Marketing Annuities - How to Fail

Focusing on selling and not marketing: My very favorite agent quote is very common, it goes like this. "I just want to sell." Most agents can't wait to tell you about the features of their "hottest" annuity product. The reality is most annuity agents aren't marketing at the level they should be or not marketing at all. Selling is the result of marketing, focusing more on marketing will bring the sales. Set a marketing budget first and all other budget expenses come after it.

Not utilizing a drip system. It is important to sue the good will with your existing clients to glean additional business and quality referrals. A monthly newsletter, an annual phone call, an email announcement can all be utilized to accomplish this client connection.

Not modernizing your lead generation system. Things wear out, technology evolves tax structures and rates change, things change. If you keep doing the same thing over and over then the results will be the same, old and worn out. Outsourcing lead generation to a professional marketing system could be a smart move.

Stuck in the Oregon Trail. Ruts, ruts from the Oregon Trail are still visible in many locations. The same is true in the annuity business. If you do not keep up with the industry and with changes then you risk the possibility your clients will move beyond you. Each year there are numerous tax changes, demographic changes and investment changes which allow for new selling opportunities.

Attitude. Many agents play the blame game and in doing so move from an aggressive marketing attitude to one where the atmosphere is negative. These situations will expand to other agents, employees and family. Things happen and dealing with those things in a positive manner will work wonders for your bottom line. The biggest negative is using market conditions as an excuse for poor sales. Things are always in opposite, if the stock market is down, annuities will provide safety and security.

Value. Failing to provide value to your client base and to your new prospects is a huge mistake. Giving value such as information without strings attach is a solid way of building relationships based on value. Value provides the basis for beginning relationships.