30-to-45 Bracket Proving Hard to Reach for Banks
American Banker (10/26/00) Vol. 104, No. 42 p.7; Reich-Hale, David

Banks must use alternative selling tactics to persuade young professionals to buy insurance products from them, according to Gary Warden, vice president of financial institutions marketing at CGU Life. In a speech to the Financial Institutions Insurance Association, Warden told bankers that they need to use more than one sales approach for customers between the ages of 30 and 45. Warden warned attendees that this demographic will expect banks to approach them through several channels, so banks will have to be ready. Carmen Effron, president of C.F. Effron Co. admitted that although the process is not easy, the opportunities are there. Furthermore, Effron urged banks to become more familiar with their customer's habits and their use of different channels. Branches, on statements, at the ATM, and the Internet are all areas where a young person may at least view life insurance materials. Because it is hard to sell to a customer who is normally on the go from 6 a.m. to 11 p.m., the best sales approach for this group is done by presenting life insurance information in "the gaps." In this case, the gaps might be a sign about low-cost life insurance at a bank, or a printed note regarding insurance on ATM receipts--anywhere a young professional regularly visits.


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