At Client Focus, we believe that in order to build a long-lasting, high-value, and loyal client base, you need to focus on one goal: exceptional service. By serving instead of selling, you’ll find that your agency will grow organically and you’ll receive more referrals over time. Here are our tips on how to sell insurance (the right way).

3 Key Elements for Selling Insurance the Right Way

One: Serve your clients.

At Client Focus, we write a lot about serving over selling. No one wants to be sold to - but good service is hard to ignore. While buying insurance is not necessarily a “fun” item on a client’s to-do list, it’s an important task - and if you can take care of their insurance needs and provide an amazing experience at the same time, your clients will take note. By treating your clients with respect and ensuring they have the perfect solutions for protecting their family and their assets, they will walk away from a meeting feeling satisfied. And a satisfied client is sure to send more potential clients your way.

Two: Know What Your Clients Need

Selling insurance is all about fostering a relationship. In fact, many agents--and customers--would be surprised to find out that price (while important) is not the most important factor in the buying decision when it comes to insurance. Studies have shown that customer communication and positive customer-agent relationships are key to providing customer satisfaction, encouraging loyalty and establishing value.

Clients and potential clients place a high level of importance on the ability to interact with their insurance agents. This means that a good system of communication needs to exist across a variety of platforms, including: in-person meetings, phone communication, an up-to-date website.

Make sure that you are aware of what your clients need and are nurturing your relationship with them by doing the following: 

• Meeting regularly
• Communicating appreciation between meetings
• Showing care and credibility in all of your interactions
• Educating your client
• Empowering them to make informed decisions
• Providing value

Three: Don’t Be Afraid to Cross-Sell to Existing Clients

Not only is relationship-building crucial to helping your customers make purchase decisions and establishing trust in the insurance industry, it can also lead to more opportunities for selling insurance in the future.

Creating an insurance pipeline for new and existing clients is crucial to selling insurance and ensuring the health of your agency. You should always be investing in developing more multi-line customers. You can do this by understanding your clients’ individual needs and problems, and by convincing them that you have the skills and knowledge to solve these issues.

Whether you are a new or experienced agent, there is always an opportunity to improve how you sell insurance. By focusing on a customer-centric strategy, you can guarantee that you’ll make the right move, every time.

Pivot Your Insurance Agency Towards Sustainable Growth Are you an insurance agent who feels that your agency is stuck? Is your team grinding new leads each month yet your agency never seems to grow? Client Focus has worked with thousands of agents over the past 15 years just like you. Our purpose is to help your insurance agency pivot onto a path to sustainable growth.