FREE Ways to Keep Customers (by Keeping Competitors at Bay)
Your current Medicare insurance clients are receiving an average three direct mail pieces from competitors each day during the Annual Enrollment Period (AEP). They’re likely being bombarded with radio & TV spots and encountering other insurance agents at community events. Are you doing everything possible to thwart the advances of your competition in order to retain your customers and keep your hard-earned renewals?
Rather than broadly covering the topic of retention, today’s article discusses specific approaches you can use in email and social media campaigns targeted to current customers. These platforms can help keep you top-of-mind with your clients and require only your time, not your wallet!
Address the elephant in the room. Consider taking the open & honest approach by starting your email or social media post confronting the obvious. ‘There are a lot of celebrity-endorsed commercials and other campaigns out there making misleading statements about Medicare insurance benefits. Avoid getting caught up in the hype and get advice from a licensed agent who knows the plans available right here in our community!’
Pique curiosity. Starting a communication by asking a question is a good way to immediately engage your audience. Questions you can ask may include: Are other agents, insurance agencies, or even national call centers offering Medicare benefits that seem too good to be true? How can you make sure you’re getting all the Medicare benefits for which you qualify? How can someone in a call center hundreds of miles away offer you a personal level of service? Questions like these, when framed the right way, serve to inform as much as they beg to be answered. Avoid close-ended questions that can only be answered with a ‘yes’ or ‘no’.
Tell heartfelt stories. Agents must be careful not to disclose any Personally Identifiable Information (PII) or Personal Health Information (PHI) when publicly relating customer experiences. Keeping this caveat in mind, telling true stories about how you were able to help a customer save significant money or keep the same trusted doctor instills a lot of confidence in your ability to provide exceptional service.
Incorporate testimonials. Closing a well-crafted email with a client testimonial that supports the message is an excellent way to demonstrate your commitment to service.
Emphasize being local. Being local is perhaps the biggest differentiator independent agents hold against national competitors. Local agents often have a deeper understanding of or relationship with their community’s hospitals, doctors, networks, social workers, assistance programs, regional Medicare plans, etc. Agents who highlight this point in every marketing communication (internal and external) set themselves apart from national carriers and call centers by creating a greater value proposition for prospects and clients.
In summary, agents who initiate honest conversations with clients about communications they may be – and most likely are – receiving from competitors can improve retention rates. The competition has no qualms about reaching into your current customers’ living rooms by way of direct mail, television, social media, radio, etc. In turn, agents must not only be prepared to confront competitor talking points, but can gain the upper hand early by proactively engaging with clients in an open discussion. YOU are your clients’ preferred insurance agent and frequently reminding them of this fact can help ensure you secure their business for many years to come.
As a National Marketing Organization that works with thousands of independent agents, we understand you must retain clients and generate leads in order to grow your business. That’s why we work diligently to provide the resources necessary for successful marketing. If this information is valuable and you want to know more about the services we provide our Medicare agent partners, please contact us at email@example.com or 888-745-2320.