In a one-to-one sales model, prospecting for DI quotes is a long, hard slog. You can spend hours on one prospect, only to be turned down in the end.
There’s a better way. A one-to-many sales model can be much more effective. Big business uses a one-to-many model quite proficiently with expensive national advertising. However, there’s room for small business and even one-man firms to use a one-to-many approach without breaking the bank. One of the easiest ways is by cultivating Centers of Influence.
What are Centers of Influence?
A Center of Influence is a person in a position or business that has great influence with prospects in your target market. They can be professionals in related fields (accountants, bankers, lawyers, etc.), associations, and affinity group leaders. Anyone who has a level of influence with, and is in a good position to introduce you to, people you’d like to do business with is a potential Center of Influence.
At DIS, we spend a lot of time training agents to use association relationships to market DI for doctors. However, there are many easier and less complex ways to generate referrals. Just stop and think about all of the people who your prospect clients interact with every month. The list could include: Accountants, landscaping companies, home maintenance companies, homeowner associations, fitness clubs, wine clubs, non-profit community groups, city councils and more.
Now, ask yourself this: Is there a way that you can develop a mutually-beneficial client referral program with these groups. For example, how can you market your services through the fitness center and allow them to market their services through you? By cultivating these types of relationships, you build a one-to-many lead flow that allows you to gain DI quote affluence through the art of influence.
Who are YOUR Centers of Influence?
To develop your own Centers of Influence, start by making a list of people who, because of their occupations or professions, know the kind of people you want to do business with. Ask your best customers to introduce you to their CPA and/or attorney, and try to learn as much as you can about each potential center of influence’s background and specialty. Contact local councils and associations to request a list of members. Contact licensing agencies for a list of licensed professionals practicing in your area.
Over time, you want to accomplish three goals with your centers of influence:
- Educate them about your insurance products and solutions, and provide value wherever possible.
- Connect with them frequently so they associate you and your agency with expert knowledge and solutions for their clients.
- Create a win-win, mutually-beneficial process for prospect referrals.
The investment you make to align yourself with trustworthy and credible professionals will pay off in long-term, mutually profitable relationships that you can leverage to make a big difference in the lives of your clients and in your bottom line.
Want to know another way to gain DI quote affluence? Install a digital DI quote engine on your email signature and website. We offer this service free to all interested DI brokers. Click to learn more about the DI quote engine.