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Practice Management > Marketing and Communications > Social Media

Clients don't want to hear your sales pitch

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Consumers today are smarter than ever before. Obtaining new information is easy and fast.

These new savvy consumers don’t care about your company’s history, features, or sales pitch.

Today’s consumers don’t need your information, but they do desperately need your advice. The amount of information consumed daily is not only overwhelming, oftentimes, it is incorrect. Have you heard the phrase, “I saw it on the Internet, so it must be true”? This has caused a lack of trust from consumers.

As an insurance agency, your job is no longer to sell your product or service; your job is to teach how your product or service makes your customer’s life better.

The key word is teach. Yes, this concept seems obvious, but far too often, it’s overlooked.

The Internet is a noisy place, but if you can become a resource to your ideal customers, your voice will stand out from the crowd.

You have the opportunity to deliver a value first message on your website, social networks, or any other online platform where your buyers may be listening.

You can deliver content in the form of blog posts, product demos, video tutorials, or social proof from other customers to teach, not just sell.

It must start with a mind-shift from “how do I sell this policy to someone?” to “how to teach/show/demonstrate how this policy makes their (your customer’s) life better?”

It may be subtle, but it’s vital to reach today’s consumers.

How can your business start teaching?

Determine what your customers want to know with the following questions.

1. What are the questions that potential customers have before they buy from me? This could include things like basic product details, warranties, cost and social proof.

2. How can I address those concerns? You could start an email series, write a white paper, add videos, etc.

3. Where can I address those concerns? Once you figure how what concerns you need to address, you need to figure where to answer them. You can use tools like blog posts, social media, or an email newsletter.

An easy way to determine which questions your customers have is to simply compile a list of frequently asked questions. I am sure there are questions that you have received multiple times. Write those questions down and answer them online in various forms (blogs, videos, emails). If one or two of your customers have similar questions, there is a high chance other potential buyers have the same questions.

To be a successful insurance agency that is moving forward, a great product or service isn’t enough. You need to learn how to answer questions for your ideal customers so they can find you, like you, and trust you.

As Jeffrey Gitomer says, “People don’t like to be sold, but they love to buy.”

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