Selling Your Value

September 4, 2018

In insurance, it seems like everyone is selling on price. But, if customers came to you to save a dollar, they’ll leave you to save a dollar. This is why it’s so important you sell your value as an agent. ITC CEO Laird Rixford explains.
 

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Transcript

Bad habits are like a warm bed. They’re easy to get into but hard to get out of.

In the insurance industry, it seems like everyone is selling on price. But, remember. If they came to you to save a dollar, they’ll leave you to save a dollar. This is why it’s so important you sell your value as an agent.

Here are two bad habits you need to break and three good habits you should start that will sell your value.

The first bad habit is to stop selling. This may be the hardest bad habit to break. 

Everyone likes to buy, but no one wants to be sold. Instead of trying to make the sale, try to fix the problem. Show your prospects you are on their side, and they will sell themselves.

The second bad habit is to stop quoting the lowest option first. When you start with the lowest option, you have nowhere to go if they resist it. 

Look at your comparative rater for the company with the best product first. Then, use the lowest if the prospect doesn’t see the value of the first option.

Okay, now for the good habits you should to start.

First, start asking why. Showing your value starts with discovering why they need insurance. Then, you can customize the quote to your prospect's needs. 

When you can offer coverage that's more comprehensive than the competition and meets their needs, that’s how you show your value as an agent.

Next, find commonality. It’s easy to take the prospect’s information without establishing a connection. But, you should show your prospects you understand their situation. 

You're not looking to be best friends. But, if your prospect feels like you understand them, they will see the value in working with you.

Finally, start following up. It is so important to follow up with each prospect yet most agents don't follow up enough after giving a quote. Most only follow up once or twice before giving up. You should follow up at least three times. 

There are agency marketing tools that can help with your follow up needs. Watch our video on why your agency needs a drip campaign for more on automating your follow up efforts.

To stand out from your competition, you need to sell your value as an agent. So, stop those bad habits and start the good ones, and you’ll be sharing your value with every prospect you talk to.

 

 

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