O passo a passo de uma estratégia inovadora na prospecção de clientes no modelo B2B de uma corretora de seguros

Abstract

Conquering new customers is always a challenge in the routine of many companies and structuring strategies to face this challenge is a path that must be followed in search of positive results. Considering this information, the objective of this article was to present the step-by-step of an innovative prospecting strategy with the aim of attracting new customers to an insurance brokerage, in the business-to-business “B2B” model. The type of methodology used in the research was the case study, which had, in a first phase, a description of the interaction of the sales area with marketing to define the strategy of the prospecting action, as well as the most appropriate communication models to reach new customers. In the next phase, the entire schedule of the practical part of the action was described and the effective results obtained through this new approach regarding the growth in the number of clients and the establishment of new partnerships. Among these results, the immediate conversion of 9 new real estate agents to the client portfolio of this broker stands out, which represented a 12% increase in the current number of real estate agents partnering with this company. In addition, it was calculated that the first sales generated revenue almost 16 times greater than the amount invested in the action, which highlights the success and effectiveness of this new prospecting strategy.