To Sell on Value: Stop These Bad Habits

August 30, 2016 Don Hobdy Jr.

Sunrise view on a mountaintopI recently heard someone say bad habits are like a warm bed, easy to get into but hard to get out of.

It's back to school time. If you have kids (or remember being a kid), you know how hard it is to create the good habit of going to bed early to get them out of that warm bed sooner.

As parents we let our kids stay up late in the summer. It's just what everyone does. In insurance, selling on price seems to be what everyone is doing.

Remember if they came to you to save a dollar, they'll leave you to save a dollar. So it's vital that you sell your value.

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

Bad Habits to Stop


1. Stop selling. This is 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 their problem. Show your prospects you are on their side, and they will sell themselves.

2. Stop quoting the lowest first. If you tell prospects your lowest option first, you have nowhere to go if they resist the offer. Look at your comparative rater for the company with the best product first. Then, use the lowest if they can't see the value.

Good Habits to Start


1. Start asking why. Discovering why they need insurance is crucial in creating value. Tailor the quote to your prospect's needs. Offering coverage that's more comprehensive than the competition is how you show your value.

2. Find commonality. A common habit is to take the rating information without establishing a connection. You're not looking to be best friends. You want to show your prospects you understand their situation. If your prospects see you understand them, they will see the value in working with you.

3. Start following up. We all know how important it is to follow up with our quotes yet most agents don't follow up enough after giving a quote. It's usually just once or twice. You need to follow up at least three times. There are agency marketing tools that can help with your follow up needs.

What's your best sales habit? Tell us in the comments below.

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About the Author

Don Hobdy Jr.

As Vice President of Sales, Don Hobdy Jr. is responsible for ITC's revenue growth through product sales and strategic partnerships. While he doesn't promote any one sales philosophy to his team, he does incorporate a range of techniques from Sandler to Challenger in his methodology. Don, a licensed P&C agent, travels the country speaking to agents on digital marketing and agency efficiency as well as teaching continuing education classes. When he's not on the road, he enjoys firing up his smoker to cook amazing bar-b-que, watching his Dallas Cowboys, writing, and taking his three kids to amusement parks around the country.

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