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Ryan J. Pinney  Pinney Insurance  Roseville, CA

Ryan J. Pinney  Pinney Insurance  Roseville, CA. 3 Key Themes for Insurance Sales in the 21st Century:. Pricing, underwriting, products, and service don’t matter What I “do” doesn’t matter until it’s about the client Sales funnel based on conversion, up-sell, cross-sell, referrals.

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Ryan J. Pinney  Pinney Insurance  Roseville, CA

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  1. Ryan J. Pinney  Pinney Insurance  Roseville, CA

  2. 3 Key Themes for Insurance Sales in the 21st Century: • Pricing, underwriting, products, and service don’t matter • What I “do” doesn’t matter until it’s about the client • Sales funnel based on conversion, up-sell, cross-sell, referrals

  3. A Changing Industry Fierce competition +Producers & agencies are seen as commodities +Lost the “personal touch” that made our industry great +Consumers shop and buy differently now = Pricing, underwriting, products, and service don’t matter

  4. Customer 2.0 • Unlimited access to knowledge • Seeks advice online from mega distributors (Amazon) • Uses social media to get recommendations • Doesn’t see the typical salesperson as providing value How do you turn Customer 2.0 into a client?

  5. Sales 2.0 • Interact w/clients on social media to gain real-life insight about their needs • Prove your service has value: “I will help you with your personal financial goals” NOT “I have a great insurance product for you.” • What I “do” doesn’t matter until it’s about the client TIP: Agency managers, encourage your producers to focus on value

  6. The 21st Century Sales Funnel

  7. Generate Leads with Your Sales Funnel • Do: Focus on existing clientele and centers of influence to find your best leads. • Don’t: Spend all your time trying to generate new leads or internet leads . • Spend time in the top and bottom of the funnel, not just the middle.

  8. The Opportunity Cycle • Suspects: Communicate effectively with them; 84% will buy from you or a competitor within 24 months.

  9. The Opportunity Cycle • Prospects: Create a lead nurturing process to take them from interested to ready to buy.

  10. The Opportunity Cycle • Buyers: Turn customers into clients and advocates; they represent 80% of profits and less than 20% of expenses.

  11. Up Sell, Cross Sell, Referrals Upsell: add value for your client with riders, policy options Cross-sell: add additional products and services with these marketing tips: • Customize • Use memorable visuals • Create an emotional connection • Solve their problem • Explain subjects clearly with visuals Referrals: Use social media to ask for the referrals you want

  12. Tools of a 21st Century Producer • CRM: track prospects, leads, and clients; set up automated marketing • Web communication: email, texting, blogging, social media, website • Analysis & data tracking: learn how and when your marketing is effective

  13. Standardize, Systematize, Automate • Standardize: Perform tasks the same way every time • Systematize: Schedule tasks you’ve systematized, like fact finding and annual reviews • Automate: Technology completes your tasks for you. • Rinse & Repeat: Never stop reviewing & improving process.

  14. Stand-Up, Stand-Out, & Be Different! • Decide to change • Find a niche • Differentiate • If you’re saying and doing the same things as your competitors – you’re just a commodity!

  15. Thank you!

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