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Map More Customers

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Learn how to target the prospects with the Map Tab feature. We'll show you how easy it is to pinpoint your customers and reach them for a direct mail or telemarketing campaign. During this webcast …

Learn how to target the prospects with the Map Tab feature. We'll show you how easy it is to pinpoint your customers and reach them for a direct mail or telemarketing campaign. During this webcast we'll also show you easy it is to build a referral base, how to target life insurance prospects and that's not all. We'll also cover:
• Multi-line search to grow your book of business.
• renters/condo search to cultivate these future homeowner relationships.
• Business search by industry type.
• X-Date search by a homeowner's policy expiration date.

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  • Hello and thanks for joining us for today’s webinar on ways Cole X-Dates can help you build your Referral Base. I’m Lora Ullerich and I’m the digital Media Specialist for Cole information. I’m joined here with Jeff Noehren, who’s with Cole.
  • Take a look at these two scenes—on the left we have a young family—a first time renewal & our ideal prospect. On the right is that same family—in a preview grid format. Same information—same family—yet, for most of you, your eye is drawn to the left.
  • That’s because many of us have a hard time digesting data. In fact, 83% of learning is done visually—so when you can visualize your data, or represent data through maps, charts, graphs or pictures, it makes it easier to interpret & understand Pictures also bring about an emotional connection to what you’re doing—when you can visualize a family, rather than just seeing their contact information, it helps you better understand them & therefore be able to talk to them.
  • The map feature works great, especially if there’s certain boundaries, streets, locations you want to stay away from—it’s easier to visually your parameters. For example, maybe you can’t insure homeowners because they’re too close to a body of water or maybe they live in an area with a high fire risk, it’s a lot easier to visually see those boundaries, as opposed to guessing with an address.
  • Thanks for choosing Cole X-dates. Today, I’m going to give you a brief overview of what Cole X-Dates can do for you including highlights of the various features and how you can get the most out of the product. I’ll also show you the Cole X-Dates highlights including the X-Dates search that is literally as easy as typing in a month, zip code & states & it immediately shows you hundreds of leads, the renters/condos search as well as the multi-driver search and that’s not all. As we do this, you’ll notice the pay-off of X-Dates. The fact that in just two sales, this product will have paid for itself. And then we’ll leave it up for any questions you may have.
  • Before we get started, just a little background on Cole Information. In 1947, Jack Cole created the Cole Directory. The “Blue Book” is the original criss-cross reference directory, a standard tool for business and government. Today we continue this tradition of innovation through products like Cole X-Dates to provide small business owners this searchable database of addresses and phone numbers that allows them to target consumers and businesses in their own neighborhood. What makes X-Dates unique is that six years ago, when we were creating this product, we talked to insurance agents like yourselves to see what they would want in a product. You told us: we want a product that is easy to use & access, alerts us when homeowner’s policies are expiring in our area. And not only that, we’d also like to be able to see which households have multi-drivers & along with being less than $500, can you make it affordable? And that’s exactly what we created. We created a product that’s easy to access and use and in just a few clicks, you have a list of prospects. Cole X-Dates is affordable, unlimited & also you can preview the list prior to download.  
  • In addition, we think insurance agents are most successful when you have support. That’s why we created an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs. Go into the product stuff….
  • In the insurance industry, referrals are a great revenue source for your small business. These people have called or come into your store on the advice of one of your best customers. Usually this word-of-mouth promotion happens by spontaneously or organically—but wouldn’t it be nice for you to have it happen on purpose? With Cole Information products, in just a few clicks, you can influence new customers to choose you through…and we’ll show you how.
  • Tom Foti, manager of Direct Mail and Periodicals at the U.S. Postal Service (USPS), recently said in a statement that an "average household receives only two pieces of direct mail a day" and that most people are excited by receiving something. This means that business owners who use direct mailing lists are likely to have more success grabbing consumers' attention when compared to other forms of advertisement. According to DirectMarketingIQ, in 2011, 38 percent of direct mail was personalized to establish a stronger connection with clients. If a company delivers information that has been tailored to a specific individual, region or demographic, it is more likely to attract attention. Businesses can use reviews of relevant products based on a consumer's buying history, or referrals from other clients, to create a specific advertisement. Even something as simple as including a free offer for regular customers may make a mailer feel more personal to a consumer. Clients want to know that companies are paying attention to their needs. Making a more personalized advertisement may be a more effective mailing list marketing strategy than sending out general information. This might be the budget-friendly solution for owners whose customers complain about not receiving service based on their interests. 
