Page 17 - Shaw Wall of Honor

1. A two-page pdf document with a brief description of some of the homeowners insurance coverages they should keep an eye on.
2. A one-page document with a brief description of the status of the insurance marketplace in our state, with links to outside resources.
3 A closing sentence in the email body thanking them for the opportunity and directing them to our most recent and important blog post.
Every time I speak about this topic at a conference, I get the same question: do clients actually read them? The answer is simple: probably not. But it’s not a matter of whether they read them or not; it’s a matter of us letting them know and placing in the back of their minds two things: that we care deeply enough about our clients to create “special” documents for them; and that we are very well prepared and knowledgeable insurance professionals, which means we are more than ready to become their guide and trusted advisor. That’s it! This is all you are looking for. Keep in mind that a lead who is looking for price only will probably not read anything except the numbers. But at the end of the day, that’s a client we don’t want at our agency, because as the old saying goes, “win on price, lose on price.” We want clients who value our efforts and value our relationships.
Another question I’m frequently asked is how to do this for commercial clients. In my opinion, commercial clients are actually the ones that benefit the most from our PSP, especially small businesses. For commercial leads and referrals, we created a small, six-page, presentation that we share with them in our initial email conversation. In the presentation, we congratulate them on their business and we show them empathy by letting them know that “we understand how hard it is to run a small business and having to juggle twenty things at the same time. But guess what? There’s at least one thing that you won’t have to worry about because we’ll take care of that for you, and that’s your insurance program.”
Again, I believe that TCE begins the moment we have a conversation via email or phone with a prospect. Let’s make sure they know you care about them and that you are ready to guide them. Create your pdfs and presentations with pictures of people smiling and giving thumbs up. This makes people smile back and feel comfortable. Keep your wording and descriptions short and sweet, and please proofread everything to make sure you are not exposing yourself to an E&O situation. Give your clients clear actionable steps to how you do business and what’s expected from them next. Building both your TCE and PSP around your agency’s culture will help you solidify the relationship with your client and increase retention rate. More importantly, make sure you always remember that “it’s the little things that matter.”
It’s the Little Things That Matter
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