|Solution:||New Business Development|
|Toolkit:||Website, stand-alone landing page or mini-site for the campaign
SalesPro, to manage prospect database, outbound marketing, lead capture and sales follow-up
5 steps to growing your wholesale insurance sales
Whether you are a traditional wholesaler, GA or MGA, managing underwriter, program manager, or a carrier, you share the same problem – you have to get the attention of retail agents in order to grow.
Fortunately, your prospect universe is finite, and your prospects probably want to know you more than you want to know them. You might even be able to identify and connect with almost all of them if you really tried. So why don't you?
Our solution for wholesale insurance sales provides a systematic means to accomplish this:
1. Identify your prospects
Translation: 'build a marketing database'.
There are two parts to this: (1) obtaining information on your prospects and (2) organizing and storing the information, so it can actually be used. Item (2) is almost always the larger challenge.
Data on retail agencies is readily available from on-line data sources, from agency websites, and may be purchased commercially. The most valuable intelligence typically comes from day-to-day meetings with customers and prospects.
In our wholesale insurance solution, the SalesPro sales automation system is used to manage the customer/prospect database, making it easy to store and use all available information about each account, including a complete history of all activities, leads and website visits.
2. Reach out to them
Rather than rattling off ten important points about your products, identify the single most important advantage you offer, and distill it into a Unique Selling Proposition ('USP') for each market segment. Then build your campaign to them around this single idea.
With SalesPro's outbound marketing tools, you can target prospects in each market segment using the intelligence contained in your database, and reach them using any combination of media such as e-mail, postal mail or telephone.
3. Capture the lead
Even with the best outbound communication, nothing useful happens until the prospect touches you back, and that is accomplished via the lead capture process.
Traditionally, prospects responded to your outbound marketing via reply card, fax and phone. While some prospects still reach for the phone, the reply card is rapidly being replaced with electronic lead capture, with its improved speed and accountability. SalesPro allows you to capture leads electronically on a landing page, your website, or a campaign mini-site, and deliver any campaign 'offer' electronically.
4. The prospect Website experience
A serious prospect will almost always visit your website before doing business with you, and this experience is likely to set the tone of your future relationship.
Your website should be structured around the needs of both retail agents and your products. Use one of our attractive, functional, and easy to navigate website products, or integrate your existing site into the solution.
For firms with more extensive offerings, our Enterprise edition site will simplify managing your content and make it easy for retail agents to locate the products they need.
5. Sales follow-up
The final step in the new business process almost always falls to a human being. The Sales Professional edition of SalesPro provides the tools to ensure timely and thorough lead follow-up, and to arm sales managers with the information they need to help each of their reps succeed.