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Anticipation - Part 2

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Here's the rest of the story to the one we shared in April last year. Remember this?

We always talk about client follow-up as the key to the next sale. Anticipating client needs before they happen or being top of mind when they do happen, significantly increases your odds of a repeat or referral sale. Here's a good sales story from this week...

I bought a new vehicle 11 months ago. At the time of delivery, the vehicle insurance transaction was done at the dealership by the dealership's preferred insurance broker. The mobile insurance representative took care of the documentation, licence plates and cancelling my trade vehicle insurance. Pretty normal and expected stuff right? Sure, happens every day. I don't really expect to deal with that insurance broker ever again - their location is not anywhere near my home or office.

Well my renewal reminder letter came in the mail a few days ago. Of course I can go to whatever broker I want to do the renewal so I had on my to-do list to get the renewal handled before the end of the month. Normally (as I have done for the last 15 years) I would just drop into the insurance broker's office that is only 2 blocks away from my office and get them to print off my renewal documents and I'm good for another year. Twenty minutes of my life - pretty convenient.

Here's what happened. I received a telephone call from the broker who did the paperwork 11 months ago. They offered to print-off the renewal documents and bring them and my renewal licence plate sticker by my home or office for a quick and painless renewal. I said sure. So they asked me the normal renewal questions about any changes and booked a convenient time with me for the next day. Then they asked if I had any other vehicles in the household that come due soon. I did. They did the same quick interview thing with that second vehicle and said they would bring me the documents on both. The agent showed up at my office at the appointed time with all of the documents preprinted and we were done both vehicles in about 1 minute.

What happened? They scooped their competitors and retained me as a client by anticipating my needs, making a proactive contact, and offering a superior service.
It did not happen by accident:
They knew when my coverage expired.
They planned the proactive contact.
They made it easy.
They delivered on what they said they would.

Here's the kicker: I was perfectly happy doing it the old way but instead I did business with a company from the other end of town because they were the proactive ones who stepped up the service right when I had a need. As if that wasn't enough, they pulled in a second vehicle insurance renewal just by anticipating the household has more than one vehicle. They got a sale I never would have thrown their way and then doubled the order! Awesome!

Ok here's "Part 2" and it's not so awesome...

The insurance renewal form came in the mail this year as usual but I didn't get a call from that proactive broker. They still had the same information on my expiry dates and none of my personal information had changed. Work and home addresses and phone numbers remained the same. They had the plan and strategy to retain my business but they didn't execute!

So what happened? I just reverted to my previous pattern and went to my previous broker up the street. And they didn't just miss out on the two vehicles they renewed last time. In the meantime I bought a car for my daughter and, you guessed it, got the insurance handled at the same place.


Automotivaters is highly recognized and one of the most respected automotive training and consulting companies in Canada. Since 1987, the company has acquired an international client base throughout Canada, the United States, the Philippines, Indonesia, French Polynesia, Malaysia, Thailand, and New Zealand.

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