Super Agent

Create a Center of Influence

If you’re looking to get in the door with leverage, there’s no better way than gaining an introduction from a Center of Influence. A well thought out, multi-channel approach is the way to go. While most well-developed Centers of Influence are happy to introduce you to their clients or colleagues, the quality and content of those introductions can actually harm your chances of entering with leverage if not done correctly.

Assuming your Center of Influence is eager to assist you, how confident are you that they can actually facilitate you in a manner that effectively positions your differentiators? Developing a “Center of Influence Presentation” will ensure that your prospects understand how you will bring value to them. How meeting with you is worth their time.

If you haven’t taken time to develop a Center of Influence Presentation, you could be missing an important step in developing successful referrals. Here are a few steps that will help your Centers of Influence get you in the door with leverage:

- Share your value proposition: Your Center of Influence should know what makes you different than other insurance agents in the marketplace. They should be able to clearly articulate what your process for engagement is, how you do it and why you do it differently. In addition, it’s important that they understand the impact it has created for your clients.

- Make sure they understand your perfect client type: Getting a referral for a prospect that isn’t a right-fit for you or your agency can put you in an uncomfortable and useless position. Make sure Centers of Influence know what makes someone a good prospect for you. Start with the basics: Number of employees, industry, geographic location and business complexity. Share the names of prospects you are looking to connect with and what makes them a good fit.

- Keep your Centers of Influence in the loop of your successes. Once they better understand the challenges you help your clients address, the risks you help them avoid and the opportunities you create as a result of your engagement, they will be more effective in telling your story.

Finally, put the information together in a brief presentation and schedule a business appointment with them. Then ask them to do the same for you. Building reciprocity is an important component of a long-term Center of Influence strategy.

These steps can help you better leverage your relationships and help you get through the door with more right-fit opportunities.

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