Prospecting as We Know it Is Dead. And that's OK
Social media is here to stay and can be a powerful tool in your prospecting arsenal.
One of the hardest parts of this business is prospecting. Even after more than 50 years in this business, I still find it difficult and not particularly enjoyable. What prospecting looks like now is very different from what it looked like when I started out, or even from what it looked like 10 or even five years ago, and that’s OK.
As of 2017, 81 percent of Americans had a social-media profile. People are online and on social media as never before. It’s how they connect. It’s how they get their news. It’s how they see pictures of their friends, kids and, frankly, where they watch the latest viral cat videos. Gone are the days of running into people at a Rotary meeting; instead, they are glued to their phones, which they wouldn’t think of using for an actual phone call. Instead they are texting or using social media.
Getting Started in the New Era
Whether you love it or hate it, social media is here to stay and can be a powerful tool in your prospecting arsenal.
So how do you get started? If you haven’t already done so, create your social profile on at least one of the major social-media outlets, such as Facebook, Twitter, LinkedIn or even Instagram. If you don’t know what you’re doing, get help from someone in your office who does, or even a niece, nephew or grandkid. Then start posting.
The easiest way to find good, relevant content is to follow Life Happens on its social-media properties (get all the links at www.lifehappens.org/socialmedia), and then simply share what you like and what you know your friends or followers would like to see or hear about. Besides being easy, this method is free, and there are not many places where you can get something that is best in class and free.
Life Happens has been curating content on its social-media properties for more than 10 years. We know what works—and what doesn’t. Our content meets all the requirements to educate and motivate people to make a decision to buy life insurance. You can also get some great advice on all things social by listening to our new "Marketing Happens" podcast that is run by Life Happens’ Social Media Manager, Nate McGrath. Find it easily and for free on iTunes.
But remember that we are not on social media to sell. We are there to establish ourselves as trusted advisors. People like to work with people they know, like and trust, and social media is a great way to get that message out in a low-key way on a medium that is very much an integral part of most people’s day.
Make your posts about you, your family, your community involvement and, of course, include subtle messages about how it’s important to protect those you love with life insurance. When the time is right, when your friends and followers have that life change and incur new financial obligations, you will be top-of-mind as the person they want to help them with these financial needs, including life insurance.
If you’d like to take your social media to the next level or just don’t have the time or interest in creating your own social-media campaigns, Life Happens Pro has its new social-media scheduling tool called SocialEdge, which allows you to use Life Happens content, as well as your own. Also, something that puts it heads and shoulders above any product on the market is the AutoStream function, which automates posting to your social-media feeds, based on your input—with content that’s tailored to you and your followers. I encourage you to check it out at www.lifehappenspro.org.
Lastly, remember that in February, we have the "Insure Your Love" campaign. This is a great time to ramp up your social-media outreach, and of course, Life Happens has plenty of "Love Insurance" content for you to use. If your prospects and clients owe someone or love someone, they need life insurance. Good luck!
Marvin H. Feldman, CLU, ChFC, RFC, is principal of the Feldman Financial Group in Clearwater, Florida. He is president and CEO of Life Happens and a member of NAIFA-Pinellas. You may contact him at 727-723-9020.
This article appeared in Advisor Today.