Building demand for your services takes time and effort and creativity. Many agencies operate in outdated and inefficient ways. Spending time on planning and marketing can yield results in a predictable and sustainable way.
Here’s a short list of what you can do to “beef up” your pipeline of new clients and relationships.
1. Refresh your image.
Out-of-date images don’t get noticed. If yours is out-of-date, hit the “refresh” button. Remember, brokers and agents use websites to gain new clients. So, be sure to regularly update your website. Search engines favor websites that have fresh up-to-date content that is error free!
2. Study your successful competitors.
Pay attention to competitive threats – You don’t always have to compete on price. Improve your customer service, broaden your marketing reach, or redesign your literature and website. Thomas Edison said, “There is always a way to do it better . . . find it.”
3. Develop champions of your agency.
Once you have sold to them, customers can help you sell to others by offering positive testimonials and leveraging a refer-a-friend campaign created by your agency. Be sure to ask for testimonials and referrals.
4. Speak at an event or host a local chamber of commerce gathering.
You have plenty of expertise — share it. By sharing your knowledge, you have the opportunity to grow your connections, as well as your reputation as an industry leader.
5. Leverage social networking tools to your advantage.
Aside from Google, most websites get the majority of their traffic from social networks like Facebook, LinkedIn, and Twitter. Make your presence known in a professional way on all social media platforms. Make sure your website has social network icons so people can follow your agency.
6. Be mobile-friendly so others can find you.
Make sure your website is mobile friendly. Savvy business leaders use mobile devices to discover new businesses and make purchasing decisions.
7. Sponsor community events and volunteer.
One of the best ways you can gain exposure in your community is to volunteer and sponsor local events and fundraisers. This is a great way to get your name out, while letting your community know you care. Customers support businesses that give back to the community.
Never be afraid to ask for feedback. If a company doesn’t buy a workers’ comp package or personal lines insurance from you, ask why. Did they find a policy that better served their needs? Did they just postpone their buying decision?
Whatever information you gain, use it to learn and to make needed changes as you watch your sales grow.
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