Business building: 8 ways to drive opportunity with current clients

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“Just tell me what I can do to help.” You are an insurance or benefits professional who works with business owners. Most of them like you and appreciate your professionalism. Because you are interested in their business, they want you to be successful in your business as well. They may not be aware of the ways they can help you build your book of business while you and they help others.

  1. What other insurance products do they buy? They do business with competitors. This can eliminate insurance and benefits. Your company will know what they are buying from you and may know what they are buying elsewhere. Your company may have provided other products in the past. Find out what else they buy. When are these contracts renewed? Can you compete for some business?
  2. What other parts of the company buy your products? Their company may be owned by the parent company. Your client may own and operate a franchise. Some products and services are purchased through the home office. Others are sourced locally. Can they refer you to a competitor in another department or to fellow franchise owners?
  3. What services does the company buy nationally? Your customers may buy some services, but not others. why? Because the parent company supplies them centrally. Can your company compete for a national contract? It may be “above your pay grade” but if you can help the company get a national account, it will be very beneficial to you.
  4. What products or services are new and improved? Your company may only pay you on new business you book, even if customers have paid annual fees or premiums for products they’ve already bought from you. Is there a new and improved version with more features? Will it translate into more benefits for their employees? Should they be raised?
  5. What happened before them? People move around in the industry. Sometimes everyone climbs the corporate ladder. This means that everyone benefits, including the person who was left behind. Did they work at another company? If they are on good terms with their previous employer, they may be able to provide identification.
  6. What professional groups have they joined? Your customers are spread over a few geographic areas. Many human rights and interests professionals belong to industry groups. They may belong to different chambers of commerce. You are a professional interest. You have a story to tell. Can they book you as a speaker?
  7. Can they introduce you to their accountant? The need you identify for your customer is also a need in many other businesses. If the business is small, they may work with an external local accountant. Accountants also work with other business owners. If you get an introduction and you get the message that you are honest and ethical, the accountant may refer business in your direction.
  8. Are there other business owners in their family? When you work in the corporate world, you often think that everyone else does too. They may come from an entrepreneurial family. A family business may have split into two over the years. Are they related to any business owners they can introduce you to?
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There are many ways that good clients can help you, once you think beyond the obvious. How much have you talked to your good customers?

Bryce Sanders President of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Attracting Wealthy Investors” is available on Amazon.

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