S.P.U.R Customers to Communicate, Engage and Take Action – Be Personal
In the second of our four-part series about S.P.U.R. strategies – we will discuss the second step: being personal. Your goal as an insurance agent is always to "spur" the lead or potential customer to take action and engage in dialogue with you. You can remember this simple strategy by recalling the acronnym S.P.U.R., which stands for Specific, Personal, Unique and Relatable.
It’s important for customers to feel as though they are your only customer, that they are special and important. You can do this by speaking to them not as a salesman but as a friend or a person who is concerned about their wellbeing. Making yourself available to answer their questions and being their first point of contact is reassuring to the customer and will make them feel as though they aren’t just another number. Taking the time to personalize your communications with them will guarantee you’ll have them as clients for a long time.
Don’t Sound Like a Salesman Robot
Similar to our recent post about being specific, don’t waste your customers’ time and yours by only using generic insurance jargon and rattling off all those meaningless vocabulary words you learned in business school. Tailor your pitch to the customers’ needs and make it easy to understand. To start, you have to find out what your customers’ needs are. Do they own a home or rent? Do they have kids? Do they have a dog – perhaps a bitey one? Once you’ve asked those questions, you’ll be able to give more personalized advice, and they will trust your judgment when it comes to choosing insurance plans. They won’t feel like you’re constantly trying to upsell them because you’ll have tailored your points to their specific needs, and they will feel like they are in control of their own destinies.
Be the Ultimate Live Consultant
While it’s important to maintain a healthy work-life balance, be sure to make yourself available if they have questions. We aren’t talking about answering your cell phone during dinner with the family or taking a midnight call from a disgruntled customer, but it’s important to make customers feel important to you and make them feel like you are accessible to them. It’s a very reassuring thing for them to know that if they have a question or a concern, they won’t have to call a customer support line and go through 19 people only to leave a voicemail or have to talk to a robot and never get an actual human on the phone. You’ll build a personal relationship with your customer by being available for their concerns and questions. If you have that trust and respect for them in place, they probably won’t feel the need to call you at 3 a.m. anyway because they know they can get in touch with you at 9 a.m.
Reinforce the “Live” Aspect
When sending marketing content via email, it’s important that a) it doesn’t immediately go into the recipient’s spam mailbox and b) the recipient doesn’t feel like just another face in the crowd. When possible, personalize the subject line content in your email. Don’t resort to sensational tactics such as, “Click Now to Learn This Trick the Insurance Industry Doesn’t Want You to Know About!!!” Instead, address the person by name in the subject line or say, “Here are some suggested insurance packages based on our conversation.” Personalize the subject line with a situation that only you and that person shared. This is also important when calling or leaving voice messages. Be sure to say the person’s name when leaving your message and reference a previous conversation you had with him or her. If you really got to know the individual, remember when calling to ask about his family, her job or something else about the customer’s personal life before delving into brass tacks and numbers.