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Top 10 Excuses for Not Marketing Your Insurance or Benefits Agency

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Benefits and insurance agencies have lost a lot of influence over the sales process because buyers are doing their own research before talking to your sales team. Move past these excuses to embrace marketing and make yourself attractive to prospective buyers.

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Top 10 Excuses for Not Marketing Your Insurance or Benefits Agency

  1. 1. Top 10 Excuses For Not Marketing And by “top”, we mean LAME
  2. 2. Let me save a few of you a bit of time. If you have more opportunities in the pipeline than you can handle, no need to continue. If you know for certain that you will blow through your sales goal, no need to continue. If you regularly have prospects contacting you asking for an opportunity to meet, no need to continue. They rest of you need to continue.
  3. 3. You can have RESULTS -or- EXCUSES not both
  4. 4. Our market is different, marketing doesn’t work here 10
  5. 5. Our market is different, marketing doesn’t work here 10 Um, no it’s not and yes it does
  6. 6. Our market is different, marketing doesn’t work here 10 Um, no it’s not and yes it does We hear excuses all the time how an idea/strategy won’t work in a particular market because it’s so “unique.” Sure, each market has slight differences but not to the point that basic business strategies don’t apply. The reality is that it’s the excuse-maker imposing their lack of willingness to do something on the market as something the market won’t accept.
  7. 7. Our prospects don’t use social media 9
  8. 8. Our prospects don’t use social media 9 Wouldn’t you have to show up to know?
  9. 9. Our prospects don’t use social media 9 Wouldn’t you have to show up to know? As a whole, our industry doesn’t effectively use social media as part of their marketing strategy. The industry’s LinkedIn Social Selling Index (a measure of effectiveness) typically hovers in the teens (out of a score of 100). Yet, one of the most active groups on social media is one of the top influencers within your prospects’ businesses: HR professionals.
  10. 10. This is a relationship business- nobody looks for a broker online 8
  11. 11. This is a relationship business- nobody looks for a broker online 8 But, they definitely search for help they aren’t currently getting
  12. 12. This is a relationship business- nobody looks for a broker online 8 But, they definitely search for help they aren’t currently getting Because they likely receive three cold calls a day from brokers, buyers may not be out actively searching for a broker. But they are definitely out looking for help in areas for which their current broker isn’t helping. Want proof? Look at the next slide. Every spoke is a common search buyers are making related to employee benefits.
  13. 13. AnswerThePublic
  14. 14. I’m just not creative enough 7
  15. 15. I’m just not creative enough 7 That is one creatively lame excuse
  16. 16. I’m just not creative enough 7 That is one creatively lame excuse Quit worrying that you may not be clever enough, funny enough, witty enough, or whatever other ’nuff hangs you up. Buyers aren’t looking to be entertained, they are looking for insights and information that is relevant to their situation. And, don’t think that any idea/insight is too basic. Quite often that is EXACTLY what they need.
  17. 17. What if a prospect doesn’t like what I say and it turns them away? 6
  18. 18. What if a prospect doesn’t like what I say and it turns them away? 6 What if you didn’t share and they became a (misaligned) client?
  19. 19. What if a prospect doesn’t like what I say and it turns them away? 6 What if you didn’t share and they became a (misaligned) client? Just as important as ensuring you attract the right buyers is filtering out those who aren’t a good fit. The last thing you want to do is to be spending sales time with time wasters or, even worse, taking on toxic clients and/or clients who will never appreciate you, your team, or your ability to advise them to better results.
  20. 20. We’ve tried marketing 3 different times for a month each - nothing 5
  21. 21. We’ve tried marketing 3 different times for a month each - nothing 5 If you’re tired of starting over, stop giving up
  22. 22. We’ve tried marketing 3 different times for a month each - nothing 5 If you’re tired of starting over, stop giving up It does take time to get the marketing machine up and running. And, it can be frustrating to feel you are putting in great effort but seeing no tangible results. But, now more than ever, this effort just isn’t optional. Marketing, just like servicing existing clients and selling to new clients, is a critical, daily function of running a successful business.
  23. 23. We don’t want our competitors to know our “secret sauce” (sshh, it’s our service) 4
  24. 24. We don’t want our competitors to know our “secret sauce” 4 There are no secrets. Besides, the more you give, the more you get
  25. 25. We don’t want our competitors to know our “secret sauce” 4 There are no secrets. Besides, the more you give, the more you get It’s true, you have no secrets. But, it’s also true that most of your buyers aren’t simply looking for new ideas. More than that, they are looking for a partner who can help implement those new ideas. The more you give, the more you share, the more you will be seen as the obvious partner with whom buyers need to be aligned.
  26. 26. I just don’t have enough time 3
  27. 27. I just don’t have enough time 3 Of course you do!! You’re just choosing to spend it elsewhere
  28. 28. I just don’t have enough time 3 Of course you do!! You’re just choosing to spend it elsewhere Time is finite. There is no making time for marketing, there is only prioritizing time for marketing. If you can look at your calendar and tell me you don’t have 15 minutes/day or a couple of hours a week where you are doing things that would be better replaced with marketing activities, I’ll give you a pass. I don’t expect to hand out many passes.
  29. 29. My sales suck, profit margin is down, pipeline is empty – I just can’t afford it 2
  30. 30. My sales suck, profit margin is down, pipeline is empty – I just can’t afford it Let’s read that again
  31. 31. My sales suck, profit margin is down, pipeline is empty – I just can’t afford it 2 You can’t afford NOT to!! Marketing = 1st step of sales process
  32. 32. My sales suck, profit margin is down, pipeline is empty – I just can’t afford it 2 You can’t afford NOT to!! Marketing = 1st step of sales process In today’s online world, by the time a buyer is willing to meet with a salesperson they are somewhere between 60% and 90% of their way to a buying decision. If you want to have any chance of influencing a majority of the buying decision, you have to commit to marketing. More and more, no marketing = no sales opportunities
  33. 33. Prospects will NEVER contact a seller 1
  34. 34. Prospects will NEVER contact a seller 1 How many of you have contacted us because of our content?
  35. 35. Prospects will NEVER contact a seller 1 How many of you have contacted us because of our content? We regularly get a call/email from an agency interested in our marketing services. They'll say, "I've been reading your stuff and love what you say/share. Can we set up a time to learn how you might help us grow?" When we talk, we'll explain how marketing that speaks to the needs of your prospects will result in the prospects calling you. We’re met with disbelief at this idea: "That sounds great, but there is NO WAY a prospect is going to call a salesperson." Um, you are the one that called/emailed us.
  36. 36. You have a choice. Continue holding on to lame excuses or commit to kickass results. As final motivation, once built (internally or with an outside marketing partner), your marketing machine will be working for you 24.7.365

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