I just started selling Medigap insurance (to people turning 65). I need fresh ideas to help reach the target audience short of telemarketing?
Most people either have answering machines or are on a DNC (do not call) list. Creative ideas please.
I have a neighbor who also sells this type of insurance. He markets himself locally through neighborhood and other local blogs & web sites - introducing himself and what he does in a "I'm your neighborhood insurance guy" kind of way. And it's working!
Before doing your telemarketing campaign. Make sure you're well prepared. Secure your calling list. Check if the numbers are accurate by doing research. Also, consider the prospects. Did you do some extra research about them. Did you check if there's a high interest in them for such a product or services? You must know the habits of each prospect. Like, the time they are near on their phone. You must consider SMART Calling (Sales and Marketing At the Right Time).
After you dial a number and a prospect answers. What is the next step to do?
Simply, ask yourself for how will you keep a prospect glued on the phone?
Here are five simple ways to better engage with a prospect:
1. Communicate clearly and professionally and be polite
2. Be Genuinely Interested
3. Know your products and services, but avoid tricks and gimmicks
4. Use the words they love to hear
5. Active Listening
If you want to better engage customers on the phone, be clear, be genuinely nice, know what you are selling or offering, actively listening, and always smile. Worst case, even if a caller doesn’t have an immediate need for your product or service, they’ll refer your company to friends and family if you engage them well on the phone. Best case, you have a new customer.
Hope it helped. :)
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Another good thing about baby boomers, once they trust and like you, you have a client for life. They will also refer all of their friends to you.
Have a complete marketing strategy in place. If you are just starting out in medigap, you are going to need visibility, but it will need to be consistent. Have a blogging schedule, an email schedule, a solid website, your social media campaigns including YouTube for short informational videos.
Then your face time. Local Chambers of Commerce for referral networking, retirement communities for possible education seminars to those most likely to need you.
I read an article about a year ago that reminded me that in insurance or financial services, our primary job is to be a marketer. We know our product and our value, but if we are not in front of the right people consistently, we are essentially talking to ourselves.
You have a solid niche market. I would not be afraid to approach others in the insurance/finance business that have their focus on retirement, investments, life insurance, etc. and see if you can partner up to create a referral network and add some value to their business. I personally do not do medigap, but would not have a problem referring to someone I knew had that specialty...you never know.
As mentioned in previous posts, it will be a long-term investment of time, money or both, but well worth it once you are recognized as the expert in your field.
Hey Dennis- I've been in the Medigap business for a while now. It is a great marketplace to be in, due to the increasing number of people aging into Medicare. Exposure and Marketing is the number one thing. Create a personal website.I would start by emailing, mail, and Facebook, LinkedIn everyone you know telling them to check out your site and self promoting your business. I would try and build my business one town at a time. Market like crazy to turning 65 in a local area and grow from referrals. The Internet is a great tool but can be costly and time consuming. If you have the money, spend time and money growing your site. Good luck.
Try setting up at health fairs, community events and visiting senior centers and senior living complexes.
Medigap is going to be HUGE in the U.S. market. You are competing against the giants as they are already onto it and heavily marketing via TV, which is a great marketing vehicle for that target demo. Try things like angieslist.com for product review, and non-profits that serve those over 65 to review your product and let THEM distribute to their members.
This article is about marketing to 'boomer' small biz owners but I think it has some nuggets you can take out re: marketing to anyone over 65. I'm one. Lots of us are on Facebook and Linked In. We read the newspapers ( even our local weeklies), too. We talk to people on the phone. Email us to 'warm' us up. Then call us. You need a marketing strategy ( planned, scheduled and budgeted!) that builds visibility, credibility and trust before you make you pitch. Get out there to seniors groups etc., too.
Wenda Abel- the bizbrilliant! mentoring Program
I think the most long-term (and low-cost) approach is to reach people via internet marketing. I am in the same business as you. We operate several websites that target people turning 65 or already on Medicare. I generate several thousand interested, focused leads a year doing it this way. These people need what you are selling, want to talk to you, and are ready to think about it in real-time.
The problem, of course, is getting your website visibility. This takes time and effort (or money). But with the initial investment into it, it can be the gift that keeps giving for your business.
I have also tried cold-calling, turning 65 lists, postcard mailings, door-knocking, direct mail, etc etc. Hope that is helpful.