I am a little older than some of these agents and I have a website that is function able to offer reactive services upon request online. I also have Facebook and twitter accounts and linked in, the problem with tech is that people want to have relationships at certain points of their lives. That is why a little older agents kick the you know what out of younger agents. Older buyers and even younger ones want to feel like their agent is successful without their account and won’t lie or cheat to get it and that they are stable, reliable and knowledgable and have developed a friendship with. Young agents and the author forget this, bring on this revolution! Lol…..
I enjoyed your thoughts… One question I have is about your comment, “the problem with tech is that people want to have relationships at certain points of their lives.”
Are you saying that people cannot form relationships through technology?
Mr. Ryan Hanley – You sound like a pleasant enough guy. No really. However, you come across, with all of your quick posts, as the moderator of this discussion. Why didn’t you just post once, and put your self promoting website address in the post. That way everyone would know you have an agenda.
I was interviewed in the Article and wanted to reply to each comment with a direct response addressing my thoughts since the comments are referring the opinions I expressed in it.
And there aren’t any links to my website so I’m not sure what you mean? Nor did I reference the fact that I have a website…
I think it’s more polite and personal to address each person directly.
Thanks Ryan for the response – that makes perfect sense!
May 26, 2012 at 3:17 pm
Sarah says:
Like or Dislike:
1
1
Ryan, yes that is exactly what I am saying. Younger agents and buyers of insurance are really not as interested in forming meaningful long term relationships. Their main desire is for monetary success and driven by ambition, (Btw,I am not saying greed) ambition is a great thing for younger people. Yes I honestly do believe it is impossible to form any real personal relationships by email or testing. Us that are in the over 40 something group are more interested and are skilled at forming more meaningful long term relationships than the under 35 group who texts, email, and they fire their agent because his premium increased 10% last year. We are personally connected to our clients, know their family, know their desires and insurance needs. If you don’t believe me, keep trying to close your 10k revenue account by sending your proposal by email, then you keep sending emails and texts to the owner of the business. Maybe he will reply with Sarah was here just left with my check and Down payment. Thanks for the professional proposal, call me next year, Sarah matched your proposal. ….. “you just got rolled!”
Sarah – you and I are really one the same page, including a few others. I stepped aside for about a week, but I’ll jump in again.
If the younger agents/brokers want to have everything by text, email, etc. then they are going to reap what they sow.
The carriers will eventually say, “if you are not going to give value and all you are doing is basing everything on price and you are the electronic go-between, then your percentage for new business will be 4%, and renewal will be 2%.
Plus, where is field underwriting in all this texting, email, blogging world? Where are the underwriter comments on this subject? Or, is field underwriting something the new agents/brokers don’t even think about anymore?
I am a 24 year old, new to the insurance business, and trying to develop a system for prospecting and lead generation. Now, in my experience, my target market is going to typically be people under 50. I would love to have more clients on the cusp of retirement, but it’s a little harder for them to take me seriously at my age. But the ways of prospecting that agents used 10-20 years ago isn’t going to connect to a younger prospect group. We don’t answer the phone when it’s a number we don’t know. We typically communicate with text messages and on facebook. So, ultimately, we’re not losing a personal connection with our clients. We’re just forging the connection through different means. I have still had face to face meetings with my clients, and get to know them and their situations and needs, just as you would. And by wanting to submit business electronically- we’re just becoming more efficient. I don’t believe that by contacting people electronically, rather than by cold calling etc, we are losing any of the personal connections that are forged between the agent and client. Ultimately, as society evolves, we have to find ways to adapt our business methods to suit it. If you are coming across young agents who don’t care about building relationships with clients, that is their own personality flaw, and not to be blamed on advancements in technology.
June 21, 2012 at 8:18 pm
Josh Monen says:
Like or Dislike:
1
0
Hi Sarah,
I’m 28 years old and I was a P&C agent for 4 1/2 years before starting my own company. And I would have to respectfully disagree with your comment that “Younger agents…are really not as interested in forming meaningful long term relationships.”
When I was an agent I formed many rich relationships with my customers who I’d never met face-to-face. I would communicate with them via phone and email yet I still was able to build rapport and know them on a personal level. I got to know who their children were, what they did for work, their favorite sports, etc.
And in my last review period I wrote 222 policies. But more than that I received many “thank you” notes and emails from satisfied customers.
Really it comes down to relationships. Being able to connect with people on a personal level and letting them know you can meet their needs. Technology is simply a tool to help accomplish that goal. But to say that younger agents who favor technology don’t know how to form long-term relationships is simply an opinion not based on fact.
It’s the wave of the future, social media, on-line chat help, communication via email, blogging ….. endless opportunities available and those that jump in will reap police$, offices with the idea of still running off writing by hand and faxing documents are laughable
James, nobody writes policis by hand anymore and we havent faxed in a long time. We also have FB, Twitter, linkedin and blogging and nobody is under 30 in my department. I’ve been in this business for 20 years and nothing can trump experience. Every younger person I’ve seen hired wants to start at the top without knowing anything. I meet with a lot of clients and referral sources in person. People do want the personal touch, unless you want to compete with Geico then knock yourself out.
I think the statement, “Every younger person I’ve seen hired wants to start at the top without knowing anything.” is a bit a broad sweeping generalization and simply isn’t true.
I think that younger people want to use the tools they grew up with. Also who ever said that you can’t have an Online and Offline relationship with someone?
I don’t think that using a tool like Social Media and Digital Technology precludes an Offline relationship… If anything it strengthens it.
Ryan I said ‘every young person I’ve seen’ that’s my experience. Also I am for Social Media, I use it to keep my name in front of the referral sources when I’m unable to see them in person.
+1 from me FLagent/insured. I don’t believe it to be a broad statement. They seem entitled. Playing video games during the work day is a prime example. Just because the agency doesn’t work “normal” hours doesn’t mean the carriers don’t. I hope there’s someone at that agency responsible enough to do the follow up, but based on the fact that it’s home based it’s just our gamer.
May 23, 2012 at 3:33 pm
Jason D Cass says:
Like or Dislike:
0
0
Mr. Solvent:
. Because I am a “gamer” during those hours doesn’t mean I do not work…the basis of what is considered work time is the point. I Entitled?..once again this is a broad statement. I started my agency from scratch. You don’t know me nor my generartion to make those accusations. It is this type of attitude that making this industry unattractive to the younger person and that is the sad part. This is the greatest industry the world has known, yet most young people don’t get to know it due to those type of statements and attitude.
May 23, 2012 at 4:04 pm
Mr. Solvent says:
Like or Dislike:
1
1
Jason, you cannot work and play video games. It doesn’t work that way. Sorry to break that to you. That time could be better spent working toward multi-lining your existing book or reaching beyond the “new media” to build your business. I’m not against using Facebook, Twitter, Linkedin, etc to build your business. I do it myself. What I am against is your arrogant attitude. Your response to me just proves your arrogance and frankly your ignorance.
If you can keep the carriers happy being a part time, one man show, that’s fine. Pushing this type of work ethic is a joke. If you were as successful as you claim, there would be no time to play video games. You’d have more service calls than you could handle by yourself from your home. You’d have to manage your business and carrier relationships. You’d have HR and payroll to worry about. You’d be doing anything but playing video games.
May 23, 2012 at 4:12 pm
Jason D Cass says:
Like or Dislike:
1
0
Totally respect your feelings man…time is short for everyone and this business does require alot of work and time..thanks for reading the article and replying. Another great reason for online articles..expression of ideas and opinions are what make America.
Thanks again.
Jason
May 18, 2012 at 11:54 am
Insurancegal20 says:
Like or Dislike:
0
0
Although I’m a little on the fence..Well said Sarah :)
So true! Nobody writes or rates policies by hand anymore. On occasion we fax via microsoft outlook. It’s all about rating through PL rater, FSC and carrier websites and Esign for apps. It’s mainly the oldie but goodies that want close personal touch.
