Super Agent

Why Should A Prospect Engage with You?

We often encourage the agencies we work with to ask this question: Why should a prospect choose to engage with us over our greatest competitor? If your answer sounds the same as the rest of the pack—we have excellent service, access to markets, we’ve been in business for X number of years … then you’re not answering “Why you?”. Instead, you’re playing into the prospect’s belief that insurance is a commodity, and that all agencies are the same.

“When you find yourself in the bake-off,” Corporate Visions explains, “your salespeople’s ability to deliver a highly-differentiated experience becomes even more important.” So maybe your answer is that you help employers reduce the number, cost and duration of employee injuries, or that you help employers to select right-fit carriers that focus on their specific needs. Whatever it is, producers must not only know it, they must also believe in it in order to convey it effectively to prospects.

The answer you come up with is your unique story, so take the time and energy to develop it. But, more importantly, continually assess whether or not everyone in your agency is living it. Management guru Tom Peters said “the development isn’t worth anything without the live.”

It’s one thing to say something once; it’s another to live it every day. How are you living your story? Let us know in the comments!

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