As independent insurance agents and business owners, finding new clients is always a priority. Getting a new client is like having a second child. The new child requires a little more time and attention, but you also want to make sure that your first child doesn’t feel replaced or ignored. A new client needs nurturing, but so do your old clients. It’s a juggling act, we know, but if you stay organized and focused, you can keep all the balls in the air.
The trick to taking on new clients while keeping your old clients happy is not taking on too many new clients at once. If we stick to the juggling metaphor, once you have two balls going, would you rather have someone throw ten more balls at you, or would you want them to come one at a time so that you have time to adjust before throwing more balls in the mix? This trick is perfect for taking on clients as well. You need to make sure that you always have the capacity and the time for new clients. If you are overloaded, you’ll either have to turn away clients or hire more people to help you handle the load.
Pay attention to old clients
When you take on a new client, you pull out all the stops to make sure that you can fulfill all of your promises. All of this is a moot point if you forget about your old clients, who then leave you for someone who won’t forget about them. It’s important that you continue to pay attention to every client. They should not feel any less valued because you take on new clients. In fact, they shouldn’t even be aware that you have taken on more clients because their service stays the same. Consistency is the key to customer loyalty.
Anticipate client needs
Make sure you are still anticipating your client’s needs, that you check in regularly, and that you are one step ahead of them. Insurance is a tricky business. There are plenty of rules and regulations, and your clients need reassurance from you that you continue to have their best interest at heart.
Your clients read the papers and watch the news. If there are stories about regarding a hike in insurance premiums, the repeal of the Affordable Healthcare Act, or people losing their homes because they didn’t have the right insurance coverage, take the time to send a quick email to reassure them that they still have the best coverage possible or that what they are reading about won’t affect their premiums or their coverage.
If whatever is happening in the news will affect their coverage, be honest and explain the reasons. A client won’t like having to pay more, but they’ll appreciate that you aren’t afraid to take a tough conversation and be honest with them about their coverage.
If you know your clients have kids that are about to head off to college, drop them a note or pick up the phone to congratulate them and tell them that you’re ready to talk about any extra insurance they may need for their college bound kids.
Go above and beyond
Personal attention, accessibility, industry knowledge, and proactive customer service are four very important aspects of keeping old clients happy and loyal, even when you are growing as a business and have a lot of new clients who are vying for your attention. Again, no client wants to feel like they got bumped for a new client. Make each client feel special and you’ll be rewarded by loyalty and great word of mouth that can lead to many new clients.