Scott Wheeler

1
Bringing Home the Bacon!

• Scott Wheeler
• ChoicePoint Precision Marketing
• Travis Schraffenberger
• Western Southern Life
• September 15, 2008

2
Session Approach

• Points we will cover
• Introduction
• Definition of a lead
• Lead vendor characteristics
• Lead generation methodology
• What to look for in a Lead program

3
Look Familiar?

• Agents using this complete system in the senior
  market spend 1225 and earn 33,600 every month
• We have the most comprehensive lead generation
  program in the industry.
• Everyday, the Internet will find new prospects
  for you that provide their personal information
  name, address, email address and phone.
• Our agents, on average, meet with 10 new
  prospects each week, closing between 5 to 8 of
  them.
• You will increase your company revenue
  significantly in the 2nd half of this year.
• Im consistently writing 4800 to 6300 in
  premium every week. Im a little ashamed to say
  that Im only working 3 days, but thats how I
  like it and it works for me.
• Work smart and not hard and let the Internet
  work for you.
• You Can Consistently Earn A Six Figure Income!
  It's EASY... Once You Know The Insider Sales
  Secrets!
• Our Pre-Qualified Leads provide us with the
  ability to issue leads that carry full
  guarantees.

4
Definitions of a Lead

• Anatomy of a Lead
• Universe Total population (suspects)
• Prospect Insurable individuals within the
  appropriate target market
• Lead Individual indicating a desire to know more
  about a financial services product
• Qualified Lead Insurable individuals within the
  target market who have indicated a desire to know
  more about a financial services product or
  service
• Varying degrees of Qualified Lead
• Im just shopping around
• I dont want to meet, Im just looking for
  information
• I need someone to explain this to me
• Im ready to purchase bring the application

5
Definitions of a Lead
The challenge is to get from here

• Universe Total population (suspects)
• Im ready to purchase bring the application

to here
6
Lead Vendor Characteristics

• One size does not fit all
• Home Office / Corporate Perspective
• Economical
• Viable (qualified)
• Scalable
• Efficient lead vendor market
• Buyer Beware!

7
Lead Generation Methodology

• Suspects no segmentation or qualification,
  typically just a list of people
• Positives
• Virtually no cost
• Plenty of volume
• Rep control
• Negatives
• Time and effort
• Cold calling
• Needle in a haystack
• DNC
• Examples
• White Pages
• Anywho.com

8
Lead Generation Methodology

• Lists some segmentation, typically just
  households with certain demographic
  characteristics
• Positives
• Inexpensive
• High volume
• Targeted
• DNC compliant
• Negatives
• Dependent on phone skills
• Prospect interest
• Exclusivity
• Cold calling

9
Lead Generation Methodology

• Surveyed Leads typically product
  registrations, internet or direct mail sourced
• Positives
• Inexpensive
• Consumer-provided info
• Negatives
• Timeliness of data
• Respondent expectations
• Financial services connection
• The Guarantee

10
Lead Generation Methodology

• Web-based Leads internet surfers
• Positives
• Easy
• Top of mind
• Consumer interest
• Geographic
• Negatives
• Unpredictable volumes
• Target market
• Prices variations
• Rate shopping
• Competition/Exclusivity

11
Lead Generation Methodology

• Direct Mail (Demographic Segmentation) basic
  targeting used
• Positives
• High volume
• Flexible messaging
• Geographic flexibility
• Pre-qualified, targeted households
• Negatives
• Development costs
• Resources required
• Response rate risk
• Increasing costs
• Compliance

12
Lead Generation Methodology

• Direct Mail with Modeled Data statistical
  analysis used for targeting
• Positives
• High volume
• Flexible messaging
• Improved targeting response
• Much higher ROI
• Customizable
• Negatives
• Costs
• Supplier scarcity
• Time
• Compliance

13
Lead Generation Methodology

• Pay-per-Response Lead (direct mail as opposed to
  SEO)
• Positives
• Paying for results only
• Immediate access
• Targeting specific customer needs
• Prospect expectations
• Negatives
• Costs
• Volumes
• Still no guarantees
• Exclusivity
• Supplier scarcity

14
Lead Generation Methodology

• Pre-Screened Response
• Positives
• Paying for results only
• Added level of verification
• Exclusivity
• Prospect expectations
• Negatives
• Pricing varies widely
• Transparency of the process
• Dialer time vs dials
• Quality?
• Still no guarantees

15
Lead Generation Methodology

• Pre-Set Appointments
• Positives
• Less risk
• Targeted to product/concept
• Face time with prospect
• Time
• Negatives
• Costs
• Volumes
• Regulatory risks

16
Lead Generation Methodology

• Hybrids
• Direct mail response driven to web site
• Call center dialing of profiled lists
• Pre-screening of internet-generated leads
• Other/Emerging
• Mobile
• Web 2.0
• Pay-per-call
• Worksite/Events

17
The Lead Continuum
Placed Policy
Suspects
Targeted Direct Mail
Response Cards
Lists
Direct Mail
Pre-Set Appointments
Phone Book
Pre-screened
Survey Leads
Internet Leads
Sales Rep Skill Set
Relationship Building
Phone Skills
Appointment Setting
Closing Skills
18
What to Look for in a Lead Program

• Easy to use
• Simple to access
• Concept is straightforward
• Repeatable
• Functionality
• Exclusivity
• Lead delivery
• Accurate tracking
• Value
• ROI
• Getting what you pay for
• Track cost per sale, appointment, response, etc.

19
Resources

• Insurance Industry Forums
• Rip-off Report
• BBB
• Ask agents to utilize the complaint features
• Field Agents
• Pilots (with measurable results)

20
Bringing Home the Bacon!

• Scott Wheeler
• ChoicePoint Precision Marketing
• Travis Schraffenberger
• Western Southern Life
• September 15, 2008