Plan how to maximise your income from new clients
Once they’ve decided to buy, the next touchpoint with your client is undoubtedly a pivotal moment. Get this interaction right and you’re best placed for a long and financially beneficial relationship. Get it wrong and the chances of churn increase substantially.
So how do you get it right? Well, a bit of planning is going to be valuable:
Immediate term – your ‘welcome’ action plan
- Start by reviewing the insight you’ve already gathered on this new client.
- Then construct and dispatch a tailor-made welcome letter/email/LinkedIn message. To be effective, this needs to capture their attention from the first line and hold their interest to the end. You do this by being focused, concise and relevant to their known wants - with proof of your commitment to deliver them. This message needs to be all about them, and not about you.
- Follow this by actioning each additional step of your existing ‘New Client’ action list.
Your ongoing action plan
- Agree what long-term action is needed to help deliver your primary business objectives.
- As the relationship develops, prioritise updating their data within the in-house database/CRM system after every touchpoint.
- Use your knowledge of each client to tag them within a specified segment description on your database. This will help ensure that any message to them within your client communication plan feels relevant, increasing the likelihood of it being read and acted upon – which can then increase the chance of you achieving your objectives - such as boosting cross-sales and referrals.
The complexities of insurance policies can seem confusing to many clients. So having a personalised, concise yet comprehensive onboarding process in place should help to eliminate misconceptions, answer their questions and make new clients feel welcome and supported. In addition, of course, it could help secure them as a profitable income stream for the future.