Super Agent

3 Tips to Stop Being Commoditized

How can producers facilitate dialog to help prospects uncover risks and reduce the possibility of being commoditized? Here are three tips:

Tip #1: Follow a Process 

Developing and following a repeatable process will allow you to build conversations utilizing the kind of disruptive dialog necessary to facilitate change behavior in the buyer and help them self-discover risks to their business. It also helps to sharpen and strengthen your brand, and it ensures that each prospect who engages with the agency has a similar experience.
An article on Inc.com examines the importance of subscribing to a process:  “For successful businesses, the sales process has become a communications process that evolves through a series of decisions both you and your customer will be making. At each decision point, you will be achieving mutual understanding and establishing clarity about what you are saying to each other and how you will proceed.”

Tip #2: Understand Your Why

Ask yourself and your colleagues this question: “Why should a prospect engage with us instead of our greatest competitor?” Knowing why your agency engages in the way in which it does is essential. Simon Sinek explains: “Those who know their Why are the ones who lead. They are the ones who inspire.” Is it because you are certain your process is more effective and will yield the best outcomes? Is it to help employers select the right-fit carriers, or help them more effectively navigate the complex buying experience? Whatever the reason, producers must know the answer to this question and be able to convey it to prospects.

Tip #3: Believe

Do you believe that most employers follow a flawed process to manage risk and buy insurance that is potentially harmful to their organization? Do you believe most prospects are underserved in the marketplace? Developing a belief system in what you do and why you do it will help you stay motivated throughout the year to help your clients achieve better outcomes.

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