How to win your professional clients’ loyalty for the long term

Most intermediaries will agree that finding cover that completely addresses the needs of professionals is a tough ask.

This market faces myriad unique challenges. There needs to be a greater understanding of what professionals really need – and a corresponding, cost-effective product selection to address this.

This starts by ensuring your client has a valid will in place – something most South Africans do not have – as this will highlight many opportunities and provide insight into their unique requirements.

Intermediaries who get it right could cultivate lucrative relationships with these clients from the onset of their careers until the day they retire. Opportunity abounds to upsell and cross-sell, positioning yourself as a partner who is there to support them as they progress through different phases of their lives.

Their future earning potential is immense, with exponential growth across the needs spectrum over time. It’s about earning trust, early on, through solid advice that builds a robust foundation.

Defining the professional

First, it’s imperative to understand a professional audience. This group is defined by qualification (for example, two three-year bachelor’s degrees, one four-year bachelor’s degree, an honours, master’s or doctoral degree) and by occupation (for example, actuarial scientist, professional accountant, auditor or doctor).

These individuals have spent four years or more pursuing a qualification for their preferred profession. These studies start at about R450 000, and many are still paying off student loans.

It’s a costly investment in their future and one they expect will unlock their lifestyle of choice. They want to protect their lifestyle and prospects. They may take a sabbatical one day and are likely to be promoted as they progress in their careers.

Knowing their unique challenges

In terms of challenges, self-employed professionals are constantly aware that if they don’t work, they won’t get paid. They don’t have the luxury of paid sick leave.

They also face continuous pressure to cover their overheads.

Without a doubt, their greatest asset is their ability to generate an income, which should be protected at all costs.

A recent example is a real Sanlam client. This 43-year-old veterinarian submitted a claim for R21 341 under the sickness income benefit. Having tested positive for Covid-19, he was booked off from 16 to 25 January 2022 – 10 days in total. Without cover, he would have had to shoulder this cost alone.

For salaried workers, there’s the challenge of being totally reliant on employee benefits, which may be limited and opaque.

Most move jobs at some point, potentially multiple times, which also comes with the prospect of failing to preserve and not necessarily converting group life cover.

Finally, salaried workers only get so many sick days. In the event of prolonged illness or injury, an income may be at risk.

Knowing what they want

Most professionals are time-starved. They expect a special, client-centric experience where their needs are intuitively understood.

They want value – their money should work as hard as they do. They expect custom solutions tailored to their circumstances. And they want a hassle-free claims experience when curveballs happen. They also want regular communication on their preferred platform.

Why tailored offerings are necessary for this market

Professionals seek tax- and cost-efficiencies and proper cover with good-quality benefits.

Right now, very few risk offerings are exclusively tailored for professional clients, which means they may end up with hybrid solutions that don’t necessarily address their needs as comprehensively as a product built specifically for professionals does.

Intermediaries who offer extra value for money will also win these clients’ loyalty.

Solutions to consider should offer preferential rates for professionals, as well as value in addition to the risk cover.

Professionals are organised and on top of their game. Intermediaries who help them to become similarly financially proficient will win their loyalty for the long term, and, ultimately, help them live with confidence in every phase of their lives.

Deon Theunis is the head of intermediary support at Sanlam Individual Life.

Disclaimer: The views expressed in this article are those of the writer and are not necessarily shared by Moonstone Information Refinery or its sister companies.

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