How To Automate Your Insurance Sales

automated insurance marketing

In the digital age, double-digit growth can be achieved in means outside of traditional ways of thinking. With digital comes leverage like we’ve never seen before. No, you don’t have to acquire a new book. You don’t have to hire 10 more producers. No, you don’t need your team to make 100 cold calls a day. You can have a completely automated insurance marketing funnel, you just have to focus on equipping and enabling the people who fuel your growth to maximize their daily selling efforts.

Right now, your reps are probably still entering records manually, cold calling and emailing cold lists, following up at the wrong time, on the wrong channel, and with the wrong amount of frequency. They’re operating without real-time data and thus making less informed decisions.

On the other hand, running a tech-friendly agency that relies on the web to do the heavy lifting, allows web systems to handle the manual day to day tasks. This frees your team to focus more of their time on high-value activities and make data-informed decisions. And in a hyper-competitive space like insurance, every advantage counts. Especially if you’re looking to increase revenue by double digits over the next 12 months, the fastest and easiest way to get there is through automation.

Today, performing 80% of day-to-day marketing activities manually is tedious, time-consuming, and expensive. It’s a problem that plagues most agencies across America. Most producers simply don’t get to spend enough time actually selling. Between all of the administrative and clerical processes, the day is getting eaten. Ironic isn’t it? It’s like having your champion racehorses moonlight as plowhorses. Your producers are here to win the race, not wasting their time handling the tasks a system can handle.

Why automated insurance marketing will double your production

Automation is the godsend that will take your stable of producers to the top. Why? Well, because it does exactly what its name says: it makes processes happen automatically.

Think, most of your key day-to-day sales operations such as:

can be automated and automated well.

Generally, automated processes are equated with “time savings” or “increased productivity”. But, I’ll have you know, automation can have a direct impact on the health of your entire sales pipeline, which, you guessed it, leads to more profits!

How automation impacts the health of your sales pipeline

Similar to the sales velocity equation, these same 4 metrics that impact 7 figure-enterprise sales, impact your sales pipeline as well. They are the number of deals you’re working, the average value of those deals, how many you’re winning, and how fast you’re winning new deals.

# of Deals

Automation will impact the number of deals in your pipeline by automatically performing common inbound and outbound sales activities. Automated prospecting tactics will significantly increase the sheer volume of sales activities your team can perform that lead to deals in the pipeline.

Average Deal Value

In a world where businesses and consumers alike are making more purchasing decisions before engaging with your actual agency, you have to maximize the value of the deals that enter your pipeline. Automating increases deal values by freeing your salespeople to focus on high-value opportunities and automating cross-selling processes.

Win Rate

According to Mike Brooks at Sales Gravy, 48% of sales people never follow up with a prospect. What makes things even scarier is, 80% of sales are closed on the fifth to twelfth contact. Automating your follow up processes is the fastest way to extract value from the client lists you’re currently sitting on. It will also push on the fence prospects over to the good side!

Length of Sales Cycle

Automation can actually make your deals close faster. Automating workflows around quoting, proposals, and presentations will make deals close more seamlessly. But a hidden benefit is by automating your conversion processes, you can get your producers up to speed and closing deals faster through a tightly defined sales process and online e-training.

The 3 Steps to Automated Insurance Marketing

For simplicity’s sake, we can boil a simple automated insurance funnel down to 3 steps. The generation of the lead, the conversion of the lead, and the post-sale follow-up. In an ideal scenario, automating your marketing from beginning to end looks like this:

Attraction & Qualification

Your prospect finds your agency in the places where they spend the most amount of time on, the internet or their mobile device. Somehow your message or brand has appeared in front of them either by email, text message, Google search, Facebook ad, etc.

Your messaging (that could have been targeted by demographic or location, triggered by events, or broadcasted to raise awareness) resonated with said prospect and the prospect engaged.

Now, engagement is a very broad term here, but typically engagement metrics are typically measured by clicks, opens, replies, forms, calls, etc.. However, regardless, of the metric, your team is either receives contact directly or gets prompts to reach out through proxy metrics.

Lead Nurturing & Conversions

Now that the prospect has entered your “funnel” and has moved away from the awareness stage. Automated systems can enhance your sales process from qualification to the quotation process to the agreement signing. These are the direct (and even subtle) activities that nudge your prospect towards a transaction.

In an ideal world, it happens just how I mentioned above. However, as you know, we do not live in a perfect world. Your prospects are talking to your competitors, busy, and are looking for the best value.

Qualified deals that your team can win are going to fall out of your pipeline. And the opportunity costs associated with these wasted leads are massive. This means your team should be monitoring deal flow on a dashboard, prioritizing deals based on the dashboard, following up on every relevant channel possible via sequences and triggered messages, and creating and undertaking virtual training videos to increase ramp time for new reps.

Post-Sales & Reignition

After the prospect becomes a client, they still aren’t done yet. We still have cross-sell, referral and data-harvesting opportunities to get the most value from every lead.

Systems and campaigns triggered at reigniting current clients for additional opportunities is one area automation can drive value from your current book. On the other hand, these systems can be used to attract more prospects in two ways.

Firstly, in your post-sales funnel, you should have automated communications aimed at driving the reviews, referrals, likes, and social media follows/engagement. However, all of that should come secondary. Today, agencies are able to use past client data to identify and attract prospects similar to them based on over 250+ targeting factors. There is massive value in your prospects online data, automated systems can capture, measure, track, and leverage this data to give you an edge over all of the other agencies.

Wrapping It Up

All in all, automated insurance marketing funnels are a great thing. It’s a set of tools and processes that significantly reduces your need to hire while empowering your best producers to be better versions of themselves. Not to mention, automation is efficient, profitable, and easy. More and more agencies are getting onboard it because it works and can repeat processes 100x over. They realize everyday new digital systems are here to specifically boost marketing ROI and client retention.

Finally, which marketing activities do you currently automate to make the biggest impact on your marketing strategy?

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