I am also interested in the Esign technology. I know I use it to buy all sorts of things online and in my short sales experience, when I am not able to personally meet with a client I must e-mail or fax. It is then printed signed and rescanned or fax which degrades the quality of the image. I think being able to send an email to a new client with a link to an Esign page would be great.
Marketing concepts change over time because we are always thinking of new ways to gain a client. Right now, we have a mass of technology: LinkedIn, blogs, Facebook, Twitter, personal branding websites, email drip marketing, etc., etc., which is evolving and will continue to change the way we reach out to prospects. While a certain small, but growing, percentage of prospects will opt for an all electronic transaction, I personally can not ever see the human to human relationship changing to where we only exist in an electronic world. So, you younger agents, better be working on your face-to-face relationship skills, because for right now and the foreseeable future if I am up against you on a person-to-person basis – the sale is mine!
Steve & FLagent, I understand what your saying and I agree that you have the right approach for the current state of the marketplace and the foreseeable future, but one day the tech generation that could care less about the p2p approach will represent everyone’s business. I don’t think social media is the technology we need though. Maybe it helps an agent, but it has no value to clients. What we need are services like eBrokers provides the financial industry. Before them, we did p2p business with financial agents/brokers and everyone said the face to face relationship could not be replaced. Now we have services like eTrade that changed everything and no one seems to be missing the phone call or drive to UBS to buy a stock. We need to realize our personal care is replaceable just like your stock broker and create technology that does every aspect of our job.
My personal belief is that many Insurance Professionals are misunderstanding the purpose of Social Media and Digital Marketing…
It’s not a new way of doing business (Though the 7 Million plus policyholders that GEICO has would prove that there is a Large Market for Digital Only relationships) it’s just a NEW WAY of building relationships and delivering value to our clients.
When I say that as an Industry we need to embrace technology it’s not because I don’t want visit someone’s home and business and get to know them… It’s because a growing population of Americans communicate and educate in an entirely new way.
To pretend that people don’t want that would be naive. But I do 100% agree with that there will always be a group of people that want Face-to-Face…
The oldies, have some misconceptions of what is going on. The online world doesn’t replace one on one, it complements it. The fact that outlook as an email and fax is mentioned, already shows how far behind some are.
I absolutely agree. Technology is here to enhance these personal relationships not to replace the human to human interaction. Building relationships will always be central but embracing these tech tools will give any advisor (new or experienced) an edge to get in the door, generate a buzz, and build a brand that will generate loyalty and revenue. The opportunity is limitless.
I am have recently entered the insurance industry and I am very interested in using a strategy like what you are talking about here. In my short career thus far I have tried very hard to build the strongest relationships with my clients. I will be doing as much as I can to implement technology to help me be closer to those clients.
Thanks to everyone for their comments, very enlightening discussion!
I’m with you, young. Not only does having an online presence in the digital age compliment face-to-face interactions, doesn’t it also make day-to-day operations more effective and efficient? Before the use of tech tools, such as Skype and Twitter, for instance, how easy was it to do business with someone who lives across the country, or even internationally? The use of advancing technology is helpful for finding new people to do business with, forming stronger professional relationships with, and for doing better business with them more quickly and easily. Face-to-face will never be disregarded, it will only be made stronger as our use of technology and social media advances. PLUS, use of these tools only makes the industry more appealing to recent and upcoming grads who may have previously disregarded it as an “aging” industry. There are so many great possibilties out there for advancing our industry if we just open up to them!
Steve, I could not agree more. We as more experienced salespeople should help the younger texter’s with their personal relationship and communication skills. But, I guess we could learn a lot from them on reaching prospects by email and social media sites.
Most kids these days will not look you in eye or use common courtesy social skills, like even “God bless you” or “excuse me”. I think the author should do a story on the lost communication skills by the younger generation.
I believe you have a very valid point here. As a 24 year old agent I can agree that many of my peers do not act professionally at times.
I have made a point to socialize myself through real physical connections and social media.
I think there is a middle ground that will be found through collaboration between the young and the old that will eventually set new social standards.
I’m 33 years old, so I’m not sure in which category I fit…”younger” or “older”. But, I do have an opinion this topic.
For me, I prefer to do everything online, with no interaction with humans. I run a pretty large operation where I have to constantly interact with employees and business partners. I don’t have the time to meet in branches or speak to someone on the phone.
However, WHEN I do want to need to speak with someone, I want to have a personable experience. I recently changed my auto and home policies from a local NW agent to Progressive.
I loved the 1 on 1 interaction with my NW agent, they new my name, my history, etc. But, it was paper signing, faxing, etc. With Progressive, I do everything online, and documents and payments are easy.
I think the future is going to lead with technology and online interaction, but the competitive advantage will be the people behind on the chat log, phone and desk when you really need a live person.
Ethan, as you get older, have more success and money, have made relationships because you like someone and have a desire to connect with successful people like yourself and do not really care as much about saving a dime or a minute here or there. You will truly appreciate the face to face interaction you have with your agent, CPA, Attorney, Realtor & Financial planner. Gone will be the days of Charles Schwab, Progressive with their limited named driver policies that no one should buy. Or the Liberty tax preparer that’s cheap and missed 5 deductions you could have had. Having personal relations with a team of professional service providers is probably the biggest key to success in your 50 s and 60s you will have. Not to mention probably your biggest referral source you will have. Good luck with your career in the very best of those professional service businesses. Insurance sales!
I’m all for a “revolution” in the way insurance is marketed – whatever it takes to bring in the business, and each individual’s style can be appreciated. What is necessary, however, is a differentiator to contrast the value agents bring to the table. Part of the equation must come from the carrier, and so far they’ve done little if anything to differentiate the service from a product, a commodity to be bundled and discounted more cheaply than the other guy’s “product”. My recommendation to the “young indies” is to make sure you continuously upgrade your insurance knowledge through coverage-specific courses; that way you will always have the edge over the direct-response script-readers, that way you honor us oldies who have come before you and have brought this agency system this far. If you don’t, the public will never know the difference – you might as well be peddling Amway. ITSS – It’s the service, stupid! That’s the differentiator and always has been. It didn’t change when the telephone was invented and agents used that to X-Date and make appointments over cold call knocking on doors. This is yet another communication device in a successive evolution of communication devices. In the end, it still about trust and relationships, it’s just another way of talking people in “the door” so-to-speak.
I think you are going to see the Support from Carriers increase drastically in the coming years.
There are some amazing carriers behind ProjectCAP… Look for more to come on that and how it’s going to help Agents educate their clients and prospects…
Ok, from an ‘older’ agent that is trying to get plugged in more so;
I’ve read all the messages about ‘insurance’ being pursued via Facebook, blogs, Twitter, etc. No one is discussing whether the
online presence is predominately successful in personal lines (auto/home); commercial (small/medium/large) accounts and how the clients are hooked in as well. At our agency have a multitude of small accounts (under $25K) where it’s all about email, e-sign, etc. Not so much with those who are paying a higher premium – I wouldn’t think of not meeting my clients in person that are larger and more complicated than just a general liability policy for a restaurant. You can only compete when you are bringing something different for your clients apart from just premium Online presence is important and I recognize some of the values; but as others have indicated – it’s got to be a complement to the trust / relationship / confidence your clients recognize in you.
This article is full of hot air. I’m 30, and have had way more success meeting face-to-face with clients than I have through spamming people with email. How many of you actually read every single marketing email in your inbox?
“Blogging capabilities” Please. It’s dead easy to set up a blog. I’m tired of hearing people brag about their blogs like they’ve accomplished some massive feat of creativity.
There is no doubt that blogs are relatively easy and I 100% agree that it is not some great achievement in of itself. The hard part is consistently writing good and relevant posts your audience wants to read. Content is king and engaging with your readers, which could be prospects or clients is where the magic happens.
