How to Build Lifelong, Mutually Beneficial Client-Agent Relationships

The insurance world is all about relationships, with the longer the relationship, the better!

The Holy Grail relationship is a lifelong, mutually beneficial client relationship delivering repeat business from happy clients happy to talk about it.

Finding the Holy Grail is as tricky for insurance agents as it was for Indiana Jones in his movie, so how can you find this long-term client relationship?

Be a Guide, not a Seller

How many times do you go out and buy something and you don’t understand how it works or what it does? Most of us like to know more about something before buying it, and insurance clients are the same.

Don’t be the salesperson in your first conversation, but an informative advisor trying to make something easy to understand. Tell your personal insurance story, so your client sees you were in their shoes once, too.

This conversation builds rapport and trust, making it easier for your client to listen and hear your advice. Your follow-up conversations can include your advice as a specific solution to their problem that eliminates stress.

Do regular check-ins, even when there’s nothing to sell, to show that you care. This also helps you stay aware of future needs.

Education to Empower

Your check-ins should include sending free informational newsletters, blogs, or social media posts keeping clients in the know. Changes in insurance laws, new coverage options, or money-saving strategies are great to share. When you are a free resource, they keep coming back for more!

Anticipate Their Needs

Staying in regular contact with your clients makes it a lot easier to see life changes coming. When you see one coming, start the informational talk with them about a coverage solution that might work for them. Remember, this is advisor mode, not selling mode, as you’re just looking out for their best interest, not selling them something.

Claims are Stressful, so Make the Process Less Painful

A claim means something terrible happened to your client, and they’re stressed. Be there for them by guiding them through the process, following up with the payer, and seeing if there’s anything they need.

Reward Loyalty & Referrals

Actions speak louder than words, so thanking clients with exclusive discounts, small gifts, or a referral bonus is a great way to show you appreciate them. This makes them happy and happy clients can become your best marketers.

Be Honest and Don’t Hide Bad News

This is easy to do if you’re an “open book.” No one likes surprises, so always tell clients about policy details, potential rate changes, and any limitations. Clients like honesty from advisors, even if it’s not good news.

Technology is a Friend

Use digital tools like customer portals and e-signatures to make it easier for clients to access their insurance policy information. A big part of technology is ensuring clients understand how to use it. Easy and convenient only works if they can access it.

Ask for Feedback & Act on It

Clients know you best, so ask them for input. Send surveys and request reviews. Most importantly, make changes they request to happen. Seeing their changes happen lets clients know what they think matters to you, another valuable connection you want.

All the above adds to this: lifelong, mutually beneficial client relationships don’t happen overnight. They require constant effort with genuine care and empathy sprinkled in.

Constant client contact provides relevant information to the client and their concerns needing solutions from you, leading you to the insurance agent Holy Grail: a mutually beneficial lifelong client relationship!

A mutually beneficial lifelong relationship starts with the backing of great resources and products for your clients to access. Agility provides this to agents in search of a mutually beneficial lifelong client relationship.

For this free brainstorming session, contact Agility at (866) 590-9771 or email [email protected]. You can also visit our contracting and events websites to see all of our insurance products and in-person, virtual, and networking events, which empower insurance agents to be their best every day.

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