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It Is What is Done with the Insurance Lead that Truly Counts

Leads in the insurance business are gold, provided they are worked properly and with due diligence. However, it is best to remember that the lead itself does not count as much as what the insurance agent does with it.

What is an insurance lead and how do you work it? If you are reading this article, you likely know what an insurance lead is — a real-time (hopefully) lead from a lead generation company like that knows what they are doing and stands behind their leads.

How do you work an insurance lead? That is up to the individual agent, but in general, an agent needs to be on top of real time leads by having an in-depth knowledge of his or her products, being ready to book appointments as soon as possible, having everything at their fingertips and being customer service oriented.

Keep in mind that just because you buy exclusive insurance leads of any type they are not necessarily a guaranteed sale. Often people express an interest in something but may not purchase anything until they have had the chance to fully consider it. They may be just checking out what insurance is available and do not see themselves buying anything — yet.

Can you tell if they are serious? Usually you can, and once you weed out the serious ones from those who used their dog’s name as a contact, you can follow up with them accordingly. Put in the time to do the work, even if it is for the long haul. And usually, your hard work does pay off.

Over the period of time you are keeping in touch with a serious lead, you are building a relationship. That is the key to marketing insurance — the personal relationships built put potential customers at ease, and once they know you better, your chances of closing a sale are much higher. Now and then you get a close by making one phone call. Do not count on that happening all the time. Just be prepared to do the work and watch those leads convert.

One thing to be aware of when contacting pre-screened leads bought from a lead generation company is that they are only as good as their potential. It is up to the agent to seek that potential and work with it, or determine that the potential is actually not there and move on to another lead. Experience working leads provides a sharp insurance agent with the ability to determine which leads are viable and which are not. The ones with potential are the ones to work vigorously.

Occasionally, you may run across leads that have been inundated with calls from insurance agents from what seems like every city in the U.S. That happens, but it happens a whole lot less if you choose to buy exclusive insurance leads. Shared leads are usually not worth the time and trouble, not to mention not really worth what you paid for them.

While you are working your leads, make sure to always find out what each person you speak to wants to achieve for themselves. Coverage to protect their family? Final expenses in case something happens to them? Coverage for their children. Find out what they want. Know exactly what to offer them. Keep on providing what they need. The conversion usually follows.

Market like you mean it. Work leads like they are gold. Treat people with respect and dignity. Always have answers to questions or be able to find them fast. That is your key to success — helped along by a good lead.

Benepath is the leading provider of exclusive group health insurance leads. To learn more, visit or call 1-866-368-0377

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