Why I took your customer?

Several times a month a new person hires me and I am shocked.  See I know I am “good” and I know how to do a lot of things.  But there is a recurring theme, there is really no reason why this opportunity should exist.  There is no reason why this person should have called.  But then again there are quite a few.

The one that set me over is something like this, husband and wife with the same agent for 20+ years.  Husband and wife fit perfectly into dozens of companies; married, great credit, college degrees, home owners, clean records.  He is also a business owner and the paths fairly regularly cross with the agent who should appreciate his business.  Sounds familiar?

  • You let me.  I didn’t take this person as much as you didn’t put any effort into keeping them.
  • You’ve had an agency for twenty years and you are acting that way.  STOP.  The year is 2014, time to get comfortable with it and start using the available tools.
  • Make your own rules.  Just because some book describes “typical coverage” doesn’t mean you need to do it.  Are you offering as much coverage as you have?
  • Grow with your customers.  Because if you don’t I will.  Seriously, loyalty goes to people first and maybe companies second.  Rates improve if you want them to.
  • You might disagree but the fact is you really don’t earn money off a rate increase.  You should be lean enough that the goal is to keep existing customers but you’re not.
  • Pay it back.  If you are doing it right you turn some amount of profit on that customer immediately.  So based on that you may  have been profitable on one person for twenty years.  Have you supported an event their a part of?  Donated to their charity?  Sent them some business?  Why not?
  • WAKE UP CALL.  We are in an old industry, think about the other things you are buying and compare the experience.  Seriously if studying Geico, Progressive or ay other online company does not wake you up look at Amazon, Zappos and about 10,000 other retailers.

This could go on for a while but I hope you get the point.  Thanks for letting me make some suggestions.

 

 

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