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5 Customer-Centric Selling Tips Every Insurance Producer Should be Utilizing

Posted on March 24, 2016 by Mark Sonders

Sonders' Selling Tips

Do you ever wonder if you're selling to your full potential? Perhaps you're looking for ways to bring in new clients and squeeze more out of your existing book of business. Whatever your sales goals are, the best place to start is by reviewing your framework and process for selling insurance, your strategy. 

Customer-Centric selling is one of the most popular selling methodologies used today by sales people in all verticals, including some of us, so I wanted to take some time to share 5 actionable tips that insurance producers can leverage for immediate results. 

What is Customer-Centric Selling? 

The good news is, customer-centric selling may not be as difficult a practice to implement as you may think. It's about revolving your sales strategy around the needs and wants of your customer. As an insurance producer looking to place insurance consumers with the right policy, you've certainly come to realize the truth in the popular slogan “the customer is always right!” If you have any salt as an insurance producer at all, you know your success depends on matching your insured's needs with the right policy to fulfill those needs.

The customer doesn't care about your sales goals for the month or how great your product is. It is only "great" if it helps them solve their insurance needs. Here are some questions your customers are likely to want answered about you, your agency and your insurance products.

- What makes you different? 
- How are you protecting me and my assets? 
- Are you going to have my back if something happens?

Customer-centric selling tips

5 Actionable Customer-Centric Selling Tips

If you begin thinking in a “customer-centric” frame of mind you will see your sales numbers grow exponentially. Here are some key considerations to keep in mind to help you in leveraging customer-centric methodology to sell more policies.

1. See yourself through the customer’s eyes. If you were the customer, what would you be looking for? Definitely not a ton of industry jargon that no one understands. Ditch the industry jargon and talk to your customers on a level they understand. Why do they need you? For the average policyholder, the policy language can be confusing. For example, a term that seems very simple to an industry professional such as "deductible" can be completely misunderstood as a discount that can be applied to the policy. You can clear up any confusion by describing this as "the amount you have to pay in a claim."

2. Be customer-centric rather than product centric. Never see yourself as the only option out there. Regardless of what you may think, there are likely a dozen or so producers if not more from as many insurance agencies offering the same products at the same prices. You are not the only game in town.

3. The difference is attitude.  Doesn’t this seem a little simplistic? No, not really. Have you ever inquired about a service or product and never received any follow-up? I will dare to guess that this made you feel somewhat unimportant and insignificant. What differentiates you from every other insurance professional your client has talked to in the past is the fact that you are concerned about them. You go the extra mile, provide the additional information and resources, explain all the available options and make that follow-up call or visit. You are different.

4. Always be available. Make yourself available at a moment’s notice. More sales are lost than can ever be counted because of a phone call not returned, a visit not made or a prospect that is forgotten or not followed up with in a timely manner. The customer needs to know you are truly concerned about his needs rather than just wanting to sell more insurance to him.

5. Don’t be afraid to use technology.  The most successful insurance producers have mastered the art of the customer centric sale and have utilized the most effective sales technology tools available to help them along this journey. You can’t grow your book of business if you can’t keep up with all your opportunities and cultivate these relationships. You need all the names, numbers and sales information about prospects at your fingertips in order to seal the deal.

Customers aren’t born customers.They are created from prospects after much careful cultivation and nurturing. Every agency claims the customer is at the forefront and his well-being is their main concern. It is always the right move to put the customers' needs first. Don’t just talk a good game. Putting customer-centric selling into action will put you in the very best position to turn prospects into lifetime customers, meet agency sales goals and satisfy expectations of your agency’s carriers to grow your book of business with them.

For those of you thinking about how you can use technology to make an immediate impact on your agency's growth in 2016, I'd invite you to watch our on-demand version of our recent webcast on improving efficiency of sales in the insurance industry.

Watch Now

Mark Sonders

Mr. Sonders is the Senior Vice President of Sales and Marketing at Vertafore. With over 25 years of sales, marketing, and financial experience at companies like Thomson Reuters and Kaplan Financial, Mark’s career has focused on delivering long-term success for his clients in order to help them get the maximum value out of his organizations products and services.




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