I love face to face meetings more than anything else, but you also need to find a way to reach people on their terms, not yours and sometimes the best way is through blogs and various forms of social media.
The point that you are missing Mario is that Blogs are not meant to REPLACE face-to-face meetings their meant to educate and enhance the relationship you have with the people your meeting.
They help you stay top of mind and consistently Deliver Value to your clients…
How many times a year can you interact with a client if your meetings are only Face-to-Face?
Mario, you are on the right track! Keep up the sales calls and do not follow the lemmings off the cliff! Keep your focus on who is a qualified prospect and you discipline in calling on those that do qualify and you will be successful. I can guarantee it!
Facebook has faceplanted so far with its IPO…….anybody use or even remember Myspace?? Social media is a trend that will most likely always be around but will continue to change and evolve dramatically with the always perpetual newest thing.
I personally do not believe that operating, managing and selling insurance primarily through social media outlets is a safe and responsible practice. Could bring up some interesting E&O issues though.
Nothing can replace a good agent writing with/for a good company and a face to face meeting with the insured to discuss and provide proper coverage for everyones unique insurance needs. IMHO.
I have never had a face to face meeting with an insurance agent (well, except once when I turned 16, an elderly family member brought me to his agent to buy minimum limits for my car). I am 30.
I think your thoughts are good and I appreciate them…
However, statically in the Personal Lines market this statement is simply not true, “Nothing can replace a good agent writing with/for a good company and a face to face meeting with the insured to discuss and provide proper coverage for everyones unique insurance needs.”
I would love to believe that it is but the consumer is the true test to what works and what doesn’t and GEICO, esurance and Progressive Direct’s growth numbers paint a different picture.
That is why AllState is closing offices and bought esurance.
Now don’t get me wrong I’m an independent agent in a small city and I firmly and resolutely believe in what we do and service we provide.
But to pretend that the average consumer isn’t changing the way they prefer to do business is a mistake in my PERSONAL opinion… And believe me I very much respect your opinion.
In 5 years 30 year old insurance consumers (prime buyers who are starting families and buying cars and houses) will have never taken an adult breath without FACEBOOK.
How will we as IA’s market to these people? They have entire friendships built and sustained Online… These individuals do not see the need for Face-to-Face… And if we don’t have an Online presence we will miss the opportunity to Build a relationship with them…
Ryan, they probably will have to work for someone else for fear of actually having to engage someone in a business setting. They could possibly get a job because someone believes in tech driven sales in the insurance business. That’s only if you can wake them up to go to work in the morning after playing video games all night. And texting and looking at their Facebook page and surfing the web all day during work. Then blame their boss for getting fired for non production.
Wow! I just now read all these comments…Thanks for the response..it takes guts to say your thoughts online!
Digital marketing is nothing more than what every generation before us wanted to do, enhance relationships to the mass. They just had a select amount of tools to do it with in the past. Now the tools are here to use.( I also find it funny that if we “young agents” call the older generation “old agents” this is disrespectful, yet in the above comments we are called kids..I find that disrespectful).
A Google search for insurance in the sponsored links is a cold online lead (phone book), social media is a warm online referral. When you create a dialogue and conversation with your prospects & clients you enhance the conversation and the relationship. The clients I have in my agency that found me through online social channels knew me before they called me( and when they call me , I look them up through social sites to see if they are a fit for my agency). They knew about me, my family, and who I am as a business person. The veterans agents get this same type of thing except they have went to the local chamber or rotary club, and this is where their clients found out about them. Veterans agents have sat around since the beginning of time and wished there was a way they could reach a mass amount of people in the same personal way as the 20 people who meet every Monday morning at that rotary club, coffee shop, or chamber business after hours. Well guess what it is here, and the tools to make it happen are available for everyone, “young” and “old”.
It enhances conversations by cutting through the nonsense and getting to the point. If Jim is a prospect of mine and I have been following him through social channels, and he has been following me, I don’t have to start off the conversation with” Hey Jim, how are you and the kids”..no I start the conversation with ” Hey Jim, things are going really well for you. That is awesome that your son Jake got perfect attendance this year in school, and Kimberly won 2nd place in her swim meet” That is personal touch…that is knowing your prospects, and clients…that is sales in the 21st century.
Last, I do not have one client in my office that I have not met face to face with. I use EZBuy for email signatures but that is for signing documents that are not in the buying decision. (example loss history request). I feel strongly that we have a value proposition to keep and that is face to face.
You can fight it all you want, but it is here to stay. My prior agency owner didn’t listen to me after 7.5 years, so I left and started my own. Now he is selling his agency because he is losing business. I feel that if other agencies don’t start to take this seriously, this is just the beginning of the revolution. Not of what the agents want, but of what the clients want.
I think the bottom line is that we as agents all want to serve our customers with the best service possible. The reality is that the newer generation may have a new way or style they preferred to be served.
It’s not always about how WE want to market, it’s about how THEY want to buy. Every situation is different. I have many clients who want nothing to do with social media or even email for that matter and others who I have Facebook chats with to answer a business question. You need to be accessible to fit their needs.
At the end of the day, it’s all about our relationship with our clients.
One thing that the young agent needs to understand is that you and your clients will not always be young. With that aging, your clients will change to be more like the older people that you see in the business world. It is part of the aging process and they will want face to face, more security, better service and a personal relationship. The superficial relationships of social media will become personal relationships over time, and if you keep that client, over the years they will become personal friends that rely on you as a trusted advisor. Social media is a commodity thing, personal service is the long-term desired relationship. Trust me, you will change and so will your clients.
First the generation that is growing up right now will have lived their entire lives with Online Communication… What does getting older have to do with Not wanting to use a communication form that they’ve used for 50 years? Additionally do today’s older generations NOT use the telephone anymore because their older?
Second, I do not think that Digital relationships are superficial. I think they can be just as strong as a face-to-face relationship if you build them and sustain as such.
If you address Digital relationships in a superficial way then yes they will be superficial but if you place Value on those relationships and nurture them then they will be just as deep and successful as if the person was sitting in front of you.
But these are my feelings and opinions. We are each given our own.
Does anyone still break up ground with a Mule and Plow ????
There will be older ladies and gentleman that will always think it it crazy to have any kind of relationship without ever having shaken said persons hand. I can understand this because of the way I was raised up.
However, things are changing and it will continue to change. Eventually all of those people that had black/white television sets or sat around the radio will be in the ground. Just like those that can remember other historical things are gone now.
Business will change more and more over the next 10 years. It is coming and everyone will do it the new way simply because the old way will become absolete. This is just the nature of the world.
The Handshake went out the window and those of you who do business by the handshake will be burnt if you have not already been. Why is it so hard for you to imagine yet another change.
***I am not saying my handshake doesn’t mean anything. I am just saying if you do business by the handshake and not have someone sign a contract you will be out of business. The same goes with this new technology … just look at Blockbuster and Redbox.
Agent B, go ahead and try selling insurance without ever shaking your customers hand, people have been trying that for years, yes you can sell personal auto to kids or homeowners to people going into foreclosure. But you will ultimately sell your unprofitable book and join another firm or leave the industry. Your generation with ideas of selling without getting to know your prospects is nothing new. Many have failed before you. Carriers have the only real chance of mass advertising and discount sales but they too always either sell, Essurance to Allstate or the succeed in driving their agents away, ie; Proggressive.
Ryan with all due respect, I come from a place of experience. It has nothing to do with older people not wanting to use technology, it has to do wih the proven time tested benefits of face to face selling. Let me give you an example.
