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Touchpoints that Make a Difference

May 12, 2016

“Marketing Mix Puzzle Shows Marketplace Place Price Product And P…” by Stuart MilesToday’s consumers have come to expect a lot of touches from insurance agents and brokers within the 90 days leading up to their insurance renewals.  Far too often, these touches are hollow messages about product and price.  Do these touchpoints make a difference?  Do they allow the agent or broker to stand out in a crowded marketplace?  Are they valued by the consumer?  Rarely!

So, how can you differentiate your touchpoints so that each encounter a prospect or client has with you and your organization will make a difference?

Beyond Insurance is all about differentiation, innovation, and transformation.  From the unique diagnostic process to our collaborative network of best-in-class, nationally recognized agencies, we take pride in the design of tools, tips, and technology that will set you apart from your competitors.

Meaningful touchpoints occur when you take the time to understand a particular prospect’s risk profile and pinpoint touches that mirror the issues facing the person and/or organization.   Let’s take a look at a few examples:

  • Personal Lines Prospect with a swimming pool and two teenage drivers.  Touchpoints that may make a difference: Communication about texting and driving, and swimming pool safety.  Emergency information wallet cards that include your agency’s contact information.
  • Commercial Food Processor Prospect with numerous vehicles on the road and a high experience mod.  Touchpoints that may make a difference: Articles or videos on product recall and safety in the workplace with emphasis on fleet safety.  Information about regulatory changes, such as the Food Safety Modernization Act and Adulterated Ingredient Act.  Any new information about solutions regarding international import/export risks.
  • Benefits Prospect who is experiencing high turnover and stress-related claims.  Touchpoints that may make a difference: Articles or videos on corporate culture as well as wellness and background checks.  Information on industry salaries and compensation packages. How-to guides on retention strategy planning and the implementation of alternative work schedules and flextime.

In the book, The Challenger Sale, authors Matthew Dixon and Brent Adamson advise that “surveys of customers consistently show that they put the highest value on professionals who make them think, who bring new ideas, who find creative and innovative ways to help the customer.”

Companies, like Selling Technologies, are mastering the art of differentiation by pushing through the clutter of the busy CEO, CFO and HR Manager’s inbox through email delivery programs like their AMANDA platform. Because today’s overburdened heads of households and business leaders are inundated with emails and phone calls on products that have little relevance to the issues facing their family or business, it is your job as their advisor to be able to deliver quick, timely messages on issues that matter through touchpoints that make a difference.

One critical reminder: your touchpoints must stand out – they must make a lasting impression.  That means, your content must be informative and relevant.  So find an angle only you can provide.  What types of unique information or perspectives can you provide that no one else can within your marketplace?  How can you approach the topic or issue in a way that shows your experience, your unique value?

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This article was pulled exclusively from the minds of the Beyond Insurance marketing team.  We strive to help you live happier, work smarter, and make more money.  However, for us to do so, we need your help!  Let us know what your biggest frustrations are within the insurance industry by clicking here.  Who knows? Maybe you’ll be the inspiration behind our next article!
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