As mentioned in a previous article, your current clients and prospective clients don’t want to feel like a data point. They desire humanization and personalization – simply put, a relationship. The best time to cement the relationship and convert them into lifelong clients is immediately following the initial sale.
If a client does not feel cared for, they’ll just as soon as leave you for another agent. Just because you’ve made the sale does not mean that the work is done. That’s why it is imperative to develop a solid follow-up plan, such as the 30-60-90 method. Another great way to service your clients and make sure they’re satisfied is by creating a formal Welcome Kit for all new clients. Welcome Kits have the power to make clients feel important, valuable, and special if done thoroughly.
The Welcome Kit is a great resource for not only the client but also for the agent because it can be instrumental in generating new business. Check out the following suggestions to get a better idea of how to craft your own Welcome Kit:
1) Overview Checklist
First, create a one-page checklist of all the important topics that you need to review with your client. Take this article for instance. By doing this, you not only ensure that you cover everything, but you also provide your client with a handout that keeps them engaged.
2) Client’s Policy Documents
Print out a client’s actual policy (or application) because they’ll 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 they’re 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, then provide instructions on the setup process. It’s best to set up the account with them in person or over the phone. However, it’s never a bad idea to make sure they have instructions and tips in case they ever experience a problem with their account. If they feel comfortable with the carrier, then they’ll likely renew.
4) Contact Information
Obviously, you need business cards and lots of them. Also, provide your clients with all the important phone numbers they may need. Simply take the phone numbers you tend to give out a lot and put them on a handout. This will solve the client’s questions and problems quicker and provide better overall customer satisfaction.
5) Agency Staff Bios
This is a good supplement to the contact information handout. It provides a brief overview of your agency’s team – who they are and what they do – so that your client is familiar with them if they ever have a need to call them. Your client will be satisfied knowing they have a team of experts at their service!
6) Customer Service Information
Clearly, layout the specifics of your business so that they know what to expect. This 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. You’ll also want to explain what’s handled by the carrier versus what’s handled by your agency and by who in your agency.
Anticipate your clients 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. It’ll save you some time down the road.
8) Product Portfolio
Unless you tell your clients, they won’t know what all you sell. Make it easy on them by creating a one-page sheet that shows 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
- Prevents clients from looking elsewhere for another line of insurance
- Makes clients better referrers of your business
- Proves to clients that you can support all their insurance needs
9) Product Sign-Off Sheets
This is a great addition to include when discussing and selling other lines of insurance. It’s also a tool to avoid potential E&O exposure. Like a checklist, go through 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, then 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 prior to 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 doesn’t feel any pressure to set an appointment. However, it’s 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 it’s not asking if you’re simply explaining a program.
Then provide them with the different ways in which they can 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 give someone when recommending your agency. If you don’t want to create special cards, you can add “Referred by _____” 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 you’re not currently seeking positive online reviews here’s why you should be:
- Positive reviews helps 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
14) Get Connected Online
If you haven’t already, you should be promoting your business on all the popular social platforms – 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 it’s for giveaways, industry news, or 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 you’re a local business that supports and cares about the local community.
16) Agency Swag
Don’t forget to include some cool stuff with your agency’s name and logo on it. Everyone loves pens, koozies, t-shirts, sunglasses, and stickers. And it’s not a bad idea to invest in costlier promotional items that last longer like coffee mugs.
If you have any questions, please leave them in the comments section below or call us toll-free (888) 539-1633.