May 26th, 2021 – Running has become the passion of realtor Kim Hahn. She is now gaining customers with it. Your running stories on Instagram are even followed by those who don’t run. The mid-sized companies gathered on site register the sponsorship of running shirts at events. The mediator has dealt intensively with the dangers of her hobby and recommends accordingly.
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Kim Hahn is the owner of Leo Forsbeck Insurance Broker Kim Hahn and trainer in insurance. She has over ten years of professional experience and two years ago specialized in the target group runners and joggers. Her team of three is supported by the senior boss who has been active for 50 years. |
Insurance journal: When and how did you discover runners and joggers as target groups for yourself?
- Kim Hahn (Image: Leo Forsbeck)
Kim Hahn: In 2019 I suffered a blow to my health that, with a lot of luck, I survived well. Nevertheless, I was completely without energy and weighed well over 100 kilograms.
So I took a beginner running course and booked a personal coach.
In fact, eight months after my first running experience in New York, I was at the start line and running my first half marathon. Today you can find me on all the trails that exist.
It’s not just running, it can be quite dangerous. But that’s exactly what excites me. I am at home in the trail and in the forest.
Insurance journal: And it got interesting from a business point of view …
Hahn: On the one hand, I’ve dealt with the dangers of a runner myself. On the other hand, as a runner you get to know a lot of people. At some point, the conversation then moves from the hobby to professional and private matters.
Insurance journal: Do you see the focus on this target group more as a hobby or as an interesting marketing idea?
Hahn: It’s my hobby and my passion. I take my time off from the stressful everyday work. It now has a business side too. I now sponsor running shirts.
This arouses attention, not only among runners, but also in the entire SME sector. A customer recently said to me: Kim, I’m not athletic but you motivate me and I like to follow your stories on Instagram. They make it so personal and show that you are real in normal life too. “
Insurance journal: Are there differences between this target group and “normal” customers?
Hahn: Not really. However, you share a passion and the first conversation is therefore usually much more relaxed than usual. Instead of talking about the weather, we talk about runs or running events. Besides, I’m with Instagram very active and share my crazy running stories there. That alone is often enough of a topic of conversation.
Insurance journal: What are the main differences between “normal” liability / accident and other insurance and your coverage solutions?
You really have to knit tailor-made concepts here.
Hahn: There are many small differences to watch out for. If someone walks with a dog, they usually walk without a leash in nature. The animal liability insurance should therefore not have a leash obligation.
With an accident or risk life insurance, running in the mountains can be an extreme sport. This is often notifiable and the insurer also asks about alpine routes and off-road runs. Trail runs, as I often do, can also be a reason for rejection.
You really have to look at the customer individually and knit tailor-made concepts.
Insurance journal: Do you value face-to-face advice?
Hahn: I am a rural insurance broker. Personal conversation still counts for us and our customers appreciate that very much. Online degrees without qualified advice are out of the question for me.
If a prospect is a runner, the first meeting actually takes place continuously.
Insurance journal: How do you handle this in times of corona?
Hahn: Due to Corona there are some restrictions that can be met briefly by phone or email. But there are also other creative ways to get to know each other. If a prospect asks me for an initial interview, and I know he’s a runner, the first meeting is actually ongoing. I think it’s great to combine the two.
Insurance journal: What are typical claims?
Hahn: In fact, most of the time it is accidents. There is no substitute for good accident insurance.
Insurance journal: What advice do you give to intermediaries who want to target a specific target group of athletes?
Hahn: It has to become your own topic that you can get excited about. If you share the passion for a topic, it is easier to get involved with the customer and the customer gets more involved with the mediator.
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Even if sports fields and gyms are orphaned in Corona times, athletes remain an interesting target group for sales. The necessary advice can be found in the extra sheet 2 | 2021. The issue of “Athletes – Tips for Business with Special Risks” deals with the need to protect professional and amateur athletes. Reports include, among other things, high-risk sports or the topic of group sports contracts. The magazine has been on the Internet since May 10th. The issue can be downloaded free of charge for the first 30 days from this link. Anyone who has already subscribed to the special edition has automatically received this issue as a printed copy. InsuranceJournal premium subscribers are given priority and can access the new edition in PDF format around a week earlier. Future print editions can be ordered using this form. |
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