Sell Insurance: Where Do Your Customers Come From

You’re always thinking about how to sell insurance, right?  You want the phone blowing up with new quotes!  And it’s a constant battle to figure out where to spend your marketing dollars so you get the most bang for your buck.

Here’s a secret…stick with what works.  If you’re doing marketing, investing in new strategies, training, and working like crazy to grow your agency, make sure that you are analyzing those new sales at the same time.

One of my favorite tools in our agency was a very simple Excel spreadsheet.  We tracked every single sale, how much premium, commission, and where the sale came from.  This was probably the most important part.

See, when you figure out what works than you can just do MORE of it.  No struggle or worry involved.

I was talking to one of my social media clients a few weeks ago and he told me that he didn’t think he was getting any leads from Facebook.  So we talked a little about what to expect and what he was doing. Then I asked him if his staff asked every single person who called for a quote how they found him.  The answer was no.

This created a huge problem.  He was investing money in all kinds of advertising but had no idea what advertising was driving new quotes and ultimately new business.  So he couldn’t really justify anything he was spending or know where to cut back or where to increase!

But this can be fixed.  

You really need to be asking everyone who gets a quote how they heard about you and tracking it.  But tracking the information for sales is even more critical.

Think of all the ways someone might find you:

  • Walk In
  • Referral
  • Cross Sell
  • Social Media
  • Telemarketing
  • Internet Lead
  • Newspaper
  • Yellow Pages
  • TV Commercial
  • Radio Ad
  • Google search

Make sure your staff know just how important this is.  Don’t let them get complacent and guess.  I remember coaching my own staff about not stopping at the typical answer of “I found you in the phone book.”  See, they might have got our phone number from the phone book but what prompted them to look for us and were they looking for our name specifically are also important questions.

Track this information for every single sale and run the numbers at the end of the month.  Analyze the results and see how you can boost the strongest categories even further.  If you’re getting most of your business from Google searches, maybe you should up your budget a little in that area.  Is it all coming from referrals?  Can you make your referral program more noticeable and valuable?

These are the kinds of tasks that lead to selling more insurance!  Start tracking right now!  

This is Day 19 in my series on “Creating A Mega Agency Without A Mega Budget: 59 Ways To Attract All The Insurance Clients You Need.”  (Click here and enter your email address on the right to get the entire checklist instantly.)

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About The Author

Robyn Sharp

Robyn Sharp is an insurance marketing expert (and former agency owner). She specializes in Facebook content creation & marketing for P&C insurance agencies. Robyn has been a featured contributor to Exclusive Focus, PropertyCasualty360, IndependentAgent, and other insurance publications.