Exclusivefocus Summer 2012.pdf - National Association of ...

sales and marketingHow to Book MoreLife Insurance AppointmentsWarning: Ignore this process at your own peril!By Bill GoughIwas recently asked by an Allstate agentabout my Life Birthday Letter Process.He was curious about how we areable to achieve outstanding results whilehe has gotten very little response to thesame process. He wanted to improve hisresponse rate and book more life appointments.Of course, having a process for this iscritical because it is another way that wecan make the most of the biggest advantagethat we have as small business owners– the relationships we have with our customers,prospects, and our centers of influence.We need to do everything we can togrow and nurture these relationships – andwhat better way to do it than by wishingyour customer “Happy Birthday?”The Life Birthday Letter Processis a great campaign to use because youare reaching out to your customers on apersonal level. Plus when done the rightway, you’re almost guaranteed to booklife appointment after life appointment.This process can be extremely powerful,especially when you add a “scripted”outbound call. We will get to that in aminute, but first...For maximum results and best ROI,the Life Birthday Letter Process – likeother marketing processes – must be afull-blown marketing campaign usingmultiple steps and multiple media.This process will work if you followthese simple steps. Your EFS should costshare this with you, but if he doesn’t, Isay still do it. Your ROI on this marketingprocess will be awesome.Following are the steps I strongly recommendto achieve maximum results:Step 1 – Voice Broadcast. Schedule thisfor a day or two before expected letterarrival. The script should go somethinglike this:“Hello this is _________, your Allstateagent. I just wanted to call and saythank you for your business, and to letyou know to be on the lookout for a letterI’m sending you. You can’t miss it – itlooks like _______. It is very important,so call my office when you receive it. Oh,by the way, according to my records, I seeyou have a birthday just around the corner...so here’s an early Happy Birthdaywish from us! Thanks again for your supportand be sure call us at _______ whenyou receive the letter or whenever else wecan help you.”When you describe your mailer, be sureto mention what the envelope/postcardlooks like, including color, size, photo,20 — Exclusivefocus Summer 2012