  • A great example of making it personal and also timely is this example I recently got from my insurance agent.this postcard camein the mail the other day. It was one of two mail pieces I had received that particular day. My birthdy falls in october. So personal. It is also timely. It’s a trigger for my agent to reach out to me and look at the wording on the back. Its time to review your policy. Lets talk about additional life insurance options. He knows my age, knows whereim at in my life and knows im thinking the same thing. This is effectiveand a great example of being personal and also timely. This can help make your campaign sizzle.
  • A great example of making it personal and also timely is this example I recently got from my insurance agent.this postcard camein the mail the other day. It was one of two mail pieces I had received that particular day. My birthdy falls in october. So personal. It is also timely. It’s a trigger for my agent to reach out to me and look at the wording on the back. Its time to review your policy. Lets talk about additional life insurance options. He knows my age, knows whereim at in my life and knows im thinking the same thing. This is effectiveand a great example of being personal and also timely. This can help make your campaign sizzle.
  • Joy Jendusa from Postcard Mania joined us recently on 10 Ways to Make Your Postcard Pop…here’s her top 10 list for making your postcards pop.
  • Clear benefits copy prospects can relate to. Joy used these examples: so if it’s great coverage you provide, you copy needs to have something about how you protect both family & property. If it’s more office locations—you have a faster response to an accident If you handle all types of coverage, you’re a one-stop shop for all things insurance.
  • Always have: you company name & logo….let’s go back to the postcard…it has the person’s name, but there’s no logo or branding that familiarizes me to that ocmpany.
  • Cold calling is tough…it’s a number’s game, more people you call, more likely you’ll be successful. You have 10 seconds to get your message across—so make those precious moments count! How? Time of day you and day you make your calls matter. if it’s too early, no one will be there, too late? Everyone’s eating dinner
  • Gordon Gillespie is an Allstate Agency owner of Gillespie Financial Services in Port Orange, Florida. But he’s been in the insurance industry since 1990 and the entire time has been successful in finding new customers with Cole Information. “When I was a new agent in New York, I used the Cole Directory to prospect for new customers. I grew up on that.” Despite moving across the country and also switching which carriers he wrote for, Gillespie maintained his subscription with Cole Information and in 2010 switched from the printed books to Cole X-Dates. In 2011, his agency grew by 17% and by 22% in 2012. “We do that by specifically reaching out to homeowners whose insurance policies are coming up for renewal in the coming months. We send them a letter stating their homeowner’s insurance policy is expiring and asking for the opportunity to quote them. But the real key to success is following up that letter with a phone call. In fact, my contact to appointment ratio with Cole X-Dates is 35%.” Gillespie says the key to telemarketing is a three-pronged approach: calling the right people, at the right time using the right script. How does he know this? He tracks the calls and gives the following tips for success: Calls are made to prospects between 5:30-7:30 or 8 at night. His team does not leave messages. The script is professional and always includes a clear identifier of who’s calling and an apology. For example, “Hi Mr. Smith. I’m from Gillespie Financial Services and am sorry to disrupt you, but the reason for my call is I noticed your homeowner’s policy was coming up for renewal. Could I quote you?” If the prospect says yes, Gillespie says his team gives a realistic time estimate of how long the quote will take and the number of questions that will be asked. For example, “Great. I’m going to ask you four questions which will only take five minutes.” If the prospect is busy, ask when a better time to call is and call at that time. If the answer is no, politely end the call. Gillespie’s formula works. And he’s excited about expanding his book of business in 2013. “Once I’m able to get in the door ahead of the competition, I cross-sell prospects with auto polices. I couldn’t grow my business without Cole X-Dates.”
  • Gillespie says the key to telemarketing is a three-pronged approach: calling the right people, at the right time using the right script. How does he know this? He tracks the calls and gives the following tips for success: Calls are made to prospects between 5:30-7:30 or 8 at night. His team does not leave messages. The script is professional and always includes a clear identifier of who’s calling and an apology. For example, “Hi Mr. Smith. I’m from Gillespie Financial Services and am sorry to disrupt you, but the reason for my call is I noticed your homeowner’s policy was coming up for renewal. Could I quote you?” If the prospect says yes, Gillespie says his team gives a realistic time estimate of how long the quote will take and the number of questions that will be asked. For example, “Great. I’m going to ask you four questions which will only take five minutes.” If the prospect is busy, ask when a better time to call is and call at that time. If the answer is no, politely end the call. Gillespie’s formula works. And he’s excited about expanding his book of business in 2013. “Once I’m able to get in the door ahead of the competition, I cross-sell prospects with auto polices. I couldn’t grow my business without Cole X-Dates.”
  • Not so fast…. You’ll fail every time: You don’t do your homework You don’t know which approach & offer works the most effectively You buy a list, pick the prettiest postcard with a pretty picture & mail it to everyone.
  • We’re so glad you’ve chosen Cole X-Dates to jump start your sales. If you have additional questions or need assistance, our customer service number is …..1-800-283-2855 today. And be sure to check out Colecommunity.com. Where you can learn some great tips through our webinars—both new & recorded, read our blog & articles on colecommunity.com. Are there any questions?
  • Transcript

