Scott Wheeler ChoicePoint Precision Marketing Travis Schraffenberger Western & Southern Life September 15, 2008 Bringing Home the Bacon!

Session Approach Points we will cover: –Introduction –Definition of a lead –Lead vendor characteristics –Lead generation methodology –What to look for in a Lead program

Look Familiar? “Agents using this complete system in the senior market spend $1225 and earn $33,600 every month” “We have the most comprehensive lead generation program in the industry.” “Everyday, the Internet will find new prospects for you that provide their personal information: name, address, address and phone.” “Our agents, on average, meet with 10 new prospects each week, closing between 5 to 8 of them.” “You will increase your company revenue significantly in the 2nd half of this year.” “I’m consistently writing $4800 to $6300 in premium every week. I’m a little ashamed to say that I’m only working 3 days, but that’s how I like it and it works for me.” “Work smart and not hard and let the Internet work for you.” “You Can Consistently Earn A Six Figure Income! It's EASY... Once You Know The Insider Sales Secrets!” “Our Pre-Qualified Leads provide us with the ability to issue leads that carry full guarantees.”

Definitions of a Lead Anatomy of a Lead –Universe: Total population (suspects) –Prospect: Insurable individuals within the appropriate target market –Lead: Individual indicating a desire to know more about a financial services product –Qualified Lead: Insurable individuals within the target market who have indicated a desire to know more about a financial services product or service Varying degrees of “Qualified Lead” –“I’m just shopping around” –“I don’t want to meet, I’m just looking for information” –“I need someone to explain this to me” –“I’m ready to purchase – bring the application”

Definitions of a Lead –Universe: Total population (suspects) –“I’m ready to purchase – bring the application” The challenge is to get from here… …to here…

Lead Vendor Characteristics One size does not fit all Home Office / Corporate Perspective: –Economical –Viable (qualified) –Scalable Efficient lead vendor market Buyer Beware!

Lead Generation Methodology Suspects – no segmentation or qualification, typically just a list of people –Positives Virtually no cost Plenty of volume Rep control –Negatives Time and effort Cold calling “Needle in a haystack” DNC –Examples White Pages Anywho.com

Lead Generation Methodology Lists – some segmentation, typically just households with certain demographic characteristics –Positives Inexpensive High volume Targeted DNC compliant –Negatives Dependent on phone skills Prospect interest Exclusivity Cold calling

Lead Generation Methodology Surveyed “Leads” – typically product registrations, internet or direct mail sourced –Positives Inexpensive Consumer-provided info –Negatives Timeliness of data Respondent expectations Financial services connection The “Guarantee”

Lead Generation Methodology Web-based Leads – “internet surfers” –Positives Easy Top of mind Consumer interest Geographic –Negatives Unpredictable volumes Target market Prices variations Rate shopping Competition/Exclusivity

Lead Generation Methodology Direct Mail (Demographic Segmentation) – basic targeting used –Positives High volume Flexible messaging Geographic flexibility Pre-qualified, targeted households –Negatives Development costs Resources required Response rate risk Increasing costs Compliance

Lead Generation Methodology Direct Mail with Modeled Data – statistical analysis used for targeting –Positives High volume Flexible messaging Improved targeting & response Much higher ROI Customizable –Negatives Costs Supplier scarcity Time Compliance

Lead Generation Methodology Pay-per-Response Lead (direct mail as opposed to SEO) –Positives Paying for results only Immediate access Targeting specific customer needs Prospect expectations –Negatives Costs Volumes Still no guarantees Exclusivity Supplier scarcity

Lead Generation Methodology Pre-Screened Response –Positives Paying for results only Added level of verification Exclusivity Prospect expectations –Negatives Pricing varies widely Transparency of the process Dialer time vs dials Quality? Still no guarantees

Lead Generation Methodology Pre-Set Appointments –Positives Less risk Targeted to product/concept Face time with prospect Time –Negatives Costs Volumes Regulatory risks

Lead Generation Methodology Hybrids –Direct mail response driven to web site –Call center dialing of profiled lists –Pre-screening of internet-generated leads Other/Emerging –Mobile –Web 2.0 –Pay-per-call –Worksite/Events

Suspects Placed Policy Phone Book Lists *Survey Leads Internet Leads Targeted Direct Mail Response Cards Pre-Set Appointments Pre-screened Direct Mail Sales Rep Skill Set Phone Skills Appointment Setting Closing Skills Relationship Building The Lead Continuum

What to Look for in a Lead Program Easy to use –Simple to access –Concept is straightforward –Repeatable Functionality –Exclusivity –Lead delivery –Accurate tracking Value –ROI –Getting what you pay for –Track cost per sale, appointment, response, etc.

Resources Insurance Industry Forums “Rip-off” Report BBB –Ask agents to utilize the “complaint” features Field Agents Pilots (with measurable results)

Scott Wheeler ChoicePoint Precision Marketing Travis Schraffenberger Western & Southern Life September 15, 2008 Bringing Home the Bacon!