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Thanks for the info Frank. Besides the birthday letter and newsletter that is sent out once a year what is the focus of the other two letters you send out to stay in contact?
One is an "anniversary letter". Their anniversary with me as a policy holder. I start it out with:
"Congratulations, you are about to celebrate your first (or second, third, tenth, etc) year as a member of our insurance family. The policy you have, in my opinion, is still the one that best suits your needs. If that ever changes I will give you a call so we can discuss other options..."
That alone has been responsible for dramatically increasing my persistency.
The other one will have information about insurance. If something new and exciting in the way of insurance comes along then I will send a fifth letter. Like zero premium life insurance. LOL
Selling the policy is only the first step. If an agent wants the client to keep the policy then he/she must stay in contact with them. Both selling the policy and getting the client to keep the policy are work. One will only make the "big bucks" by constantly "working at it".
It is a whole lot easier to work a little to keep a client than it is to go out and work your ass off to find a new one. At least for me anyway.