I am sitting in front of my prospect asking qualifying questions going through what my firm offers in the way of risk control and proactive services. I look up and see that he is un impressed, I change course and ask mor qualifying questions and discover his real pain is that his current agent does not come out and see him and address his coverage issues. I put together a service timeline and explain what i will do over the course of the year and guarantee him and shake is hand on the fact I will do what he is not getting now. I then have him sign a BOR and his online agent just got fired!
See how that worked, I have been doing it for years, and yes when I was young and thought I could send marketing letters from our word processors and sell isrance without meeting my customers. I was wrong and so are you.
I don’t think anything beats face to face selling, but I think you’re missing the the point. The opportunity to engage and inform our prospects and clients when we are not face to face is unlimited with technology.
I have had many great in-person meetings with both prospects and customers due to the fact that we had already formed a relationship through social media. Why would you not want to grow relationships from all levels?
The example you gave certainly could hold true, but let me provide an example of how technology may work in favor of an agent. Let’s pretend I specialize in a niche. I have developed relationships in my niche through social media, blogging about topics that could help their business, and sending email newsletters with valuable information. I also provide video testimonials from other satisfied clients in this niche. When we finally meet, the prospect already knows, likes, and trusts me.
Even though this prospect has a good relationship with another agent who they meet with regularly face to face, my continual engagement with valuable information for their business has opened the door and created a high level of interest. I may or may not get the business, but either way I continue to engage this prospect using technology.
Here is the key though, my content must be relevant and helpful to their business. That the tough part, because you have to think, research, and look for creative ways to enlighten and enhance the relationship.
A blog, YouTube video, Facebook pages etc, can be viewed 365/24. Face to face is great, but why pass up this opportunity? I don’t think this is an argument about good vs. bad or young vs. old, it’s simply looking at ways to do things better and more efficiently.
Brent, you can do your YouTube videos, blogs that really busy owners of businesses do not have time reading or remember who even wrote the blog. My prospects just need to know my firms name and reputation, I can do that through strategic advertising, email, Facebook etc. But the only way to sell quality accounts is face to face eye to eye contact with my buyer and research on the owner and business along with my precall strategy done in advance of my call on the owner. That is the only real effective way to sell. Go ahead and waste your time if you want.
May 26, 2012 at 9:48 pm
Brent Kelly says:
Like or Dislike:
0
0
Sarah,
We can certainly agree to disagree. As I said, I don’t think this is right vs. wrong as much as a new way to reach and connect with our prospects and clients even further than traditional strategies.
I certainly respect your opinion and wish you the best.
You as well Brent, I am not saying we should use Facebook as and advertising and research source for prospecting and an email marketing campaign through email. Of course we use the latest tech, but there is no substitute for face to face selling.
You sound as if you doubt these marketing techniques and feel that with time we will be proven wrong. I know Brent, and Ryan, and what we have been doing has been working…and we have been doing it for 3-5 years. We give presentations and seminars showing how to do this. Agents call us with glee after they have used these ideas and methods. The topic of whether or not these things work is over.. We have shown and proven, that not only are our closing ratio’s allot higher due to the digital marketing(%60+) than the traditional(%30-40), but our retention results are off the chart. We feel passionate about this because of these reasons.
You have stated many times that you have wanted to use other ways to create relationships, but it didn’t work…the tools are hear now. This is the good news! You stated above that at one time using a word processor you hoped that this would allow you to sell without face to face interaction…looking back now we know that would not work, and really it never worked to form or keep a relationship. We are and have been using these online methods for years…and they are working..and working very well.
Last, as Brent said above very clear and well.. These are just techniques and methods we use to find, and attract prospects and clients…we still meet face to face with our clients. We still go to baseball games with them and take them out to lunch, but our relationship is deeper due to knowing things online that we can discuss offline.
I would like to offer you something. If I come to your town when I am traveling to show and teach these to agents, if you come I will let you come join us for free. During these presentations I open up my agency and digital sites to show you the results. Not theory..results.
Sarah we appreciate your thoughts and love having this discussion with you. The key to life is to be passionate about things and you rock it like no other.
All this relationship building through social media is wonderful, but until somebody actually buys something you’re probably wasting a lot of time. I have websites, Twitter , a Facebook business page, sales links, and a monthly email newsletter. I’ll keep doing those things, but I don’t expect them to produce new clients. Person to person interaction does that. All this other stuff may be great for image building, branding, if you will, and for service after the sale, but to acquire new customers you have to TALK to people.
Hi Ron, I agree that “until somebody actually buys something you’re probably wasting a lot of time.” I like that statement because it shifts the conversation from “opinions” to “facts.”
Many people have opinions about sales and marketing but isn’t the proof in the pudding? Let’s say Ryan invests 5 hours a week on social media, blogging and email marketing. And let’s say that yields 5 new policies. Now let’s say Sarah invests 5 hours a week doing fact-to-face networking but only yields 3 new policies a week.
In this fictitious example would we agree that Ryan’s strategy worked better than Sarah’s? Of course it’s not entirely scientific because Ryan and Sarah have different people skills and experiences. But the point is that we can’t waste our time debating opinions if we really want to be successful and serve people in the best way possible. Instead we need to focus on facts. On empirical evidence.
It blowes my mind how the “young generation” uses the term of Young vs old. Expecially when its the “old generation” that developed this technology you speak of. Look at the age of Bill Gates. Although, you are correct about the use of technology, it is because of the “old generation” why we have it to use. Other than fb, the “young generation hasn’t contributed much at all. Maybe it because they are too busy playing video games.
Wow, yes — I hadn’t thought about how the young workforce must be impacting this industry. Interesting! Also, I think that there are better software and web-based tools out there now for people to use, like total compensation statements, that are enabling insurance agents to really hone in on what is important to their clients. The old geezers don’t like to learn more about technology!
Wow, yes — I hadn’t thought about how the young workforce must be impacting this industry. Interesting! Also, I think that there are better software and web-based tools out there now for people to use, like total compensation statements, that are enabling insurance agents to really hone in on what is important to their clients. The old geezers don’t like to learn more about technology!
As an agent I worked for the Insurance company That issued the first Insurance policy in the field by computer, I am also an Electronic Engineer. I have found that my office equipment and marketing ability,All social media, the web, A fully operable site with real time quoting, internet marketing, I usually stay about 5 years ahead of the companies I broker for P & C, Life, Health and Surplus Lines, My point how and who can run a company 100% Electronically when the companies you broker for do not have that capability. Also as a Broker I found that you will have little influence on how the insurance company choose to do business. This conversation seems to center on how you will react with your clients only. there is a flex curve that must contain you, the client the company and technology.
Have a Good Day.
East ryder/
I HAVE JUST GOT LICENSE FOR P/C.
PLEASE ADVISE ME TO JOIN INSURANCE COMPANY OR INDEPENDENT AGENT.
MY GOAL IS TO WORK AS INDEPENDENT AGENT ?
INPUT APPRECIATED .
Great Article! If anyone is looking for help attracting young talent so your business can grow I worked with Insurance Growth Consultants and they were great at changing the way I marketed my company to the younger generation. Find them at attractingyoungtalent.com. I’d recommend them to anyone looking to scale their business
I am a little older than some of these agents and I have a website that is function able to offer reactive services upon request online. I also have Facebook and twitter accounts and linked in, the problem with tech is that people want to have relationships at certain points of their lives. That is why a little older agents kick the you know what out of younger agents. Older buyers and even younger ones want to feel like their agent is successful without their account and won’t lie or cheat to get it and that they are stable, reliable and knowledgable and have developed a friendship with. Young agents and the author forget this, bring on this revolution! Lol…..
Hi Sarah,
I enjoyed your thoughts… One question I have is about your comment, “the problem with tech is that people want to have relationships at certain points of their lives.”
Are you saying that people cannot form relationships through technology?
Thanks
Ryan H.
Mr. Ryan Hanley – You sound like a pleasant enough guy. No really. However, you come across, with all of your quick posts, as the moderator of this discussion. Why didn’t you just post once, and put your self promoting website address in the post. That way everyone would know you have an agenda.
