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Due to shifting market demands, referral rates continue to decline across the insurance space. That means your inbound leads are becoming increasingly important.

In a perfect world, marketing provides sales with valuable, relevant content that helps convert an interested prospect into a brand evangelist and lifetime customer. But we know it’s not always that simple.

In insurance, the perception persists that the millennial market is a tough one to crack. Here are three reasons why independent agents should be much more optimistic.

When you’re selling a product on a recurring basis, there are opportunities at every stage of the sales cycle to personalize your outreach—from pre-sale through renewal.

Becoming a niche seller takes commitment and a plan, but the rewards can be immense.

It’s one thing to create an agency marketing budget in the first place—it’s another thing entirely to execute it.

Scripting removes the pressure many producers feel.

If you want your agency to be a success, making customer acquisition your top priority is a mistake. Customer retention is a far more profitable priority.

These mistakes could be limiting your ability to build healthier relationships, sell more and coach better.

Here are some ideas that will put you on the right track toward improving your customers’ experience during the sale, as well as a few ways to maintain a relationship once they’re officially clients.