Internet leads are a proven tool in helping agents to grow their business. The key word is “tool.” While more effective than traditional leads, Internet leads are only as reliable as the agent whose goal is converting the lead into a customer. Only an effective sales strategy utilizing proven methods of success can complete this process.

After Receiving the Lead
Follow up immediately. Consumers who complete the “request for quote” process have demonstrated two important factors. First, they are Internet savvy. Second, they are shopping for insurance. Both factors indicate the importance of prompt follow up. Internet-savvy users expect a response and information quickly. They have insurance on their minds – a rare and golden opportunity for an agent to excel.

Follow up everywhere. Some consumers prefer to be called at home, others at work, and still others on their cell phones. And some may prefer e-mail. When considering your follow up, it is fair to utilize all available phone and e-mail information accordingly. After all, the prospect has given you permission to contact them and is waiting for your quote. If you reach the prospect at an inconvenient time, reschedule the consultation for a time that works best for him or her. And if you can’t reach the prospect on the first attempt, keep trying.

After Making Contact
It’s an agent’s time to shine. Once you’ve made contact with the prospect, you have the opportunity to separate yourself from other agents by providing what a majority of consumers say is the most important part of the process: personal attention. Consumers are aware that they can purchase insurance from a faraway source with no face. However, most prefer to interact with someone who genuinely cares about their needs. Those who have taken the time to complete the “request for quote” online process have proven that this is important to them.

Think big, but don’t forget small. Agents have the advantage of local knowledge, local underwriting expertise, and access to local markets not available in a national marketplace. For instance, in some cases a regional carrier is a perfect choice for coverage and price. Consumers may prefer these attributes, so mention them.

Educate the eager. Consumers understand that receiving quotes will help them fill a need. However, many of these consumers may not understand insurance very well. When discussing options, agents must master the fine line between important coverage issues and “insurance-speak” – a language that may alienate even the most eager prospect. Most important, listen to the prospect’s needs and answer his or her questions openly. Take full advantage of the opportunity to establish a good relationship and to demonstrate your insurance expertise.

Start simple. Discuss coverage limits and the importance of their accuracy. Then review deductibles and other out-of-pocket expenses. Ask the prospect if he or she has any special needs or concerns and how to address them (in health insurance, an example could be vision coverage or the desire to visit a specific provider). Address important exclusions and limitations (in property insurance, for example: “This policy does not cover flood”), assuring them that other options may exist.

Finish strong. Do not be defensive when prospects say they wish to obtain other quotes. This is part of today’s buying process and you should encourage them to see what else is available. Further encourage them to make “apples to apples” comparisons. Assure consumers that their business is important to you and that should they decide to go elsewhere, you will follow up with them in a few months with their permission. If they go with another agent and become dissatisfied, you will be well positioned to win the business when their renewal comes up.