Did You Know That Knowledge Really Is POWER?
Insurance people, as a rule, don’t like to sell….they’re industry didn’t really require it (until now)…it’s not something they were taught in school, and it’s typically not something they like to do…and yet, they know they have to get better at it if they want to compete in the current market.
Carriers and Agencies alike need to be able to leverage their knowledge and learn how to sell on value vs. selling on price. If price becomes the point – your product now becomes a commodity. Sell on Price….Lose on Price. Please don’t train your clients that it’s about the bottom line. People buy from people they KNOW, LIKE and TRUST. You are the Trusted Advisor and have more knowledge about insurance in your little finger than most of your clients and/or prospects have in their whole body!
You probably already know that…but you are sitting their asking “Susan, I get that – but what I don’t understand is how to leverage all the stuff that is in my brain!”
Here are some suggestions: USE THE MEDIA!
Once you’ve identified content areas with the best potential, get your voice out there through your own website and blog as well as social media tools like LinkedIn, Facebook and Twitter. A vast majority of people now do research on-line about PAIN points they have – including insurance! Let them know who you are, what you know and the services you offer. Connect with those that will help spread the word – find some Brand Evangelists!
Do you have any happy customers? Of course you do! Leverage them. Ask for testimonials – get them in writing, put them on your website. Take videos and put them on your YouTube Channel…the sky is the limit!
Another way to get your name out in front of potential clients is through traditional media. Journalists are ALWAYS looking for objective experts who will help them provide perspective on stories, especially when writing about complicated subjects like risk and insurance. If you position yourself as a reliable go-to source for objective financial information, your media requests will compound, which translates into more visibility and ultimately more business for the practice.
Insurance providers now have to understand marketing and sales in order to compete. From receptionists to CEO’s – being able to articulate who you are, why you are different and why someone should use your services will be a key factor in your success
How does Sandler fit into all of this? We help you understand who you really are, help you hire team members that fit your culture and help you create best practices to move you from mediocre to fabulous.
Susan Powers
Partner & Certified Trainer
Sandler Training / Peak Sales Performance
Learn more about Sue at http://www.linkedin.com/in/susangpowers
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