MARKETING
Running remote
Tools and strategies to adapt and thrive
There’s nothing more
powerful right now
than being active on
social media.
Is the current digital-only sales environment here to stay? We don’t know yet. But we do
know that advisors who made that transition are capturing clients and gaining market share.
The good news is that it’s not too late to become one of them. Here are a few tools and
strategies to help you not only adapt, but thrive as well.
Videoconferencing software. This isn’t as complicated as it seems. Zoom, Uberconference,
and GoToMeeting are some possibilities. Be sure to test first with family or co-workers.
You don’t want to fumble through a sales presentation and risk annoying your client.
Hardware. You need a good webcam, but “good” doesn’t always mean “expensive.” In our
office, for example, we use the Logitech C270, which combines a low price (under $50) with
good resolution. As for a headset, you can get by with cheap earbuds, but we upgraded to
the Logitech H390 headset with noise-cancelling microphone (under $25).
Environment. Think about two things before every video meeting: the image you present,
and your background. Dress for a day in the office. You’re a professional and your clients
aren’t used to seeing you any other way. As for your background, keep any blinds behind
you closed since backlight makes it hard for others to see you. Also, clear away any clutter,
take-out boxes, or kids’ toys.
Client management system. Choose one with as much built-in automation as possible. Also
make sure the system integrates with the quoting tools you already use to keep disruption
to a minimum.
Ryan Pinney, LACP, is president
of Pinney Insurance in Roseville,
California, and a member of NAIFA’s
Board of Trustees.
Advisors who made
the transition to
digital are capturing
clients and gaining
market share.
Key strategies
As you use these tools, you might have to address a few issues that usually come up when
operating a virtual agency.
Client video-call reluctance. To avoid pushback, always start the conversion with, “Do you
happen to have a cell phone, tablet, or laptop handy? If so, would it be OK if I showed you
what’s on my screen?” The answer is almost always yes. You may need to guide them in
accessing their camera and a videoconferencing app, but it’s a skill worth building for you
and your client.
Management. If you’re managing a team, you need a way to answer questions and monitor
output. Consider a combination of using a CRM to view completed and outstanding tasks,
a chat program to answer questions, encourage camaraderie, and check attendance, and
group video calls. You have to be more diligent when managing a remote team, but the
truth is that the right team members will work just as hard at home as in the office.
Social Media Marketing. In April 2020, almost 3 billion people used one of Facebook’s apps
— the highest number ever. People are out there asking questions because they need help
in taking care of business. Now’s the time to be as helpful as possible, but don’t promote
yourself until someone specifically asks what you do or how you can help them.
34 Perspectives Q3 2020