The search for new car insurance teaches you how to not nurture a lead
Not too long ago, I was in the market for new car insurance. I hoped to find a more affordable rate than what I was currently paying, though I wasn’t sure what to expect as I had never purchased car insurance on my own before.
So I did what any millennial would do: I went online to find several insurance quotes to compare. I quickly felt overwhelmed with all of the different options and a few questions came to my mind.
Which insurance was the best and most affordable? Why is it a law that we all have car insurance?
Thinking about cars, my mind continued to wander.
Will I ever be able to afford a Tesla? Will Elon Musk ever make it to outer space?
Then I finally found what I was looking for! A company that would compare multiple insurance rates for me. I tired of putting in my information on every website, so I decided to try this out.
This company asked for my phone number. And because it was late at night and my thoughts were still stuck on a Tesla rocket ship going to outer space, I entered my personal cell phone number.
Well, they say hindsight is 20/20. It’s certainly true in this case. Looking back, I should have put in a fake number because the very next morning I woke up to a phone call from an unknown number.
I quickly ignored the call and went back to sleep. When I woke up at a more reasonable hour, I noticed I had a voicemail AND a text message from the same number asking when I could chat.
I felt like the company had stalked me until I realized I had voluntarily given them my phone number. I was in a rush to get to class, so I ignored the initial message. Then I promptly forgot all about auto insurance quotes.
That is, until the next morning when I awoke to another text message from the same sales rep. Nothing quite says “Good morning” like yet another message from a sales rep! They gave me a gentle reminder to give them a call, but with my busy schedule, I moved on from the message.
Later that night, I received another text. Much to my dismay, it wasn’t from a cute girl asking me out. It was the same sales rep asking when we could chat. Now I felt upset! Not only would I not be going on a date, but I had been called once and texted three times within a 36-hour period from the same sales rep. Talk about overkill! That’s not how to nurture a lead…
This company didn’t use proper texting etiquette and essentially tried to smother me into paying for their services. No longer interested in their auto insurance quotes, I asked for them to stop texting me. If they had used a better timeline to contact me, I most likely would have set up a call as I really did need new car insurance.
Unfortunately, their texting strategy to nurture a lead turned me off from their company. On top of that, the messages definitely weren’t personal. Rather, it seemed like the sales rep was trying to hit a quota – at my expense! And now if anybody asks me how they should go about getting an auto insurance quote, I will not be recommending this company.
When it comes time to nurture a lead, make it personal. Don’t nag or “overwater” your leads. Know that you aren’t the most important thing in the world to a lead (unless they explicitly say so). Be respectful. Put yourself in the shoes of a lead and follow the Golden Rule. “Do unto others as you would have them do unto you.”