Squirrel! How to Focus on Marketing Principle #1 for Your Insurance Agency and Not Get Distracted by Shiny Objects!
Squirrel! It’s very easy in today’s connected world to get distracted by the next shiny object. For kids and teens, it was Pokemon Go, then fidget spinners, and whatever else that will come next. When it comes to marketing for insurance agencies, it can be the newest social media platform, to the newest integrated insuretech products.
Don’t get me wrong, there are many new and great tools coming out by the minute. Some may just help move your agency forward to the next stage of growth, while others may be a distraction that costs you time and money.
So how do you decide what’s the right tool? How do you decide if Periscope, Facebook Live, Snapchat, or that insuretech company that keeps emailing you is the right one to use?
Before you can decide what tools to use, you must first back up and answer the most important question…
Almost 15 years ago, I walked into the sales office in Los Angeles of my new employer on a warm and sunny March day. I was enthusiastic, wide eyed, and eager to take on my new job as the new district sales manager for the struggling sales team.
I knew the team finished at 58% of quota the previous year and was ranked second to the bottom in the nation of over 160 teams. However, I was confident I could turn things around. After all, that was what I was hired to do. When I walked through the door, all of the enthusiasm and energy I had all morning almost immediately left my body. My first day nearly became my last.
“If I can show you a way to increase revenue and retention by asking one simple question, would you do it?”
For several years, I would speak in front of a room of 30-60 insurance agents utilizing that opening as my “pitch” and presentation for the insurance program I was running. The reality was that it was that simple. I was not stretching the truth on the sales process of this program. However, after I did a handful of these seminars, I knew my metrics and expected results.