When you’re sending out cold emails or nurturing existing leads, does your message get the prospect excited? Or are they deleting your emails because it’s the same old stuff they hear everyday?
If your sales strategy isn’t producing the results you want, then it may be time to re-examine both your message and the content you send to back it up.
The right messaging
If your pitch involves finding the lowest rate and your great carrier relationships, you aren’t going to succeed in this industry as it continues to evolve. Every single broker out there can talk about bidding and quoting, each promising to outdo the incumbent, which won’t grab a prospect’s attention. And if you do sign an employer with that pitch, they’ll be shopping for lower rates when the next renewal rolls around.
To set yourself apart and grab a prospect’s attention, you need a differentiator. Find messaging that will speak to an employer’s challenges, emphasize the faults with their current broker, and focus on the superior solutions you offer. Here are a couple examples:
- Are complex spreadsheets making it difficult to choose the right benefits plan for your company? Ditch your old-fashioned broker for a modern one who uses the latest technology to simplify the benefits planning process.
- Do you dread the frustrating, time-consuming benefits renewal process each year? Benefits planning doesn’t have to be simply a “necessary evil”—discover our innovative process that streamlines the process and helps you find a unique plan to fit your company and employees.
Important note: before you change your messaging, you may need to examine your agency’s offerings to make sure you bring something unique and compelling.
Once you’ve revamped your prospecting pitch, it’s time to look at the content you’re using to attract and nurture leads. Of course, you will want to update your sales and marketing materials: sell sheets, sales presentation, website, etc.
But it’s also important to have a strong repertoire of educational content, to grab your prospects’ attention without overtly selling. These topics don’t even have to be related to insurance, as long as they’re valuable to the reader.
Educational content, such as guides, infographics, blogs and more, is an effective way to attract employers to you who are interested in what you have to say. For instance, if you shared an ebook on sales and marketing strategies, a prospect might download it and then keep your agency at the back of their mind if they’re unhappy with their broker.
Interested in these strategies but not sure how to get started? Learn more about inbound marketing in this educational guide.