Transform Warnings into Opportunities for Client Trust

Here in our region, a recent five-day onslaught of supercell warnings served as an important reminder of how quickly the unexpected can happen. There were multiple warnings with crucial safety advice: seek shelter in basements, have flashlights ready, and stay informed. While vital, this highlights a missed opportunity for many Agencies. Amidst the flurry of warnings about personal well-being, the element of what coverage someone might need was largely missing.

Think about it: a prolonged power outage can lead to food spoilage, requiring unexpected expenses. Property damage, even seemingly minor, can escalate into significant financial burdens. On top of the possible storm damage there was concerns of flooding. These are all areas where your expertise can provide invaluable support to clients and prospects.

You can leverage upcoming weather events to demonstrate your value and connect with clients on a deeper level. It’s important to note that timing and tone are important when considering this marketing technique. Your tone needs to match the seriousness and potential hazards that clients might face. You don’t want the message to seem as if you’re just wanting to sell something, instead focus on positioning yourself as a trusted advisor who is concerned about your community.

Here are some actionable strategies:

• Proactive Communication: Don't wait for the storm to hit. In the days leading up to a predicted severe weather event, reach out to your clients with helpful, relevant information. This could be a brief email, a social media post, or even a proactive phone call. For instance, we have sent out this preparation guide to clients who are in an area expecting severe events: How to Prepare for the Best Outcome, Including an Emergency Business Interruption Checklist
   
• Highlighting Relevant Services: Frame your existing services within the context of weather-related risks. For example, discuss the importance of coverage your clients might not expect such as expenses arising from power outages. Encourage your clients to schedule a review with you to ensure coverage adequately addresses potential weather-related losses.
   
• Educational Content: Share concise and practical tips on your website or social media channels. This could include advice on documenting their assets with updated pictures or potential damage for insurance claims, encourage them to download your Company’s app, and coverage they might need to look into.
   
• Personalized Outreach: Tailor your communication based on your clients' specific circumstances. For instance, clients in flood-prone areas might benefit from a discussion about flood insurance and its financial implications. After an event has hit an area, your team might reach out to them to ask how they are.

Severe weather events are strong reminders of why you and your team do what you do. Though it has to be done carefully, they are a perfect time to shine a light on the value, knowledge and experience your team brings to the table.