“Unless someone like you cares a whole awful lot,
Nothing is going to get better. It’s not.” – Dr. Seuss, The Lorax
To some, this quote may just be a moral to a witty tale, but it spoke to me on many different levels. You can apply it to your life any way you want, whether that’s in your personal life or in your career. My mind went directly to business. I think it’s fair to say that Property & Casualty insurance agents are legitimate, eager, knowledgeable and essential salespeople. But to really make a difference – to really succeed — there has to be an obvious, true and honest effort on the agent’s part.
So how do you show you care “a whole awful lot”?
- Your clients are looking to buy into YOU before they buy into the insurance you’re selling. Part of this process is making sure that they know you care about them and about their business. If they get the distinct feeling that this is just a job to you, they probably won’t buy into your sales pitch. Be genuine, show emotion and be enthusiastic! Simply put: give a hoot – a genuine hoot!
- Make the insurance process a positive experience. You probably already figured this one out, but it’s true. Think about it this way – when you visit a website, it has to be user-friendly, aesthetically appealing, designed and intended for a specific viewing audience and largely informative. So when you come across a site that just doesn’t fit your needs, you “bounce” right away from the site! Now think about the experience you are providing for your client. Even for some insurance professionals, the topic of insurance is not even exciting – so how do you think your clients feel? More than likely, there are two bottom lines for them – their premium and whether or not they meet the insurance requirements enforced by their state. Insurance policies throw a lot of industry jargon in there – along with disclaimers and exclusions – that the majority of insureds don’t and shouldn’t have to understand. You are their insurance translator and insurance expert, and they will learn to trust your judgment for all things insurance.
- Remember and never forget – it’s still their business. Just as they rely on you for insurance knowledge, they need you to understand that they are still a business owner and they understand their business best. It would be incredibly insulting for you to assume anything else. Make sure your pitch to them is unique to their business and their insurance needs. If possible, speak to their industry’s language. Portray a solid sense of their industry without seeming like a know-it-all. Simply stated – you’ve done your research.
- Fight for them. Part of caring and being a voice for your insured is putting up a good fight for them. Your insured should know that you have their back, so to speak. Be their advocate – your passion for their business will be obvious if you are willing to stand up for them. Depending on the class of business, you could also get more involved with their company by supporting their goals. For instance, you may want to get involved with charity/fundraising events or even state associations if you are insuring nonprofit organizations.