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Insurance Marketing - Do You Really Want the Price Shoppers?

Published Wednesday, August 27, 2008 by bloggerblognet26206 | E-mail this post

As part of your marketing strategy do you send complete strangers a letter offering a free insurance review? Whats the objective of these letters? To get an appointment and then try to beat the other guys price, right? Is that who you really want to attract? Do you really want to fill your business with price shoppers? If you want insurance sales success you want to avoid price shoppers like an unwanted virus. Price shoppers dont provide a strong foundation to build your business on, so dont waste your marketing efforts trying to attract them.

You cant build a successful long-term business on a foundation of price shoppers. Price shoppers are the most disloyal, time consuming, low value group of clients you could ever hope to have. It doesnt take very many price buyers in your business before you dont have time to go out and sell because they suck up all your time. Price shoppers also have a bad habit of not paying their premiums, so you get to chase them down trying to get them to pay their bills. They drive off any good customers you might have with all their complaining. In all likelihood youve invested a ton of energy into these people, and they wont buy from you ever again, and theyll drop you as soon as your competition can undercut you. It just doesnt even make sense to position your business in a way that attracts price shoppers. It makes even less sense to spend your precious marketing dollars trying to attract them.

Yes, you can help good people to save money and you can help them to do that without attracting price shoppers. When you offer a free insurance review your placing your focus on attracting the wrong prospects. When you send your letter your letter is based on the premise of having a product and trying to find someone to sell it to. People dont like to buy products, but they love to buy results. Get yourself out of the product sales business. You are in the business of helping people to get the outcome you know they want because theyve told you they want that outcome.

Helping people to get what they want the way they want it is the foundation you want to use to create your marketing messages. When you do that you provide value. When you provide value youre in a position to attract value shoppers. Value shoppers are critical to your long term insurance sales success. Because value shoppers are very loyal. Value shoppers take up very little time. That means you have more time to build a large client base. Value shoppers are far more likely to provide you with qualified prospects making it even easier for you to build a successful business. Value shoppers are pretty much the opposite of price shoppers in their potential to help you to attract the kind of clients you need to have success.

Start right with your marketing strategies and messages to end right. It just doesnt make good sense to try to start your business by positioning yourself for price shoppers. Make the effort now to position yourself to attract value shoppers so you can enjoy greater insurance sales success.

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