Step #1 to beating lead company dependency.
In previous posts on my blog, I had showed you the things that people believe are preventing them from achieving their goals as an insurance agent. In order to succeed with insurance prospecting, what you have to do is eliminate those symptoms and the underlying problem that causes them.
So here we are going to tackle them one at a time, starting with “I need more leads”.
To get rid of this symptom, it takes a slight shift in mindset. You see, the lead companies want you to think that it’s a numbers game and that you need more leads. But that’s not the right way to approach it.
What you actually need are more qualified and pre-sold appointments.
This is what I was referring to in previous posts. You’re never going to have as many qualified, pre-sold appointments as you will leads. However by having less leads and more appointments, you’ll gain greater success as an insurance agent.
That begs the question: How do you get more appointments then?
It all boils down to marketing yourself. It’s your personality and unique qualities that can set you apart from the competition.
It’s how you create expert positioning, qualify your prospects and pre-sell them on meeting with you specifically. You’ll never get that from the lead companies.
To illustrate my point, here’s what marketing expert John Morgan has to say:
“One of the biggest mistakes businesses make is not understanding that people want to do business with people. If there’s no personality in your business then it’s hard for prospects to connect and care about what you do. Take Pepsi and Coke for example. Sure, there are people who have their preference, but if I’m at a restaurant and I order Coke and they have Pepsi, then I’m drinking Pepsi and not thinking twice about it.
It’s easy to jump ship to a competitor when there’s no real connection.
By putting personality into your business you’re giving prospects something to connect to. That connection is more important than credentials or experience. Once people feel connected to you, it’s hard to break that unless you totally screw up.
Another benefit is that people remember personality more than they remember content. I attended a 3 day seminar once that probably featured 30 or so speakers. All of them delivered great content. But I remember 2 of them. It should be of no surprise to you that those 2 really put their personality into their presentations and a year later I’m still thinking of them and doing business with them.
The biggest advantage you have in business is YOU. So find elements of your personality to put out there for people to connect to.
Personality makes you stand out, and makes you human. Your competition can copy your product, copy your price, and copy your website. But they can’t copy you. That’s why it’s so critical to put your personality into your marketing and your business.”
The fastest, easiest and least expensive way to market yourself in this way that generates qualified, pre-sold appointments is online.
To market online you only need to master three basic concepts: traffic, conversion and optimization.
Traffic is simply advertising to get the right people to your website in an affordable manner.
Conversion is getting your traffic to respond to your marketing message on your website.
And optimization is the process of improving your traffic and conversion strategies.
Step #2 to beating lead company dependency.
This has to deal with the belief that “I don’t have enough time to do insurance prospecting”.
Again to cure this symptom, it starts with a change in your mindset. You probably believe that sales is the most important part of your business. But that’s not the case…
Marketing (or prospecting) is the most critical component of your business because sales don’t exist without it. The definition of marketing is making people aware of your product or service – if they don’t know about it, how can they ever buy?
And Peter Drucker, the godfather of business thinkers once said that “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” In other words, by doing your insurance prospecting properly, you won’t have to do much selling – if any at all – to make sales!
The majority of your time should be spent on marketing, but I totally understand how it can get put to the side because of meetings, appointments, family etc.
That’s why you HAVE to automate your insurance marketing systems online. That way you do the bulk of the work one time and it keeps producing results over and over again. All you’ll have to do is a little maintenance work and management each week.
By doing this, you’ll actually reduce the amount of work you do and increase your marketing effectiveness at the same time.
Step #3 to beating lead company dependency.
Next you have to get rid of all the confusion about what to do and how to get started with insurance prospecting online. The simple solution to this symptom is getting guidance, coaching and training from someone who has walked in your shoes and understands your business.
Someone who has a proven track record of success that can simplify the process for you and show you what really works right now.
I’m sure you know who this guy is, but if for some reason you don’t… it’s Tiger Woods the man who many consider the greatest golfer to ever live. Now I’m certain that very few of you – if any know who this guy is… it’s Sean Foley – Tiger’s swing coach.
Why am I showing you this?
Many agents I talk to take the “I need to do this myself approach”. Some can succeed with this method, but the overwhelming majority will fail.
So I challenge you to ask yourself – If Tiger Woods needs a coach for golf – and he’s the best to ever play the game, should I have a coach helping me to market my insurance business online?
Step #4 to beating lead company dependency.
Let’s address this common symptom: “I don’t know how to build websites”.
Really what people are saying here is that they know they should be insurance prospecting online, but they lack the knowledge and skills they think they need in order to do it successfully.
Here’s the truth. You don’t need to know how to build a website to market online! In fact, you don’t need any technical skills whatsoever. I personally couldn’t code an entire website nor should I…
What you need to understand are the principles of online marketing and part of that is what goes into a successful website. Then you need a simple system for leveraging cheap outsource labor that will do the dirty work of creating them for you.
I also recommend that you have some templates to study, modify and use. This will significantly short cut the learning process.
Step #5 to beating lead company dependency.
This symptom is a doozy – “I spent a bunch of money on a website already and I don’t get anything from it”.
The core of this symptom is really a fear of additional failure or loss. Now if you can identify with this statement, let me talk about your current website…
I can say with 100% certainty that it wasn’t developed by someone who has sold insurance and understands insurance prospecting online. It probably was put together by a graphic designer who knows how to make a nice looking website for information purposes only. That’s why you spent a bunch of money and get nothing out of it.
The other side to this story is that just having a website isn’t enough alone. The more important piece is getting targeted traffic to your website.
In order for any website to be successful, it must be designed by someone who understands how to sell your product or service and you must know how to drive targeted traffic to your site so it can do its job of creating you appointments.
Now if you only get one thing out of this blog post, you need to get this: “the single biggest cause of insurance agent burnout and failure is becoming dependent on lead providers. Only the agents that can leverage online systems to automate their insurance prospecting and marketing will be successful today.”
It’s actually pretty simple to get started insurance prospecting online. In fact, I have put together a free video that will give you the #1 secret to generating exclusive qualified and affordable insurance leads online.
You’ll be able to take this secret and apply it immediately in your business to begin the process of beating lead company dependency.
You can get this free video by simply clicking the button below: