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Auto Insurance Sales Domination!
First things first… Thank You for subscribing to Defensive Driver Solutions!
A BIG Surprise for Us!
When Defensive Driver Academy first introduced subscription services targeted to insurance agencies for discounted defensive driver courses back in 2018, we anticipated strong interest in the program as a customer retention tool. The value to most agency staff in being able to counter rate or price complaints with an explanation that increasing premiums result from increased accident frequency along with a solution – taking a defensive driver course to gain the defensive driver discount – seemed pretty obvious. But what we did NOT anticipate was that some new subscribers would very quickly be putting 100+ clients per month through the course!
So we contacted our subscribers to find out what the heck was going on. The feedback was more than just surprising, it was revolutionary.
These new “Super-Subscribers” were not simply using their agency branded course site as a retention tool, they were using it as part of a “Free Gift” sales strategy to supercharge new automobile insurance policy sales. The result was a dramatic increase in quote conversion rates to new policies. Some subscribers reported selling dozens of additional policies per month from the same marketing budget!
While this strategy and use was not exactly how we had envisioned the subscription program working, it was certainly a big “Wow” moment. The more individuals who are able to take our course, the happier the National Driver Safety Institute is. The purpose of the NDSI is to pursue unique strategies to drive increased consumer acceptance and use of high quality online driver education. So any strategy or tactic that results in more individuals completing the course is a WIN in our book!
So now our goal is to teach you how to duplicate this success in your agency!
Silly Easy to Do.
Perhaps the most surprising thing about what our top subscribers are doing is that it is simple and easy. The difference in process is small. The focus is simply better directed. The key points consist of:
1. Lower Prices Sell Policies
2. Free Gift Marketing Demonstrates Value
Do These Things:
Integrating each of the simple concepts below will increase quote to new policy conversions. These things will generate more revenue in your agency. This has been proven over and over by subscribing agencies just like yours. So do it!
- Always Quote the BEST Price Possible. This does NOT mean skimping on proper coverage! This does mean including every possible discount on each new quote. So make sure to automatically include the defensive driver discount for every eligible driver on every new automobile insurance quote you generate.
- Embrace the “Assumptive Close” Strategy. This cannot be stressed enough and is a critical part of an effective process! Automatically assume that the individual you are quoting wants to be safer behind the wheel, desires the best price possible and trusts your guidance. When you promote these points from a position of expertise your clients will trust your professional experience. So BE the “Trusted Advisor” your clients deserve and lead them to taking the course to earn the discount.
- Do Not Over-Sell the Course! Be careful not to promote the course in a manner that over emphasizes the effort or time commitment required to complete it! Your clients will happily complete the course to earn the discount unless they come to view it as a massive time commitment and/or something that will be very difficult to do. The LESS of a big deal you make about it, the less concern they will have about taking the course! This is the assumptive close. All you need to do is automatically include the discount in your quotes, stress the ease of the course and savings and then send them the emailed course instructions.
Here are some key talking points to rely upon when promoting the course:
– “Our agency has partnered with Defensive Driver Academy to bring you this course at a great discounted price! The course normally costs $24.95 but we want you to be both safer behind the wheel AND to get the best possible price on your insurance so we have arranged for you to take the course for only $14.99!”
– “This course will save you significant money for 3 years! The course is super easy, guaranteed pass, proceed at your own pace and you can take it on your computer, smart phone or tablet. The average student takes about 2 1/2 hours to finish and we get great feedback on the course. I will email you everything you need to complete the course, it really is very simple.” —- NEXT: Move On! You will find that the large majority of your customers will not question this and will register for the course upon receipt of your emailed instructions for how to access your agency course.
Do not dwell on course details. Do not question or ask whether they are interested in the course or not. Assume they are and they will be. You are the one leading the conversation. So make sure you do not lead it astray!
CRITICALLY IMPORTANT!!!
IF your prospect does express that they are not interested in taking a course and they prefer a quote that does not include the discount DO NOT ARGUE OR PUSH THE ISSUE!
Because you automatically included the discount in your initial quote the customer has already seen your lowest price. If they then choose to not take the course resulting in an increase in your quoted price, they will recognize that this increase is their own choice! You will have offered either a free course or a $10 course discount so you will have offered a FREE GIFT and LOWER PRICE, actions that in and of themselves INSTANTLY set your quote apart from other quotes they receive. You will have demonstrated a difference in value that your agency offers even for prospects that refuse the course! This leads to increased quote conversions even for prospects that choose not to take the course!
PLEASE: Read the above Critically Important section again! This point cannot be stressed enough. More quotes will convert to policies even for prospects who opt-out of taking the course. The offer of a “Free Gift” along with the demonstration right up front that your agency does things differently will have a strong positive impact on writing new business.
We will cover more on this topic moving forward to aid your agency in mastering these techniques but the BEST means of immediately boosting new business is to implement the tactics above into your quote process now. Do it.
As always, if you have questions just shoot an email to: support@defensivedriveracademy.com
Thank You!