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

etc. Also, when you wish your customer ahappy birthday, be sure to put a smile inyour voice. I promise they will be able todetect the warmth in your voice.This step alone will drastically increasethe response, but we’re just getting started.Step 2 – The Letter Arrives. You shouldknow the approximate delivery date theletter will reach your customers’ homes.This is critical because all the marketingsteps and media are aligned around thisstep for best results. If you’re using standardor bulk mail, you will not be able todetermine this exactly, but you can stillget a good idea. My suggestion – addyour name to every mailing so you knowwhen it arrives.Step 3 – Send a follow-up Video Email.It is crucial that you capture customeremail addresses every day. Require thatall of your employees capture new emailaddresses or update existing email addressesat every opportunity. Some customersdon’t have email or don’t like givingtheir email address out – I get that,but we still need to be asking for them.Video is another type of media that isvery effective and extremely powerful –much more than written words. Imaginesending your customers an email containinga video of you holding the letterand mentioning your recent phone call.Talk about making them feel special!Following is a script for your videoemail:“Hello, ______ here with a very importantmessage. So important that Irecently called you and sent you this letterregarding life Insurance and your upcomingbirthday... Happy Birthday! Asyou most likely know, life insurance pricingis all about age and health, so as wegrow older, rates for new policies go up.Now is best time to quickly review yourlife insurance to make sure there are nogaps and before rates get higher for you.”Then if you can, insert a quick oneminute (or less) story about a real lifeexperience. This can be critical and veryemotional because as we know, life insuranceis all about emotion. If you don’thave a real life story, borrow one.End the video with a very clear Callto Action. “Just hit the reply button andlet me know the best time to contact youor call me at ________.”Also, be sure to include some of thecopy in a summary in the body of youremail. Do not assume that each personreceiving the email will click on the videolink and watch the video. By addingsome of the video content in text beneaththe video link, we can help ensure thatour customers are receiving the message.I can hear some of the agents now;“But Bill, I don’t know how to shoot avideo.” Well, there’s a first time for everything.Remember, successful smallbusiness owners don’t become successfulby whining or making excuses. If youwant this process to work, stop makingexcuses and get busy! If you’re still notsure if you can do it, maybe you’re in thewrong business.Shooting the video will take you a littlepractice. You will be uncomfortable atfirst, but that’s okay – it’s natural to feelthis way. It doesn’t have to be perfect andactually, it is probably better if it’s not.After all, you’re not a TV anchorperson.Step 4 – Outbound Call. This is themoney step. This is you and your teamactually speaking with your customer.Your script is basically a repeat of thescript in the video. Make small talk andlet them know the reason for your call.Remind them about your recent communicationswith them – call, letter, andvideo email. The next thing you know,you’re off to the races booking anotherlife appointment.This Life Birthday Letter process isdone best just like all other highly successfulmarketing campaigns – when allthe steps are followed completely! Forthe best results, you must use all of thesteps mentioned above, in the right order,and completely. This will enable youto realize the best return possible andmake the most of the biggest advantagethat we have as small business owners– the relationships we build with ourcustomers, prospects, and our centers ofinfluence. EfBill Gough is President of BGI MarketingSystems. BGI is a company dedicated tohelping Allstate agents take their agencies tothe next level of growth while maximizingprofits. Bill can be reached at Bill@bgisystems.comor by calling 877- 208-9649.Attention New Agency Ownerswho either Bought an Agency orwere Assigned a Book of BusinessAre you frustrated with your FSL for not providing you with“Proven” methods to write more Life and Annuity Businessfrom your Book of Business?Let me show you a proven plan to increase your saleswhen you join NAPAA. With my plan, you’ll keep your FSLoff your back and make your EFS Happy – or you can do ityourself and put the $$$ in your pocket.For more information, please contact:Gerry FloresNapaa Benefits Representative563-564-180022 — Exclusivefocus Summer 2012