| If you sell insurance, financial services and | | | | yourself; instead, you're selling the |
| the like, consider the following low-cost | | | | benefits/solutions of long-term care |
| marketing strategies to help grow your small | | | | insurance with your bio at the bottom. If |
| business. | | | | you've done a comprehensive and professional |
| | | | job, readers will contact you. |
| It's important to first acknowledge some of | | | | |
| the natural barriers to acquiring new clients | | | | -- Partner with a local bank. The idea is to |
| within the insurance and financial services | | | | get yourself noted as a "pre-certified |
| industries. These include, but are not | | | | insurance expert for XYZ bank." Approach the |
| limited to, customers lacking knowledge about | | | | bank VP and recommend an informal partnership |
| your products and, therefore, lacking the | | | | whereby you're available for complimentary |
| ability to ask questions, and customers | | | | onsite consultation for bank customers. |
| afraid of being ripped off. Unfortunately, | | | | Moreover, there's a tremendous amount of |
| insurance and financial salespeople often | | | | implied reliability and credibility when |
| carry the same stigma as used car | | | | associating your business with a bank. The |
| salespeople. And I'm certain there are some | | | | great thing about banks is that they usually |
| great and honest used car dealers around. | | | | distribute large monthly customer mailings. |
| It's important to recognize this stigma so | | | | Ideally you'll want to piggyback on the |
| you can proactively address it in your | | | | bank's mailing by having your sales flyer |
| marketing plan. Ultimately, to grow your | | | | included. These flyers are usually called, |
| business within the insurance and financial | | | | "bill stuffers." Don't forget banks also |
| services industries you must strive to build | | | | distribute calendars, year-end statements, |
| an incredible reputation, built on a platform | | | | etc. Try to get noted in all of their |
| of reliability, honesty and product | | | | communications. Of course, under the umbrella |
| knowledge. I also encourage you to be very | | | | that you're a partner with the bank. |
| straightforward about your pricing and how | | | | |
| you make your money. The fact is, your | | | | -- A bank north of Boston lets their small |
| customer wants to know. Surprise them, and | | | | business customers display sales materials |
| tell them upfront. | | | | for a week in their lobby. Approach your bank |
| | | | where you have your business account and ask |
| Here are some marketing strategies I suggest | | | | for the same. |
| you try. | | | | |
| | | | -- Try partnering with hospitals. They're |
| -- First, try teaming up with complementary | | | | well known for sponsoring workshops. They |
| professionals, such as estate attorneys, | | | | also distribute a weekly/monthly newsletter. |
| business attorneys, financial planners, etc. | | | | My local hospital actually distributes their |
| You'll receive referral business faster from | | | | calendar of events in my local newspaper. By |
| such businesses for two reasons. One, their | | | | partnering with hospitals and similar |
| customers are currently utilizing services | | | | organizations, your prospect-reach compounds |
| for "future" occurrences. Hence, your | | | | tremendously, while you spend zero! |
| prospect is already in the mindset of | | | | |
| planning and spending for the future. You now | | | | -- Consider joining your local chapter of |
| become another product they need to consider | | | | Business Network International, Of course, |
| for the future. Second, there's an implied | | | | like any organization, it's only as effective |
| trust between an estate attorney and her | | | | as your networking abilities and how well the |
| customers. If an estate attorney referred her | | | | members of that particular chapter work |
| customers to you, that customer would be more | | | | together. Always attend at least two meetings |
| likely to do business with you, than if he | | | | before joining. And watch out! Associations' |
| she had simply seen your print ad in a local | | | | memberships are down across the board due to |
| newspaper. | | | | the sluggish economy. There's definitely some |
| | | | hard selling going on. Take your time when |
| -- Launch a publicity campaign | | | | deciding what organization is best for you. |
| | | | Don't be misled into joining anything. |
| For example, consider submitting a story idea | | | | |
| to your local media about, "The Fallacies of | | | | -- Align yourself with a reputable online |
| Long-term Care Insurance. Who Needs It? What | | | | insurance media outlet. Ideally you want to |
| is it? Insider Secrets to Buying the Most | | | | become a regularly featured columnist, or |
| Comprehensive Plan." I can't stress this next | | | | perhaps act as a moderator for an upcoming |
| point enough; you must be objective when | | | | online seminar, etc. This does several things |
| interviewing for such a story. When being | | | | for you. One, usually anything |
| interviewed by the media, it's not a chance | | | | Internet-related is archived. So if a person |
| to "sell" yourself; rather, it's an | | | | is shopping around for insurance or financial |
| opportunity to express your knowledge and | | | | products and you've partnered with a |
| expertise, and help readers use your | | | | reputable and high search engine ranking |
| knowledge to their benefit. If they like what | | | | online media outlet, there's a good chance |
| you have to say, they'll contact you. | | | | your Web site will reflect high in search |
| | | | engine rankings. Two, if you're a regularly |
| -- Consider facilitating a bimonthly | | | | featured columnist, you immediately acquire |
| workshop(s) at your local library or | | | | more credibility than your competitors. |
| community center called, "The Insider's Point | | | | Readers are more likely to reach out to you |
| of View to Long-term Care Insurance. Who | | | | for product solutions. |
| Needs It, Who Doesn't?" Or, "Age & Long-term | | | | |
| Care Insurance, When's The Right Time?" The | | | | -- Don't forget about organizations you |
| workshop-tactic is becoming slightly | | | | already belong to. Are you taking advantage |
| overused. However, I think it's still a very | | | | of their Web site resources, i.e., linking |
| powerful marketing tool. Plus, it's | | | | your Web site, being included in their |
| affordable. You simply need to be more | | | | membership directory, etc.? What's more, do a |
| imaginative with your topics and headlines. | | | | quick search on for free directories. Try, |
| | | | ["your expertise" insurance directories], or |
| -- Try creating a "Long-term Care Insurance | | | | [financial sales representatives |
| Top 10," fact sheet. It should include | | | | directories.] |
| detailed content about the ins and outs of | | | | |
| selecting long-term care insurance, i.e., | | | | -- The key marketing strategy to keep in mind |
| why, why not? Who qualifies and what are the | | | | for any salesperson is that you must |
| estimated costs? Distribute your fact sheet | | | | circulate, "be seen." It's the most |
| to prospects, the press and various public | | | | perpetuating sales lead program you can |
| bulletins, such as the library, town hall, | | | | foster. |
| Post Office, colleges, doctor and attorney | | | | |
| offices, etc. When you're selecting bulletin | | | | -- Finally, as you're working hard to |
| boards, stick to professional looking boards, | | | | generate all these new leads, make sure you |
| rather than just catch-alls. The latter will | | | | have a follow-up plan in place. The fastest |
| reduce your professionalism. Some bulletin | | | | and most affordable follow-up method is to |
| boards give off the impression, "What would | | | | ask prospects if they want to receive your |
| she know; she's advertising on a bulletin | | | | free monthly ezine. |
| board." On the fact sheet, you're not selling | | | | |