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How to cross-sell insurance to commercial lines clients

July 6, 2022 by ClientCircle

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You know from experience how busy commercial lines clients are between managing a business and taking care of their lives outside of work.

Each business is different, and cross-selling methods that work for one person won’t work for another. Try these tactics to sell more commercial policies.

Ask for feedback

Start by finding commercial accounts that are happy with your agency and those that aren’t. Use a simple survey question, such as the Net Promoter Score (NPS) survey, to give them a chance to quickly indicate how likely they are to recommend you and leave feedback for you on social media or your website.

The responses you get will help determine which of your clients may already be receptive to your cross-selling efforts and who has concerns you can address.

  • Your happy customers love you and are likely open to bundling more policies and adding coverage they didn’t know they needed.
  • Your unhappy customers will share what they feel they’re missing in their coverage, giving you clear insight into which policies to bring up to supplement their current coverage. If you need help building better relationships with your commercial clients, check out these tips.

Educate customers on other policies

Commercial insurance is complicated. But instead of sending a lengthy email about what different polices cover, try sharing an article or a video before actively cross-selling.

After learning more about a certain policy, clients may realize they’re missing important coverage and will reach out with questions.

When sharing content, remember to sprinkle in stories business owners would appreciate, such as tips on time management or increasing productivity in the workplace, to show you care about the success of their company overall.

Cross-sell with authenticity

Well-timed messages that appear genuine and personalized make the customer feel like you’re watching out for their best interests. Business owners have a lot on their plates, so send a shorter message pointing out any coverage they may be missing and a clear question asking if they need help finding that coverage. Personalized, targeted communications that come from an agent and look like a real email will have a much higher response rate than emails that look like they were sent to a mass distribution list.

ClientCircle can do all of this for you with cross-selling automations designed to go out to the right customers at the right times. We have more than 50 ready-to-go campaigns and automations for a wide range of insurance products—life, health, personal P&C, commercial policies and more.

Try this commercial cross-selling template

Subject: What if a customer sues?


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*Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.