Steve,
I was interviewed in the Article and wanted to reply to each comment with a direct response addressing my thoughts since the comments are referring the opinions I expressed in it.
And there aren’t any links to my website so I’m not sure what you mean? Nor did I reference the fact that I have a website…
I think it’s more polite and personal to address each person directly.
Thanks,
Ryan H.
Thanks Ryan for the response – that makes perfect sense!
Ryan, yes that is exactly what I am saying. Younger agents and buyers of insurance are really not as interested in forming meaningful long term relationships. Their main desire is for monetary success and driven by ambition, (Btw,I am not saying greed) ambition is a great thing for younger people. Yes I honestly do believe it is impossible to form any real personal relationships by email or testing. Us that are in the over 40 something group are more interested and are skilled at forming more meaningful long term relationships than the under 35 group who texts, email, and they fire their agent because his premium increased 10% last year. We are personally connected to our clients, know their family, know their desires and insurance needs. If you don’t believe me, keep trying to close your 10k revenue account by sending your proposal by email, then you keep sending emails and texts to the owner of the business. Maybe he will reply with Sarah was here just left with my check and Down payment. Thanks for the professional proposal, call me next year, Sarah matched your proposal. ….. “you just got rolled!”
Sarah – you and I are really one the same page, including a few others. I stepped aside for about a week, but I’ll jump in again.
If the younger agents/brokers want to have everything by text, email, etc. then they are going to reap what they sow.
The carriers will eventually say, “if you are not going to give value and all you are doing is basing everything on price and you are the electronic go-between, then your percentage for new business will be 4%, and renewal will be 2%.
Plus, where is field underwriting in all this texting, email, blogging world? Where are the underwriter comments on this subject? Or, is field underwriting something the new agents/brokers don’t even think about anymore?
I am a 24 year old, new to the insurance business, and trying to develop a system for prospecting and lead generation. Now, in my experience, my target market is going to typically be people under 50. I would love to have more clients on the cusp of retirement, but it’s a little harder for them to take me seriously at my age. But the ways of prospecting that agents used 10-20 years ago isn’t going to connect to a younger prospect group. We don’t answer the phone when it’s a number we don’t know. We typically communicate with text messages and on facebook. So, ultimately, we’re not losing a personal connection with our clients. We’re just forging the connection through different means. I have still had face to face meetings with my clients, and get to know them and their situations and needs, just as you would. And by wanting to submit business electronically- we’re just becoming more efficient. I don’t believe that by contacting people electronically, rather than by cold calling etc, we are losing any of the personal connections that are forged between the agent and client. Ultimately, as society evolves, we have to find ways to adapt our business methods to suit it. If you are coming across young agents who don’t care about building relationships with clients, that is their own personality flaw, and not to be blamed on advancements in technology.
Hi Sarah,
I’m 28 years old and I was a P&C agent for 4 1/2 years before starting my own company. And I would have to respectfully disagree with your comment that “Younger agents…are really not as interested in forming meaningful long term relationships.”
When I was an agent I formed many rich relationships with my customers who I’d never met face-to-face. I would communicate with them via phone and email yet I still was able to build rapport and know them on a personal level. I got to know who their children were, what they did for work, their favorite sports, etc.
And in my last review period I wrote 222 policies. But more than that I received many “thank you” notes and emails from satisfied customers.
Really it comes down to relationships. Being able to connect with people on a personal level and letting them know you can meet their needs. Technology is simply a tool to help accomplish that goal. But to say that younger agents who favor technology don’t know how to form long-term relationships is simply an opinion not based on fact.
It’s the wave of the future, social media, on-line chat help, communication via email, blogging ….. endless opportunities available and those that jump in will reap police$, offices with the idea of still running off writing by hand and faxing documents are laughable
James, nobody writes policis by hand anymore and we havent faxed in a long time. We also have FB, Twitter, linkedin and blogging and nobody is under 30 in my department. I’ve been in this business for 20 years and nothing can trump experience. Every younger person I’ve seen hired wants to start at the top without knowing anything. I meet with a lot of clients and referral sources in person. People do want the personal touch, unless you want to compete with Geico then knock yourself out.
I think the statement, “Every younger person I’ve seen hired wants to start at the top without knowing anything.” is a bit a broad sweeping generalization and simply isn’t true.
I think that younger people want to use the tools they grew up with. Also who ever said that you can’t have an Online and Offline relationship with someone?
I don’t think that using a tool like Social Media and Digital Technology precludes an Offline relationship… If anything it strengthens it.
Thanks I very much appreciate your thoughts!!!
Ryan H.
Ryan I said ‘every young person I’ve seen’ that’s my experience. Also I am for Social Media, I use it to keep my name in front of the referral sources when I’m unable to see them in person.
+1 from me FLagent/insured. I don’t believe it to be a broad statement. They seem entitled. Playing video games during the work day is a prime example. Just because the agency doesn’t work “normal” hours doesn’t mean the carriers don’t. I hope there’s someone at that agency responsible enough to do the follow up, but based on the fact that it’s home based it’s just our gamer.
Mr. Solvent:
. Because I am a “gamer” during those hours doesn’t mean I do not work…the basis of what is considered work time is the point. I Entitled?..once again this is a broad statement. I started my agency from scratch. You don’t know me nor my generartion to make those accusations. It is this type of attitude that making this industry unattractive to the younger person and that is the sad part. This is the greatest industry the world has known, yet most young people don’t get to know it due to those type of statements and attitude.
Jason, you cannot work and play video games. It doesn’t work that way. Sorry to break that to you. That time could be better spent working toward multi-lining your existing book or reaching beyond the “new media” to build your business. I’m not against using Facebook, Twitter, Linkedin, etc to build your business. I do it myself. What I am against is your arrogant attitude. Your response to me just proves your arrogance and frankly your ignorance.
If you can keep the carriers happy being a part time, one man show, that’s fine. Pushing this type of work ethic is a joke. If you were as successful as you claim, there would be no time to play video games. You’d have more service calls than you could handle by yourself from your home. You’d have to manage your business and carrier relationships. You’d have HR and payroll to worry about. You’d be doing anything but playing video games.
Totally respect your feelings man…time is short for everyone and this business does require alot of work and time..thanks for reading the article and replying. Another great reason for online articles..expression of ideas and opinions are what make America.
Thanks again.
Jason
Although I’m a little on the fence..Well said Sarah :)
So true! Nobody writes or rates policies by hand anymore. On occasion we fax via microsoft outlook. It’s all about rating through PL rater, FSC and carrier websites and Esign for apps. It’s mainly the oldie but goodies that want close personal touch.
Insurancegal20,
What kind of response from your clients have you seen with Esign?
I think that is a great piece of technology I’m trying to get implemented in my own agency.
Thanks!!
Ryan H.
I am also interested in the Esign technology. I know I use it to buy all sorts of things online and in my short sales experience, when I am not able to personally meet with a client I must e-mail or fax. It is then printed signed and rescanned or fax which degrades the quality of the image. I think being able to send an email to a new client with a link to an Esign page would be great.
Marketing concepts change over time because we are always thinking of new ways to gain a client. Right now, we have a mass of technology: LinkedIn, blogs, Facebook, Twitter, personal branding websites, email drip marketing, etc., etc., which is evolving and will continue to change the way we reach out to prospects. While a certain small, but growing, percentage of prospects will opt for an all electronic transaction, I personally can not ever see the human to human relationship changing to where we only exist in an electronic world. So, you younger agents, better be working on your face-to-face relationship skills, because for right now and the foreseeable future if I am up against you on a person-to-person basis – the sale is mine!
Steve you are so right. Use of technology changes the way we reach prospects, however, it does not change human nature.
