Wondering about marketing opportunities? Well it’s time to “Get out there and market yourself! (Part One)” Here’s my first post in a series of three about different kinds of events you can be a part of to market your senior insurance business.
I’ve got a buddy who’s been a successful senior insurance advisor here in Arizona for the past 20 years who just refuses to schedule or participate in any type of educational events. He likes to say his wife’s the social worker, not him.
I’ve attempted to change his mind about how valuable this type of marketing is — and it is marketing — but he just can’t see it. I have regaled my agent friend with the example set by a successful Las Vegas agent I know who only does educational event meetings to market himself. This guy works home and office appointments gleaned from those encounters all year long. My Sin City agent friend does at least two events a week and has contacts with just about every professional, fraternal, veteran and charitable organization in the county.
His CMS-regulated business consists of about 50 percent Medicare Advantage and about 50 percent Medicare Supplements with a Part D plan. He loves presenting final expense and add-on hospital indemnity products. Not bad for an agent who’s a senior himself. He never leaves a venue until he has answered every lingering question, and he tells me he goes through more than 500 business cards a month.
“What?” you say, “you can’t sell or market at an educational event?” You are absolutely correct! The Medicare Marketing Guidelines tell us specific CMS-regulated products cannot be sold or discussed at these events (Here’s a much shorter compliance cheat sheet). While CMS does not require formal registration for these events, they are regularly evaluated by Secret Shoppers.
No marketing activity is allowed at educational events like those my Las Vegas friend puts on. What does that mean? It means you cannot steer to a specific plan, hand out marketing materials, gather Scopes of Appointment or Permission To Call forms.
So how does this agent generate leads and referrals from events?
He or she makes an announcement at the end of his or her formal presentation. Something like this does the trick: “This is an educational event, so I can’t put my business cards on the table, but some of you have asked for one. I will be at the back of the room as you leave, so if you want a card just ask. If you have any other questions just give me a call — I don’t charge for advice!”
That’s all it takes to successfully market yourself at educational events.
For more detailed training on conducting compliant and profitable events, our affiliated agents can call me at 1-800-997-3107 or email me. I don’t charge for advice, either.
Next week, I’ll tell you more about informal sales events, stay tuned!
Want to get more information on how to market yourself? We love helping you out! Give us a call at 1-800-997-3107 or watch this great webinar! Sign up for the “Make Community Marketing Work for You” webinar and go even further!