Educating Your Clients...One Step at a Time
Most people would agree that insurance is one of the most complicated financial products around. To sell it successfully, you must educate your clients on its purposes, advantages and protections—and then convince them they can't live without it.
Your success or failure in this enlightening process helps determine your success or failure as an agent. But, by taking one step at a time, you can inform your clients and increase your profits…simultaneously!
The Process
Step #1
We've all heard the phrase, "…walk a mile in my shoes." This is exactly what you, the insurance agent, must do if you want to educate your customers.
The more you can see things from your clients' perspectives, the better your chances of giving them choices that will meet their needs, thereby increasing sales.
Putting yourself in your customers' shoes accomplishes two goals. First, it helps you establish an undeniable emotional connection you can use to further inform them. Second, it helps establish trust.
Once you demonstrate to your customers that you know where they're coming from, you can relate to their perspective, and they can trust what you say, you've gone a long way toward properly educating them and gaining their loyalty.
Step #2
Prospects won't buy anything from you—including insurance—until you can pinpoint a need and demonstrate how your product can fulfill that need.
This is where firm belief in, and knowledge of, your product comes into play. How can you convince others they need what you have if you don't really believe in or understand it yourself?
Your product knowledge should be so extensive that, when clients mention their needs, your mind immediately matches those needs with product features that meet those needs.
Step #3
Product value is very important to your clients. You must educate them by showing the value your product can bring to their lives.
But how can you accomplish this?
At this stage of the game, you should be thinking numbers. Show your clients comparative cost analyses indicating how much more they'll pay in the long run if they don't buy your product.
Share stories with them about other customers you've served with similar needs, and relate the value your product brought to their lives.
Finally, use previous clients as references (with their permission, of course). No one tells the whole story quite like another satisfied customer!
Step #4
While you're waiting for your prospects' final decisions, maintain contact to further the educational process.
Show your prospects you haven't forgotten about them by sending copies of newspaper articles, newsletters and news releases addressing their concerns. Send them direct mail pieces that inform and explain, and keep in touch by phone or email to answer their questions.
The Results
The educational process takes time. You may need to meet with or talk to your customers up to six times to adequately educate them on your product.
But keep at it. With persistence, patience and product knowledge, the results you get will surprise you!
This information was provided by InsureMe, the leader in online insurance leads for the insurance industry. Since 1993, InsureMe has helped thousands of insurance agents succeed in the insurance business by providing top-quality leads that are both detailed and affordable. For more information on InsureMe leads, please visit our agent Web site at agent.insureme.com.
