Stop Selling Insurance

Stop Selling Insurance

Stop Selling Insurance!
Whenever I ​ conduct a​ workshop or​ give a​ talk to​ a​ group of​ agents,​ I ​ ask how many of​ them are in​ the​ business of​ selling insurance. Inevitably about 25% raise their hands. My response to​ them is,​ if​ you’re in​ the​ business of​ selling insurance you’ll have a​ hard time succeeding because NO ONE WANTS to​ BUY INSURANCE!
No one wants to​ buy insurance. Not homeowner’s,​ auto,​ life,​ health or​ disability… They only want what the​ insurance provides. They only want the​ benefit. Believe me,​ if​ people could get the​ benefits they wanted in​ some other way,​ they would. So,​… if​ you​ sell insurance success will be tough. on​ the​ other hand,​ if​ you’re in​ the​ business of​ helping people it’s a​ different story. Now,​ you​ might protest that the​ distinction is​ simply a​ matter of​ semantics,​ but there are fundamental differences between having a​ sales focus and having a​ helping focus.
This difference affects pretty much everything a​ person does along with how they do it. if​ they have a​ sales focus,​ their focus is​ on​ making the​ sale! Everything from the​ initial contact to​ the​ presentation to​ the​ close to​ the​ followup is​ done from a​ sales perspective. Marketing,​ contacting,​ presentation,​ and followup are from a​ product and/or company perspective. on​ the​ other hand,​ a​ person who is​ focused on​ helping rather than selling will understand that the​ service they provide helping is​ what matters and the​ insurance they offer is​ simply the​ means to​ achieve the​ solution they create.
Let me illustrate what I ​ mean. Here’s how a​ salesfocused person contacts Mr. Jones,​ my name is​ Bob Smith and I ​ am with the​ ABC Insurance Company. We have a​ full line of​ products to​ meet your needs. I’d like to​ set up a​ time to​ show you​ our products and explain how they can solve your problems. the​ focus of​ the​ entire exchange is​ on​ selling their insurance products. in​ contrast,​ a​ person focused on​ helping,​ contacts this way Ms. Jones,​ my name is​ Sue Smith and I ​ help people protect their assets/reduce employee turnover/leverage their financial security. is​ that something of​ interest to​ you? They understand that they are a​ professional offering help,​ rather than a​ salesperson selling products.
There are many other distinctions related to​ taking a​ professional,​ helping approach over a​ selling approach,​ and they have significant implications. Professionals help rather than sell. They have clients instead of​ customers/policyholders. They build relationships instead of​ conducting transactions. They offer solutions instead of​ sales. They attract clients instead of​ pursuing customers. People buy from them instead in​ being sold. They find cooperative opportunities instead of​ competitive obstacles. Think of​ the​ implications from these distinctions. We’ve always heard that people do business with people they like,​ and people like people who help. You’ve heard the​ term trusted advisor? This is​ what we’re talking about. it​ occurs when you​ shift from selling to​ helping. Imagine having clients who are eager to​ refer others to​ you.
When you​ adopt the​ attitude of​ a​ professional and take the​ focus off the​ products,​ guess who the​ focus falls on? You! you​ become the​ service that clients buy. you​ become valuable. you​ become a​ resource. you​ become an expert. Clients don’t look to​ insurance policies for answers,​ they look to​ you! One of​ the​ greatest challenges in​ arriving at​ this mindset is​ becoming clear as​ to​ what makes you​ unique so you​ can communicate it​ effectively to​ your prospects and clients. I ​ often work with my clients on​ clarifying their purpose and identifying their unique strengths so that their marketing and leadership is​ effective. An interesting challenge we face is​ that we tend to​ downplay our strengths,​ especially if​ they come easily to​ us. We tend to​ take them for granted and we tend to​ assume that everyone has the​ same or​ better abilities. a​ very revealing exercise I ​ often ask clients to​ do is​ to​ ask five people they know for five traits that make them excellent at​ what they do. My suggestion is​ to​ ask people who aren’t family. Ask clients,​ friends,​ and associates. you​ may be surprised at​ the​ results. I ​ find that the​ responses fall into three categories. 1 You’ll hear things about you​ that you​ and everyone else already knew and will thereby get confirmation,​ 2 You’ll hear things that you​ already knew but didn’t think anyone else noticed,​ giving you​ new insights as​ to​ what people notice and value,​ and 3 You’ll hear things that you​ never knew about yourself; things that never occurred to​ you​ to​ be a​ trait that others would value. These traits and insights are the​ things that set you​ apart from all the​ others out there. These are the​ things that cause people to​ do business with you. These unique traits will help you​ be more effective as​ you​ contact new prospects,​ present your ideas,​ and generate referrals.
I find that when people aren’t clear about what sets them apart and aren’t clear about their purpose Inotherwords,​ why they do what they do they end up leading with their products and their company. They rely on​ the​ strength and credibility of​ others instead of​ leading with themselves. the​ goal of​ every professional should be to​ become credible in​ their own right. That doesn’t necessarily becoming the​ foremost expert in​ their field,​ but it​ does mean becoming excellent at​ what they do as​ a​ professional helping others. it​ means finding new ways to​ help. it​ may even mean helping in​ ways other than with insurance. you​ can become a​ resource for information or​ a​ networking source of​ contacts within your community. you​ can offer advice in​ other areas of​ business or​ life other professionals are more than happy to​ provide you​ with article and insights you​ can pass on.
The whole point of​ this is​ to​ stop selling insurance and start helping people. It’s been said that people don’t care how much you​ know until they know how much you​ care,​ and it’s true. the​ interesting consequence is​ that when you​ take your focus off of​ selling and place it​ on​ helping,​ you’ll attract more clients,​ generate more referrals,​ and sell more insurance. Life is​ good…

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