Wholesale insurance brokers build their businesses on the strength of their relationships—to both carriers and agents. But in the midst of the coronavirus pandemic, outreach can be a challenge. Your business associates are more distracted than ever, with very important concerns spanning financial solvency, personal health, and family.
There’s no question that this virus has affected every aspect of our lives. But you can still keep those relationships strong and robust—even in the midst of a pandemic. Here’s a look at some techniques to use.
Set Up a Regular Schedule
If you haven’t done it yet, now is an excellent time to create a formal content strategy and automate it. This could be comprised of any mixture of blog posts, social media, and email marketing that works for you.
Automating your outreach strategy is a great way to stay consistent—which is necessary in these undependable times. Tools like HootSuite, MailChimp, and Later can be a lifesaver in keeping your posts going.
Strike a Customer-Focused Tone
The coronavirus is hitting everyone hard, but how is it affecting the agents you work with, specifically? And what information do you have that can help them navigate through this tough time?
Consider where the specific pain points are for your audience, and what you can do to help. If you’re not sure, start by talking to a few trusted agents you work with, or sending out a survey to your mailing list to see what kind of content people want most.
Avoid a Self-Promotional Tone
In these difficult times, striking a self-promotional tone can come across as a bit tone-deaf. Your communication can’t be about you right now. It needs to be all about your audience, and how you can be of use to them.
Tell Those You Do Business with How You’re Handling The Pandemic
Some in your audience may not know you’re staying open. Your first step should be communicating your strategy for getting through the coronavirus: are you still continuing to place business from home? Is your workforce now working remotely? What channels can you now be reached at?
Consider New Ways to Reach Your Business Associates
What’s a new way you can reach out to people? Would installing a chat feature on your website make sense—so insurance agents have another option for speaking to a wholesale broker? Could you film quick videos for YouTube or Vimeo that advise on issues your agents are facing that are relevant to the outbreak?
There are endless ways to reach out and nurture relationships during the coronavirus pandemic. With a helpful, non-promotional strategy, you should be able to build strong relationships that will last long after the pandemic has subsided.