BSMG Blog: Protecting the Future of Families and Businesses

How Successful Insurance Agents Approach Small Business Owners

Check out these tips on approaching small business owners for insurance agents & advisors.

Small business owners respond well to an approach that includes educational information and planning for their future success. They feel their business is unique. If you can teach them something new, they will be more open to meeting with and listening to you.

“Tell me what you’ve done for other small business owners and why it is right for me.”

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8 Communication Tips to Attract Clients Who Are Business Owners

Here are 8 Communication Tips for Insurance Agents to Attract Clients Who Own a Business:

  • Use a local phone number instead of an 800 number.

  • The best time to approach owners is Tuesday, Wednesday or Thursday.

  • Send personalized email:
    • Personalized subject lines indicate that the content is relevant to the owner or business, and increases panelists’ likelihood to open an email.
    • Send the email from an individual, rather than a marketing inbox.

  • Send personalized direct mail or letters: Use results-driven language (by doing this, you will get that).
    • Hand-addressed card-sized letters are opened most often.

  • Simplify and speak in terms that are easy to understand.

  • Incorporate messaging about ROI, rather than price.

  • Be sure to follow-up:
    • Follow-up even if you are told no, but provide educational information when you do.
    • The owner may not buy now, but follow-ups may help you get the business later.
    • Advise with frequency tailored to their needs.
    • Use non-evasive regular touches by checking in every 60-90 days after initial point of contact.
    • Perform more of a branding call vs. a sales call: Example: “This is John Doe, from Mutual of Omaha, checking on how your business is doing and reminding you that I’m here if you need me. Would you like me to follow-up monthly, bimonthly or quarterly?”
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Pain Points Revealed: Understand Insurance for Small Business Owners

The Biggest Pain Points of Small Business Owners 

As their business matures, owners’ pain points tend to shift away from cash flow management and revenue to talent acquisition and keeping the customer base consistent. Recently Mutual of Omaha conducted focus groups with small businesses to understand their pain points and what keeps them up at night. They have cited talent acquisition, employee performance, customer satisfaction, cash flow and risk management as some of their biggest pain points. Additionally, most owners do not have a succession or emergency plan in place. Approaching clients with an understanding of their needs is a great ice-breaker for a conversation about life insurance for small business owners.

Check out our field guide to landing "Big Cases with Big Ages"

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