Consumers and business are often misinformed or uninformed when it comes to risk exposures that could affect them or their business.
It’s not that they don’t desire to understand the information, It’s that many insurance professionals do a very poor job of explaining it.
I recently read
an article that stated 40% of private businesses do not understand cyber liability coverage. That means that 40% of business owners have no idea of how a data breach could cripple their operation.
This is just one small example, but if you read other insurance trade publications or just talk to the average business owner or consumer, they are often very uniformed when it comes to most types of insurance coverage.
Now don’t get me wrong. Business owners and consumers
don’t hunger for insurance facts, definitions, and coverage options.
However, they would like to know what risk factors they face and how they can prevent, avoid, or transfer the risk.
This is where you (the smart insurance sales professional) come in.
How can you position yourself as a person of knowledge, value, and credibility? How can you help serve these consumers by educating them?
Become a dynamic value provider.
Many insurance producers complain about how tough sales is because they are no different from the competition.
Often, insurance policies are sold on convenience, price, or maybe luck.
That may work from time to time, but the great insurance producers leverage their knowledge, skill, and connections.
So how can you leverage your unique talents and expertise to become a leader?
Here are three ways to become a leader in the insurance industry.
1) Start speaking in public
I’m not telling you to go to the streets and start shouting about cyber liability or any other type of coverage or product. I’m telling you to find opportunities not just to attend industry and networking events, but to
speak at them.
Speaking makes you an expert. Speaking gives you instant credibility. Speaking gets you in front of an audience that is receptive of your message.
Better yet, you can video your speech so you can use it again later to show your prospect, customer, and the world (ever hear of
YouTube?).
2) Start writing everywhere
You have knowledge. You have passion. Put those two together and
get your message published.
Start a blog, write in your local paper, or
contribute to a trade magazine. Heck, why not think big and try to get in a national publication.
The world is yours, if you work you tail off. Writing is not easy. It takes time, practice, and creativity. However, if you consistently provide value for your desired audience, consumers will respond.
3) Start Connecting and Helping on Business Social Media
Are you familiar with
LinkedIn,
Facebook, or
Twitter? Maybe you are, but are you
active on these platforms providing useful information?
Are you connecting with potential customers or current customers?
Many insurance professionals still see business social media a waste of time. Those that are smart (and talented) see it as HUGE opportunity.
Business social media provides a chance for you to connect, engage and provide value for prospects and customers.
There is a difference between using these platforms purely socially vs for a definite business purpose so don’t confuse the two.
Your goal must be to find places where you customer base is active. Then you must listen, be friendly, helpful, and be a resource.
The bottom line
Consumers and business owners are looking for leaders.
Leaders that are trustworthy. Leaders that inspire. Leaders that educate and provide value.
Speaking, writing, and using business social media are all ways to become this type of leader.
All of these take guts, commitment, passion, and the desire to truly serve.
The good news is that they are all free and available to anyone who is willing to do the work.
Are you taking advantage of this opportunity? Sound off below.
My name is Brent Kelly and I am an agent with Clemens Insurance, Gitomer Certified Advisor, and the founder of Empowering Sales. My mission is to engage, enlighten, and empower insurance sales professionals. You can read more at www.brentmkelly.com.
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