4 No-Nonsense Tips For Selling Yourself As An Agent
With 65% of today’s market being serviced by direct writers — at least in the short term — insurance agents need to be able to differentiate themselves and essentially “sell” who they are better than they ever have. It’s the only way to win customer loyalty and snap up customers when pricing increases send them looking for a new insurance home. To help you with the art of selling yourself as an agent, we have put together four no-nonsense tips that should get results.
1. Define Goals.
You can’t sell yourself effectively until you have the full scope of the product(s) you are offering. It’s important to define clear, specific goals. When you do, however, make sure those goals are customer-focused. In other words, what is your goal in relation to the buyer? For auto insurance policies, maybe your goal is to provide your customers with the coverage they need without breaking the bank or overselling. Home insurance? To ensure they have a plan to rebuild and restore their home as much as possible in the event of a disaster. Life insurance? To take care of a family’s vulnerability during times of tragedy. Be less sales driven and less selfish, and you’ll likely see not just an uptick in business, but better clients as well.
2. Identify Target Audience.
A target audience is not exclusive to the product you are selling. Where I live there is a large population of Hispanic- and Vietnamese-speaking persons, who need insurance as badly as I do. Bilingual agents, who speak English and one of these other languages, are in a unique position to claim an entire market. Once you clearly define your goals, you’ll notice that your target audience will start to appear. It’s up to you to fill in the remaining gaps regarding what you know about them.
3. Focus on Details.
Price often attracts a customer, but details keep them. By “details,” we mean that each customer situation should be unique in your sight and treated like it’s a special thing. Insurance policies are not one size fits all, and you shouldn’t try to sell them as such. If you do, you’ll inevitably over-insure some customers while underinsuring others. Work with your customer, asking detailed questions, to determine the policies that he actually needs.
4. Build a Great Website, or Don’t Build One at All.
Many people will advise you to create a website these days, and they’re not wrong. Around 70% of individuals do their shopping online, so it helps to be easily found through search engines. To do that, you need a website. While you’re at it, throw in great content that your audience will appreciate (i.e. compelling infographics, easy means of contact, etc). But a word of warning: don’t assume that having just any website is a step forward. If you can’t or are not willing to put in the time to effectively build your web presence, then you shouldn’t have a site at all. You’re not ready yet.
As you consider your future as an insurance agent, realize that selling yourself is a big part of determining success. If you can stick to the four tips mentioned above, the job should be much easier.