Marketing Plan

[CR in STL]

Does anyone know of a good place to find a sample marketing plan or is willing to share theirs. I am licensed for P&C, life and health
I am in the process of starting my own company, I have high expectations for the future but at this point in time I don't want to or need to move to fast to the point I overwhelm myself. I am going to move slowly and try to set things up the right way.
Your help and any additional comments are appreciated.

 

[Mac1958]

Here's a Marketing Plan template for an insurance agency:
Insurance Agency Marketing Plan - Mplans.com

"The Wedge" by Randy Schwantz. How to sell against the competition:
Amazon.com: The Wedge: How to Stop Selling and Start Winning (9780872183711): Randy Schwantz: Books

"Guerilla Marketing" by Jay Conrad Levinson. I'm a disciple of his, once interviewed him for a magazine article:
Amazon.com: Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness (9780618785919): Jay Conrad Levinson President: Books

"Swim with the Sharks" by Harvey Mackay:
Amazon.com: Swim with the Sharks Without Being Eaten Alive: Outsell, Outmanage, Outmotivate, and Outnegotiate Your Competition (9780449911488): Harvey Mackay: Books


I assume you have enough money to live on while this ramps up. Also, if you're just going to rely on cold-calling and buying leads, you're in for a rough ride - the fact that you want to create a Marketing Plan is a VERY good sign. Understand personal marketing - you need to be able to establish working relationships with strategic partners, and you need to understand how to get your name out there on the cheap. The Levinson and Mackay books are excellent.

Far too many people start in this business under-caplitalized, without enough planning, and without a strong and clear marketing strategy. That's why so many fail.

Good luck.

...

 

[CR in STL]

Mac,
Thanks for your help. As far as your last comment that is why I am not moving to fast in the begining It is easier to learn and do it the right way then having to go back and correct bad habits.
You had also mentioned relationships with strategic partners, would you ellaborate a little more on that

 

[Mac1958]

Well, entire books have been written on this subject (including McKay's), but I'll keep it as brief as I can:

1. Identify experienced professionals who share your target market, such as accountants, CPA's, attorneys, payroll specialists, trust officers, business owners, business brokers, etc. Keep your eyes open for possible opportunities.

2. Where do you find them? Chamber of Commerce, Rotary, Sertoma, other volunteer organizations. Join and get involved in the organization, don't just sit in the back of the room. Become a "mover and a shaker" in the group and people will be attracted to you. Also, it's probable that the accountant will know an attorney, the business broker will know a payroll person. That's one reason you want experienced professionals.

3. I don't like "leads groups". Create a small, tight-knit group of professionals who work with each other on a loose basis, no silly rules or quotas or fees or regular meetings. Meet for lunch once in while, sure, but don't burn time. And only create a group that understands what you're doing, keep out the people who are just there to grab leads and run.

4. Do NOT approach them and just ask for referrals or access to their book of business. Nothing will turn them off faster. I have a 75/25 rule: 75% of our conversations are about them and their businesses. THIS IS KEY - My idea is that I want to know about them in case I meet someone who needs their services. They just about have to DRAG out of me what I do, and they always end up asking.

5. This is NOT like advertising or cold-calling, it's not designed to get you business today. It's a seed-planting strategy, a commitment to the long term. But the last thing you want is to look back in 2 or 5 or 20 years and think "If only I had started this back then." Regret SUCKS.

6. This is about becoming known in a positive way throughout your community. Always have your radar on and be thinking about opportunities and possible strategic partners. And it doesn't take as much time as you might think, which leaves plenty of time for other marketing initiatives.

I hope that helps.

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[beatuplunchbox]

I wish a lot of agents that I work with would take this kind of thing to heart. Instead, they tend to become "Insurance Zombies" stuck behind their computers just waiting for the next lead to come through. Really detailed what you put there...

 

[Amber Scherloz]

This is a good information for people like me who is still learning a lot. A good marketing plan is a great start and learning it from the experts is the best way to make a move and succeed. Experience is the best teacher.

 

[Mac1958]

I wish a lot of agents that I work with would take this kind of thing to heart. Instead, they tend to become "Insurance Zombies" stuck behind their computers just waiting for the next lead to come through.

Yep.

I think it also contributes to an unfortunately well-deserved reputation the industry has of people going after the quick buck. I'm a big believer in the "doing well by doing good" philosophy - volunteer, help others and do good in your community, and you'll meet and work with other leaders who can help you expand your business.

The ultimate win-win.

...

 

[VacantHomeIns]

THe cornerstone of your marketing plan should be persistence persistence persistence! Don't be afraid to cold call & don't ba afraid to spend money on lead generation sources. Be sure to follow up! Success comes to the determined.

 

[CR in STL]

Thank you all for your help. Being new is nerve racking but exciting at the same time