Marketing a new branch of an Insurnace Brokerage in Melbourne

[InsureitwithDoring]

Hi there,

Ive just opened our new branch in melbourne. I am trying to find ways of obtaining new clients without coming across as the 'hard insurance salesman that no one likes'.

Is this through various websites? networking events?

Any help with this would be greatly appreciated.

[FS Concierge]

Hi Tony,

Hope the move to Melbourne has gone well? Whereabouts are you based now (just in case it helps anyone come up with any ideas for you)?

All the best,
Jayne

[MarketingHQ]

You can maybe start by not calling yourself an "insurance salesman". Try and have something a bit more memorable. Maybe you can introduce yourself as an "asset protector" or a "peace of mind facilitator". That will help get the conversation going.

You may want to look at networking opportunities with financial planners and accountants. In my experience, they are important points of referral for insurance products.

Good luck.

[Mindality]

Hi Tony

An article called 'powerful positioning' (www.mindality.com.au, click on the 'resources' tab), talks about how to promote yourself appropriately in all various situations including networking events and so on.

Also, I believe focusing on solving an issue for your clients is important. Rather than 'selling' them a service, try simply communicating to them you can help solve a particular issue or problem they are facing. Perhaps think of obtaining clients as 'opening a relationship' rather than 'closing a sale'.

Hope this helps!

Rebecca

[FS Concierge]

Hi Rebecca,

Nice to meet you, and thanks for joining Flying Solo

As a newbie to our site, we'd love it if you'd start by posting in the introductions thread and also let us know a little about yourself by filling in your profile in 'Control panel'. Having a completed forum profile is particularly important to other community members and shows them you are here to participate openly and genuinely.

Also, it would be great if you could take a read through of our guidelines, which you'll find here: Welcome to the Flying Solo forums: please play nicely!

Thanks heaps - I'm looking forward to getting to know you and your business.

Jayne

[Jay-T]

Hi Tony,

Here's probably the best ways I know of to get more clients...

The goal here should be to reduce or remove the competition because it's the competition that is going to be your biggest problem not because they're awesome but because your prospect has no idea on how to differentiate you guys because your prospect isn't an expert in your industry so they don't know what's valuable or not which means they have to commoditize you and reduce your value to price...not good.

...To avoid this you need to be perceived as being different in a valuable way...

...and to do that you need a USP.

The cool thing about the USP is that it takes you out of the price and commodity game...very important.

The USP formula I use is: unmet need + meaningful specific

My USP for my free consult is: "I'll show you exactly where you can improve your sales by at least 30% in the next 60 days without spending a single cent extra on traditional marketing."

My free consult has a USP because that is the first "product" I must sell, even though it's free I treat it as a real product just as if they'd paid for it.

The goal for me is to make the psychological transition in their mind from "just another consultant" to "trusted expert" that they need to hire now!

The truth is that without a USP getting new clients becomes harder than it needs to be but I'll leave it at that...Have a look at my blog www.renegadebusinessgrowth.co.nz there's some good stuff on there on how to get more clients for your business and also go buy the book "Positioning" by Al Reis and Jack Trout...probably one of the best books on how to make your competition irrelevant.

[Mindality]

Hi Jayne

Will do. Thanks kindly for letting me know.

Cheers
Rebecca