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Answers.com defines persistency as, “Percentage of life insurance or other insurance policies remaining in force; percentage of policies that have not lapsed. The higher the percentage, the greater the persistency.” It’s a part of sales that can be easily overlooked. To remain profitable in insurance, however, it isn’t enough to sell; you also have to retain your clients.

Now, think about persistency for a moment. What’s the first thing that pops into your head? Chances are, it’s not marriage. After all, what does persistency have to do with matrimony? The two seem further in relation than your cousin and a kumquat.

But the relationship between a client and an agent is just that, a relationship. It takes courtship, compromise, and commitment to get a contract signed. However, walking down the aisle and saying your “I do’s” isn’t the end of it. Marriage is a commitment and, in many ways, so is a contract. If your client doesn’t think you care, it can cause a rift… or even “divorce.” In the world of insurance sales, that means cancelled contracts, which can lead to the dreaded chargeback.

In order to have good persistency, then, you have to treat your agent-client relationships with care. Your clients trust you, they’ve made a commitment to you, and they expect to be treated well. Here are a few ways to keep them happy after the contract is signed.

1. Keep in touch. Communication is the key to a good relationship. Keep that bond strong by reaching out to your clients. Express interest in them outside the context of business. A simple birthday card or phone call can do wonders. If you’re looking for an automated solution, NAA’s KIT letters can go a long way toward showing your clients how much you care.
    
2. Earn their loyalty. When you really love someone, it’s often for more than one reason. It could be their sense of humor, their personality, or their smile. When it comes to your clients, the relationship should also be multi-tiered. Having multiple contracts with them is a great way to retain persistency. The more policies they have with you, the more likely they are to retain their policies and ask you for assistance with future needs. To paraphrase Philip Hudgins, “Help someone once and they’re your customer. Help them twice and they’re your client. Help them three times and they’re your client for life.”
    
3. Make them nostalgic. What if the passion of your relationship has cooled and you’ve already been “divorced?” You can still salvage your relationship by contacting the client and asking why they cancelled. A little reminder may help them remember why they signed up in the first place, or it may reveal another problem you can help them deal with. Rekindle that spark of passion and you may be able to save the relationship.

Remember; persistency is like a marriage. You’ve already committed to one another. If you take the time to show your clients how much you care, and seek out opportunities to “romance” them further, you’ll enjoy a long, fruitful relationship together.