Seminar Mailings with Results that Count

Your biggest worry of
“What if no insurance agents attend my recruiting seminar?"
should be revised to “What if I spend all my agent mailing and recruiting funds for a seminar and no qualified agent signs a contract. Worse yet, you get zero contracted insurance agents to produce business.” What seminar topic and how to give your seminar is up to you. Here we stick to insurance seminar suggestions and tips on inviting qualified licensed agents and proper pre-planning. The end result is an agent mailing producing the right agents to attend.

Plan Far Enough in Advance Two months in advance should be the minimum to start your insurance seminar recruiting plan. Actually look at the calendar and set the date(s). A conflicting ethnic, religious, or patriotic day of observance could have critical impact. If it is a Friday or Monday date, remember “holiday weekend recovery” or “pre-holiday anxiety” produces agent no shows. (Also numerous Career agent office meetings are held on these 2 days) Planning for the insurance seminar far enough in advance, saves you from frantically calling us for the more names for your seminar agent mailing. Yesterday. is always a day too late.

How Many Insurance Agents to Invite? This is the failing point of countless seminars. No guessing here! You need to know (1) how many total licensed agents exist, (2) how licensed agent brokers are of the quality you prefer, (3) how far these insurance agents will drive, (4) how many agent mailings you need to do, and (5) how many of your currently contracted agents will be invited.

Driving Distance   Although, you might like to think that agents from all over the United States should jump at the chance to attend your seminar, a realistic approach is needed. For a small town location, 55 miles is just about right, keeping the minimum to 45 miles and the maximum to 60. If the seminar is to be held in a large metropolitan area, 45 miles could be pushing it. Increasing mileage provides, at best, a minimal increase in agent response. If your agent mailing can be slimmed down, do it only if it will lower driving distance..

Quality of Agents  A key decision to ponder. If you are giving an annuity seminar do you try recruiting State Farm or Allstate agents? Rookies?, Overly Captive Agents?, Health Agents? Eliminating 60% (or more) of the total agents becomes a major insurance seminar cost saver and quality increaser. Besides, it’s better to have a dozen sincere and receptive attendees than a crowd of 50 maybe "I-cans" and donut snitchers. For your agent mailing also consider that sheer quantity is not the answer.

Response Rate Once you decide on insurance agent quality & driving distance, give us a call to run you an agent mailing count. With accurate numbers you can then fine tune it or broaden it to size. A well prepared insurance seminar mailer often produces a response rate close to 2 percent. Yours will vary, but there are certainly means to pump up the agent or broker outcome.

Use the magic “F” Word. Using the 4 letter word starting with “F” in you agent mailing magnifies your attendance. Yes, the magic word is FREE. It should be an absolute requirement that you use it. You are probably already spending $30.00 to $100 dollars per attendee. Wisely spending an additional buck or two for a promotional item might just assist in recruiting the top agent superstar you are looking for.Key chains, pocket knives, and tiny flashlights work,

Just can’t resist. ALL agents appreciate receiving something that will direct benefit them. Sales Training Cassettes, Presentation Videos, Easy to Use Software, Sales Books, Illustrative Reports, Nice Pens, etc. These items are worth every penny, and more. Give something away to Every person that attends your seminar, at the very end.You can’t buy a contract, but your agent mailing can sway a top agent to attend.

Dependable Driver or Knockout Show Piece?  Right now decide if your agent mailing piece is going to be designed for show or a seminar results orientated driver. A “show piece” of advertising involves personalizing the letter on high quality paper, imprinting the agent name on a first class envelope, including a colored paper reply card, and enclosing a postage-paid return envelope. Total price for show quality advertising typically ranges from $650 to $850 per thousand. (Agent Mailing List plus Postage plus Printing). A $450 to $600 dependable advertising “Driver” is often a tri-fold, composed of 2 color ink printed on colored paper with a perforated reply card. The end result is practically the same.

Contents, the key element of your agent mailing piece. Highlight 4 reasons why what you are advertising will be of benefit to the agent. Keep it simple, keep it brief! ALWAYS INCLUDE, (1) Phone Number, (2) Fax Number, (3) Reply Card, (4) Email with NO EXCEPTIONS. Currently from the feedback we receive, 55% of the attendees are calling in to reserve a spot, 5% are faxing, 10% send a email, 15% are registering on a website, and 25% are sending back a reply card to attend.

Fragile Contents  Handle with care the contents of your seminar agent mailing piece. Highlight 4 reasons why what you are offering will be of benefit to the agent. Sell agents on benefits, save the technical details for the seminar. Of course, keep it simple, keep the insurance seminar mailing brief! Tell these agents how attending your insurance seminar will change their income, their life, and their future.

INCREASE PROSPECTS  Did you ever get slightly disturbed after hearing a busy signal twice, or worse yet, getting locked into a voice mail maze? That is why you can not bank on the phone alone! Agents might not give you a 2nd chance on the phone, but still send in their reply card. Today, telemarketing is way too an expensive and disturbing option.  No harm exists in giving the qualified, yet unable to attend prospective agent, an equal opportunity to receive product details.

Add some toppings   Besides highlighting your entrancing insurance seminar topic, does your agent mailing mention a speaker or continuing education credits. If the speaker is you, you need to suddenly become “MR. Annuity” or “The rags to riches Prince.” After all, This is THE insurance seminar event of the year, isn’t it? Tell these select agents why you selected them----you know that they are an annuity pro or you are inviting senior market specialists only.

More for your money   This is a costly adventure, so maximize  potential advertising and recruiting benefits. If you can afford it, send out a 2nd agent mailing to the same group of agents, nothing fancy necessary. Elect the somebody in your office with nerves of steel, to dial up a few non-responders. Top this with calling the direct agent mailing responders, to first confirm the seminar date and secondly to slyly ask them how many fellow agents they are bringing along. Do they like filled donuts or cream cheese and bagels?

Golden Opportunity Seminars bring out the best in you. It is your skill as a master salesman that gets them contracted, and keeps them writing business. This is the ideal opportunity to go face to face, and start a mutual rewarding and long lasting bond WITH THOSE THAT ATTEND.

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