Cross-Selling with Better Agency

Cross-selling in Better Agency delivers immediate wins and boosts agency operations. This guide outlines best practices and steps to execute cross-selling effectively while avoiding pitfalls.

Video Walkthrough:

Why Focus on Cross-Selling?

Cross-selling allows you to identify opportunities within your existing book of business to offer additional products or services. For example, you can target clients with only home insurance and cross-sell auto insurance. This approach can quickly boost client engagement and revenue.

Steps to Implement Cross-Selling

Bulk Cross-Selling

1. Navigate to the Contact List:

   • On the left-hand side of your dashboard, click on "Contact List." This displays all your contacts in a list format, including their status (e.g., personal lines, commercial lines, prospects, clients).

2. Filter Your Contacts:

   • Click on "Search Filter" and refine your contact list:
     • Contact Type: Select "Personal Lines."
     • Contact Status: Choose "Clients" to exclude prospects and inactive contacts.
     • Line of Business: Select "Monoline" and specify a category, such as "Home Insurance."
   • Apply these filters to generate a targeted list. For example, if you want to cross-sell auto insurance to clients with only home insurance, this list will isolate those opportunities.

3. Review and Refine the List:

   • Audit the list to exclude specific contacts if needed (e.g., clients you prefer not to contact).

4. Start the Campaign:

   • Select all relevant contacts, click on "Actions," and choose "Start Campaign."
   • Pick the appropriate cross-sell campaign (e.g., "Personal Auto") and launch it.

Tips for Bulk Campaigns:

• Avoid Overwhelming Responses: If you’re managing a large list (e.g., 800+ contacts), send campaigns in smaller batches to avoid overwhelming your team with responses.
• Break It Down: Send campaigns to 20% of the list daily, stretching it over a few days to manage responses efficiently.
• Ensure Accurate Contact Information: Verify email addresses before sending. Adjust text messages to account for missing email data to avoid confusion.

Individual Cross-Selling

1. CSR Best Practices:

   • Train your Customer Service Representatives (CSRs) or Account Managers to identify cross-selling opportunities during client interactions. For example:
     • While reviewing a client’s account, check if they have only home insurance and not auto insurance.
     • Add them to a relevant campaign if they haven’t already been included.

2. Add to Campaigns:

   • From the client’s contact record, verify their eligibility for cross-sell campaigns and add them as needed. This practice ensures cross-selling becomes a continuous process rather than a periodic activity.

Challenges and How to Address Them

1. Negative Responses:

   • Be prepared for some pushback. Clients may request to be removed from lists or express frustration. Maintain professionalism and focus on the positive responses.

2. Overwhelming Volume:

   • If too many clients respond simultaneously, it can strain your team’s capacity. Plan campaigns based on your staff’s ability to handle inquiries promptly.

3. Inaccurate Data:

   • Sending messages to outdated or incorrect contact information can damage credibility. Regularly update and verify client details in your system.

Continuous Improvement

• Use feedback and campaign results to refine your approach. For example, adjust messaging based on client responses or tailor campaigns to specific client segments.
• Encourage CSRs to consistently identify and act on cross-selling opportunities during their routine tasks.

Cross-selling with Better Agency can deliver outstanding results if implemented strategically. By following these steps and best practices, you can enhance client engagement and increase revenue while maintaining a positive customer experience.