Selling insurance sales is one of the most competitive and challenging sales professions in the sales industry. But, it's also one of the most lucrative and rewarding from the standpoint of income and personal development.
How can one be successful with so many people now looking at getting into the insurance industry? What do you have to do to stand out and make a difference?
Here are 12 things we feel should help if you're a rookie or a seasoned professional still looking for an edge in increasing their business volume.
- Establish Your Brand
- Learn More About Money
- Teach More About Money
- Build Relationship & Trust
- Create An Online Presence
- Start A Blog
- Build A Network
- Develop A Niche
- Spread The Word
- Have A Structured Day/Week
- Invest In Technology
- Have An End Game
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1. Establish Your Brand
It's no secret that brand is important. However, as sales professionals, we may not see ourselves as that BIG BRAND, when quite frankly, we are. How we carry ourselves represents who we are, our values etc. and customers are attracted to our brand image.
Remember, people buy from people, so I suggest you spend time understanding what you represent and what customers see in you. Sometimes the easiest way is to ask and friend, family member or customer.
2. Learn More About Money
I've always been impressed with a sales professional who can converse on almost any topic. It represents a depth of knowledge on their subject matter and the ability to speak on a broader subject.
In the space of insurance sales, I suggest you spend time reading blogs, articles, books, etc., on financial independence, financial intelligence, debt, life, financial statements, etc. Doing this will help you expand your conversation with your customers based on what they do, their goals, how they intend to achieve it, etc.
This in itself is a differentiator as you would not be seen as just a product-based sales professional.
Damn, you guys know our stuff - Automotive Sales Customer
3. Teach More About Money
I learned early in automotive sales that people love information, especially when free. If we look at the number of FOREX, crypto, stock market conversations happening now, it tells us people are looking for more income opportunities to support a long/short term goal.
A good strategy in establishing your brand and growing your business is to create a space to invite and educate people more about finances, debt, long and short term investments, etc. Townhall meetings in your community, Facebook, Instagram, LinkedIn and YouTube LIVE streams, blogs, podcasts, public speaking events on money, finances, wealth, debt, etc., are just some examples.
This approach is a great brand builder and differentiates you from your competitors. Not to mention it lowers the guard of customers as they begin seeing you as the go-to source of information that can bring business/referrals.
4. Build Trustworthy Relationships
Anyone new to insurance must first understand that selling is about relationships and trust. Without this, you will have an unsuccessful career. Points one and three before this are two points that should always be top of mind.
Your brand is your representation of you, and how you project the messages you share will give the customer an idea as to if you are genuinely interested in them or not. I would suggest advisors spend more time researching their prospects and taking the time to see what's important to them.
Before making that call, use Facebook, LinkedIn, website, etc., to appreciate what they want to achieve of who they are. From there, they can craft a message that fits the prospect. If you cannot find that information, compose an email asking them openly what's important to them and how you can help.
Insurance advisors with existing customers, staying close to them is a great way to build customer lifetime value (CLV) and repeat business through referrals and the growth of their family.
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5. Create An Online Presence
From my standpoint, this is possibly one of the most underutilized resources by financial advisors. Using the internet is two-fold because you can showcase your brand, knowledge and expertise. Plus, search and identify new prospects and create opportunities.
Facebook, LinkedIn, Twitter, Instagram, etc., are massive databases of information on prospects. New and existing financial planners can tap into that market creatively and strategically.
6. Start A Blog
A blog is ideal for financial advisors to have their own space on the web. A good example is Eszlyfie Taylor. Eszlyfie's blog (The Taylor Method) has helped grow his career and established a name for himself as the go-to guy and subject matter expert on sales, financial services and now a public speaker.
Blogging gives potential clients the ability to review your services, offering and philosophies at their convenience without the feeling of being sold too. Offering helpful tools/resources like retirement calculators, checklists, etc., are good ways to provide value and have prospects start engaging with your work. Once done correctly, you get the opportunity to capture their email or contact information and create a mailing list/sales funnel that walks the client through the process.
