Clients, and people in general, do not want to feel like data points. They desire humanization and personalization â a relationship. And this relationship isnât just forged when you make the sale. Instead, it should start from the moment you meet with your client.
A great way to ensure a good first impression is by offering a Welcome Kit to all your clients. Just like it sounds, a Welcome Kit will hold all pertinent information, tools, resources, etc., your clients will need as they go through the process of getting insurance coverage. When done thoroughly, the kit can be a lifesaver for you and your clients. They will feel like you value their business and care for them enough to ensure they can access everything they need.
Check out the following suggestions to get a better idea of how to craft your own Welcome Kit.
1)Â Overview Checklist
When sitting in an appointment with an agent who details all the intricacies of an insurance policy, clients can become confused or bored. To combat this, you can provide a one-page checklist that lays out the important topics you and your client will be reviewing during your time together. This method will not only ensure that you cover everything, but it will keep your client engaged and prepared for what comes next.
2) Clientâs Policy Documents
Print out a clientâs actual policy (or application) because theyâll more likely hang on to the entire welcome kit. Advise them to keep the documents and your information in a safe place in case they need it someday. Also, consider investing in ID card holders. If theyâre investing in a new policy, make sure they walk away with more than just a piece of paper; package it nicely for them.
3) Online Account Setup Instructions
If carriers allow clients to create an online account and access their policy, you should provide instructions on the setup process. It is best to set up the account with them in person or over the phone. However, itâs never a bad idea to ensure they have instructions and tips in case they ever experience a problem with their account. If they feel comfortable with the carrier, then theyâll likely renew.
4) Contact Information
If you donât have business cards, itâs time to get some. You want to guarantee that your clients have all the necessary information to contact you. The easiest way to lose a client is to lose contact. So, put your contact info on everything. Also, include the contact information for the insurance company and its customer service line.
5) Agency Staff Bios
A good supplement to your contact information is a brief overview of your agencyâs team. A handout that explains who they are and what they do so that your client is familiar with them in case they ever have to call them. Additionally, your client will be pleased to know they have a whole team of experts at their service!
6) Customer Service Information
Clearly lay out the specifics of your business so that they know what to expect. This technique will help avoid any future frustrations. Provide your hours of operation, customer service contact information, your response rate to emails and voicemails, and your customer service philosophy. Youâll also want to explain what the carrier handles versus what your agency does.
7) FAQs
Anticipate your clientâs questions and needs. Consider the top five most frequently asked questions you and your agency receive. What questions are you tired of answering? Get them out of the way and answer them with new clients. Itâll save you some time down the road.
8)Â Product Portfolio
Unless you tell your clients, they wonât know what you sell. Make it easy on them by creating a one-page sheet displaying all the different policies and products you sell. Below are a few reasons why including your product portfolio in the welcome kit is beneficial:
- Increases cross-sell opportunities then and there
- Prepares clients for talking about additional lines down the road
- This kit prevents clients from looking elsewhere for another line of insurance
- Makes clients better referrers of your business
- Prove to clients that you can support all their insurance needs
9) Product Sign-Off Sheets
This strategy is a great addition to include when discussing and selling other lines of insurance. Itâs also a tool to avoid potential E&O exposure. Like a checklist, review their coverage options and have the client sign if they refuse another line of insurance you think they should have. For example, if the client does not want a life insurance quote, ask them to sign a refusal form. This will have clients consider your recommendations more carefully.
10) X-Date Capture Form
After you discuss your product portfolio, address every line of insurance the client already owns by filling in the renewal date. Then, add another space on the form for how many weeks before renewal your agency will contact the client.
11) Annual Policy Review Notice
Provide some information explaining all the benefits of an Annual Policy Review during new business so the client doesnât feel pressure to set an appointment. However, itâs not a bad idea to include instructions on how to schedule an appointment with you.
12) Referral Program Information
Establish a formal referral program by creating a one-page sheet that explains how you handle referrals and the clients you can service best with your product lineup. Also, consider incentivizing referrals by instituting a referral reward program. Having a formal referral program reduces the anxiety over asking for a referral because itâs not asking if you explain the program.
Then provide them with the different ways to refer your business. Here are a few suggestions:
- Highlight the different ways to get a quote: call, website, fax, etc.
- Promote your most popular products
- Mention the types of clients who get the best rates/products
- List reasons why someone is better off with your agency
- Provide examples of life events for when someone should talk to an agent
Another item to include about your referral program in the welcome kit is a referral card(s). This way clients have something to give someone when recommending your agency. If you donât want to create special cards, add âReferred by _____â to the back of your business cards.
13) Online Reviews
Having positive reviews posted online can certainly help your agency. Therefore, create a one-page sheet explaining how customers can write a review online for you. If youâre not currently seeking positive online reviews hereâs why you should be:
- Positive reviews help you rank higher on Google
- Consumer decisions consider reviews
- Having five positive reviews on Google and Yelp protects against having one review from an angry customer
If your agency does not currently have a presence on Google, it is imperative that you create a Business Profile. This profile will allow those performing searches locally to find you. Agents contracted with Empower Brokerage have access to step-by-step tutorials and resources on how to set up your Google Business Profile. If you want to gain access to resources such as these, click here.
14) Get Connected Online
If you havenât already, you should be promoting your business on all the popular social platforms â Facebook, Twitter, and LinkedIn. Once you do this, include a flyer in your welcome kits on how to connect with you. Highlight your social accounts and website with corresponding URLs. Then tell them why they should want to follow you online whether itâs for giveaways, industry news, carrier updates, etc.
15) Annual Events Calendar
Include a calendar of events that outlines major enrollment periods and other important dates. Also if your agency plans a few events throughout the year, include those on the calendar too. This will reinforce in their mind that youâre a local business that supports and cares about the local community.
16) Agency Swag
Donât forget to include some cool stuff with your agencyâs name and logo. Everyone loves pens, koozies, t-shirts, sunglasses, and stickers. And itâs not a bad idea to invest in costlier promotional items that last longer like coffee mugs. If you are looking for sites to obtain your corporate swag, some recommendations are 4imprint, and VistaPrint, or you can shop locally and find printing shops near you.
One More Tip
Since there are a few handouts that youâll want to include in your welcome kit, I do want to recommend Canva as a beginner design platform that will allow you to put these pieces together and add your personal touches. Through the website, you can upload your logo and add it to these documents or include graphics that bring more character to these pieces. As previously mentioned, you want to get business cards if you donât have them already, and Canva has hundreds of free business card templates that make it easy to customize and plug in your contact information. A few similar sites are Adobe Express, Pixlr, and Snappa.
Agents
We hope that this information on ideas to boost your image is useful to you.
Empower Brokerage is dedicated to helping you make informed decisions about your health and finances. Whether itâs through webinar training, one-on-one calls, seminars, or marketing plans, we want you to be successful!
Give us a call at 888-539-1633 or leave a comment below if you have any questions.
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