June 2012 | Issue #6
How to Add to Your Client Base:
Your 5-Step Guide to Car Shows
Collectors are great clients because of their loyalty, passion, and disposable income. Plus, they need what agents offer: insurance expertise and the right insurance coverage! This summer, combine business with pleasure by attending local car shows. You’ll have a great time, see some amazing vehicles, and meet collectors who are knowledgeable, friendly, and may even become important clients. Here are five steps on what to do - and not do - when you attend a car show:
1. Go. Find an event near you. Just mingle. Collectors don’t go to shows to buy insurance, so don't open conversations with a hard sales mindset. They go to hang out with friends, admire cars, and share their love for the hobby.
2. Ask. Break the ice. Ask a collector about his or her vehicle (“How long have you owned it?”) and how it’s used (“Do you go to a lot of shows?”). Keep in mind a collector might refer to the car as “my baby” -- that's how much these vehicles mean to a collector!
3. Listen. Learn why people like the car hobby. Hobbyists might mention the collector vehicle:
- Is driven just for fun.
- Spends a lot of time in the garage (with the collector under, in or around it).
- Has cost time and money, but is worth it.
- Is stock, original, or modified.
- Was passed down through the family.
4. Create a memory. Mention that you are familiar with specialty insurance for collector vehicles. Share a business card or a brochure (American Collectors can provide them; get them free here). Take a photo and send it after the show. (Idea: Put your agency logo in the corner of the photo.)
5. Follow up. Build rapport. Follow up by phone or email to suggest a quote or provide more information. Or ask for the opportunity to speak at an upcoming club meeting, volunteer to help with their next car show, or sponsor their event or club in some way.
There are many ways to create relationships and build your client base. Prospects might buy other products from you eventually, but when you start with what they are passionate about, you’re ahead of the game.
P.S. Don’t expect to be an expert on cars or collector-vehicle insurance—that’s why we’re here. Let our experience coupled with your networking prowess help you build long-lasting client relationships.
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