Managing Internet Insurance Leads

If you've thought about buying Internet leads to supplement your insurance marketing make sure that you have thought through the entire process. After all marketing (even if outsourced) and sales need to fit together seamlessly.

Buying Internet insurance leads is only half the battle. Effectively managing leads to the point of closing new insurance policies is the real goal. To achieve that goal consistently we need to take a little time to think through the best customer experience and process we can offer the new prospect. That takes thought and planning.

Most importantly you need to think about how you are going to actively manage and follow-up on every insurance lead you buy.

Initial Contact - Before the first lead comes in be ready. You want to start every new lead off on the right foot, which means an immediate response to the customer's inquiry.

Don't let a moment slip by without reaching out to your newest Internet insurance leads. Whether you are buying real-time or aged insurance leads you need to make sure your sales process is highly responsive. Internet customers expect it.

I always encourage a quick (automated if possible) email reply to the customer. This note should simply let them know that you got their Internet inquiry and to expect your call back shortly.

Setting Expectations - Notice I used the word "expect" in the initial contact advice. This is critical. Whenever you contact a sales prospect you should be foreshadowing the process--foreshadowing the process. Your emails and telephone calls should always wrap-up with next steps and remind them of anything you need from them to complete the transaction.

Managing Follow-up - When you're working many leads at once it's very easy to miss something or someone. Make sure that your follow-up system is rock solid. Either use lead management software or a very good tickler system to remind you of what the next step is and when to follow-up, for each customer.

Lead Nurturing - Not every deal closes. That means you need to develop a lead nurturing campaign. This is a simple, but consistent follow-up plan to stay top of mind and add value even to consumers that you haven't sold to yet. If you continue to touch and reinforce your value to these consumers, many will close in the future.

Lead management often is the most critical component of the lead conversion equation. This is especially critical if you are investing in aged insurance leads. They are cheaper, and this is a big opportunity if you manage them with superior follow-up and service. Aged insurance leads can be a gold mine to the insurance agent with a solid lead management process.

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