Earlier this week we gave you some tips for keeping in touch with clients throughout the year. After all, you’re in the business of earning trust and building relationships, and that process takes time.

How you communicate with prospects is just as important. Communication is at the heart of your insurance marketing efforts, and you have choices when it comes to how you’re going to deliver your message. For example, direct mail is still a great way to market to Medicare insurance buyers (read more about this in our article here).

But regardless of which medium you choose, your message has to make a genuine connection and instill confidence. We all want to do business with people we trust. So when you’re reaching out to Medicare insurance prospects with professional approach letters, newsletters, thank-you notes, and other communications, here are 10 ways to help you earn that trust and write your way to more sales.

  1. Know your market. First impressions can make or break you, so do your homework and find out your prospects’ specific needs, desires, fears, and concerns. Then keep those things in mind every time you communicate with them.
  2. Speak your prospects’ language. Your prospects don’t want to read your brags about your company and products, and they don’t want fancy language and jargon. They want clear, easy to digest information, and they want to know how you can meet their needs.
  3. Show your personality. Don’t try to sound intelligent or formal because that leads to writing that is stiff, unnatural, even confusing or offensive. Be personable, be yourself, and write in a conversational tone. Make it clear you understand your prospects’ concerns and are sincere about addressing them.
  4. Be positive. What you say to prospects creates a lasting impression and negative language is a turn-off. So instead of saying “I don’t know,” say “Let me find out for you.” Instead of saying “No,” say “This is what I can do for you.”
  5. Showcase your value. Always be looking for ways to create extra value. Forward helpful articles and information to help them maximize their coverage. Let prospects and customers know you’re a genuine partner in their success.
  6. Don’t let prospects slip through the cracks. Poor communication can turn a hot prospect into a lost opportunity. Always be prepared with a well-written script to let prospects know the benefits of becoming your customer.
  7. Invite a conversation. Find ways to get a dialogue going with your prospects. Encourage them to ask questions and voice their concerns so you can provide answers that lead to a sale.
  8. Lead them to the next step. If you want your prospect to take a specific action in response to your communication, make it clear what you want them to do, and always provide a deadline or time frame.
  9. Be easy to reach. Don’t force prospects to dig for your contact information. Make sure all necessary information is clearly displayed on your emails, letters and any attachments.
  10. Don’t forget the thank you note. It’s a vital piece of the sales puzzle, and you should have a consistent system in place to follow up with prospects. A handwritten note makes a great impression and shows you’re genuinely interested.

As a Medicare insurance agent, you play a vital role in educating prospects and helping them make smart choices. Effective communication is key to that process. Follow these tips and you’ll have a better chance of turning Medicare insurance prospects into customers and customers into enthusiastic fans.