Steve & FLagent, I understand what your saying and I agree that you have the right approach for the current state of the marketplace and the foreseeable future, but one day the tech generation that could care less about the p2p approach will represent everyone’s business. I don’t think social media is the technology we need though. Maybe it helps an agent, but it has no value to clients. What we need are services like eBrokers provides the financial industry. Before them, we did p2p business with financial agents/brokers and everyone said the face to face relationship could not be replaced. Now we have services like eTrade that changed everything and no one seems to be missing the phone call or drive to UBS to buy a stock. We need to realize our personal care is replaceable just like your stock broker and create technology that does every aspect of our job.
SteveB,
My personal belief is that many Insurance Professionals are misunderstanding the purpose of Social Media and Digital Marketing…
It’s not a new way of doing business (Though the 7 Million plus policyholders that GEICO has would prove that there is a Large Market for Digital Only relationships) it’s just a NEW WAY of building relationships and delivering value to our clients.
When I say that as an Industry we need to embrace technology it’s not because I don’t want visit someone’s home and business and get to know them… It’s because a growing population of Americans communicate and educate in an entirely new way.
To pretend that people don’t want that would be naive. But I do 100% agree with that there will always be a group of people that want Face-to-Face…
Thanks!!!
Ryan H.
The oldies, have some misconceptions of what is going on. The online world doesn’t replace one on one, it complements it. The fact that outlook as an email and fax is mentioned, already shows how far behind some are.
I absolutely agree. Technology is here to enhance these personal relationships not to replace the human to human interaction. Building relationships will always be central but embracing these tech tools will give any advisor (new or experienced) an edge to get in the door, generate a buzz, and build a brand that will generate loyalty and revenue. The opportunity is limitless.
Young and Hunter,
You got it! That’s the deal… We’re enhancing the relationship with Technology NOT doing away with it!
That’s the point. Great stuff!!
Mr. Hanley,
I am have recently entered the insurance industry and I am very interested in using a strategy like what you are talking about here. In my short career thus far I have tried very hard to build the strongest relationships with my clients. I will be doing as much as I can to implement technology to help me be closer to those clients.
Thanks to everyone for their comments, very enlightening discussion!
I’m with you, young. Not only does having an online presence in the digital age compliment face-to-face interactions, doesn’t it also make day-to-day operations more effective and efficient? Before the use of tech tools, such as Skype and Twitter, for instance, how easy was it to do business with someone who lives across the country, or even internationally? The use of advancing technology is helpful for finding new people to do business with, forming stronger professional relationships with, and for doing better business with them more quickly and easily. Face-to-face will never be disregarded, it will only be made stronger as our use of technology and social media advances. PLUS, use of these tools only makes the industry more appealing to recent and upcoming grads who may have previously disregarded it as an “aging” industry. There are so many great possibilties out there for advancing our industry if we just open up to them!
Steve, I could not agree more. We as more experienced salespeople should help the younger texter’s with their personal relationship and communication skills. But, I guess we could learn a lot from them on reaching prospects by email and social media sites.
Most kids these days will not look you in eye or use common courtesy social skills, like even “God bless you” or “excuse me”. I think the author should do a story on the lost communication skills by the younger generation.
Sarah,
I believe you have a very valid point here. As a 24 year old agent I can agree that many of my peers do not act professionally at times.
I have made a point to socialize myself through real physical connections and social media.
I think there is a middle ground that will be found through collaboration between the young and the old that will eventually set new social standards.
I’m 33 years old, so I’m not sure in which category I fit…”younger” or “older”. But, I do have an opinion this topic.
For me, I prefer to do everything online, with no interaction with humans. I run a pretty large operation where I have to constantly interact with employees and business partners. I don’t have the time to meet in branches or speak to someone on the phone.
However, WHEN I do want to need to speak with someone, I want to have a personable experience. I recently changed my auto and home policies from a local NW agent to Progressive.
I loved the 1 on 1 interaction with my NW agent, they new my name, my history, etc. But, it was paper signing, faxing, etc. With Progressive, I do everything online, and documents and payments are easy.
I think the future is going to lead with technology and online interaction, but the competitive advantage will be the people behind on the chat log, phone and desk when you really need a live person.
Ethan,
There are more and more consumers who share your opinions everyday.
Thanks for thoughts?!
Ryan H.
Ethan, as you get older, have more success and money, have made relationships because you like someone and have a desire to connect with successful people like yourself and do not really care as much about saving a dime or a minute here or there. You will truly appreciate the face to face interaction you have with your agent, CPA, Attorney, Realtor & Financial planner. Gone will be the days of Charles Schwab, Progressive with their limited named driver policies that no one should buy. Or the Liberty tax preparer that’s cheap and missed 5 deductions you could have had. Having personal relations with a team of professional service providers is probably the biggest key to success in your 50 s and 60s you will have. Not to mention probably your biggest referral source you will have. Good luck with your career in the very best of those professional service businesses. Insurance sales!
I’m all for a “revolution” in the way insurance is marketed – whatever it takes to bring in the business, and each individual’s style can be appreciated. What is necessary, however, is a differentiator to contrast the value agents bring to the table. Part of the equation must come from the carrier, and so far they’ve done little if anything to differentiate the service from a product, a commodity to be bundled and discounted more cheaply than the other guy’s “product”. My recommendation to the “young indies” is to make sure you continuously upgrade your insurance knowledge through coverage-specific courses; that way you will always have the edge over the direct-response script-readers, that way you honor us oldies who have come before you and have brought this agency system this far. If you don’t, the public will never know the difference – you might as well be peddling Amway. ITSS – It’s the service, stupid! That’s the differentiator and always has been. It didn’t change when the telephone was invented and agents used that to X-Date and make appointments over cold call knocking on doors. This is yet another communication device in a successive evolution of communication devices. In the end, it still about trust and relationships, it’s just another way of talking people in “the door” so-to-speak.
MarketMaker,
I think you are going to see the Support from Carriers increase drastically in the coming years.
There are some amazing carriers behind ProjectCAP… Look for more to come on that and how it’s going to help Agents educate their clients and prospects…
Thanks!
Ok, from an ‘older’ agent that is trying to get plugged in more so;
I’ve read all the messages about ‘insurance’ being pursued via Facebook, blogs, Twitter, etc. No one is discussing whether the
online presence is predominately successful in personal lines (auto/home); commercial (small/medium/large) accounts and how the clients are hooked in as well. At our agency have a multitude of small accounts (under $25K) where it’s all about email, e-sign, etc. Not so much with those who are paying a higher premium – I wouldn’t think of not meeting my clients in person that are larger and more complicated than just a general liability policy for a restaurant. You can only compete when you are bringing something different for your clients apart from just premium Online presence is important and I recognize some of the values; but as others have indicated – it’s got to be a complement to the trust / relationship / confidence your clients recognize in you.
Tomas,
From my own personal experience I’ve had a good amount of success with Personal Lines and small commercial say $10,000 in premium or below…
I think that the complexity of Large Commercial you would need a NICHE site dedicated that one industry and that one industry only to see success…
And you are dead on when you say that an Online presence is a Compliment to who you are and the value you bring… Not a replacement for a relationship.
Thanks!!
This article is full of hot air. I’m 30, and have had way more success meeting face-to-face with clients than I have through spamming people with email. How many of you actually read every single marketing email in your inbox?
“Blogging capabilities” Please. It’s dead easy to set up a blog. I’m tired of hearing people brag about their blogs like they’ve accomplished some massive feat of creativity.
There is no doubt that blogs are relatively easy and I 100% agree that it is not some great achievement in of itself. The hard part is consistently writing good and relevant posts your audience wants to read. Content is king and engaging with your readers, which could be prospects or clients is where the magic happens.
I love face to face meetings more than anything else, but you also need to find a way to reach people on their terms, not yours and sometimes the best way is through blogs and various forms of social media.
I have to second Brent’s thoughts.
