Direct mail is the answer to lead generation and building relationshipsArticle added by Thomas Emmerson on August 9, 2011
Ranked: #249 (302 pts)
Direct mail has unique qualities that generate leads and build relationships. Both new and seasoned agents alike are looking for a consistent flow of prospects to keep the sales pipeline from having peaks and valleys. Direct mail is the answer to consistently getting your message to your clients. Essentially, you are mailing a silent salesman to your client’s mailbox.
Every insurance agent needs a fresh new way to reach out to clients in order to effectively grow their business.This can be in the form of direct mail, email, newsletters, call centers, client appreciation events, radio, television or billboards.
No other medium can target prospects the way direct mail can. Billboards cannot guarantee that your message will be seen. Telephone solicitors will be screened before they have the chance to speak to a client. Email may get directed to the spam folder so the client never sees it. Even if the client chooses to throw the direct mail piece away, they at least have had it in their hands.
Direct mail has unique qualities that generate leads and build relationships. Both new and seasoned agents alike are looking for a consistent flow of prospects to keep the sales pipeline from having peaks and valleys. Direct mail is the answer to consistently getting your message to your clients. You essentially are mailing a silent salesman to your client’s mailbox.
Using the qualities that direct mail possesses helps form relationships
Direct mail initiates meaningful two way communication that shapes the relationship with the client. You want your relationship with the client to feel like you are conversing with them in their living room or kitchen. You want to be their trusted advisor. Direct mail can be the start of that relationship.
Direct mail keeps the message between you and the client because the competition cannot react to an offer they haven’t seen. When building relationships, you don’t want the client to hear the “noise” about what the competition has to offer. You want their undivided attention. Direct mail gives you the edge of your offer being seen by the client before the competition has time to respond.
Direct mail gets the mail piece in the hands of prospects, not suspects. You can narrow down your mailing by age, sex, estimated household income, presence of children, homeowner/renter, lifestyle parameters, and hobbies (based on magazine subscription or association membership). You can deliver your message to exactly who needs to see it.
Clients applying for a mortgage, for instance, need to be informed about homeowners insurance. If they are currently a homeowner, this may be a time that they review their coverage. If they are a renter, they need to know what your company has to offer them and why. Although it is the same product (homeowner insurance), the message will vary with the client so they make the most informed decision possible.
Direct mail helps you target what a client needs. Abraham Maslow, in his 1943 paper, "A Theory of Human Motivation," concluded that humans fulfill their most basic needs in order of importance. Second on that list of needs concerns the insurance industry: Personal security, financial security, health and well-being, and a safety net against accidents/illness and their adverse impacts on the lives it affects.
Direct mail helps you leverage your strengths when prospective customers are the ones who receive your message. You sell insurance. You know your product and your company. Using a professional direct mail company is the way to get your marketing piece opened. Spending more time in your sales cycle selling to customers is the best use of your time.
Only the best professional direct mail companies hone their craft and are constantly researching their industry so they are up-to-date on the latest postal rules, regulations and rates. For instance, saving even one cent per mailing on a 500,000 delivery saves you five thousand dollars. This is money that can be spent on the next round of prospect mailings or to send an appreciation piece to your current client list.
It is important in any new marketing strategy to review your budgets carefully and talk over your goals and expectations with your marketing company. Many top producers will tell you they often layer three or four types of media to get results.
Each agent will have a different market, client base or goals for themselves but one thing remains the same: consistent marketing equals consistent prospective clients in the sales cycle. Relationships formed with clients create an environment where they will refer you without hesitation. Direct mail paves the way for the relationship to form and can continue through appreciation pieces and constant contact. A client may do away with their landline phone, but no one says “take away my mailbox.”
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