How to Retain Clients and Sell Through Times of Uncertainty

In our rapidly changing world, the need for insurance has suddenly grown even more. There were nearly 28 million uninsured individuals in the U.S. in 2018, according to the Kaiser Family Foundation. As licensed insurance agents, we have a responsibility and opportunity to help the uninsured and underinsured.

Whether working from home or in the office, it’s critical that your teams have what they need to be as effective as possible. Now more than ever, they need your leadership and direction. Communicating your vision, mission, and brand promise daily will help retain focus and create a great sense of collaboration in helping those in need.

Our organizations’ brands are critical right now. People turn to brands they trust, especially during unstable times. In fact, 81% of consumers cited brand trust as a top consideration when making a purchase, according to a 2019 Edelman report.

Ways to Support Your Clients

Working with your existing customers to ensure they have the appropriate benefits to face healthcare challenges is a great first step. You can help strengthen their trust in your brand, while finding out who else in their circle might need your help.

Here are three things to keep in mind while working with customers during this crisis:

• Solving—not selling—is key in protecting your clients. We must communicate with emotion, compassion, and facts during this crisis.
• Focus on what the products can do for them. For example, the SureBridge HospitalWise product provides a daily cash benefit to members who are hospitalized for an illness or injury. Additionally, the SureBridge GetWell Medical Assistance product offers telemedicine services, giving enrollees 24/7 access to doctors and other health professionals, helping them avoid a doctor’s office. The combination of these products can help provide your clients protection.
• Don’t oversell. Address your client’s financial situation to ensure they have the most comprehensive solution they can afford. Make it a priority to know what they are currently spending and how it can be improved to mitigate their financial risk. If a client wishes to trim their benefits, make sure they understand their options. Engage them in conversation: “It is your decision, but we can review various options to see if you can reduce your premium.”

Keep Communication Open After the Sale

I know many of my partners already do this, but after the sale is complete, send your client the following:

• a summation email or text of what they purchased and from which carrier(s),
• the corresponding cost,
• and your contact information.

This is a critical step in continuing to build client trust and enhancing your brand. People want to buy from those they trust. Be a source of helpful information and education for your clients.

Create a communication chain with your clients, whether it be monthly or quarterly, to have your brand remain in front of them in a proactive, valuable way.

A little effort can go a long way in creating compassionate connections with your teams, existing clients, and new clients in these unsettling times.

Christin Unruh-Thomas is senior director at SureBridge.