It’s easy to get caught up in the day-to-day details of running your life insurance business.
Taking calls. Running quotes. Networking. These tasks can become all-consuming.
However, it’s important to take a step back and ask the bigger questions about how to sell life insurance so you can be sure you're connecting with your clients.
But let me assure you. Marketing tricks don’t work.
And if you aren’t evaluating your business’ core, you could be driving it in the wrong direction.
If you are, you’re risking a serious disconnect with your customer that will drive a wedge like no other into your profits and sustainability.
That’s because you are NOT the cheaper option anymore.
You're also not the most convenient option.
But here’s what you are: A relationship.
And that's what modern life insurance clients are craving.
How to Sell Life Insurance to Today’s Consumers
The Old Days Are Gone
Old marketing tactics won’t work because the market is no longer aligned with the life insurance producer connecting the carrier and the consumer. You used to hold all the power, wielding relationships that the carriers desperately needed to sell insurance.
While some of that power has shifted with the era of disruption, you still hold a unique position on power. You still have those relationships!
You just need to learn how to connect in a different way than you did before – and that’s how to sell life insurance now.
Modern Marketing
In essence, you need to become a life insurance producer who can meaningfully communicate with today’s customer and do it on their terms: through technology.
When your bond with clients is so strong and meaningful, they won’t want to go anywhere else – even if it costs a bit more or they have to sacrifice convenience.
When you’re exchanging trust, confidence, expertise, and value, you’re delivering tangible benefits that are unparalleled.
Developing a Plan
So you understand in what way you need to differentiate yourself. More difficult is the “how-to” part of the equation.
Facebook. Instagram. Blogging. Text messaging. Email.
Which platform is the right one to use? Which strategy is best? Which one works?
We’re going to let you in on a secret: There’s no “1 right way” that leads to the Holy Grail of How to Sell Life Insurance.
But the solution is pretty easy: Roll up your sleeves and get to work. That’s probably something you’re already comfortable doing.
The hard work involves coming up with a strategy to build your digital marketing approach.
Here’s what you’ll need to do.
1. Determine Your Market
Who is your primary audience? What are their dreams? Fears? Problems? What motivates them?
Get to know who you are going to target to build the right messages.
2. Create Targeted Messages
With unique and accurate insights into your audience, you can begin building messages that connect you with prospects. Be sure to develop multiple messages and campaigns, and test which ones are most responsive.
You can tweak them as you go and build a really strong, effective voice that engages your audience.
3. Choose the Tools
This is the point where you can identify tools to use. But you see, this is one of the last steps in the process. The actual tools you use are not as important as collecting effective data to inform your strategy with the tools. With the data about your audience and messages that connect, you’ll have information that will lead you to the best tools to use.
How to Sell Life Insurance? Relationships!
Connecting. It’s probably the most important job you have as a life insurance producer.
Follow these tips to reach the people who need your products and services most and grow your life insurance business at the same time.
Updated 5/21
