Building a foundation of trust with new clients
The first year of a clients’ life cycle is when it is time to build a foundation of trust.
When a client signs on, it’s the start of a relationship that—like any other relationship—thrives on meaningful communication, attention, and care. However, many agencies focus on landing the client, leaving the next steps overlooked. So, what about the critical first year, when the foundation of that relationship is built?
I usually suggest some steps in your New Client Onboarding campaign to agents to help solidify the relationship.
1. The Welcome Email – A Personal Touch from the Agency Owner
The agency owner may only talk with some clients, but you want them to know you appreciate them, right? When your agency owner takes the time to send a genuine welcome email, it immediately sets a tone of personal connection and lets clients know they’re valued. This welcome message should reflect your agency’s personality, its commitment to client care, and an invitation to reach out with any questions or concerns. This could be a good time to share the agency’s core values or mission statement.
2. Team Introductions – Who’s Who in Your Service Team
If you have a team of employees, some sell, some service. Now is a great time to do a warm introduction. You always want a client to know who to talk with; here is your opportunity to take care of that.
3. Getting Social – An Invitation to Connect on social media
If you are active on social platforms, tell your clients. This is a great way for them to get to know you better. If they know you better and see a personal side of you, they will like you more, stay with you longer, and refer you more often.
4. Client Service Center Portal – Empowering Clients with Self-Service
Most management systems come with an online client center that can be plugged into your website or shared with a mobile link. This is a great tool to show that you are not stuck in the 1980s. It can empower your clients to view their policies and remove tasks like emailing ID cards.
5. A Non-Sales Check-In – A Friendly Call from the Selling Agent
Thirty days after a sale, a few things happen: the client receives their policy, pays the next bill due, and potentially forgets the name of the person who sold them the policy.
This is a great time for the salesperson to call with no goal other than to check in and see if the client has any questions. This is 100% about reassuring the client that they made the right decision.
6. Asking for a Google Review – Building Credibility with Client Experiences
Google Reviews are very important. They show credibility.
What better time to ask for one than after a 30-day check-in? The client feels very positive about their decision to trust you, so now is the time to ask for a review.
7. Requesting a client Reference – Building Connections and Community
If you have taken the time to invest in the relationship, then ask for a referral. If they like you, they will want to help you.
Ask and you shall receive.
8. Mid-Year Check-In – A Quick Recap and Offer to Update Coverage
A lot can change in six months, so a mid-year check-in is the perfect opportunity to touch base. This isn’t just about insurance; it’s about life. Has there been a new addition to the family? A major life change? Not only does this show that you care, but it also allows you to adjust coverage to better reflect their current needs.
9. Pre-Renewal Check-In – Staying Ahead of Changes
Ninety days before renewal, reach out to discuss any recent changes. Maybe they’ve switched mortgage companies or bought a new vehicle—whatever the case, this conversation shows you’re on top of their needs and helps ensure there are no surprises at renewal. It’s another chance to demonstrate proactive care.
Automate this
Most management systems include automation. Leverage that automation to make sure the messaging is consistent.
Building Trust, One Step at a Time
By following this structured communication plan, you ensure that clients feel well-cared-for, informed, and part of the process every step of the way. In today’s world, that type of relationship-building doesn’t just win clients; it keeps them around for years to come.