Why Good Surveys Matter for Insurance Agents
Understanding the difference between a good and bad survey is critical when marketing your insurance business. As an insurance agent, you need more than just any feedback—you need insights that help you make informed decisions about your services, marketing strategies, and client relationships.
What’s the Difference?
A good survey asks clear, relevant questions that target specific needs or concerns related to the services you provide. For example, instead of a vague question like, "Do you think insurance is important?" a good survey might ask, "How essential is having life insurance with living benefits for your family's financial security?" This type of question directly addresses key concerns that your clients might have.
A bad survey, on the other hand, can have poorly worded, irrelevant, or leading questions that don’t give you useful information. If your survey asks something like, "Wouldn’t you agree that everyone needs life insurance?" it leads respondents toward a certain answer, leaving little room for their true opinions. It could also be too long or filled with confusing jargon, causing respondents to lose interest.
Why Should You Care?
You might think that any survey is better than nothing, but a bad survey can do more harm than good. Poorly designed surveys can provide misleading results, making you think your clients prefer one thing when, in reality, they might need something completely different.
For example, if you don’t get clear insights on whether your clients prefer term or whole life insurance, you might push the wrong product in your marketing, missing out on potential sales.
A well-designed survey helps you:
Understand Client Needs: By asking focused, relevant questions, you learn what matters most to your clients, like living benefits or retirement planning.
Tailor Your Marketing: You can use the data to adjust your messaging and focus on the products that resonate most with your target audience.
Make Confident Decisions: Accurate data allows you to make informed choices, ensuring that you’re investing in marketing strategies and products that truly meet your clients’ needs.
Does "Something" Beat "Nothing"?
Not always. A poorly crafted survey could lead you down the wrong path, while a well-designed one gives you the insights necessary to grow your business. It’s not just about getting feedback; it’s about getting the right feedback. By putting time into creating good surveys, you’ll gain the clarity needed to serve your clients better and strengthen your marketing efforts.
