This post is part of a series on insurance marketing and training sponsored by Astonish Results.
The Astonish system and company structure are built on many of the principles discussed in Kenneth Blanchard’s Raving Fans. The book focuses on creating a company that gives to its customers in a way that exceeds their expectations. In return, these customers become loyal and raving fans of the company. As an agency principal, the only way for you to see success and growth in your business is by turning your clients into raving fans.
Raving fans lead to free brand building, cross-selling, and referrals for your agency. Your staff should be trained on systems that give to clients. To develop these systems, paint an image of how your agency will run in each department. Blanchard declares that each company must “create a vision of perfection centered on the customer.” Be accessible, informative, and roll out the red carpet for prospects and clients. A giving approach should be taken in every aspect of your agency: marketing, sales and service; also known as the Find, Sell, Keep model at Astonish.
Your website and social media sites should contain a wealth of knowledge about the insurance industry and address pertinent issues in the community. Constantly reach out to prospects with your marketing, not with a sales pitch, but with an offering of information and advice. Consider sending out a newsletter to prospects that delivers information on the different lines of insurance your agency offers and how your reps can help.
To be giving and exceed expectations, your sales department should research clients and their needs before even speaking with them. One of the important principles of Raving Fans is to “discover what the customer wants and deliver plus one.” Each sales rep needs to be ready with plenty of options for the client and explain each option in detail. Giving to a client during the sales process closes the deal and sets the tone for what they can expect from your agency.
By keeping clients up to date on new products, promotions, or offers, your service department will create raving fans. Turning current clients into loyal, raving fans gives you a high renewal rate and is important for referrals and the reputation of your brand. Create consistent systems for service reps so they handle each client interaction in the same giving way. According to Blanchard, consistency is key. He states, “Delivering your product or service properly time after time without fail is the foundation of Raving Fan customer service.”
While sales and cross-selling are important, they shouldn’t be the only goal of your agency. To be giving agency, you and your staff should be focusing on creating happy, well-informed prospects and clients. If you put in the work and give wholeheartedly to all three parts of the Find, Sell, Keep model, you’ll create Raving Fans and build a reputable brand.
About the Author: Tim Sawyer is the Co-founder, President, and Director of Client Services for Astonish. His company offers a complete digital marketing system that includes coaching and training for local agencies. Being a giving agency in all parts of the Find, Sell, Keep model is just one of the aspects Astonish coaching touches on. Many successful local agencies are seeing extraordinary growth and profitability by incorporating the Astonish system into their marketing plan.