There is a common saying that “People like to do business with people they like.”Or, put another way…“People don’t buy what you do. They buy why you do it.” ITC's SVP of Sales and Marketing Becky Schroeder explains.
There is a common saying that “People like to do business with people they like.”
What this really means is people are more interested in you, and why you do what you do, rather than what you actually do.
Or, put another way…“People don’t buy what you do. They buy why you do it.” But what’s the difference between What and Why?
Author Simon Sinek described this in his book Start With Why and TED Talk on the same subject. It’s worth a watch when you have 18 minutes.
I have two ways I talk about what I do. I might just say I work for a software company in the insurance industry. Or, I may say I help independent insurance agents be more efficient and successful.
The former is the fastest way to end a conversation. The latter is more engaging.
The first is more focused on what I do. The second is why.
Talking about what you do doesn’t differentiate you. And, frankly, it can be a bit boring.
When you start with your why, you are sharing your passion. What gets you out of bed in the morning. What gets you excited.
And, people respond to passion. Far more than they would when you talk about the “what”.
Because when they see your passion, they know you’re going to care about them too.
Your why is your story. It’s your purpose. Your why is what makes you different.
If you’re not sure what your why is, start with these questions:
Why do you keep showing up every day? What do you do that gets you excited? What problems or challenges do you enjoy solving?
Keep digging until you find the story that best illustrates why you do what you do. Keep reflecting on what makes you and your story unique.
Once you have identified your why, it’s time to start sharing it. There are many places you can use your why and tell your story. For example, in the content of your insurance agency website. When you’re networking and building relationships with referral sources. On social media. In any video or email marketing you do. When you’re talking to prospects so they know why they should choose you.
Your why needs to be the center of your agency’s message everywhere.
But, don’t just say it. Show it too. This is where video and social media can really help out.
Your why is your passion. It’s what inspires you. It’s what keeps you showing up every day.
Show your passion, and you will succeed.
I believe in the value and importance of the independent insurance agent channel. And, I want to help agents and brokers be more efficient and successful in achieving their goals.
This is my why.
What is your why?