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3 Ways Technology is Changing the Way You Sell Insurance

Posted on February 11, 2016 by Mark Sonders

Sonders' Selling Tips

It's no secret.

Great, personalized service is at, or near the top of the list of things an insurance agent can offer their customers. But as Marvin H. Feldman, son of legendary life insurance salesman Ben Feldman, emphasized in a recent LIMRA podcast, you must first reach consumers by marketing to them and educating them before you can provide them service.  

"One of the things we have to do is be able to reach the consumer through whatever marketing resources are available," said Feldman. 

Reaching consumers has become more challenging in today's economy with fewer people feel they can afford insurance. For instance, life insurance is at a 50-year low, with 30 percent of households having no coverage, compared to 22 percent in 2004. To compete in this tough market, successful insurance producers are turning to new sales technology in order to make it easier to reach and serve prospects. Here are a few technology developments that are transforming the way the insurance sales process works:

1. Customer Relationship Management Software

Laptop and notes

Are you still keeping your prospects, opportunities, and customer contact lists in Rolodex files and Excel spreadsheets? Mobile user experience expert Kristen Pfeiffer says many producers are still using these outdated devices when they should be using customer relationship management (CRM) software.

Today, we announced the launch of Vertafore Agency SalesTrack,  a customer relationship management system built on Microsoft Dynamics CRM®. Customized for independent insurance agents, SalesTrack integrates with Vertafore Agency Platform and AMS 360 to centralize customer information and increase visibility into the key performance indicators (KPIs) impacting insurance sales. Vertafore and Microsoft have partnered to create this solution, giving agents a competitive advantage to improve win rates, shorten sales cycles, maximize deal profitability, and better align with the customer buying process.

To understand how a CRM solution can improve your sales results, see the ROI calculator.

2. Mobile Marketing

Mobile marketing is the biggest game changer in insurance sales. 50 percent of insurance seekers now start their search online, one third consider mobile devices their most important information source, and over one quarter go on to make a purchase after using an insurance site or app, according to a Nielsen Mobile Path to Purchase study.

So what's the best way for producers to reach this mobile market? 

Feldman says videos are proving to be one of the best tools for insurance marketers to educate prospective buyers about the benefits of carrying insurance and the risks of not having coverage. Insurance marketer Ryan Hanley recommends using short 30-second videos in native Twitter and Facebook formats, on Instagram, and on YouTube. Feldman also says online insurance calculators in which prospects can enter their own information without agent input are useful marketing tools.

3. Automated Follow-up

CRM software can be at it's most effective when it's used in conjunction with tools designed to automatically follow-up with individuals in your contact list. Following up used to mean finding spare time to thumb through your Rolodex in order to look up prospects and customers who might be in the market for a policy update.

Today you can be far more judicious with your time by using personalized email auto-responder messages. Instead of trying to follow-up with each individual prospect and customer during your down time, simply set up your system to automatically send out timed messages written by your agency's best copywriter.

If you want to see a CRM solution designed for producers and managers, please join us for an exec webcast focused on growing your business. The on-demand version of the webcast also includes a demo of Vertafore Agency SalesTrack, a CRM solution.

Watch Now

 Mark Sonders

Mr. Sonders is the Senior Vice President of Sales and Marketing at Vertafore. With over 25 years of sales, marketing, and financial experience at companies like Thomson Reuters and Kaplan Financial, Mark’s career has focused on delivering long-term success for his clients in order to help them get the maximum value out of his organizations products and services.



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