Recession-Proof Your Business
An Agent’s Guide to Marketing During the Downturn
Exclusively from Senior Market Sales, Inc. and www.SeniorMarketSales.com
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Recession-Proof Your Business
What is the most challenging aspect of selling insurance? According to the
overwhelming majority of insurance agents we speak to, it’s prospecting for new
business. No doubt many agents are approaching new client acquisition with
increased urgency during the recession. Sales are down for many products and
competition is fierce, which leaves little room for error when prospecting for new
clients.
In the following chapters, we’ll show you how to think like a marketer and develop
strategies and systems to make your marketing efforts more consistent, more efficient
and more effective. You’ll emerge with a new focus to your prospecting efforts, a
clearer conception of who your ideal clients are and what you can offer them. Let’s get
started.
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Part 1: Get A Marketing Plan
Many advisors fail to think strategically about how they want to
market their services. The reason for this is simple. It’s easier to
jump from tactic to tactic—send a sales letter, run an ad, do a
seminar—than it is to develop a plan for what you want to
accomplish with your efforts. But a recession is no time for
wandering off on tangents with your marketing. In this economy—
whether you’re an independent insurance agent or a billion dollar
corporation—businesses need to be focused, effective and efficient
in everything they do—especially recruiting new customers.
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Part 1: Get A Marketing Plan
Developing a marketing plan will help you establish exactly who you
are, who you are you trying to reach and what you are trying to
accomplish. Because you need to know where you are going before
you can decide how to get there.
Writing your Marketing Plan doesn’t have to be as daunting as it
sounds. It doesn’t need to follow any formal style—a simple outline
will suffice. But it is important to get it on paper because the whole
point is to create a roadmap for your marketing and prospecting
efforts that you can continuously refer back to. Even if you already
have a plan in place, now is a good time to revisit it as your business
objectives may have changed with the recent economic conditions.
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Writing Your Plan
•Define your short- and long-term business objectives using the
SMART method (make your goals
Specific, Measurable, Attainable, Relevant, Timely)
•Define your ideal client in terms of demographics like
age, income, marital status, profession, etc.
•List additional target markets
•Determine your brand positioning, i.e. what differentiates you from
your competition in your ability to meet the needs of a particular
demographic
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Writing Your Plan Cont.
•Taking into account your objectives, target market and position
within that market, you can now decide how you want to market
yourself and develop strategies accordingly
•Choose the marketing tactics that best fit you objectives, audience
and budget, e.g. fliers, postcards, email marketing, newsletters, Web
site and more.
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Your Marketing Plan should yield answers to the
following questions:
•What are your short-term and long-term business objectives?
•Who is your ideal client?
•What do those customers typically need?
•What differentiates you from your competition in meeting the
needs of that demographic?
•What marketing techniques are best suited to your chosen
market, product offering and your practice?
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A Step Further
So you start your marketing plan with a high-level overview of your
business and the market and by the end you’ve begun to zero in
with laser-like focus on the most cost-effective techniques to get in
front of new prospects.
Here are a few common marketing tactics, which we will cover in
more depth in the next chapter.
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Choose the tactics that best match your business, your
skills and the target market you are trying to reach.
And remember, the key to thriving in a poor economy isn’t all
strategies and tactics. You also have to be creative, proactive and
optimistic. It also doesn’t hurt to have strong partner like Senior
Markets Sales to help you grow and develop your business.
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http://www.SeniorMarketSales.com/PR03
Please Download the PDF Full-Version for FREE!
http://www.SeniorMarketSales.com/PR03