Stand Out In The Crowd… And Corner The Prospects

When your prospects think of insurance, you want them to think of you. When their friends and colleagues ask if they know a good agent, you want your name to be on the tip of their tongue.

How do you grab that coveted “top-of-mind” position and hold on to it? By being different — and by beating people’s expectations.

You’re Not The Same As The Next Guy — So Prove It

Face it: Your prospects don’t spend their waking lives thinking about insurance. People tend to take an interest in insurance only when they need it. They see ads, they get direct mail, they may get cold calls. It’s easy to ignore these ads and sales messages when most of the offers — and most of the agents making the offers — seem pretty much the same.

When coming up with ideas for your ads and brochures, it’s tempting to get your inspiration from your competitors. Well Fred’s doing it, you think. He might know something I don’t about advertising… If I want to be as successful as him my ad should look the same.

But it’s just that kind of thinking that gets your ad lost in a sea of copycats.

To stand out, be different than the competition.

Being different doesn’t mean having a catchy slogan for your agency. It doesn’t mean spending a fortune on four-color printing for your next direct mailer. And it definitely doesn’t mean having a goofy or obnoxious TV commercial.

More than anything else, being different means going
the extra mile for your prospects.

Simple Things That Set You Apart

How do you give that extra push that puts you ahead of your competition? Here are a few ways:

Great Service. Think about the last time you got great service. Maybe the cashier at the store was extra-friendly and genuine. Or your mechanic threw in a little extra labor at no charge. Whatever it was, you’ll probably be a repeat customer. And you’ll probably tell your friends.

Your prospects want that same feeling. They want to feel important. It isn’t a matter of gratifying their ego. It’s a matter of respecting the risk and investment that comes with buying insurance. Your prospects want to know that you’re looking out for their interests, and that you’re taking the time to help them make the best decision.

Here are some ways to provide great service:

When their new insurance cards come in, deliver them by hand.

Ask them for their anniversary date and send them a card. When you ask them the date, also ask, “If I was to give you a gift, what would you like?” Just the fact that you’re asking shows you care. How many other agents do THAT?

Take Their Concerns Seriously. You can’t just put a policy in their face and expect them to sign it. They’re going to have questions. Answer them carefully. Most people don’t understand insurance — so take the time to explain it to them. Ask about their needs — medical and monetary.

High-pressure sales techniques might sell policies. But they don’t make friends. They won’t get you repeat business. And they won’t get you referrals.

Follow-up with your clients at least once a year. Don’t give them a sales pitch… just check in. See how they’re doing. Ask if anything’s new. It isn’t just friendly — it’s also good business. When people’s lives change, their insurance needs change. A friendly phone call could turn into your next sale.

If a customer is upset, talk to them over the phone rather than shoot out an email… even better, ask if they’d like you to visit them in person.

Give Something Back. Being a good citizen isn’t just a nice thing to do. Many of your prospects expect it of the people they do business with. Pitching in for a good cause is going to impress people a lot more than a full-page ad in the phone book.

Volunteer with a religious group or fraternal organization

Attend sporting events of your local schools

Stay on top of community events like “Clean Up Days”, and toy drives during the holidays and pitch in to help

Showing your support is a great way to meet prospects, get your name out among the public, and show your investment in the community. It shows that your interests go beyond just cashing commission checks.

What do these three simple things have in common? They put a human face on your agency. When you give people something extra, you go from being an agent looking to sell a policy to a professional looking to help people protect their interests.

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