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The client should be at the center of all your communication efforts. It's about what they need to hear, not just what you want to say. (Photo: Shutterstock)

When it comes to maintaining ongoing communications with their customers, many independent insurance agents and brokers are as reticent to start sending out emails as they would be to poke a sleeping bear. “They’re already customers,” they think. “If I email them, they might remember they’re paying for insurance, and they’ll leave me!” This view point is more prevalent than you might imagine. But it is misguided.

The statistic that we always share with such agents is that 60% of insurance clients don’t believe they get any additional value from their agent or broker after they’ve written a check. 60%! On top of that, a full 86% think the communication with their agent is lacking. With that kind of dissatisfaction in our market, establishing consistent communication with your customers isn’t poking a sleeping bear, it’s dealing with a bear that’s already awake and pretty angry.

Rick Fox


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