October 7th, 2009 → 2:14 am @ Richard
Health insurance lead generation or life insurance lead generation can be difficult. It’s a very competitive market and it’s difficult to distinguish your insurance products from those of your competitors. In some cases you’ll even be selling the exact same insurance products as your competitors. So how do you set yourself apart from the others and generate more insurance leads?
Actually, the answer is in the question. You need to set yourself apart TO generate leads. Let me explain. When someone is looking for health insurance or life insurance there will be no shortage of businesses and agents lining up to take their business. From the customer’s point of view it can be very confusing. They want to make sure that they get the best possible coverage at the best possible price.
You’re in a good position to advise them but they have no reason to listen to you over anyone else – to them it’s all just a sales pitch. They don’t know who you are. They don’t know what you know. You need to create trust.
Trust is important in any business but in an industry where the customer is confused by contradictory claims and jargon, it’s essential. Trust is based on a relationship – either with you personally or your brand – but you don’t have the time to go out and build relationships with every single prospect individually. You’re still going to buy leads in. You’re still going to do all the things that you usually do. But, to generate more trust — trust that leads to leads — you should consider the following three ideas:
People are confused. Ideally they want a simple, unbiased answer to their questions: what is the best coverage for me and what is the best price I can get that coverage for. To generate trust and build leads for your insurance business, you should look for ways to answer those questions, minus the sales pitch.
You could start with a few introductory articles on your website, covering general insurance topics. People searching for this information online are good prospects. Providing that information means that they will find you before they find your competitors – and trust you more because you’ve helped educate them.
People like doing business with other people – especially people they know. Again, it’s down to trust. There are plenty of opportunities to bring your own personality into how you market your business. You could start in your local market by being an active networker.
Online you should make sure that your website – and all marketing communications – display elements of your personality and include things like personal biographies, contact details and even photos. Finally, you can use any number of social networking tools to help build your personal profile online.
Referrals are great business because they come with an endorsement attached. Accountants, solicitors, financial planners or any other professional could well be able to refer business to you. When they do, your job is simply to uphold the trust they’ve put in you and do a good job for the client. Customers are also an excellent source of referrals in the same way.
However you choose to generate leads for your insurance business (health insurance, life insurance or any other kind of insurance), finding ways to build trust is an excellent way to set yourself apart from your competitors and encourage people come to you.
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Tags: Generating Insurance Leads, Health Insurance Lead Generation, Insurance Lead Generation, Life Insurance Lead Generation
