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7 Ways for Insurance Producers to Utilize Social Selling

Posted on April 07, 2016 by Clifton Demmer

Sonders' Selling Tips

Today's post is written by Vice President of Field Sales, Clifton Demmer. Hope you enjoy.

Social media has forever changed the way we conduct business in the modern world. 

This is a fast-growing reality insurance producers must take to heart to reach customers where they spend the most time—social media. Why is this so essential? The average customer spends an incredible 4.7 hours per day on their smartphone and checks their social media networks 17 times a day according to a Digital Trends report. If you aren’t there, you are missing customers where they are most reachable and you will miss out on these policy sells. Here are seven tips to give you a leg-up on utilizing social selling to its fullest potential.

Insurance Producers Social Selling

1) LinkedIn Invitations: Send LinkedIn invites to the people you meet with immediately following a meeting. You are doing two important things here. First of all, you are reminding these people of your meeting and the discussions you had and second, and maybe most important of all—you are showing that you want to connect with them on a personal level and you are accessible.

2) Personalize: Always personalize the message before you send. Insurance sales success depends on your ability to establish a personal relationship with your customer. A personal message extends a warm and friendly invitation to contact you again and again.

3) Change Your LinkedIn Perspective: Change your perspective of LinkedIn from being an online resume to a tool that builds your brand & reputation in your current role. More and more professionals are using LinkedIn as a way of finding products and services including insurance. You want to put yourself forward as a trusted insurance expert and influencer that can provide answers and insurance solutions to customers.

4) Get a New Title: Adapt your title to be meaningful to your clients/prospects…i.e. Not “sales exec”…but “agency growth advisor, agency change manager, etc.” Anyone can be a “sales executive” but an “agency change advisor” is someone people want to engage. It just sounds more inviting. For example:

LinkedIn profile

5) Create Content: Curate content and post it to your network….1-2 articles a week would be great….always add your comment to the article even if it is just “really enjoyed this.” Great social media content helps insurance agents and producers promote their brand. Your content should be SEO friendly with industry relevant words such as “insurance agent,” “homeowners insurance,” etc. and include attention-getting multimedia content that breaks up blocks of text and makes your content more appealing to the reader.

6) Use Your Network: Work your network….as you prospect, find out how you are connected to someone you’d like to meet and ask your mutual connection to introduce you. Have you ever seen the “people you may know” or “mutual friends” feature on Facebook? This is the idea of using your current connections to reach new prospects.

7) Picture Perfect: Add a picture to your profile and describe the work you to in your current role and why you find it meaningful. Why is a picture important? People love to connect a name to a face and doing so along with a description of what you do will bring your name to mind when customers are searching for insurance more so than just a grayed out icon of a faceless man or woman.

Looking for more tips? Watch this brief 3 minute video from Koka Sexton, Sr. Social Marketing Manager at LinkedIn, on the art of social selling: 

Want to dive deeper? Here's a 20 min video with Koka Sexton and Jill Rowley discussing social selling at Salesforce's Dream Force conference in 2014. The video is a little over a year old, but the major concepts still apply and there's a ton of great insights: 

You can expand the reach of your insurance products to new potential customers exponentially through utilizing the marketing tools of social media to promote social selling. Social media marketing tools such as Buffer and IFTTT can help you keep track of prospects referred from social media traffic. Effective social media marketing is not difficult but will require some time and effort on your part. The results you receive through increased policies written and customer satisfaction with your products and services are well worth the effort.

Interested in some tips about IFTTT or Buffer? Let us know in the comments below and we'll steer you in the right direction! 

Clifton Demmer

Mr. Demmer is the Vice President of Field Sales at Vertafore. With over 13 years of sales experience at companies like Thomson Reuters, Clifton's career has focused on aligning sales efforts with strategic direction while maintaining tactical momentum. Mr. Demmer is also a University of Delaware Ice Hockey 3-time All-American!

 

 
 

 

  • 4/7/2016 11:50 PM


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