When it comes to converting leads into policies, you probably understand exactly what you need to do. If a prospective client connects with your agency, you surely have a plan for how you can get them the coverage they need.

However, not every person who connects with your agency is going to be at the beginning stage of the customer life cycle. Many of your customers may be up for renewal, or perhaps considering adding additional coverage options to existing policies. Do you understand how to handle those situations? Are you using the customer life cycle to your advantage when it comes to your agency’s sales?

Building relationships with your customers and communicating effectively is important. But if you are not communicating the right information at the right time in the right way, you are merely speaking into open air. Depending on where a lead is in the buying cycle, you may require a different approach.

• Reach– This is when you are communicating in a way that expands your target market and speaks to prospects you have yet to meet.
• Acquisition– Here, you want to focus your communication on bringing in the people you reach to your agency.
  Conversion- Now, you have received a quote form online or an initial call, and you want to convince that person to buy a policy (or more) from you.
• Retention– You want to cross-sell and up-sell at this point. You already have them signed on with a policy, but you want to convince them to bundle, or assess their risk and explain their need for supplemental policies.
• Loyalty- This phase of the customer life cycle has customers who are loyal to you and only you. You may want to talk to them about becoming customers who provide feedback on your site and leave testimonials for future prospective clients, too.

All customers have a life cycle. As an agency owner, you want to take advantage of the different ways you can reach out to customers at every phase. Train your staff on the cycle, talk to them about ideas to convert and move customers from reach all the way to loyalty. At the end of the day, loyalty is where you want all of your customers.