How do I create an ideal client profile for my insurance agency?

You just decide what kinds of clients you want and go after them, right? Kind of. But it’s much more nuanced than that. You’ll need to create a clear definition of who is and isn’t a good fit for your agency and why.

What is an Ideal client profile?

An ideal client profile is a detailed and specific outline of the kinds of organizations you want to do business with. It’s not a profile of individual decision makers or buyers within a specific company, but rather a description of the company itself.

How do I create one?

Start by looking at your book of business. Which clients have the best ROI? Which clients are easy to manage while still being profitable? Which clients are bringing you nothing but constant problems, busy work, and frustration?

Now, ask yourself a few key questions:

What kinds of clients do I want more of?

  • How much revenue do they bring in?
  • How many employees do they have?
  • What industry are they in?
  • Where are they located?
  • What do they care about?
  • What value do they place on employee benefits?

What kinds of clients do I want fewer of?

  • How much revenue do they bring in?
  • How many employees do they have?
  • What industry are they in?
  • Where are they located?
  • What makes them a challenge to work with?
  • How are we misaligned in our values?

But don’t just answer these questions in a vacuum. Make sure to get input from various departments and roles within your agency.

Make it a team effort

Leadership, sales, and service will all have valuable insight to contribute. Get together and discuss what makes a good client and what kinds of clients create the biggest headaches and the biggest barriers to success.

Once you’ve determined your ideal client size, industry, location, employee count, and revenue, take some time to rank these factors with your team. Which of these characteristics is most important? Which is least important. This will help you decide how to start looking for the kinds of clients you want.

Put it in writing. And into practice.

Having these conversations is a great start, but now you’ve got to follow through by putting your Ideal Client profile in writing and to work for you.