This document summarizes a presentation on harnessing 21st century technology to succeed in insurance sales. It introduces several panelists who have found success using blogging, internet leads, and other digital strategies. Jeff Rose discusses how he built a top financial blog and generates traffic. Nic West explains how he has sold over 6,000 life insurance policies directly to consumers online and provides tips for competing with internet leads. [END SUMMARY]

1. Presented by: Hosted by:

2. Presented by: NAIFA California (YAT)
NAIFA California (YAT)
• Why join?
www.naifa.org/join/
• About Us
www.naifa.org/about/
• Contact
www.naifa.org/about/contact.cfm
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

3. Hosted by: Pinney Insurance
Pinney Insurance Center, Inc.
• Phone: (800) 823-4852
• Web: www.PinneyInsurance.com
• Connect with Pinney:
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

4. Today’s Panelists
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

5. Introducing Jeff Rose
Jeff Rose, CFP
GoodFinancialCents.com
Jeff Rose, CFP is a Social Media
Superstar and blogging sensation who
runs one of the most successful financial
blogs (GoodFinancialCents.com) on the
internet and has collected millions in
AUM, annuities, and life sales using his
blog to attract and convert prospects into
clients and raving fans.
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

6. Introducing Nic West
Nic West
TrustedQuote.com
Nic West is a master on the phone and
working internet leads for life insurance.
Over the past 7 years, he has sold more
than 6,000 policies direct to consumer, never
meeting one of his clients face-to-face. He
has helped 100's of agents learn to do the
same.
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

7. Introducing Jeff Root
Jeff Root
Root Financial
Jeff Root has placed over 2,000 life
insurance
policies online and over the phone and
shows other agents how to do the same.
He'll be speaking on a few strategies and
technologies that he credits for the explosive
growth in his life insurance business over
the last year.
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

8. Introducing Ryan Pinney
Ryan Pinney
Pinney Insurance
Ryan Pinney is a recognized expert at using
technology and the power of the internet
and
social media to drive business. His firm sold
more than 16,000 policies online last year
and provided 1,000's of agents with the
same tools he used to do it.
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

9. Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E
Blogging and
Traffic Generation
With Jeff Rose

10. About Jeff, CFP
 Top 20 Blogger – Insurance & Finance
 Owns www.GoodFinancialCents.com
Owns Alliance Wealth Management
 Recently started LifeInsuranceByJeff.com
CEO and Founder
jeff@goodfinancialcents.com
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

11. Blogging 0.0
 Figuring out what "blogging" is.
(It's not Myspace!)
 Guest posting and researching SEO
 Joining every single social media
channel
 Networking with other bloggers
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

12. Blogging 1.0
 Growing Email list
 Hello YouTube
 Strategic Keywords and implementation
= more traffic
 Building more backlinks
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

13. Blogging 2.0
 Thought leadership through blog movements
(i.e. Life Insurance, Roth IRA and Debt
Movements)
 Building Google Authorship
 Using "Unfair Advantage" to
capitalize on Life Sales
 System building and
lead nurturing campaigns –
Thanks Paul!
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

14. Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E
Competing with
Internet Leads
With Nic West

15. About Nic
 Current YAT/Technology chair for
NAIFA Northern CA
 Written over 6,000 policies over 7
years
 95% of business written was over the
phone
 Bridged the gap of direct marketing to
Indy agents
 Work with independent agents to
build their internet lead sales
 Director of Direct Marketing at
TrustedQuote.com
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

16. This is not a part time job
• This is a contact sport-more
contacts, more sales
• One cannot be afraid
of the phone
• This not a fall back job
• This is difficult, but can be
very profitable
• MUST invest money to
make money
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

17. Why agents fail with leads
 No infrastructure
 Not enough capital
 Don’t give it long enough
 Don’t have the necessary
computer skills
 Don’t have the work ethic
 Lack of product knowledge
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

18. Typical Agent Process
Lead Average time
delivered to between lead
email delivery and call=
3 hours
Agent gets
coffee
Agent looks
at email
Agent calls
lead
Agent emails
lead from
Agent sends @gmail acct.
lead manual
email

19. My Process
Avg. time to
Lead Delivered to contact: 30
CRM seconds to 3
minutes
CRM Delivers
Lead to dialer
Dialer dials lead Email/Text sends
immediately
within 1 minute
of lead received
CRM sends
immediate
introduction
email
CRM sends
immediate text
message
introduction

