Here’s my challenge to you people, take your focus off the features of your product and push it to the features of your firm. I don’t care who the insurance company is. Even if it’s regional, when you speak with a prospect, other agencies in your area represent those same carriers. Why are we talking about them all the time? It’s okay to mention, to give that prospect peace of mind, but what we should be doing is talking about how we can solve their problems, ask open-ended questions, let them tell you where they’re experiencing pain, and then mention how your firm solves that problem after you’ve uncovered it. If you’re going into a meeting and spending the first 10 minutes vomiting all of your insurance speak and what you suppose their problems to be, you’ve already lost. I challenge you to go out into the world this next week. And as you have your new prospect appointments, spend time focusing on solving their problems with the features of your firm. That’s your value proposition, and that’s how you kill it in commercial insurance.
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