#1. Find out which of your carriers have great rates on auto insurance and for what niches.
One niche I wrote tons of commercial auto insurance for was plumbing contractors.
For me Nationwide had great rates for plumbing contractors auto insurance, so I marketed to them. Hard.
So once you've identified what that niche (or niches) are going to be hot, you move to slice 2.
Slice numero dos.
#2. Find a list broker who can sell you a list of companies in your chosen niche. Base it on number of employees. The number of employee's that a company has will tell you if it's likely that they have a commercial auto policy or not.
More often than not, a commercial auto lead will have several employee's and several trucks.
A small company with only 1 or 2 employee's might not have a commercial auto policy.
On the flip side, you don't want to have a big list of people who have tons of employee's. Between 5 and 50 employee's is a good place to start.
Of course you also have to know what you are doing. Take an hour or two, call your favorite underwriter and ask them to help you put together a list of questions to ask the leads when they call in.
You don't want to look like a newbie. So make sure you are prepared and don't have to go back and ask a bunch of stupid questions.
So take a few hours, learn what commercial auto coverages these clients should have, and now you're the expert, not a rookie.
Slice numero tres.
#3. Mail them a personal, well written letter, and encourage them to call you.
Your letter needs to have a good headline, personal voice (don't write like a machine or an attorney).
In order to get commercial auto insurance leads you've got to have a good postcard or letter.
Make it focused on them, demostrate how much you are going to save them.
Prove it to them with statistics and testimonials.
Generating insurance leads isn't that hard if you have good direct marketing skills, but that's where it gets sticky.
Most people don't know how to write a good direct marketing insurance letter.
Just write like you are talking to a friend. And above all, focus on the benefits the reader will recieve, not on how great you are.
