How does an advisor prospect with a marketing mindset?

Get to know your client groups. Each has unique life experiences, pressing concerns and pain points. For instance, when researching clients in the science and technology sector, I came across an article about IT students receiving hazard pay. Curious, I asked Google questions, such as: Is the science and technology sector truly promising? Is IT work actually hazardous? What evidence supports this?

Finding these insights helped me better understand the perspectives and daily lives of IT workers, allowing me to identify how insurance can protect them from career-related risks. It also gave me a compelling starting point for conversations with this group.

How do you adopt a marketing mindset when approaching a business prospect?

First, my team and I identify key personnel within the company — the business owner, human resources director or CFO. When working with corporate clients, telling personal stories is a big no-no. Instead, I look into their current employee benefit policies and try to understand the pain points of decision makers. For example, an HR director might be struggling with staffing changes. Can we help by offering a corporate insurance solution?

These discussions sometimes have led to changes in corporate benefit policies. Many employees overlook retirement benefits from government-sponsored social insurance because it takes many years before they can access it. But a practical insurance plan that provides immediate retirement benefits is appealing to both employees and employers.

I also prepare a detailed slide deck showcasing all insurance products for business owners to review in advance. That helps me identify and address their most pressing concerns. By doing so, I have a 70% to 80% chance of closing the deal with this client.

Have you ever used affiliate marketing?

When the market was focused on cancer awareness, many companies ran media campaigns like Grab’s ride-hailing, pink-colored vehicles to raise awareness about breast cancer and early detection. However, many people don’t prepare for critical illness in advance.

So, my company introduced a cancer insurance plan, and I saw an opportunity to use this for prospecting. I collaborated with an affiliate marketing agency to spread the message that Vietnam had one of the world’s highest cancer rates. The campaign promoted our critical illness insurance plans for individuals ages 18 to 30 and encouraged them to experience the benefits firsthand.