All clients are not created equal. So how can you find better clients (translation: long-term,profitable and pleasant)? And what tactics are most effective fordrawing them into a partnership?

Here are six prospecting tips to help match agents and brokerswith great clients:

No 6: Find your match. What makes yourideal client "ideal"? Is it their premium size, geographic location or niche market? Is itbecause they offer an opportunity to cross-sell multiple policies?There's no right answer here, but it's absolutely imperative thatyou be honest about what kind of client works best for you. Withclear parameters in mind, you're then ready to find your match.

Setting a standard also makes it easier to say "no," forexample, when your carriers don't offer the specialized coverage aclient demands or you're not familiar with the prospect'sindustry.

Use your ideal client checklist to help you keep focus. Pursuethose who fit; pass on those who don't.

Related: Why prospecting fails and what to do aboutit

No 5: Set your bait for a greatcatch. If you want to go where the prospects are,try digital marketing. Ongoing conversations ensure that whensomeone needs insurance (which is not always at the same time youinitially target them), your name will be the first that comes tomind. You're also able to drill down and define a specific targetaudience, including age, geographic location, marital status,income level, education level, group memberships and more.

To use an analogy, digital prospecting is like fishing. If you goout and blindly fish with just any bait for whatever might beswimming around, it's likely you will be disappointed. But if youresearch the waters and types of fish ahead of time, you're muchmore likely to catch what you want. Ultimately, you must know which"bait" will entice a prospect to bite, because each one hasdifferent appetites or needs. You must also know what time of dayis best and which "line," or method of contact your prospectsprefer.

No. 4: Keep 'em coming. You mustcontinue to build and maintain a healthy target list. One of themost effective ways to do this is by becoming a niche specialist.Begin by looking at what your current insurance carriers write. Arethey competitive in a niche you'd like to pursue? Do you haveaccess to several carriers for this coverage so that you haveoptions and competitive leverage for the long term? Begin targetingthe niche with a bullseye chart based on ZIP codes. Start withprospects geographically close to your agency and then workoutward.

Constantly fine-tune your list, figuring out what works best.Keep improving your message while also adjusting your prospectparameters.

Related: 5 keys to prospecting effectively

Once you establish a rapport with individuals within your niche,begin branching out to related microniches. This may include thosewho supply products and equipment to the original niche — themanufacturers, distributors or architects, for instance. As yougain the trust of these microniche individuals, they can then helpyou build your brand and gain influence with the primary niche youboth serve.

Keep improving your message while also adjusting yourprospect parameters. (Photo: iStock)

No. 3: Reward loyalty and referrals. There's areason word-of-mouth is called the best advertising — it's the biggestcompliment you and your agency can receive, and it shows atremendous amount of respect. Repay those who refer your agencythrough an incentivized rewards program that publicly acknowledgestheir actions and demonstrates genuine appreciation. Consider usingsocial media to promote your referral rewards program as well. Forexample, using Facebook Live to show a drawing in real timenot only makes the program exciting, but also provideslegitimacy.

No. 2: Be an expert, meet anexpert. Integrate with the niches you serve. Joinor partner with their trade associations, attend their events, siton their boards. This will position you as an expert within theniche rather than simply an outside (and expendable) supplier.

Form your own business networking group or "dream team" withleaders and influencers from many industries, including attorneys,bankers, brokers, CPAs, general contractors, lenders, realtors andmore. There is no competition and you can cross-refer to oneanother.

At the same time, build relationships with individuals offeringrelated products within your own industry — for example, healthinsurance agents and financial advisors. Doing so allows you tobuild centers of influence where each trusted individual has earnedthe authority to refer clients or prospects to another withouthurting their own business.

No. 1: Volunteer in yourcommunity. Beyond the personal benefit youreceive, volunteering in the community exposes you to people fromdifferent industries and walks of life that you would have not metotherwise. This ultimately gives you new avenues forprospecting.

Of course, first, you have to find causes and organizationsyou're passionate about, and your desire to volunteer must begenuine. It's important that you support your employees' efforts tobe active in the community as well.

Volunteering not only helps build your agency brand, but alsoprovides a platform to "sell yourself" — who you are individuallyand what's important to you. You're also building trust andfamiliarity as well as sharing something in common with others,which establish an excellent foundation for new businessrelationships.

Robert S. Klinger is president and CEO of Klinger InsuranceGroup in Germantown, Md. He can be reached by sending emailto [email protected].

See also:

6 ways to sell more insurance in2018

5 tips to maintaining great carrierrelationships