While working leads and keeping a pipeline of prospects on the horizon may seem like the ideal path toward sales success, equally important is taking the time to earn the loyalty of your current clients so that they will stick with you through the long haul.

If you develop trusting, loyal relationships with your customers they are more likely to choose you when they are ready to reexamine their current coverage, or change things up due to health and lifestyle shifts. Following the 80/20 rule of sales states, as much as 80 per cent of your current business may come from loyal clients and families.

In addition, these happy clients can also provide you with quality leads through word-of-mouth recommendations that can end up adding a significant amount of sales to your business. Word-of-mouth is the cheapest (and most effective) form of marketing available, so the more you can take advantage, the better.

And of course, one of the best reasons to make the effort to keep your current customers happy is that it is commonly stated that it takes five times more time and effort to gain a new client than it does to keep one you already have on your roster.

So how can you keep your clients loyal? Here are a few quick tips to get started:

1. Make them a priority: It’s important to touch base with your existing clients on a regular basis to do a brief “check-up” on their customer satisfaction. By sending out brief surveys, making regular calls, letting them know about new plans, and quickly responding to any inquiries you will show that you are interested in more than just their initial purchase and want to continue to be a resource and source of information and advocacy.

2. Give them the ’star treatment’: If possible, try and make your clients feel like they are part of an exclusive group with special offers, giveaways, and invitations to information sessions. By adding perks to the benefits they already receive through your insurance plan, you will differentiate yourself in a market where many agents are offering similar products.

3. Get Personal: Make it a habit to get to know your customers and their families on a more personal level, including sending out seasonal holiday cards and birthday greetings. Invite them to view the latest postings on your website, and offer to address questions and concerns they may have about the insurance industry in general, and their particular coverage in particular. The more your clients think of you as part of their family network, the more loathe they will be to switch to another agent.