Agents Discover New Ways to Attract Commercial Clients

By Tim Sawyer, President of Astonish Results

While agents around the country scramble to implement effective digital marketing strategies to capture online consumers, they are missing a huge opportunity in the MOST PROFITABLE segment of the market: medium to large commercial accounts.

WHY? After much consternation, the majority of agents have accepted (notice I did not use the word embraced) the idea that modern consumers use the Internet as their primary source to research and choose a service provider.

That said, when the conversation includes commercial insurance, the most popular answer is, “That won’t work.  Commercial clients will always use traditional methods to select an agent.  They will choose solely based on relationships and reputation, not emails or search engines.”

For the agents who believe this: THEY ARE RIGHT.  They are in no danger of leveraging the Internet to attract these profitable accounts.

What’s interesting is the thinking behind this.  As I travel the country speaking with agents, the responses vary slightly, but the underlying theme is universal.

“Business owners are too busy to conduct Internet searches, and they are too sophisticated to respond to unsolicited catchy emails.”

Hmmm. More interesting to me is the circumstances under which these conversations take place.  Nine times out of ten, we are meeting with this person as a result of an Internet search or an unsolicited email.  In other words,  this type of marketing is effective with successful agents, but NOT effective with owners of all other businesses.

Does that make sense?  Of course not.  According to a recent article in Independent Agent entitled “Social Selling” by Susan L Hodges, 80% of all commercial and commercial insurance buyers now use the Internet to get information before choosing an insurance agent or company.

So the big question is: What is your agency’s strategy to capture market share from this new generation of commercial Internet shoppers?

Think about it for a second. What are you reading RIGHT NOW?  Quality content that adds value to your agency, builds brand recognition, and piques your interest in the topic.  Do you think that would work for you?

The fastest-growing agents in the country – including Paul Murphy, February’s Rough Notes Marketing Agent of the Month – have discovered a complete digital marketing system that allows his agency find, sell, keep, and serve more commercial clients profitably. 

To discover how your agency can do the same, call us today at 888-899-1936 or visit www.astonishresults.com to schedule a virtual presentation of our groundbreaking digital marketing system.  Let’s bring a little rock and roll to your agency!