If your book is full of customers who only care about getting the lowest price on minimum coverage, it’s time for an upgrade. If that sounds like you and your insurance agency, there some things you can do to make it happen. I’m going to walk you through some of the levers you can pull and some of the knobs that you can turn to get your agency going in a new direction.

Assess Yourself and Your Agency
The first thing to do is to assess yourself. Are you personally geared up to handle high-value clientele? Can you meet their expectations for quality and care and credibility? Moreover, can your team meet those expectations? If you feel like your agency doesn’t quite have the skills or the processes in place to manage a high-value book, developing those skills and processes is step one.

Change the Way You Show Up for Your Customers
The second thing is to change the way that you show up for your customers. If you have the knowledge and the expertise to deliver a high-value service to your customers, but all your conversations are about price, you’re going to continue to accumulate customers who only care about price.

Have High-Value Conversations
Third is to have high-value conversations. By that, I mean high-value to your client. You need to focus on conversations that talk about their needs, their objectives, their challenges, and the outcomes that would be really valuable to them

Sell Personalized Solutions
Fourth is to sell personalized solutions that address your client’s critical outcomes. See if they understand that you know their problem better than they do, then they’re going to assume you have the solution and that’s a terrible time to fall back on price.

Now, of course, all of this has to be done in the context of a genuine relationship. None of this is a trick to try to get them to open their checkbooks. If you do that, they’re going to smell it walking in the door, so try that on and let us know how it works. Of course, we’re here to help.