—Reprinted with permission from Professional Insurance Agent Management Services Inc.—
In addition to a reliable prospect list, your agency’s value proposition is arguably the most vital element of your overall marketing messaging. A value proposition explains how your product solves customers’ problems or improves their situations. Let’s face it, it’s not always easy to differentiate in the insurance industry. From our work helping insurance agencies get sales appointments with their prospects, differentiating (on paper) has proven to be the most challenging piece of the sales process—but it is the most important first step toward an effective sales strategy.
It’s easy for an insurance agent to be a quote shop, but in an effort to not become commodity-based, let’s explore how to uncover the value proposition to get the insurance buyer’s mind away from just thinking about the price of a policy. That is not to say that the cost shouldn’t be part of the prospects’ mindset, as saving money often is the first consideration. However, how you save them money is part of your value proposition. A solid value proposition demonstrates credibility and expertise while developing trust.
