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Client Spotlight - Elders Insurance

Tuesday, April 22, 2014 Back

When it comes to business insurance, most company owners want local, personalised service and the right cover at great value. Elders Insurance provides exactly that. With more than 140 offices nationally, each of them locally owned, Elders Insurance is one of the largest providers of business insurance across Australia.

Elders Insurance was looking for a telemarketing and lead generation partner to meet their national requirement for growth in the SME space and FMG have been providing that service since early 2013.

Campaign Strategy

The focus of this campaign was to speak to SME business owners to set face to face appointments for Elders Insurance’s individual franchise Agents to conduct an assessment of their business insurances

With Elders Insurance having so many participating franchises across the country, transparency was vital. To enable their head office to monitor the campaign progress, we built a portal within our custom built CRM giving individual offices access to their call lists the ability to report on the progress of the leads generated. Elders Agents were able to report the number of quotes generated, the value of the quoted premiums and the outcome of each quote. This functionality made it very easy for all parties to assess the return on investment achieved.

Presentations

During 2013, we conducted more than 2,000 hours of telemarketing for Elders Insurance and presented their business to almost 20,000 business owners across Australia within their target market.

Qualification

In order for us to generate a face to face appointment, we had to find businesses with an insurance policy due for renewal within the next 4 months.  

Pain [Generating a conversation]

As part of the script, we endeavoured to identify areas of frustration with their current insurance provider by asking exploratory questions such as when they had last reviewed their policy.

Unique Selling Point

The message we delivered on behalf of Elders Insurance was focussed on their exceptionally high standards of service. Key benefits were promoted based on customer research Elders Insurance has conducted and the knowledge of local Agents as to what most influences businesses when purchasing insurance.

Results

Of the business owners spoken to 19% agreed to further contact from Elders Insurance with around 6% to agreeing to an immediate face to face appointment with their local Elders Insurance Agent.

Overall 62% of business owners were interested in learning more about Elders Insurance. The high level of interest generated is testament to the strategy developed in conjunction with Elders Insurance.

Leads Generated

FMG generated more than 4,000 opportunities including over 1,000 face to face appointments and almost 2,000 future leads interested in meeting closer to their insurance renewal date.

While the average time per appointment across the majority of the campaign averaged just over 2 hours, towards the end of the first stage of the campaign it was closer to 1.5 hours.

Elders Insurance has been impressed by the quality of the appointments and has seen a significantly higher average premium from the leads generated by FMG than they expected based on their sales experience.

The sales opportunities uncovered have a potential of more than $2 million per year in premiums to Elders Insurance.

What next?

FMG and Elders Insurance are currently planning for an even bigger and better campaign together for 2014 which will continue the successful strategy used in 2013 as well as explore new avenues.

Testimonial

”For any business focused on growth, telemarketing is an option worth exploring and may well be the right option for your company. Using a dedicated and highly experienced team like FMG, our Agents can concentrate their efforts on what they do best and that’s speaking with people face-to-face about their insurance needs, assessing what they have in place and determining if there is a better, more effective solution required to ensure the right protection is in place. FMG has been responsive, professional and extremely accommodating of our needs. We work well together as a team and look forward to building on our success with them in 2014.” - Anne Lucas, National Manager - Marketing & Communications, Elders Insurance

Read more about our Appointment Setting Campaigns

If you would like to learn more about Elders Insurance please visit: www.eldersinsurance.com.au

Owen Richards

Operations Manager

Professional lead generation, appointment setting, call centre and customer service solutions

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