunner of client attrition. As suspected, price isn’t the biggest culprit. It turns out that, when asked, clients only claim price is the reason, even though it’s likely not the case. This usually happens either because the person is looking to avoid conflict, or because another reason allowed price to become an issue. Our research showed that, of those clients that eventually defect, 81 percent do so because they lack regular and meaningful communication from the business. This includes following up on questions or specific issues in a timely manner, periodic checkups, returning phone calls, and the overall access a client has to an actual person. These gaps in communication are forming a perceived indifference; meaning they start to feel like the business doesn’t care much about them. This quickly degrades client loyalty and—like a weak immune system that begets sickness—clients defect at the first opportunity that


42

presents itself. So, if a cheaper option pops up, they will certainly take it. But this doesn’t mean that’s necessarily the reason they leave. We also found that the average insurance agency is at risk of losing about 20 to 25 percent of its business each year. Of these at‐risk clients, well over half could be prevented from leaving if they were communicated with more frequently. But the occasional email or newsletter doesn’t cut it. The communication needs to be personal and meaningful. In other words, they need to know you care and have their back. COMMUNICATING RETENTION Regular and meaningful communication with clients is the best way to keep them around. But in order for this communication to fully resonate it must also be meaningful, timely, and authentic. In other words, sending bcc’d emails to your client list doesn’t do much to make them feel loved. Likewise, not returning phone calls or emails is equally as detrimental to client retention. For businesses to be great communicators, they must be both reactive, and proactive in their approach. Being reactive in your communication is as simple as getting back to clients in a timely manner. Perhaps this goes without saying, but from our experience most business owners don’t know just how important this is. One of the top complaints we found by analyzing the negative feedback of clients of service‐based companies was the lack of returned phone calls. There is perhaps no faster way of showing your clients you don’t care much about your relationship. Communicating proactively with your clients means that you are reaching out to them regularly with meaningful content on your own accord. This communication needs to be personalized, valued by the client, and happen over time. The examples below represent ways to proactively reach out to your clients as to eliminate perceived indifference, and aid in client retention.


43

TESTIMONIALS In addition to providing social proof, collecting written testimonials is a very effective way of increasing client retention. After a customer makes the commitment to promote you to others it becomes a part of their self‐image. In our experience, we’ve found that customers who’ve put a stake in the ground and said, “This business is great and here’s why,” are far less likely to leave and buy from another company. The nerdy, psychological term for this is cognitive dissonance: the mental stress a person feels when they are confronted by new information that conflicts with existing beliefs, ideas, or values. In other words, it’s easier when a customer has said “I like this company” to stick with it through thick and thin. NEWSLETTERS Newsletters can be an effective tool to increase client retention, if they’re implemented correctly. Essentially, a newsletter is intended to provide your clients with valuable information regarding your business, industry, and community. This is an excellent opportunity to both humanize your company while also establishing yourself as an authority within your industry. However, many agencies implement newsletters incorrectly, and they backfire by making the clients feel more disconnected than before. This happens when companies include content that is either unoriginal, irrelevant, or both. We call this the copy and paste syndrome. Curating information across the internet and passing it along to your clients is one thing. But if you didn’t write it, don’t make it look as if you did. Your clients will be able to easily spot this ruse and lose some trust in the process. There are several services available that can help you put together templates to work off of. We recommend MailChimp (www.mailchimp.com), as it’s quick, easy, and affordable. Be sure to include content about your business, your community, and information that your clients will find helpful. Be sure to keep regular intervals between each newsletter. We recommend sending a newsletter once a month, to keep your business top of mind, but not to annoy.


44

FOLLOW UPS Regular communication with clients, simply for the purpose of following up, goes a long way to avoid turnover. This can include emails, phone calls, text messages, handwritten cards, or any combination of the bunch. Ideally you’ll want to vary the mediums you use to communicate with your clients (to keep it fresh), or stick with their preferred method. It’s important to keep your follow up communication personalized to the client. Unlike newsletters, you want your client to feel like you are reaching out directly to them, and only them. This can be as simple as addressing email or card to the client and including personalized and relevant content. The best way to accomplish this is to implement a system that can automate personalized communication based on predetermined intervals and/or triggers. For example, insurance agents benefit by reaching out to clients prior to their renewal date. This communication will have an even greater impact on client retention if it appears to be highly personalized and unexpected. That’s why we at Rocket Referrals recommend handwritten cards to be sent at unpredictable intervals, in order to enhance their authenticity.


45

USING ALL THIS INFORMATION

“Knowing is not enough; we must apply. Willing is not enough; we must do.” ‐ Johann Wolfgang von Goethe

Simply knowing what to do is but a small fraction of how to be successful. Example: Most of America knows eating right and exercise will help you lose weight, but we have an obesity problem. So, knowledge alone is not enough. Action, effective goals, determination, constantly learning, and applying all of this will make a successful agent. Check out other available resources on smsteam.net and sms‐university.com and rocketreferrals.com/academy to help you succeed in the senior market. Thank you again for your support and being a part of the SMS team. smsteam.net

sms‐university.com (800) 689‐2800

rocketreferrals.com rocketreferrals.com/academy

(888) 978‐8325


46

ABOUT SENIOR MARKETING SPECIALISTS Senior Marketing Specialists has been helping agents succeed since 1993. We are at the forefront of the Senior Insurance Market with support, training and education. BEYOND CONTRACTS Having partnerships with some of the top names in the industry, SMS offers support to agents in the following fields:

• Medicare Supplement • Medicare Advantage • Dual/Special Needs Plans • Prescription Drug Plans • Final Expense and Life Plans • Annuities • Cancer and other Specified Disease Plans • Dental, Hearing and Vision • Hospital Indemnity Plans • Short and Long Term Care Plans • Home Healthcare

BEYOND OUR MARKET AND OUR CARRIERS We go above and beyond just contracts with personalized service, sales, and product training and support to make sure you are confident and compliant in your sales. WORKING WITH SMS

• Over 9,000 agents have partnered with us • Individual case support: Have a difficult case? We can help! • Full range of Senior Market products • Brand new agent? We have the training and education you need to

get started in the business right. • Have 15, 20, 30+ years of experience? We have the knowledge to

help you grow.

This book is for agent reference only. All links and references were current working links and pages as of publication date. Medicare has neither reviewed nor endorsed the information in this publication. Insurance carriers referenced in this book have neither reviewed nor endorsed the information in this publication.


47

All Rights Reserved. All text and photos are the property of Senior Marketing Specialists or express permission had been given to Senior Marketing Specialists for use. No original text or graphics may be copied or reproduced without written permission. Senior Marketing Specialists 801 Gray Oak Drive, Columbia, MO 65201 1‐800‐689‐2800 www.smsteam.net


48

Documents

Prospecting in the Senior Market online format · 3 Prospecting One of the most important traits a successful insurance agent has is the ability to prospect. Prospecting vs. “Getting