The point that you are missing Mario is that Blogs are not meant to REPLACE face-to-face meetings their meant to educate and enhance the relationship you have with the people your meeting.
They help you stay top of mind and consistently Deliver Value to your clients…
How many times a year can you interact with a client if your meetings are only Face-to-Face?
Remember NOT replacing… Enhancing…
Thanks!!
Ryan H.
Mario…nobody is spamming anyone…this conversation is about digital marketing and social media..
spamming..are you kidding me…that is not digital marketing…no wonder you have better success face to face
Mario, you are on the right track! Keep up the sales calls and do not follow the lemmings off the cliff! Keep your focus on who is a qualified prospect and you discipline in calling on those that do qualify and you will be successful. I can guarantee it!
Facebook has faceplanted so far with its IPO…….anybody use or even remember Myspace?? Social media is a trend that will most likely always be around but will continue to change and evolve dramatically with the always perpetual newest thing.
I personally do not believe that operating, managing and selling insurance primarily through social media outlets is a safe and responsible practice. Could bring up some interesting E&O issues though.
Nothing can replace a good agent writing with/for a good company and a face to face meeting with the insured to discuss and provide proper coverage for everyones unique insurance needs. IMHO.
I have never had a face to face meeting with an insurance agent (well, except once when I turned 16, an elderly family member brought me to his agent to buy minimum limits for my car). I am 30.
Andy,
I think your thoughts are good and I appreciate them…
However, statically in the Personal Lines market this statement is simply not true, “Nothing can replace a good agent writing with/for a good company and a face to face meeting with the insured to discuss and provide proper coverage for everyones unique insurance needs.”
I would love to believe that it is but the consumer is the true test to what works and what doesn’t and GEICO, esurance and Progressive Direct’s growth numbers paint a different picture.
That is why AllState is closing offices and bought esurance.
Now don’t get me wrong I’m an independent agent in a small city and I firmly and resolutely believe in what we do and service we provide.
But to pretend that the average consumer isn’t changing the way they prefer to do business is a mistake in my PERSONAL opinion… And believe me I very much respect your opinion.
In 5 years 30 year old insurance consumers (prime buyers who are starting families and buying cars and houses) will have never taken an adult breath without FACEBOOK.
How will we as IA’s market to these people? They have entire friendships built and sustained Online… These individuals do not see the need for Face-to-Face… And if we don’t have an Online presence we will miss the opportunity to Build a relationship with them…
Thanks again!!
Ryan H.
Ryan, they probably will have to work for someone else for fear of actually having to engage someone in a business setting. They could possibly get a job because someone believes in tech driven sales in the insurance business. That’s only if you can wake them up to go to work in the morning after playing video games all night. And texting and looking at their Facebook page and surfing the web all day during work. Then blame their boss for getting fired for non production.
Wow! I just now read all these comments…Thanks for the response..it takes guts to say your thoughts online!
Digital marketing is nothing more than what every generation before us wanted to do, enhance relationships to the mass. They just had a select amount of tools to do it with in the past. Now the tools are here to use.( I also find it funny that if we “young agents” call the older generation “old agents” this is disrespectful, yet in the above comments we are called kids..I find that disrespectful).
A Google search for insurance in the sponsored links is a cold online lead (phone book), social media is a warm online referral. When you create a dialogue and conversation with your prospects & clients you enhance the conversation and the relationship. The clients I have in my agency that found me through online social channels knew me before they called me( and when they call me , I look them up through social sites to see if they are a fit for my agency). They knew about me, my family, and who I am as a business person. The veterans agents get this same type of thing except they have went to the local chamber or rotary club, and this is where their clients found out about them. Veterans agents have sat around since the beginning of time and wished there was a way they could reach a mass amount of people in the same personal way as the 20 people who meet every Monday morning at that rotary club, coffee shop, or chamber business after hours. Well guess what it is here, and the tools to make it happen are available for everyone, “young” and “old”.
It enhances conversations by cutting through the nonsense and getting to the point. If Jim is a prospect of mine and I have been following him through social channels, and he has been following me, I don’t have to start off the conversation with” Hey Jim, how are you and the kids”..no I start the conversation with ” Hey Jim, things are going really well for you. That is awesome that your son Jake got perfect attendance this year in school, and Kimberly won 2nd place in her swim meet” That is personal touch…that is knowing your prospects, and clients…that is sales in the 21st century.
Last, I do not have one client in my office that I have not met face to face with. I use EZBuy for email signatures but that is for signing documents that are not in the buying decision. (example loss history request). I feel strongly that we have a value proposition to keep and that is face to face.
You can fight it all you want, but it is here to stay. My prior agency owner didn’t listen to me after 7.5 years, so I left and started my own. Now he is selling his agency because he is losing business. I feel that if other agencies don’t start to take this seriously, this is just the beginning of the revolution. Not of what the agents want, but of what the clients want.
I think the bottom line is that we as agents all want to serve our customers with the best service possible. The reality is that the newer generation may have a new way or style they preferred to be served.
It’s not always about how WE want to market, it’s about how THEY want to buy. Every situation is different. I have many clients who want nothing to do with social media or even email for that matter and others who I have Facebook chats with to answer a business question. You need to be accessible to fit their needs.
At the end of the day, it’s all about our relationship with our clients.
Amen Brent… Amen.
One thing that the young agent needs to understand is that you and your clients will not always be young. With that aging, your clients will change to be more like the older people that you see in the business world. It is part of the aging process and they will want face to face, more security, better service and a personal relationship. The superficial relationships of social media will become personal relationships over time, and if you keep that client, over the years they will become personal friends that rely on you as a trusted advisor. Social media is a commodity thing, personal service is the long-term desired relationship. Trust me, you will change and so will your clients.
Pedro,
Will absolute respect I disagree with you.
First the generation that is growing up right now will have lived their entire lives with Online Communication… What does getting older have to do with Not wanting to use a communication form that they’ve used for 50 years? Additionally do today’s older generations NOT use the telephone anymore because their older?
Second, I do not think that Digital relationships are superficial. I think they can be just as strong as a face-to-face relationship if you build them and sustain as such.
If you address Digital relationships in a superficial way then yes they will be superficial but if you place Value on those relationships and nurture them then they will be just as deep and successful as if the person was sitting in front of you.
But these are my feelings and opinions. We are each given our own.
Thanks,
Ryan H.
Ryan,
Does anyone still break up ground with a Mule and Plow ????
There will be older ladies and gentleman that will always think it it crazy to have any kind of relationship without ever having shaken said persons hand. I can understand this because of the way I was raised up.
However, things are changing and it will continue to change. Eventually all of those people that had black/white television sets or sat around the radio will be in the ground. Just like those that can remember other historical things are gone now.
Business will change more and more over the next 10 years. It is coming and everyone will do it the new way simply because the old way will become absolete. This is just the nature of the world.
The Handshake went out the window and those of you who do business by the handshake will be burnt if you have not already been. Why is it so hard for you to imagine yet another change.
***I am not saying my handshake doesn’t mean anything. I am just saying if you do business by the handshake and not have someone sign a contract you will be out of business. The same goes with this new technology … just look at Blockbuster and Redbox.
Agent B, go ahead and try selling insurance without ever shaking your customers hand, people have been trying that for years, yes you can sell personal auto to kids or homeowners to people going into foreclosure. But you will ultimately sell your unprofitable book and join another firm or leave the industry. Your generation with ideas of selling without getting to know your prospects is nothing new. Many have failed before you. Carriers have the only real chance of mass advertising and discount sales but they too always either sell, Essurance to Allstate or the succeed in driving their agents away, ie; Proggressive.
Ryan with all due respect, I come from a place of experience. It has nothing to do with older people not wanting to use technology, it has to do wih the proven time tested benefits of face to face selling. Let me give you an example.