    • 1. Map More Customers with
    • 2. 2Visualize Your Data
    • 3. 3• Easy to interpret and understand• Provides an emotional connection• More Memorable• Fingertip prospectingVisualize Your Data
    • 4. 4
    • 5. 5• New Map Feature• Direct Mail and Scripting Ideas• Additional Product Features• QuestionsSession Framework
    • 6. 6• Cole Directory• Published in 1947• “Blue Book”• Crisscross directory of addresses &phone numbers• Cole X-Dates• Exclusively for insurance agents• Online powerful tool works offtrigger events• Unlimited telephone numbers& mailable addresses throughout subscriptionThen & Now
    • 7. 7
    • 8. 8• Recent neighborhoodclaim• Locate bodies ofwater/natural areas• Visually pinpoint yourbest customers –referral• Areas hit hard byweather/naturaldisasterMap Tab Uses
    • 9. 9Make it Personal– Average household receives 2 mail pieces per day• Tailor it to specific individual.• Make it relevant to their life.• Pay attention to their needs!Flickr via makeshiftlove
    • 10. 10
    • 11. 11
    • 12. 12Clear, catchyheadlineVisuallyinterestingpicture
    • 13. 13ClearCall to ActionClear “Benefits”Copy ProspectsCan Relate ToContactInformationWhat’sMissing??
    • 14. 14What’s Missing?• Company name & logo• An offer• Gift card for time/quote• Strong Call to Action
    • 15. 15Cold Calling Success• Number’s Game• First 10-seconds count!• Stress “local” in your introduction• Beware of inflection and tone• Time & day matter
    • 16. 16Success Story•2011 agency grew by 17%•2012 agency grew by 22 %•First: Sends letter out to homeowners•Next: follows up with a phone call“My contact to appointment ratio withCole X-Dates is 35%.”GordonGillespie, Floridainsurance agent
    • 17. 17Gordon’s Approach– Prospect calls made between 5:30-7:30 pm– No messages left.– “Hi Mr. Smith. I’m from ABC insurance and am sorry todisrupt you, but the reason for my call is I noticed yourhomeowner’s policy was coming up for renewal. Can Iquote you?”– Yes? “Great! I’m going to ask you four questions whichwill only take 5 minutes, okay?”– Busy? Ask when a better time to call is and call at thattime.– No? Politely end the call.
    • 18. Once again, track and measureAgain, Track &Measure
    • 19. 19Five Action Points• Use the map feature.• Create a postcard/letter/script.• Offer incentives of value.• Start off small.• Track and measure.
    • 20. 20• Customer Service:1-800-283-2855 Jump Start Sales!
    • 21. 21

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