What is it that will motivate a prospect to contact you for insurance? It’s called your competitive edge.
How does one create a competitive edge? It is a process where you sit down and over a period of time, normally a month, you go back to the question, then write down what makes you different from your competitor down the street.
What is it that you do that is unique? If you can’t think of 3 things, start creating them. My suggestion is to ask your client why they did business with you. What motivated them to seek you out over the competition? What is it that you are doing that is unique?
You’ll be surprised at how many answers you can get from your present clients.
Determining that uniqueness will put you in the lead and clients will flock to your agency.
What’s In It For Me?
To attract more prospects to do business with you and to compel your existing clients to do more business with you and also to brag about you to everyone they know, you must be able to answer their most important question, “What’s In It For Me?”
Most of the insurance agents I’ve spoken to in the past try to answer this question by saying, “Price, service, quality, and integrity.”
If you are still using this old platitude, which 99% of insurance professionals do, I have bad news for you. It doesn’t work.
You see, times have changed dramatically. It may have worked thirty years ago when the industry had a better reputation and the buying public was a lot less sophisticated, demanding, cynical, and skeptical. But, today, you must constantly prove to your prospects and clients why you deserve to have their business.
All of your prospects want to know what benefits they will gain from doing business with you. So, unless you can answer this question to their satisfaction, you have no chance of getting them to buy from you.
The main reason the prospecting and marketing materials or systems currently used by most insurance agents are so ineffective, is they don’t answer the prospects’ most important question.
They don’t give their prospects a good reason for wanting to do business with that company.
Since your prospects have so many other options to choose from, before considering doing business with you, another important question they ask in their mind is….
“Why should I choose you, your business, or the products or services you sell over any options available to me?”
To answer this question effectively and powerfully, you use what is called your “USP”. Your Unique Selling Proposition.
I’ll be sharing with you what a USP is and how to develop one in a future blog article. In the meantime, sit down with a pen and paper and write down the reasons you feel a prospect or client should do business with you.
Well, that’s it for this issue.
Next time I’ll write about another solution to problems you might be having and how to reverse them.
If you need step-by-step instructions on how to implement this and other ideas I give on creating clients, just visit Build Your Practice Fast Academy and sign up for my one-on-one coaching program.
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