20. My Day
• 15 minutes : Scan emails and write down all voicemails –
highlight priority situations. Respond to emergencies only
• 3 hours: Calling leads only (no interruptions, do not return
calls, send or respond to emails.) Contact all leads before
calling policies or application recovery.
• 1 hour: Return calls & respond to emails (these are already
customers, new customers can’t wait, existing can)
• 30 minutes: Lunch
• 1 hour: Work on Marketing
• 1 hour: Application Recovery Calls
• 2 hours: 2nd attempt: Call Leads
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

21. Technology Involved
MUST haves:
• CRM
• Email/website
• 800#
• Softphone
• Call Strategy
• Dialer
• Application team
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

22. CRM “Customer Relationship Management”
• Manage your leads
• Sends automated emails
• Drip marketing
• Triggers action items
• Automated follow ups
• Tracks all correspondence
• Runs your business
A couple examples:
• VAM dB
• Radius
• SalesForce
• SugarCRM
• DataRaptor

23. Script
Introduction:
Hello John, this is Joe from ABC Insurance—how are you doing today? Did I catch you at a bad time?
(Value their time by asking the initial question.
But trick them into saying ―no‖ to the above question.)
Purpose:
Great, the purpose of my call is to make sure we understand the purchase you want to make, to make sure we are quoting you with the appropriate carriers--and to
coordinate the rest of the process of applying.
(Assuming the sale already…)
Who We Are:
As you may already know, ABC Insurance is a life insurance comparison service, we are not an insurance company and not owned by an insurance company. We gather your information to
provide free life insurance quotes with top companies like MetLife, Prudential, Banner Life, SBLI and John Hancock to name a few. This gives us the ability to be unbiased in our offerings to
you the consumer.
―First off, were there any questions you had for me?‖ pause—
(Breaks down any walls)
Establish Need:
Was this new policy to replace an existing policy? In addition to? Beneficiary? What made you get online to quote a new policy?---(keep asking questions, establish 5 reasons the client
needs life insurance and take notes) (establishing the need will cement the sale)
Verification: (mini-closes)
To get started, let me verify a few of the basics
• Confirm address—―I assume this is where you want your medical exam?‖ ―Grab your calendar‖
• Ask for Occupation/Income—“A good rule of thumb is 10x income-but we will get back to that‖
• DOB— if close to age change— mention speedy underwriting, binding coverage, lower rates
Prescreen:
Normal questions; mention medical exam results determine rates—if on Cholesterol meds, tell client that once the exam is done we will have a better bearing on prices—(mini-closes)
Quote Presentation:
Present your educated option, using a needs analysis—while regurgitating their need back to them. Give a few options and a few companies. Sell on the premise of ―Flexibility‖—start high
and work backwards once approved—free to apply etc.
Assume Sale:
Now that we have decided on a preliminary policy—let’s take a look at the calendar— I have ___ available— what time works for you?
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

24. Tricks
• Web conferencing
• Change caller ID from time to time to
increase contact
• *67 will block your caller id
• Text messaging—several good web based services
• Call once, then call immediately after
• Have a team behind you that can process the sales made
• This allows you to focus on the next sale
• Always assume the sale
• Who steps on a car lot with no intention of
buying a new car?
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

25. Recurring Technology Costs
Tech Monthly Cost
CRM $50
Phone System $40
Website $20
Dialer $150
Total $260 monthly
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

26. Lead Costs and Conversions
Lead Type Cost Conversion
Aged $.35 .045%
Shared $10 4%
Exclusive $20 10%
PPC $60 20%
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

27. Additional Training
Many agents, most health and Medicare
specialist, will move from their product to
selling life insurance this year due to health
reform.
Most will fail because of lack of:
 Product knowledge
 Underwriting knowledge
www.EZLifeTraining.com
 Knowledge of carrier niches
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

28. Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E
Internet Strategies
& Technologies
With Jeff Root

29. About Jeff
Background
- Find me at www.selltermlife.com (life insurance sales
blog)
- I’ve been selling life insurance over the phone since 2007
- Over 2,000 policies in force
3 Strategies I Credit For The Fast Growth In My
Business Jeff Root
direct: 949-480-9638
email: jeff@rootfin.com
1. Extracting referral sources from internet leads.
2. Getting published in niche verticals to generate leads
3. Building a segmented database of prospects
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

