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How Life Insurance Agents Can Build Better Relationships with Their Customers

Updated: Dec 21, 2022



If you are an insurance professional, it is likely that you have at some point felt that your clients see you as merely a policy number rather than an individual. That is the last thing that should happen. Life insurance agents should always be working on building customer repour. Building better relationships with customers demonstrates professionalism and a commitment to customer service, which can improve the overall reputation of the life insurance agent and the company they represent. There is so much more to it than that.


Good relationships with customers can also lead to improved communication, as customers are more likely to share their needs and concerns with an agent they trust. This can help the agent better understand the customers' needs and tailor their recommendations accordingly. This can lead to more sales, as satisfied customers are more likely to recommend the agent to others and to purchase additional policies in the future.


Additionally, when life insurance agents have strong relationships with their customers, the customers are more likely to be satisfied with the service they receive. This can lead to increased customer loyalty and a higher likelihood of repeat business. Strong relationships with customers can also help reduce turnover and increase retention, as customers are less likely to switch to a different agent if they feel a personal connection with their current one.


How to Do It


There are ways to transform these purely professional relationships into more personal ones, or at least something that resembles friendship.


Know Your Client’s Name


To begin with, it is important to address clients by their name rather than simply referring to them as "the Coles" or "Mr. Chang". Taking the time to learn and use their names shows that you view them as more than just a faceless entity.


Know Your Client


Beyond just their name, it is also important to get to know clients on a personal level, while maintaining appropriate boundaries. Asking about their families, hobbies, and lives outside of their insurance policy can help you understand them better as individuals, and also demonstrates that you care about them as people, not just potential payouts.


Remind Them You Are Human


It is important to show your clients your human side. People generally prefer to interact with other people rather than robots, so allowing your personality to shine through in your interactions with clients can go a long way in strengthening these relationships. Whether this involves cracking a joke or sharing a personal anecdote, a little authenticity can make a big difference.


Reach Out and Follow Up

Additionally, it is advisable to proactively reach out to clients. This can be as simple as sending them a birthday card, checking in with them following a significant life event, or sending a quick email to say hello. These personal touches are likely to be appreciated by clients.


After the policy has been purchased, follow up with the client to make sure that they understand their coverage and to see if they have any additional questions or concerns.


Always Do the Right Thing


The most important thing of all is to always do right by your clients. Life insurance agents should always do what is best for their clients for several reasons. First and foremost, it is the ethical and professional thing to do. Life insurance agents have a duty to act in the best interests of their clients, and this includes recommending policies that truly meet their needs and fit their budget.


Doing what is best for clients can also help build trust and foster long-term relationships. When clients feel that their agent has their best interests at heart, they are more likely to feel confident in their decision to purchase a policy and to recommend the agent to others.


Take the time to thoroughly understand a client's needs, including their budget, their goals, and their financial situation. This will help you recommend the right policy for their specific needs. Don't just present one policy option to your client. Instead, consider a range of options and explain the pros and cons of each so that the client can make an informed decision.


Final Thoughts


Building better relationships with customers is crucial for life insurance agents. It can lead to increased customer satisfaction, sales, retention, professionalism, and communication, all of which contribute to the success of the agent and the company they represent.


There are several ways that life insurance agents can work to strengthen their relationships with customers, such as using their name, getting to know them on a personal level, showing their human side, proactively reaching out to them, and following up with them. It is also important for agents to always do what is best for their clients, as this demonstrates their commitment to acting in the best interests of their customers and can help build trust and foster long-term relationships.


By following these tips, life insurance agents can work to build stronger, more trusting relationships with their customers and ultimately improve their success in the industry.



If you are considering becoming an agent or if you are thinking about changing companies, Real Financial would love to have you on our team.


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