Stop selling insurance
Every time I conduct a seminar or offer an interview with a group of agents, I ask how many of them are in the insurance sales business. Inevitably, around 25% raise hands. My answer to them is: “If you are in the insurance sales business, you will have difficulty in being successful because NO ONE WANTS TO PURCHASE INSURANCE”.
Nobody wants to buy insurance. You do not own a home, a car, a life, a health or a disability … They only want what provides insurance. They only want the benefit. Believe me, if people could get the benefits they wanted in another way, they would. So, … if “sells insurance”, success will be difficult. On the other hand, if you’re in the business of helping people, it’s a different story. Now, you can protest that the distinction is simply a matter of semantics, but there are fundamental differences between having a sales approach and a helping approach.
This difference affects practically everything a person does in the way he does it. If they have a sales focus, they focus on making the sale! Everything, from initial contact to presentation and follow-up, is carried out from the sales point of view. Marketing, contact, presentation and follow-up are from a product and / or company point of view. On the other hand, a person who focuses on helping instead of selling will understand that the service he provides (help) is what matters and that the insurance they offer is simply the means to reach the solution they create.
Let me tell you what I mean. That’s how a sales person is contacted: “Mr. Jones, my name is Bob Smith and I’m with the insurance company ABC, we have a complete line of products to meet your needs, I would like to set a time to show you our products and explain how they can solve their problems “. The goal of all the exchange is the sale of their insurance products. On the contrary, one person focused on helping, contacts like this: “Mrs. Jones, my name is Sue Smith and I help people protect their assets / reduce employee turnover / take advantage of their financial security. they are professionals who offer help, rather than a seller who sells products.
There are many other distinctions related to the adoption of a professional approach, to helping on a sales approach and have significant implications. Professionals help instead of selling. They have customers instead of customers / insured. They build relationships instead of doing transactions. They offer solutions instead of sales. They attract customers instead of chasing customers. People buy from them instead of being sold. They find opportunities for cooperation rather than competitive obstacles. Think about the implications of these distinctions. We’ve always felt that people do business with people they like and people like people who help. Did you hear the term “trusted consultant”? This is what we are talking about. It happens when you go from sales to help. Imagine having clients who are eager to advise you.
When you adopt the attitude of a professional and focus on the products, guess who you focus on. Yes! Become the service that customers buy. Become precious become a resource. Become an expert Customers do not look for insurance replies, they are looking for you! One of the biggest challenges to be faced in this way of thinking is becoming clear about what makes it unique so you can effectively communicate it to your potential customers and customers. I often work with my clients to clarify their purpose and identify their strengths so that their marketing and leadership are effective. An interesting challenge we face is that we tend to minimize our strengths, especially if they are easy for us. We tend to take for granted and we tend to assume that everyone has the same (or better) abilities. A very revealing exercise that I usually ask clients to ask is to ask five people who know five characteristics that make them excellent in what they do. (My suggestion is to ask people who are not from the family to ask customers, friends and colleagues). You may be surprised at the results.
I find that the answers are divided into three categories. 1) You will feel things about yourself that you and everyone else already know and you will receive confirmation, 2) You will listen to things you already knew but do not think that nobody else noticed, giving you new ideas about what people notice and appreciate, and 3) He will listen to the things he has never known about you; Things that never happened to you that were a stroke that others would have appreciated. These traits and points of view are the things that distinguish it from all the others that exist. These are the things that make people do business with you. These unique features will help you become more effective when you connect with new potential customers, present your ideas and generate reports.
I find that when people are not clear about what distinguishes them and their purpose is not clear (in other words, because they do what they do) they end up driving with their products and their company. They rely on the strength and credibility of others instead of driving with themselves. The goal of every professional must be fully credible. This does not necessarily make you the leading expert in your field, but it means being excellent in what you do as a professional: helping others. It means finding new ways to help. It could also mean helping in ways other than insurance. It can become an information resource or a source of network contacts within your community. It can offer advice in other areas of business or life (other professionals are more than happy to provide articles and opinions they can pass on).
The goal is to stop selling insurance and start helping people. It has been said that people do not care how much they know until they know how much they care, and that’s true. The interesting consequence is that when you divert attention from the sale and put it to help, you will attract more customers, generate more referrals and sell more insurance. Life is Beautiful …