Lead to Customer Conversion for Insurance
Guides a new lead through qualification, nurturing, and closing stages until they become a paying customer.
Aligns with ASIC regulatory requirements, General Insurance Code of Practice, and AFSL obligations. Includes audit trail provisions.
Workflow Stages
Lead Capture and Enrichment
Record the new lead in the CRM and enrich with available firmographic and contact data.
Inputs
- Lead source data (form submission, referral, event)
- CRM access
- Data enrichment tools
Outputs
- Enriched lead record
- Lead source attribution
- Initial lead score
Lead Qualification
Assess the lead against ideal customer criteria to determine if they are worth pursuing.
Inputs
- Enriched lead record
- Qualification criteria checklist
- Budget and authority indicators
Outputs
- Qualified or disqualified status
- Qualification notes
- Handoff recommendation
Decision Points
- • Does the lead meet minimum qualification criteria?
- • Should the lead be nurtured or pursued immediately?
Discovery Meeting
Conduct an initial meeting to understand the prospect needs, pain points, and timeline.
Inputs
- Qualified lead record
- Discovery call script
- Company research brief
Outputs
- Meeting notes and needs assessment
- Opportunity record created
- Next steps agreed with prospect
Proposal Development
Create a tailored proposal addressing the prospect needs, including scope, pricing, and timeline.
Inputs
- Needs assessment
- Pricing guidelines
- Service or policy catalog
Outputs
- Draft proposal document
- Pricing breakdown
- Internal review request
Proposal Presentation and Negotiation
Present the proposal to the prospect, address objections, and negotiate terms.
Inputs
- Approved proposal
- Competitor analysis
- Discount authority limits
Outputs
- Revised proposal if needed
- Verbal agreement or rejection
- Negotiation summary
Decision Points
- • Has the prospect accepted the proposal?
- • Are concessions within approval limits?
Contract Execution
Prepare and execute the formal agreement, capturing signatures from both parties.
Inputs
- Agreed proposal terms
- Contract template
- Legal review checklist
Outputs
- Signed contract
- Contract stored in document management
- CRM status updated to Closed Won
Customer Account Setup
Establish the new customer account and hand off to the settlement or customer success team.
Inputs
- Signed contract
- Customer contact details
- Onboarding checklist
Outputs
- Active customer account
- Welcome communication sent
- Onboarding kickoff scheduled
Frequently Asked Questions
How long should a lead stay in the pipeline before being closed?
Leads that have not progressed after 60 days are reviewed and either re-engaged with a new approach or moved to a long-term nurture list.
Who decides on non-standard pricing?
Non-standard pricing requests are escalated to the sales manager for approval before being included in the proposal.
What happens to leads that do not qualify?
Disqualified leads are tagged with the reason and placed into a nurture track for future re-engagement when circumstances change.
Ready to implement this workflow in your business?
Our team can implement this workflow into your business operations with custom tools and training.