TEACHKIDS

Why Focus on the Kids

Every parent worries about his or her kid(s). Are they eating well, getting enough sleep, studying like they should, dating the right person (or not dating the wrong person), and learning how to be an adult?

Being an adult, a contributing member of society, requires the ability to properly manage financial affairs. Insurance, though not always portrayed this way, is a key part of personal financial management; that's why you want to focus on your client's kids.

When you teach their kids about insurance, you help your client prepare their children for life; and if you do it right, you help your client be better prepared themselves - without them looking like they need the help. No 42-year-old will go to a homeowner's or personal auto training session on his own (they don't want to appear unprepared themselves), but tell them the class is for their kids and you will get them as well.

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The key to getting and keeping the parents in the room - the topic and its hook." Want the parents to stay? Conduct a class about the realities of personal auto coverage for new drivers. Discuss the insurance implications surrounding going away to college, or getting your first job, or your first apartment, or whatever is changing in the kids and parents lives. Parents will gladly come because they feel they are helping their kids, not because they don't know themselves even though they don't.

Beyond educating the kids and their parents about the realities of insurance, you are creating and cementing long-term relationships with your current clients while concurrently developing contacts with future clients - you know, the kids who will one day buy insurance. Insurance is a relationship business, build the relationship before the kids are in the market for insurance. (A side note: the industry needs new talent as thousands retire every year; this exercise may trigger some kids to explore insurance as a career.)