The beauty of this is that your blog/website works for you while you sleep, which gives you an edge over your competitors.
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7. Build A Strong Network
When starting in insurance, you are asked to look at your natural market (friends, family, colleagues, etc.), but let's face it, these leads are not always the best, and they can only invest so much. So what do you do?
Start building a network early; meet people at events, functions, etc. Outside of friends and family, start working with your immediate community. Businesses large and small, close to home, where you attended school, your last place of work, etc.
You can also build a network around a specific group or niche. Doing this gives you the ability to develop your community and can be beneficial in the long and short term.
A strong network enhances your business, hands down, but it's important to note that you can only do this by nurturing strong, trustworthy relationships.
8. Develop A Niche
This tip is all about strategy and differentiation. Niche markets can turn out to be surprisingly beneficial once you take the time to study what's important to them. While most agents go after the large business, smaller, low-end niche customers can keep you busy and even get you to that MDRT level.
Take, for example, nail technicians, painters, barbers, etc. these guys make a living with their hands. If they are injured, that's a loss of earnings for them and their families. Understanding this allows you to craft an approach that speaks to that and possibly book some business.
Another good example is young, low-income single mothers. Approaching them from the standpoint of what insurance facilities can be of value to them and their kids in the short/long term via both living and death benefits can be appealing. Just knowing that their savings can help in some way can be attractive once positioned correctly.
Again, this is a strategy that requires planning and research. Chat with your unit/agency manager or colleague and formulate a plan to approach niche markets.
9. Spread The Word
Selling insurance is all about meeting or attracting people to you. While we may be very apprehensive in letting others know what you do, it's an integral part of your success in insurance sales.
Attending networking events is one way of doing this. Still, you can collaborate with other agents and host your in-person, virtual or hybrid networking or lunch & learn events where you invite people, prospects, etc., to attend.
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The goal is to find or create an opportunity to add value to the greater community. Don't hide behind the business card or company name. Try creating opportunities to share your unique value proposition with leads, but remember, focus on their needs, their future and how you can get them there.
Sometimes I'm not sure what to do today" - Sales Professional, Office Furniture Supplies Industry.
10. Have A Structured Day/Week
A structured workday is possibly every sales professional's challenge at some point in their career. While every day is different, there will always be something to distract you. Here are a few things you can do to maximize your day.
1) Plan the night or the weekend before.
2) Set daily goals.
3) Start earlier.
4) Block distractions (Social media, calls, emails, etc.)
5) Be selfish (Get your tasks done first, deal with the other stuff after.)
6) Use your CRM, outlook, reminders, etc.
7) Review the day
8) Repeat
Remember, a big key to success is discipline. If you are having challenges, consult with your unit or agency manager.
Don't just have a smartphone; use it. - Lyndon Brathwaite
11. Invest In Technology
One of the most significant contributors to sales success over the past decade has been the advancements in technology. As an agent, incorporating technology into your sales process would be an asset as it adds value to both you and your customer.
A Customer Relationship Management (CRM) tool is one of the most significant technological advancements that agents can invest in to stay on top of their game today.
CRM's have evolved to become more than just a database, but now a tool that keeps you productive and connected to your customer with add-ons like email marketing, service request tickets, etc.
Even if you do not use a CRM, put your phone, outlook, google reminders or calendars to use. Technology only works once you put it to use, so don't just have a smartphone; use it.
12. Have An End Game
This is important and goes back to your "WHY". We all take jobs for specific reasons, and based on the age bracket you enter the industry at, that WHY will differ for each person.
As you progress through the years, your needs and goals will change. Always have this at the top of your mind, as it will create that drive and focus needed to succeed.
Frequent discussions with your unit/agency managers or anyone that can hold you accountable to your goals would be an asset.
Final Thoughts
Like any other sales profession, insurance sales require discipline, determination, courage, skill, and focus like any other sales profession. Success is not about the look but about the value you bring.
I believe these 12 tips can certainly help you get your value message out there and be a tremendous success.
Be GREAT!
