Getting The Word Out - Marketing Quickies
By Scott Simmonds, CPCU, ARM, CMC

I am convinced that I have the best job in the insurance industry. I work with a wide variety of businesses, helping them improve their insurance program. I come at the work (as many consultants do) from a different perspective than agents and brokers – I don’t accept fees or commissions from insurers or agents.

Obviously, I think I'm pretty good at my job. The reality is, however, it doesn’t matter how good I am if nobody knows I'm out there!

Sitting by the phone, waiting for business does not work.

I learned early on that I'm really in the marketing business. Without exceptional marketing, my practice won’t grow. Without clients, it does not matter how much insurance expertise resides between my ears.

Here are some tactics I've used to get my phone to ring:

Build Centers of Influence – I have developed a group of attorneys, accountants, and business leaders who have an understanding of what I do and the value I provide my clients. Each month I get calls from people saying, “John Smith is my accountant. He tells me you can solve my insurance problem.”

I work to build my list of referral sources. I regularly speak with current contacts, prompting them to allow me to introduce myself to other sources: “John, I haven’t met Bill Taylor in your firm. Can I use your name when I call him for lunch?”

When I call Bill, getting the lunch is pretty simple: “Bill, I was talking with John Smith. I have helped him with several client insurance problems. He suggested I meet with you. Are you free Friday for lunch?”

Write Articles – I submit articles on insurance issues to our local newspaper about every five months. Nothing fancy, just general information of interest to the business community. I've submitted pieces on insurance issues for home-based businesses, non-owned auto issues, workers' compensation rating advice, status of the insurance marketplace and an article on boiler and machinery insurance. I work with the business editor. The paper runs the articles with my contact info, and my phone rings.

I also write for trade magazines, both local and national. Small trade associations are always looking for articles to fill their newsletters.

Once the article is printed, I send copies to my centers of influence, clients, and others whom I think would be interested. I add a link to my website so visitors can see my approach to issues.

I almost always get phone calls from prospective clients after one of my articles has run.

Speak to Groups – Trade associations are also always looking for speakers or seminar leaders. I usually customize the presentations. “Work Comp Issues For Metal Shops” would go over well with the state metal products trade group. Many Chambers of Commerce put on “Lunch and Learn Programs.” I have also put on programs for the accounting association and the lawyers in local law firms.

Have a Great Website – I covered the issue of websites in another article, Build A Great Consultant Website. You must have a great website if you are going to build a great consulting practice. Build a site that provides value for your visitors. Post your articles, material from your speeches, and the like.

Write a Newsletter - Each month I send out an email newsletter to clients, prospects, and anyone else who has signed up. I include general insurance and risk management information as well as advice and news items I think would interest readers.

The newsletter keeps me in front of clients and prospects. It reminds people that I am available to help them solve their insurance problems. I also put past newsletters on my website – adding content and credibility to the “body of work” I’m building.

Some Marketing Techniques Don’t Work For Me – I have not found cold calling, direct mail, newspaper, or radio advertising to be effective. I've tried them all. Each, in varying degrees, made me feel like I was marketing my practice. Cold calling in particular was an activity that made me feel like I was diligently engaged in building my practice. Truth is, it didn’t result in much in the way of clients.

That’s the ultimate measure of marketing – does the activity bring in quality clients?