| -- End Ad Box ---> | | | | you're not selling yourself; instead, you're selling |
| If you sell insurance, financial services and the like, | | | | the benefits/solutions of long-term care insurance |
| consider the following low-cost marketing | | | | with your bio at the bottom. If you've done a |
| strategies to help grow your small business. | | | | comprehensive and professional job, readers will |
| It's important to first acknowledge some of the | | | | contact you. |
| natural barriers to acquiring new clients within the | | | | -- Partner with a local bank. The idea is to get |
| insurance and financial services industries. These | | | | yourself noted as a "pre-certified insurance expert |
| include, but are not limited to, customers lacking | | | | for XYZ bank." Approach the bank VP and |
| knowledge about your products and, therefore, | | | | recommend an informal partnership whereby |
| lacking the ability to ask questions, and customers | | | | you're available for complimentary on site |
| afraid of being ripped off. Unfortunately, insurance | | | | consultation for bank customers. Moreover, |
| and financial salespeople often carry the same | | | | there's a tremendous amount of implied reliability |
| stigma as used car salespeople. And I'm certain | | | | and credibility when associating your business with |
| there are some great and honest used car | | | | a bank. The great thing about banks is that they |
| dealers around. It's important to recognize this | | | | usually distribute large monthly customer mailings. |
| stigma so you can proactively address it in your | | | | Ideally you'll want to piggyback on the bank's |
| marketing plan. Ultimately, to grow your business | | | | mailing by having your sales flyer included. These |
| within the insurance and financial services | | | | flyers are usually called, "bill stuffers." Don't forget |
| industries you must strive to build an incredible | | | | banks also distribute calendars, year-end |
| reputation, built on a platform of reliability, honesty | | | | statements, etc. Try to get noted in all of their |
| and product knowledge. I also encourage you to | | | | communications. Of course, under the umbrella |
| be very straightforward about your pricing and | | | | that you're a partner with the bank. |
| how you make your money. The fact is, your | | | | -- A bank north of Boston lets their small business |
| customer wants to know. Surprise them, and tell | | | | customers display sales materials for a week in |
| them upfront. | | | | their lobby. Approach your bank where you have |
| Here are some marketing strategies to try. | | | | your business account and ask for the same. |
| -- First, try teaming up with complementary | | | | -- Try partnering with hospitals. They're well |
| professionals, such as estate attorneys, business | | | | known for sponsoring workshops. They also |
| attorneys, financial planners, etc. You'll receive | | | | distribute a weekly/monthly newsletter. My local |
| referral business faster from such businesses for | | | | hospital actually distributes their calendar of |
| two reasons. One, their customers are currently | | | | events in my local newspaper. By partnering with |
| utilizing services for "future" occurrences. Hence, | | | | hospitals and similar organizations, your |
| your prospect is already in the mindset of planning | | | | prospect-reach compounds tremendously, while |
| and spending for the future. You now become | | | | you spend zero! |
| another product they need to consider for the | | | | -- Consider joining your local chapter of Business |
| future. Second, there's an implied trust between | | | | Network International, Of course, like any |
| an estate attorney and her customers. If an | | | | organization, it's only as effective as your |
| estate attorney referred her customers to you, | | | | networking abilities and how well the members of |
| that customer would be more likely to do | | | | that particular chapter work together. Always |
| business with you, than if he/she had simply seen | | | | attend at least two meetings before joining. And |
| your print ad in a local newspaper. | | | | watch out! Associations' memberships are down |
| -- Launch a publicity campaign | | | | across the board due to the sluggish economy. |
| For example, consider submitting a story idea to | | | | There's definitely some hard selling going on. Take |
| your local media about, "The Fallacies of | | | | your time when deciding what organization is best |
| Long-term Care Insurance. Who Needs It? What | | | | for you. Don't be misled into joining anything. |
| is it? Insider Secrets to Buying the Most | | | | -- Align yourself with a reputable online insurance |
| Comprehensive Plan." I can't stress this next point | | | | media outlet. Ideally you want to become a |
| enough; you must be objective when interviewing | | | | regularly featured columnist, or perhaps act as a |
| for such a story. When being interviewed by the | | | | moderator for an upcoming online seminar, etc. |
| media, it's not a chance to "sell" yourself; rather, | | | | This does several things for you. One, usually |
| it's an opportunity to express your knowledge and | | | | anything Internet-related is archived. So if a |
| expertise, and help readers use your knowledge | | | | person is shopping around for insurance or financial |
| to their benefit. If they like what you have to | | | | products and you've partnered with a reputable |
| say, they'll contact you. | | | | and high search engine ranking online media outlet, |
| -- Consider facilitating a bimonthly workshop(s) at | | | | there's a good chance your Web site will reflect |
| your local library or community center called, "The | | | | high in search engine rankings. Two, if you're a |
| Insider's Point of View to Long-term Care | | | | regularly featured columnist, you immediately |
| Insurance. Who Needs It, Who Doesn't?" Or, "Age | | | | acquire more credibility than your competitors. |
| & Long-term Care Insurance, When's The Right | | | | Readers are more likely to reach out to you for |
| Time?" The workshop tactic is becoming slightly | | | | product solutions. |
| overused. However, I think it's still a very | | | | -- Don't forget about organizations you already |
| powerful marketing tool. Plus, it's affordable. You | | | | belong to. Are you taking advantage of their Web |
| simply need to be more imaginative with your | | | | site resources, i.e., linking your Web site, being |
| topics and headlines. | | | | included in their membership directory, etc.? |
| -- Try creating a "Long-term Care Insurance Top | | | | What's more, do a quick search on for free |
| 10," fact sheet. It should include detailed content | | | | directories. Try, [your expertise insurance |
| about the ins and outs of selecting long-term care | | | | directories], or [financial sales representatives |
| insurance, i.e., why, why not? Who qualifies and | | | | directories.] |
| what are the estimated costs? Distribute your | | | | -- The key marketing strategy to keep in mind |
| fact sheet to prospects, the press and various | | | | for any salesperson is that you must circulate, "be |
| public bulletins, such as the library, town hall, Post | | | | seen." It's the most perpetuating sales lead |
| Office, colleges, doctor and attorney offices, etc. | | | | program you can foster. |
| When you're selecting bulletin boards, stick to | | | | -- Finally, as you're working hard to generate all |
| professional looking boards, rather than just | | | | these new leads, make sure you have a follow-up |
| catch-alls. The latter will reduce your | | | | plan in place. The fastest and most affordable |
| professionalism. Some bulletin boards give off the | | | | follow-up method is to ask prospects if they want |
| impression, "What would she know; she's | | | | to receive your free monthly ezine. |
| advertising on a bulletin board." On the fact sheet, | | | | |