5 Easy Ways to Improve Client Retention

July 7, 2021 | Agents, Insurance, Lead Generation

When we begin working in any form of sales — especially in the insurance industry – one of the first things we learn is how to generate leads, closely followed by how to turn those leads into a sale. But one of the most significant things we learn is to prioritize client retention, the practice of a business retaining its customers, above a lot of things.

Not only is this practice great for your business, but it’s also great for you on a personal level.

Client retention is important to all insurance agents and brokers because it brings back consumers and it introduces the concept of word-of-mouth. If clients are happy about your work with them, they will be sure to let their friends and loved ones know, which brings in new customers. On a personal level, retaining your clients makes you feel better about the work you’re doing. You’re positively impacting your clients’ lives, and that’s no small accomplishment.

If you are needing quick tips on how to build your client retention so you can begin to do it yourself, or if you want to know how you can work on yours, then look no further. This article is to define five simple ways in which you can improve your client retention:

1. 1. Establish a trusting relationship with your clients. This is listed first because this is one of the most important things you can do. If there isn’t a trusting relationship with your clients, then there isn’t a relationship at all. This is because it’s based on dishonesty. Be honest with your clients about the policies they are wanting, how you can deliver, and other important things they need to know about. This will only serve you in the long run because if you lie to them, they will either find out or be negatively impacted by your services. Regardless, a situation that could have been avoided will end up hurting everyone.It’s worth noting that there will be times where your clients will not be satisfied with the truthful information you are telling them. However, you will be able to say that you were transparent in what you provided for them and that they will not encounter any surprising information at a later time. The most important thing you can do is be open and honest and they will appreciate that, whether it be now or at a later time.

1. 1. Communicate with your clients. This is also something that you need to be doing, no matter the circumstance. It’s important to discuss everything that is professionally important with your clients, even if it sometimes does not paint you in the best light. And, while doing that, it’s important to regularly let them know that you are working for them, not for yourself. If things are going great, or if there’s a bump in the road, you need to tell your clients, so that they feel as though you truly are looking out for their best interests.This simple act may feel difficult, but it will go a long way with your clients. This is because they will know everything that they need to know about the policies they have selected, and if something is wrong, they know they aren’t going to be left in the dark.

1. 1. Implement positive surprises. There aren’t many people who don’t like surprises that are meant to brighten their day, so this is something that is safe to do. Not to mention, nothing motivates people more than appreciation. Sending small, handwritten notes of gratitude to your clients is a great way to let them know that you appreciate their business. You can do this as often as you like, but once or twice a year is a great place to start.If you would prefer to show them your appreciation in other ways, you could also post praise on social media (with clients’ permission), send small gift baskets, or host a “Thank You” event that is open to your clients. Trust us, showing your gratitude for your clients tells them that you’re willing to go the extra mile. Who couldn’t appreciate that?

1. 1. Utilize KPIs. In this instance, KPI stands for “Key Performance Indicators.” KPIs will help you determine your business’ strengths and weaknesses, as well as guide you toward how to build upon your weaknesses.For example, one way you could utilize a KPI is to see what your typical response time is. If your client is trying to get into contact with you, but you don’t get back to them until the next day, that’s a sign that you do not have a good response time. Whatever your client has to say is important, so it’s equally as important that you quickly get into touch with them.Realizing what specific things you need to improve upon will allow you to make the right steps forward with your clients. It also helps you recognize when you need help. You are only one person, and in the insurance industry, your time can be spread thin. It’s important to acknowledge that you need additional help on some tasks so that you can prioritize your clients.

1. Follow up with clients you haven’t heard from in a while. The way to do this most effectively is to note each time you physically see, or hear from, your clients. Once an adequate amount of time has passed, you can then contact them. Nothing when you saw your client last will allow you to personally connect with him or her, so that you can mention the last time you spoke. Your clients will feel as though you care more about\ them than you do about their business, which will make them want to continue working with you.

Final thoughts
Client retention definitely sounds a lot easier than it is, especially if you’re in a position where yours could be significantly improved. That’s why performing these small, simple tasks can make for a large difference between you and your competitors. It makes you unique and it puts you ahead of your competition because clients will attract to those who put in the effort. So, show your clients that you’re willing to go the extra mile for them, and you will see just how far it will take you!