Many of us have tried those “30-day-free” trials, only to forget to cancel during the 30 days and end up paying for something we didn’t really want that much.
A free trial offer is a legitimate way to get a much larger percentage of the population to be willing to try a product or service. The big question for businesses, though, is whether to structure how it works in order to “trap” as many as possible, or to treat customers and prospects the way you’d like to be treated.
Citrix does this really well with their GoToMeeting service. It offers a 30-day free trial. The day before the trial ends they send an email that includes a reminder that you’ll start getting billed the next day, an offer to convert to an annual subscription AND information on how to easily cancel the trial – including a link to make it really easy.
In insurance we can’t offer free trials, but – with things like clear language, readable fonts and timely reminders – we CAN make it clear that every time we get the chance we choose to treat prospects and customers as we would want to be treated.
It’s just plain the right thing to do. At iMGA, we believe strongly that it’s also better business in the long run, and we plan to be here for the long run.
What are some examples you’ve seen of insurance companies and agents really treating clients and prospects with respect (or not)?