This industry makes its money on client accounts. Small, medium and large, they all contribute to producer and agency success. So what to do when a client jumps ship to a competitor on their own accord? Ask why.
For many of us, picking up the phone or making a personal visit to ask why a client left is one of the hardest things to do. There may be some personal and professional rejection in their answer. Despite the discomfort, it’s imperative to you and your professional success to ask why your company wasn’t first in the draft. Here are four reasons “why?”
It shows value
There are millions of clients out there and your clients need to feel different from the masses. Making a personal phone call or stopping by their office sends a clear, strong message that they are valued by you and your organization. “Even though a client might be exiting my office, I want them to know they are important to me, both as a client and individual. This also opens a friendly door for a return as well,” says James Sattler, CPCU, CIC, President of CBIZ Sattler, CBIZ Insurance Services, Inc.
It shows respect
Taking time to show respect is often a lost act in our culture. Asking a client why they no longer do business with you or changed a portion of their operation without your consult shows you respect them and want to know THEIR opinion, placing value on their actions and decisions.
It shows accountability
It is easy to obtain another broker. Representatives can be changed in a blink of an eye without any accountability on the side of the consumer. Even the most loyal of customers wander; let them share with you their thought process while gently reminding them of the loyal years of service you’ve given them and how you would like to provide them with many more.
It provides learning
The most experienced professionals make mistakes. The successful ones take complete responsibility whether the mistake was done by them or their team. They move forward to give that client better service than ever, clearly conveying that they are paying attention to the clients issues and they care about them and the inconvenience they suffered.
In our highly automated industry of email, text, direct writers and web insurers, remember that sometimes the old fashioned, most personal way is the best way to retain business. So pick up the phone or drive to a client, smile and ask, “What could we have done to keep your business?”
The best, of course, is client retention and referrals so practice those interpersonal skills before a client changes to another agency by setting a goal of personal contact with a certain number of clients a week. Make a list of questions and pointedly ask them, “How are we doing?” “Would you like to review your insurance coverage?” or “Is there anything more we can do for you or your family?” The odds of recouping and keeping the client account after a mistake or bad experience occurs is much higher if we’ve had contact with them in the good times.
So, take a deep breath and ask the hard questions. As the old saying goes, if it was easy, everyone would do it!
Wendy M. Albright is an account manager with CBIZ Sattler in Lewiston, Idaho.
