A very important but often overlooked element of an effective insurance agency telemarketing and appointment setting campaign is the information is obtained by the caller. Everybody wants to know how many appointments will be scheduled each week or each month and most people ask how good the appointments will be – nobody asks what detailed information will the caller be able to mine during a call.
This is critical to the success or failure of a campaign. A quality caller can find decision makers, validate and update contact information, gather email addresses and determine if the prospect is open to change. The more details the better. Below I have included some sample notes from various successful telemarketing campaigns. The name and data have been changed, but the concept is clearly illustrated:
- Prospect, Kim Jones (Owner), who discussed the idea with Debbie Smith while we were on the phone. Debbie, VP of HR, will be expecting the call. They have 52 participating employees on their health plan. Call her at 1pm, she might have Joe Johnson, COO with her on the call.
- Prospect has 10 tractor/trailers and some vans mostly hauling heavy equipment and lumber. Radius of operation is the entire 48 states. They have 13 employees. They are gathering information now for a May 1 renewal and are currently covered by Main Street Insurance.
- Prospect has over 25 employees on health plan. Lois Lane requested a reminder email the day before the appointment. They are not happy with their current agency and would like more alternatives for carriers. They renew January 1st. Call Monday at 9am sharp.
- They have 118 Tractor trailers that haul general merchandise. They travel nationally, though they have extensive operations through PA and NJ. There are 235 employees and are currently covered by Progressive. He mentioned that they also run school buses. Call is at 1pm, they asked for an email invitation. Joe Smith COO, Mary Jones VP of HR and Bill Sanchez Director of Safety will be on the call.
- Prospect hauls mostly lumber and insulation materials. The radius of operation is between 500-800 miles. They have 2 full time employees and 5 owner operators. They are fairly happy with their present carrier, Integral Insurance Company and their agent (Paul Smith) in Boston, MA. But he is always looking to improve his coverage and rates, and had questions on CSA 2010. Call Gary on Monday at 10am, in case you miss him, he said to try his cell phone at 508-xxx-xxxx.