Admit and accept insurance is complex and that buyers, for the most part, don’t understand it. Now, doesn’t it make sense that you must continually expose your buyers to how you’re different and how you turn the complex into the understandable?
Buyers gravitate toward the familiar and more “hassle free.” So, the point?
Create your 2006 marketing plan for multiple exposures built around stories of how you’ve solved problems for your clients. Stories can be about protection, claims, your services including how you treat phone calls into the agency, and any other thing that perceptually sets you apart.
Don’t describe everything in so much detail so your buyer loses interest. Offer a “White Paper,” Report or CD that your buyer can order from your Web site for further reading.
Let your buyer know that insurance is complex and your job is to know and understand the fine print and help them through any trauma they may encounter. Back up every claim you make with true stores from your files, using (with their permission) client’s names.
Remember people fear what they don’t understand. Your job is to create insurance understanding. That means no insurance terms. Be the agency that talks people terms. It’s hard to break the “insurance talk” habit, but make it an overriding goal for 2006.
Trash words like:
• Deductible-use “It’s the check you write before the insurance company takes over”
• Exclusion- use, “It’s when you, not the insurance company, write the check when you suffer a disaster.’
• Liability- use, “When you’re legally obliged and responsible the insurance company will write the checks up to the amount you choose.”
You get the idea. List insurance terms you use daily. Then create everyday words to use to turn your agency into a client centered, not “insurance” centered agency.
People understand by example. Imagine buying a camera without first looking through the lens? You try on new clothing before you purchase it. But, you’re thinking, it’s not possible to really demonstrate “insurance.” Well, maybe it is.
Take a match and burn something when in front of a buyer. Show a picture of a house/commercial building on fire, two cars colliding, (bring two toy cars with you and crash them) a person slipping, (bring a toy person with you and knock it down) and even a check made out in the buyer’s name. As the various forms of insurance flash through my mind, I see the picture I would show the buyer to fit the situation. Brainstorm in your agency.
Don’t think this is too simplistic for your “high value” clients. (Some agents think 6th Sense Proposal is too simplistic.) Don’t you crave simple today? Let your buyer decide what’s right for them. They’ll choose simple a whopping majority of the time.
So, multiple marketing touches help break the complex down into the simple. Then demonstrate insurance to really make it simple. And, isn’t it time you put 6th Sense Proposal to work?