If you try to sell me a product with a price, you’re begging me to shop you.
If you are really good at what you do, if you have the expertise that your clients can really benefit from, you’ve got to stop leading with products. If you say to your client, here’s a policy and here’s the price, and the client says, okay, well let me check with my wife, or hey, let me think about it overnight. What they’re really saying is, give me some time to go check out your price and make sure that it’s the best deal I can get. You know this is true because probably you’ve been in best buy or someplace like that. Looking at a widget and you look at the price and think and you pull up your Amazon App and immediately shocked to see is that a reasonable price or not. In fact, maybe you even ordered from Amazon while you were sitting in the store, or how about this?
How often do you think people go to car dealerships and test drive a car and then get online and buy the car somewhere else? You see consumers are just information rich. Whatever it is they want to buy, they can get online and shop around until they find the thing that’s going to meet their needs at the best price that they can get, but what if instead of leading with products, you leverage your expertise and the long-term willingness of your agency to care for these clients to build a solution that solves a real problem for them? If you’re providing a valuable solution like that, how is your client going to shop it? The answer is they can’t, but they don’t want to. They’re going to trust you and they’re going to want to have your expertise and your team’s longterm care working in their favor.
They just trusted you to open up enough about their personal circumstances for you to design the solution in the first place and because they now understand that you know their problem better than they do, they’re going to assume that you’re the person with the solution, so stop being an insurance retailer and start being a solution provider. Solution providers get all the great stuff they get, the high-value sales, the longterm relationships, the referral business, the repeat business, and that satisfaction of knowing that they’re changing people’s lives and protecting people in ways that they otherwise wouldn’t be able to. I hope you’ll try that on and let us know how it works and as always, we’re here to help.
