How Do Insurance Agents Get Clients

How Do Insurance Agents Get Clients

How Do Insurance Agents Get Clients
Tara Seboldt
Jun 29, 2022
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The best insurance agents don’t just have a full roster of clients. They work with their ideal clients—ones who align with their goals and values. Finding these clients isn’t always easy, but it’s worth it.

So, how do top insurance agents get clients? By providing an unparalleled customer experience.

Learn how you can hone your sales, marketing, and customer service skills to find and retain your ideal clients.

1. Communication

Open communication with clients throughout the sales process is one of the most important factors in winning new business. Transparency and fast responses let clients know you’re reliable and trustworthy.

Plan to exercise emotional control when talking with clients. Insurance can involve disasters, such as a business getting sued for a slip and fall accident. As a result, your clients may be feeling stressed and anxious, so it’s up to you to provide an emotionally-stable environment.

What you don’t say also affects potential clients. Non-verbal communication, such as body language, is important for establishing trust and confidence. Consider how you present yourself to clients in meetings. 

For instance, an upright and slightly forward posture helps show prospects that you’re invested in their needs and will do what you can to help them.

Non-verbal communication translates over to active listening skills as well. You shouldn’t go on auto-pilot whenever a client is talking. Instead, focus on what they’re telling you and what they’re showing you with their non-verbal cues. 

For example, a customer who owns a shopping center starts wringing their hands when talking about the recent severe weather. You might infer the weather patterns are making them anxious to protect their building.

2. Relationship Building

At its core, insurance is a relationship-based business. Finding long-term insurance clients centers around building and maintaining relationships. You want your clients and associates to know that you’re their trusted advisor for all things insurance.

Follow these best practices for building successful relationships:

Show Respect

You might have heard the saying, “you have to give respect to get respect.” Giving your clients respect helps them respect you in return. Showing respect can come in many forms. For example, you can show respect by replying promptly to inquiries and acknowledging—and fixing— mistakes.

Share Stories

Prospects who feel like they know you will be more likely to buy policies. Let your customers know you by sharing stories, such as personal anecdotes that your customers can relate to.

Sharing value-based stories also helps build relationships. A value-based story focuses on your experience helping a business owner in a similar situation to your prospect. For example, you’re pitching a roofing company. You share a story about a roofing client who was having trouble finding insurance coverage until you offered a tailored solution.

Use Humor

Making someone laugh is an effective way to build a relationship. You can convert prospects to customers by showing them you’re not just another stuffy salesperson. Taking a more casual approach to a conversation—especially if you’ve started a relationship—can make you more personable.

Just be sure you’re using the right type of humor. You don’t want to say or do something that your potential customers find offensive.

3. Negotiation

Most prospects aren’t going to sign up for a policy just because you offer it. You’ll likely have to do some negotiating during the sales process. Knowing how to properly negotiate with clients can help close sales and increase upsells.

To be successful in negotiations, you have to:

  • Solve problems: You’re not selling an insurance policy—you’re selling a solution to a client’s problem. Prepare engaging content to get your point across to prospective clients.
  • Be assertive: Confidence can go a long way during negotiations. Be assertive enough to encourage the client to sign up without being aggressive or giving up your bottom line.

The negotiation process often involves difficult situations. Knowing what sales objections to expect and having solutions to those objections shows your problem-solving skills.

4. Customer Service

Successful insurance agents know that nurturing client relationships doesn’t end once a customer signs up for a policy. On the contrary, once a prospect becomes a client, it’s your agency’s job to take care of them throughout the customer journey.

Providing top-quality customer service can transform a customer into a loyal brand advocate. This advocacy can lead to increased client referrals, great reviews, and policy renewals.

How can you give clients the best customer service? Try these tips:

  • Show Empathy: Empathy is all about understanding how your customer feels. Think about how your sales pitch, customer self-service interface, or marketing materials are perceived by your customers.
  • Have Patience: Insurance is confusing for most people outside of the industry. That can make clients hesitant to sign up for policies or slow to respond to your requests. Having the patience to explain complex ideas and help customers through their hesitations makes you a trustworthy insurance source.
  • Be Flexible: Your clients may not always do what you recommend. You need to be ready to change your strategies to meet those unexpected challenges and offer other types of insurance.

5. Continuous Learning

Continuing education courses help you maintain your insurance license. However, going above and beyond the minimum requirements makes you a more well-rounded agent. You’ll be equipped to creatively solve client problems to win more contracts.

There are lots of different ways to grow your overall skillset and become a more competitive agent, such as:

  • Taking Courses: Whether you attend a local continuing education course or sign up for online sales training, taking a structured course makes it easy to measure new skill growth. You make enroll in a course to improve your cold calling skills.
  • Following Online Resources: Resources like podcasts, social media platforms,, and newsletters keep you up-to-date on the latest happenings in the insurance industry. You can find articles on almost any insurance topic—from interviews with industry executives to tips for marketing your insurance business.
  • Attending Conferences: Both in-person and virtual industry conferences let you network with other agents and industry professionals, attend breakout sessions from industry leaders, and demo the latest products and services. 

Get Clients for Your Insurance Agency

Employing these sales and service skills can help you win more clients. Start with an audit of your current skills to find which areas you can improve.

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