30. Extracting Referrals Sources From
Internet Leads
Just 1 good referral source can explode your business
- Referral SOURCES, not single referrals.
- Listen to why your leads are buying coverage.
- Ask about past declines.
Industries Ripe for Referral Extraction
- SBA Lenders - P/C agencies
- Fee only financial planners - Structured Settlement
Brokers
- Divorce attorneys (in certain states) - Estate Planning Attorneys
- Equipment financing reps - CPA’s
Important: Secure coverage first, then contact the referral source and ―name
drop‖ your client.
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

31. Getting Published In Niche Areas
To Generate Prospects
With the internet becoming more social, it’s becoming easier to get showcased
in small publications.
Recent Example:
- Undercurrent.org – 15,000 paid subscribers.
- I can directly link $8500 of placed premium from
this article since November.
- This article is also being shared on scuba diving
Forums where I’m getting residual traffic.
www.wetalkdiving.com
forums.scubadiving.com

32. Getting Published In Niche Areas
To Generate Prospects
Other Life Insurance Niches:
- Any Health Issues: Diabetes, Crohns Disease, Multiple Sclerosis etc.
- Hazardous Activities: Skydiving, Private Pilots, Active Military etc.
Every Niche has magazines, newsletters and websites.
- Write an awesome article (non-salesy and not boring)
- Scrape contact information from websites and/or
social media.
- Reach out to the editors or webmasters.

33. Building A Segmented Database
Of Prospects
Your database of prospects is your BIGGEST asset in this
business.
My most profitable change this year? Segmenting my database.
Case Study: GUL campaign in response to AG38
Search:
―With Any of These Tags‖: GUL
―Doesn’t Have Any of These Tags‖: Client
Result: 47 records
41% open rate (19 people opened the email)
5% unsubscribe (1 out of those 19 unsubscribed)
2 HOT leads that resulted in over $4,000 of placed premium
It’s not the size of the list, it’s the quality of it!

34. Building A Segmented Database
Of Prospects
Tips for e-mail nurturing your life insurance database
 Keep the emails short.
 Keep it personal and don’t make it sound like a canned email.
 Don’t treat it as a ―newsletter‖ with insurance news topics or ways to
help them financially (big mistake agents make).
 Add your picture and social media icons to the emails. Let them
connect with you and know you’re real.
 Concentrate on adding to this list every single day.
 Have some fun with it.
Platforms for segmented e-mail nurturing
- Infusionsoft, Office Auto Pilot, Marketo, Hubspot
- Pinney’s new life insurance CRM will have segmenting available. Launch
date is within a couple months.

35. Any Questions?
You can find me at www.selltermlife.com where I publish
articles to help grow your life insurance business. Please
drop by and subscribe to my email newsletter!
Jeff Root
Phone: 949-480-9638
Email: jeff@rootfin.com
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

36. About Ryan
VP, Sales & Marketing
at Pinney Insurance
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

37. Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E
A Changing
Industry:
What’s Next?
With Ryan Pinney

38. A Changing Industry, What's Next?
 The Internet Continues
to Change Everything
 The Rise of the Direct
Marketer
 New Technologies and
Trends ARE Redefining
the Industry
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

39. “The insurance industry is facing challenges
that make it ripe for a “Napster Moment,”
the moment when some other industry
steps in and redefines the game.”
Maria Umbach, Managing Principal
Insurance and Financial Services
Maddock Douglas, Inc.
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

40. Why Price, Underwriting, & Products
Don't Matter
 The P.U.P.S. Trap
 The Lack of
Differentiation
 The True Value Add
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

41. Stand-Up, Stand-Out, & Be Different
 Decide to change
 Find a niche
 No value added
 If you’re saying and
doing the same things
as your competitors –
you’re just a
commodity!
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

42. Dif·fer·en·ti·ate:
 To serve to distinguish
between.
 To perceive, show, or
make a difference (in or
between); discriminate.
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

43. Optimizing Your Agency: Lather, Rinse,
and Repeat
Standardize Systematize Automate
Making Millions with 21st Century Technology:
Harnessing the Internet, Social Media, & Mobile Technology to Thrive!
PINNEY
I N S U R A N C E

44. Click to Watch the
Presentation
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