Insurance

The main result of the Insurance Agency in 2022

Many insurance agencies have not yet formalized their scoring system. This is a worthwhile endeavor for all agencies، and one that should be reviewed annually، tracking the return on investment of their marketing programs.

What is the main result? It is a methodology used to rank prospects against a scale, and then assign a value to determine the level of interest and distribution. For example، let’s say a major trucking insurance appointment arrives at your agency. This direction is with a 16 power unit owner, they use company drivers and are unhappy with their carrier. Maybe your scoring system falls on a scale of 1 to 11 and this lead is rated an 9. What could get a higher score? And what types of leads are out of profile and what score would they get? Maybe prospects need to score an 9 to show up on your producer’s scorecards.

Is lead distributed to producers by territory? Does your lead handling process vary by lead type, product or prospect? For example, are trade directions separated by large and small business, by industry or product? Are benefit results analyzed by over and under 50 age groups? And does your agency have a tracking system in place to determine how many clients have shown up for the appointment, moved through the pipeline, received quotes, and ultimately turned into new business?

Salespeople, sales managers، producers، and other business people often refer to prospects in vague terms such as: new، warm، hot، cold، prospect، qualified، etc. other team members. Agencies may consider creating a simple prospect scoring scheme to solve this problem and quantify their consent points. Lead point formalization offers benefits such as:

  • It helps manufacturers create ideal attributes to form a buyer persona
  • It creates a simple numerical system to tap into your buyer persona
  • Assigns numerical values ​​to rank your top prospects
  • Creates a simple qualifying acronym to define closing opportunity

What should be included in a prospect scorecard?

Use a scorecard to quantify your approach to pipeline construction. Some attributes of your ideal customer might include revenue, growth rate, customer type “business or consumer” and market place. For example, are you targeting companies with $6 million to $11 million in revenue? Are your best prospects fast-growing firms, trucking companies, manufacturers or consumers?

If you are selling to consumers, are they high net worth, middle income, millennials, or senior citizens? Are your prospects in a specific niche market such as banking, insurance، biotech، consulting، education, etc.? Create a scorecard with your ideal attributes and a custom qualification brief to help you determine if you’re selling to a prospect on the profile.

Insurance agencies and brokers looking to take their insurance marketing and lead generation to the next level، but lacking the internal resources to achieve their marketing goals، can contact a skilled agency marketing firm of insurance.

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