I am sitting in front of my prospect asking qualifying questions going through what my firm offers in the way of risk control and proactive services. I look up and see that he is un impressed, I change course and ask mor qualifying questions and discover his real pain is that his current agent does not come out and see him and address his coverage issues. I put together a service timeline and explain what i will do over the course of the year and guarantee him and shake is hand on the fact I will do what he is not getting now. I then have him sign a BOR and his online agent just got fired!
See how that worked, I have been doing it for years, and yes when I was young and thought I could send marketing letters from our word processors and sell isrance without meeting my customers. I was wrong and so are you.
Sarah,
I don’t think anything beats face to face selling, but I think you’re missing the the point. The opportunity to engage and inform our prospects and clients when we are not face to face is unlimited with technology.
I have had many great in-person meetings with both prospects and customers due to the fact that we had already formed a relationship through social media. Why would you not want to grow relationships from all levels?
The example you gave certainly could hold true, but let me provide an example of how technology may work in favor of an agent. Let’s pretend I specialize in a niche. I have developed relationships in my niche through social media, blogging about topics that could help their business, and sending email newsletters with valuable information. I also provide video testimonials from other satisfied clients in this niche. When we finally meet, the prospect already knows, likes, and trusts me.
Even though this prospect has a good relationship with another agent who they meet with regularly face to face, my continual engagement with valuable information for their business has opened the door and created a high level of interest. I may or may not get the business, but either way I continue to engage this prospect using technology.
Here is the key though, my content must be relevant and helpful to their business. That the tough part, because you have to think, research, and look for creative ways to enlighten and enhance the relationship.
A blog, YouTube video, Facebook pages etc, can be viewed 365/24. Face to face is great, but why pass up this opportunity? I don’t think this is an argument about good vs. bad or young vs. old, it’s simply looking at ways to do things better and more efficiently.
Brent, you can do your YouTube videos, blogs that really busy owners of businesses do not have time reading or remember who even wrote the blog. My prospects just need to know my firms name and reputation, I can do that through strategic advertising, email, Facebook etc. But the only way to sell quality accounts is face to face eye to eye contact with my buyer and research on the owner and business along with my precall strategy done in advance of my call on the owner. That is the only real effective way to sell. Go ahead and waste your time if you want.
Sarah,
We can certainly agree to disagree. As I said, I don’t think this is right vs. wrong as much as a new way to reach and connect with our prospects and clients even further than traditional strategies.
I certainly respect your opinion and wish you the best.
You as well Brent, I am not saying we should use Facebook as and advertising and research source for prospecting and an email marketing campaign through email. Of course we use the latest tech, but there is no substitute for face to face selling.
Good luck to you as well!
Sarah,
You sound as if you doubt these marketing techniques and feel that with time we will be proven wrong. I know Brent, and Ryan, and what we have been doing has been working…and we have been doing it for 3-5 years. We give presentations and seminars showing how to do this. Agents call us with glee after they have used these ideas and methods. The topic of whether or not these things work is over.. We have shown and proven, that not only are our closing ratio’s allot higher due to the digital marketing(%60+) than the traditional(%30-40), but our retention results are off the chart. We feel passionate about this because of these reasons.
You have stated many times that you have wanted to use other ways to create relationships, but it didn’t work…the tools are hear now. This is the good news! You stated above that at one time using a word processor you hoped that this would allow you to sell without face to face interaction…looking back now we know that would not work, and really it never worked to form or keep a relationship. We are and have been using these online methods for years…and they are working..and working very well.
Last, as Brent said above very clear and well.. These are just techniques and methods we use to find, and attract prospects and clients…we still meet face to face with our clients. We still go to baseball games with them and take them out to lunch, but our relationship is deeper due to knowing things online that we can discuss offline.
I would like to offer you something. If I come to your town when I am traveling to show and teach these to agents, if you come I will let you come join us for free. During these presentations I open up my agency and digital sites to show you the results. Not theory..results.
Sarah we appreciate your thoughts and love having this discussion with you. The key to life is to be passionate about things and you rock it like no other.
Jason
All this relationship building through social media is wonderful, but until somebody actually buys something you’re probably wasting a lot of time. I have websites, Twitter , a Facebook business page, sales links, and a monthly email newsletter. I’ll keep doing those things, but I don’t expect them to produce new clients. Person to person interaction does that. All this other stuff may be great for image building, branding, if you will, and for service after the sale, but to acquire new customers you have to TALK to people.
Hi Ron, I agree that “until somebody actually buys something you’re probably wasting a lot of time.” I like that statement because it shifts the conversation from “opinions” to “facts.”
Many people have opinions about sales and marketing but isn’t the proof in the pudding? Let’s say Ryan invests 5 hours a week on social media, blogging and email marketing. And let’s say that yields 5 new policies. Now let’s say Sarah invests 5 hours a week doing fact-to-face networking but only yields 3 new policies a week.
In this fictitious example would we agree that Ryan’s strategy worked better than Sarah’s? Of course it’s not entirely scientific because Ryan and Sarah have different people skills and experiences. But the point is that we can’t waste our time debating opinions if we really want to be successful and serve people in the best way possible. Instead we need to focus on facts. On empirical evidence.
So that’s just my 2 cents. Opinion vs Facts.
Ron,
I completely agree… The proof is in the pudding…
http://www.ryanhanley.com/2012/06/11/results-small-business-seo-experiment/
Check this out. Let me know what you think.
If you are doing all that activity and not getting results there may be some simple tweaks that will get you there.
Ryan H.
I love taking biz from complaisant old brokers like Sarah! Clients are tired of the old way of doing things.
It blowes my mind how the “young generation” uses the term of Young vs old. Expecially when its the “old generation” that developed this technology you speak of. Look at the age of Bill Gates. Although, you are correct about the use of technology, it is because of the “old generation” why we have it to use. Other than fb, the “young generation hasn’t contributed much at all. Maybe it because they are too busy playing video games.
Wow, yes — I hadn’t thought about how the young workforce must be impacting this industry. Interesting! Also, I think that there are better software and web-based tools out there now for people to use, like total compensation statements, that are enabling insurance agents to really hone in on what is important to their clients. The old geezers don’t like to learn more about technology!
Thanks for the post,
Wow, yes — I hadn’t thought about how the young workforce must be impacting this industry. Interesting! Also, I think that there are better software and web-based tools out there now for people to use, like total compensation statements, that are enabling insurance agents to really hone in on what is important to their clients. The old geezers don’t like to learn more about technology!
Thanks,
Joe
Founder, COMPackage Total Compensation Statements
http://www.compackage.com
As an agent I worked for the Insurance company That issued the first Insurance policy in the field by computer, I am also an Electronic Engineer. I have found that my office equipment and marketing ability,All social media, the web, A fully operable site with real time quoting, internet marketing, I usually stay about 5 years ahead of the companies I broker for P & C, Life, Health and Surplus Lines, My point how and who can run a company 100% Electronically when the companies you broker for do not have that capability. Also as a Broker I found that you will have little influence on how the insurance company choose to do business. This conversation seems to center on how you will react with your clients only. there is a flex curve that must contain you, the client the company and technology.
Have a Good Day.
East ryder/
I HAVE JUST GOT LICENSE FOR P/C.
PLEASE ADVISE ME TO JOIN INSURANCE COMPANY OR INDEPENDENT AGENT.
MY GOAL IS TO WORK AS INDEPENDENT AGENT ?
INPUT APPRECIATED .
If i remember correctly, the average insurance agent is 59… that means in the next few years there will be even more change. Great post.
Good to see.Nice writing article…
Great article!!!
Great Article! If anyone is looking for help attracting young talent so your business can grow I worked with Insurance Growth Consultants and they were great at changing the way I marketed my company to the younger generation. Find them at attractingyoungtalent.com. I’d recommend them to anyone looking to scale their business