Providing insurance solutions to clients can be challenging in many ways and most of the time, when the process stalls, it's because the client doesn’t have enough of a reason to follow through. As an advisor, you need to help create a powerful enough ‘why’ and the best way to do this is through education. As an advisor, you should focus on educating your clients and ensuring they are engaged. Here are a few reasons why educated clients are better for your business.
In today's market, it is especially important to make sure that your clients understand the value of your advice and services. Clients want to know what they are paying for - and whether it’s worth it. They also want to ensure that you have their best interests in mind.
Having a foundation of understanding helps clients be more prepared when it comes to making decisions but also will motivate them to gather important information. This part of the process can sometimes stall progress. The longer the client delays the paperwork, the less likely that they will follow through and in some cases may not have the proper insurance in place when they need it.
Insurance advisors who educate their clients are more likely to build trust and uncover all the possible insurance opportunities that meet their client’s unique needs. Just because you have helped a client complete a policy once, doesn’t mean that the relationship with your client is over. One approach can be to send a quarterly educational piece to your client base. HeyAdvisor’s client content library for advisors can help you do this. Use this opportunity to stay front of mind and in turn, it will open the door for any current clients to come to you with needs as their circumstances change.
When you get a new lead, it can be easy to go right into the paperwork.. This can sometimes cause a disconnect as they may not have had the time to think it over. If instead, you provide education and share stories of others that they can relate to they will be more likely to follow through knowing that you have helped them find the best policy possible for their needs.
If your clients have a better understanding of what you do and how you can help them, it’s likely that they will be more engaged and satisfied clients. This can translate into more renewals in the future. The next time they need an insurance policy, rather than shopping around for the best price or service provider, they will automatically choose you again.
We all want to know that we're making the right choices when it comes to financial decisions and it’s no surprise that clients feel the same way. When someone is purchasing life insurance, the desire to make the right choices is even more prominent as many products are designed to be long-term. They don't want a policy that is going to lock them into a situation for years if it's not going to benefit them in the long run. Providing education can help them feel confident and informed about their decision.
In the past, education was done primarily in client meetings. You would meet with your clients to discuss policy options and give your presentation that may include a slide deck, some relevant charts or sharing a client story. In an increasingly digital world, you can leverage technology when it comes to this part of your business by using content providers that specialize in the financial services industry and sending pieces via email, social media, in client portals or on your website. Successful advisors are setting up email marketing campaigns that send highly visual content in the form of a video or infographic. This goes out to specific leads and/or their client base to ensure that their audience is receiving relevant and engaging content.
HeyAdvisor is a digital content library for Canadian financial advisors. We provide infographics and videos that can easily be integrated with email and social media. Review our plans here.