“Business or pleasure?” On the subject of travel, you may have already heard this line a few times. If you’re in travel insurance, however, it should give you something to think about when it comes to targeting a market. Are you still mainly catering to tourists or have you realized you could also target business travelers? If it’s the latter, you should know that appointment setting will play an important role in your marketing campaign.
The B2B market for travel insurance can be reflected in the possible risks that occur in travel. If you’re still not sure there’s not enough demand to warrant B2B appointment setting, take a look at this excerpt from FoxBusiness:
“Many health insurance policies don’t cover medical costs incurred overseas, and for as little as $100, travel insurance can cover where you’re health insurance leaves off.”
Illnesses acquired while in the middle of a journey are just one of the many risks that business travelers take. The rising costs of healthcare (and to an extent, healthcare insurance) could be pushing the demand for alternatives such as those mentioned in the article.
On the other hand, don’t forget that when marketing to businesses, they could be more scrutinizing than even the most well-informed consumer. Therefore, make sure that your marketing agents are equipped with sufficient information and execute proper targeting. You might not even require them to have specialist knowledge but simple capacity to take the following steps:
Step 1 – Identifying Industries
As stated, proper targeting will be important and a good place to start is by identifying industries that are likely to employ many business travelers. Airlines are one good example but if you still want to go down to the individual level, you can still target CEOs or other company positions that are likely to warrant much time on business trips. Also, another important fact about appointment setting is that you should really take note of their preferences for communication as well as the appointment itself. These are busy people so you don’t want to be an inconvenience.
Step 2 – Basic information
Giving basic information is not only impressive, it shows that your marketers are capable of something that more technical experts might not: presenting your services in ways that another decision maker can understand. If you’re contacting a prospect for medical travel insurance (be it via B2B telemarketing or email), your marketers should know a few tidbits like this:
“There are two kinds of medical travel insurance: travel medical and medical evacuation. Typically they are sold as package policies and also include trip cancellation and trip interruptions. Travel medical insurance generally covers medical bills up to a certain amount while medical evacuation picks up the tab if you need to be transported from a hospital, removed from a cruise or evacuated from an emergency situation.”
Step 3 – Clarification
During the conversation, there are still clarifications that need to be made. Your salespeople would probably want to be the ones covering that given that it needs a lengthy discussion. Therefore, why not have the marketers relay that same message? This helps measure their interest and brings them closer to becoming qualified insurance leads.
Travel isn’t only for tourists. Many in the business world do it regularly as well. And despite their different reasons, they all face the common risks covered by travel insurance. This makes them a promising B2B market for insurance appointments so start marketing businesses today!