Client Gathering

Our goal is to extend our marketing effort with new relationships. These relationships should be with agents who have experience with selling products in the senior market. This vision is to build an interactive client base through the process of client gathering.

Client gathering is much different than client building which is a term associated with large career life insurance companies such as New York Life, Prudential etc. Client Building was a concept by which the agent grew with the client and as the client increased net worth and insurance needs changed the agent was there to provide the insurance products. Studies have shown that this concept when followed to the end would have provided a relationship with 7 direct sales and 20 indirect insurance sales over the course of the agent’s career. This type of selling is arduous and expensive plus it is not especially profitable. It is however profitable for the insurance company because it allows for the careful spacing of different age brackets of the insured. The agent in effect has used his career and effort to make certain the insurance company has hedged itself against changes in attitudes by a single person by spreading out the risk over many different people.

Client gathering is much different. Client gathering is collecting people at the end of their careers when their accumulation process is ending and the need for stabilization becomes the goal.

That is what we do, stabilize.

Everyone at one some time of their lives needs to run to safety. Safety falls into three possible categories.

• Banks or financial institutions
• United States Treasury
• Insurance Company Annuities

Our goal is to assist the client into repositioning their assets into the most stable positions while earning the best possible yield. This is done by educating the client on the benefits they will enjoy with each of these products.

The process of education centers on understanding how the client feels about their life and how their assets could be used to accomplish their goals. By understanding how a prospect feels about their personal assets allows us to determine exactly how safety and security can play a part.

When a prospect decides that safety is the more important goal with their finances then providing stabilization becomes the most important agenda.

Stabilize for safety.

Bill Broich is a 30 year annuity salesman who helps agents generate annuity leads. Visit his website to learn more - Annuity.com

Working with insurance agents over the years I have found one commonality… they fear technology. Of course, not all do, most of you reading this online article probably don’t… but in my experience I find fear of technology generally to be true. Some agents I work with still refuse to use email.

What they’re missing out on is an abundance of fresh, precision targeted leads that can only be found on the web.

I’m not talking about banner ads or pop-ups ads or email spam, which are so broad that they are rarely effective. I’m talking about keyword advertising. While there are many places to purchase keyword advertising Google’s Adwords system is by far the best. So what is keyword advertising? When you type in a search phrase, annuity leads for example, on Google you will be presented with one page displaying two types of similar results.

Organic:

In the center you’ll find organic results, organic being that the sites did not have to pay to be listed. They’re simply relevant to the search phrase.

Paid:

On the right hand column and directly above the middle results you will see other relevant results in boxes. Those are paid results. Companies pay by the click and bid against one another to be listed there.

The magic of keyword advertising is that you can target your ads directly to what people are searching for. If somebody types in annuities they are looking for annuity information. If they type in annuity agent Spokane, Washington for example, it’s obvious they are looking for a representative in the Spokane area to discuss annuities with. If somebody types in targeted phrases such as these the chances of converting the search to a lead are far, far greater than if somebody is perusing a general website and happens to see a banner ad for annuities. Make sense? In other words, people are looking for you.

Google charges by the click. Depending on your website, landing page and offer you can acquire reasonably priced leads. One offer I ran on Google averaged out to about $7.50 per lead. I converted roughly one in twenty-five to a sale. I made huge returns on my investment and the people wanted to see me. I did not have to sell anything… they were already in the market to purchase an annuity and I simply walked into their line of vision. Easy.

Now here is where the fear part comes in. How do you use Google Adwords? I’m not going to lie; it can be complex, especially if you’re inexperienced with internet advertising. I do not have enough space here to explain all the ins and outs. There can be a lot to it and the last thing I recommend is learning the hard way. You can lose a lot of money fast. To make it easier for you I read several e-books on the subject of setting up, running and maximizing adwords campaigns and the very best, most comprehensive book is Adwords Miracle. This book is not targeted to the insurance industry… it’s actually targeted toward affiliate marketers, but it is entirely useful and the same tips and tactics apply to our industry. In your mind simply substitute affiliate marketing with annuity marketing and presto, it’s 100% relevant.

The book is on the spendier side but with this you truly get what you pay more. You will save the money you spend on Adwords Miracle in the first week of running adwords. The book even covers landing pages and how to build in triggers to get higher conversion rates, which makes it truly invaluable. I heartily recommend Google’s Adword’s system for laser-targeted lead generation and Adwords Miracle as a map to get you there.

Bill Broich is a 30 year annuity salesman who helps agents generate annuity leads. Visit his website to learn more - Annuity.com.