Many insurance firms have not yet formalized their lead scoring system. This is a worthwhile endeavor for everyone agencies, the other which needs to be revisited annually, while tracking the return of their marketing programs.
What is lead scoring? It is a methodology employed to rank prospects against a scale, after which assign something to determine interest level and distribution. For example, suppose a trucking insurance lead appointment finds your agency. This lead has been an owner of 15 power units, they choose company drivers, and they’re unhappy using their carrier. Perhaps your lead scoring system falls over a 1 to 10 scale, which lead is scored an 8. What might obtain a higher score? And what sorts of leads are beyond profile, and what score would they receive? Perhaps prospects must score an 8 show up on your producer scorecards.
Is the lead distributed to producers by territory? Does your lead handling process vary by sort of lead, product or prospect? For example, are commercial leads separated by small and big business, by industry or product? Are benefit leads parsed by groups over and under 50? And does your agency possess a tracking system in place to find out how many leads showed with the appointment, moved to the pipeline, received quotes and ultimately convert into home based business?
Salespeople, sales managers, producers as well as other business people often consider prospects in vague terms including: new, warm, hot, cold, likely, qualified, etc. These terms do little to increase understand a sales pipeline or convey probability of purchase along with other members of they. Agencies can consider developing a simple prospect scorecard to settle this issue and quantify their lead scoring. Formalizing lead scoring offers benefits for example:
Helps Producers create ideal attributes to create a buyer persona
Creates an easy numeric system to leverage your buyer persona
Assigns numeric values to position your best prospects
Creates an easy qualification acronym to view likelihood to closeWhat must be included inside a prospect scorecard?
Use a prospect scorecard to quantify your strategy to pipeline building. Some attributes of your ideal client might include revenue, growth rate, client type (business or consumer) and market niche. For example, will you be targeting companies with $5m to $10m in revenue? Are your very best prospects fast-growing firms, trucking companies, manufacturers or consumers?
If you’re selling to consumers, is it high net worth, middle-income, millennials or elderly people? Are your prospects inside a specific niche market like banking, insurance, biotech, consulting, education, etc.? Create a scorecard using your ideal attributes and also a customized qualification abbreviation that will help you determine if you’re selling to an in-profile prospect.
Insurance agencies and brokers thinking of getting to the next level using their insurance marketing and prospecting, but lacking the interior resources to obtain their marketing goals, can get in touch with a proficient insurance company marketing firm.