Super Agent

Are You Setting Yourself Apart In These 4 Areas?

We often talk about differentiation as one objective high on the list for producers. But, when does differentiation happen?

Here are 4 opportunities to differentiate along the sales continuum:

1- The first opportunity comes with your agency’s website and marketing activities. Buyers are busier than ever, and they’re resistant to self-focused marketing content and empty sales jargon. It’s important that the content you push out has a fresh design, piques the employer’s curiosity and always remains outcome-focused.

2- The second opportunity is in preparation for your first face to face meeting, where you will either take control of the sale by leading the buyer to follow your process, or you’ll begin following theirs. So, don’t wing it. You should always have goals in mind for every conversation.

3-  The third opportunity is when you’re positioning the exchange of value in the sales process. Will you engage with the prospect honestly and establish mutual accountability? It’s important to share the hard truth of what will be required of them in order for the relationship to be successful as well as your own commitments.

4-  Last is the opportunity to continue to prepare your existing clients for the constant changes that will occur throughout your business relationship. Part of your stewardship of the account is to provide them with as much insight as to what can be expected as the marketplace shifts and evolves.

The bottom line is that it’s your process—the way you engage across the entire customer experience—that ultimately differentiates you from your competitors, not your products or services. As HBR contributor James Allen wrote on differentiation: It “isn’t what you own or what you say you’re going to do, it is what you do, every day, through repeatable activities to serve your customers better than the competition.”

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