October 1, 2020
2020 has been a tough year, especially for independent agents. Clients haven’t exactly been breaking down doors to increase their spending. But, our agents have been successful for many reasons this year.
Referrals are one of the key ways we encourage our agents to reach new clients.
Research shows that people are four times more likely to invest in a product or service when referred by a friend. In fact, 84% of consumers say they trust recommendations made by family, colleagues, and friends.
But the process of asking for a referral can be incredibly challenging. How do you go about asking without seeming pushy? After all, you’re asking clients to work for your business for free. Let us make this a little easier. Below, we lay out some useful tips to help you ask for insurance referrals, as well as our referral email templates. Keep in mind that we offer this type of marketing help to all of the agents that work with us. If you’d like to know more about becoming an agent with us, click here: info.normandyins.com/learn-more/
Don’t expect immediate results. Referrals are a snowball strategy, not an explosive one, and as such, it takes time for everything to click into place. Take for instance, the client who will be referring you. They need to have been given a good enough service to agree to your request.
You shouldn’t immediately ask for a referral straight after closing a deal. Be patient and let your value and expertise shine through to a client. Share your content and deals with them, keep in touch, and build some brand loyalty over time. Not only is this a great way to keep a returning customer when they do refer you, but it’ll also likely be a more wholesome, engaging referral. The client will feel like they’re doing a favor for their friend by mentioning you, rather than feeling like they’re doing a favor for their agent.
Don’t treat referrals like cold calls. Strike up a much warmer tone. Use the relationship you already have with your referrer, act as if you’re in their inner-circle by treating them as if you’d treat any of your close friends.
Try and strike up some common ground; remember when your client mentions their favorite hobby, restaurant, or sports team. Even a statement as simple as “So you’re a Packers fan? I wonder if you know any other Green Bay supporters who’d need an Insurance Agent.” sounds so much better than merely asking for a referral.
Sometimes you’ve got to spend a little money to make a lot. If you feel like you’ve tried everything and you’re still not getting any recommendations, send an email out to your happiest customers offering them a $10 gift card if they refer a friend who chooses to work with you. You’ll be surprised by how many take you up on that offer.
To review: when sending your request, it’s imperative you already know your client is happy with your service. Asking for a referral from an unhappy client will often prompt them to go out of their way to warn people against hiring you. Now, here is our referral email campaign. I would recommend that you read this all the way through before starting to use.
Hi [Client name],
I’m so glad I could help you with X. I’m delighted to see you’re happy with my results.
As everything’s going so well, I wonder if you have any friends or colleagues in a similar position who could use my services. If you can think of anyone, please send their email address to me so I might help them out too. Or, if you’d prefer, I have attached a template you could copy and paste in an email to your friend.
I greatly appreciate your help,
Here is the template to attach to that email. Make sure to fill in [Agent’s Name] with your name before attaching it, and changing he/she to the relevant pronoun.
Hi [First name].
I hope you don’t mind, but I’ve mentioned you to [Agent’s Name], who I’ve been working with for some time now.
[Agent’s Name] has helped me out a lot recently, and I was thinking he/she would be able to do the same for you. I’ve cc’d him/her into this email. Can I leave you two to it?
Speak to you both soon,
Finally, send a thank you email to your original client once the referral process is complete.
Hi [First Name],
Thanks again for your referral. I’m about to start working with [name], so hopefully I can help them as much as I helped you.
As a token of my appreciation, I’d like to knock 10% off next month’s invoice.
Thanks again for connecting me with [name], and I look forward to seeing you again,