An Important Resolution for 2016

If I had one wish for 2016, it would be that independent agents make a resolution to better communicate their value. It seems like a simple thing but is actually quite involved and touches every aspect of their business.

I say communicate instead of advertise or market because today’s consumer, especially millennials, don’t want to be sold to. They want to research you, get to know you and then decide whether you represent what they are looking for in an agent.

That means being able to communicate effectively what makes you different than every other way to buy insurance protection. It also means not only talking the talk but actually walking the walk. Consumers are fairly savvy and can spot someone faking it. Make sure your value proposition speaks to what is in it for the consumer and not all about you.

Another question is how are they going to find you? Social media, your website, your blog and news about you on the internet will be their reference. If you’re lucky you might be mentioned or referred by an existing client but you can’t count on that. Have you checked all these sources, and what do they say about you that would motivate a consumer to reach out and discuss their needs? What about SEO (search engine optimization)? All that means is when a consumer searches for something on the internet how quickly your agency appears. If you’re not coming up in the first entries or page, you may not attract their attention.

You control your website, your social media and your blog; does the message on them support your value proposition and is it written in a way that would attract consumers to search you out? If you need help we have resources to assist you in evaluating and improving your social media. Give us a call.
What about your activity in the community you serve? Many consumers, especially millennials, like to do business with organizations that are socially minded and give back to their community. What causes do you support both in time, people resources and money? How would consumers find out about it? A little modest promotion on your website and social media would help. It also wouldn’t hurt if you were written up in the news for your efforts.

What about speaking engagements and information you provide in the media that helps consumers better understand various insurance products and their need? It might also be about financial news and information that helps consumers in their day-to-day lives. How to improve their credit score, protecting themselves against having their personal information hacked or stolen, and things they should be aware of if traveling outside the United States would all be useful and confirm your expertise and knowledge.

What about the charities you participate in and your community service? Most agencies are very involved in their communities but for whatever reason don’t really make a point of publicizing their activities. Modesty is a wonderful thing but when consumers are deciding who they will do business with based on this information, you have to find a way for them to be aware of it. Like I already said earlier, you need to find a way to modestly promote all that you do.

If you are a member of our association display the Trusted Choice® brand on everything you can. It identifies you as an independent agent and promotes the value of working with you and having protection through you. The brand is being promoted through advertising and on search engines. It has a professional website associated with it that has excellent educational articles about various insurance coverages and needs. It also will direct consumers to you who are looking for an agent in their area.

All of this is important but remember, if your agency isn’t set up to provide an awesome customer experience you may not get the opportunity to take advantage of the consumer contacting you. How is a potential customer handled when they reach out to you? Are they made to feel welcomed? When they speak with your staff do they get the feeling that their needs are important and you’re happy to be helping them? Does their interaction with your staff confirm the value proposition they heard or read about? It won’t matter how good your initial reach out was if when they contact your agency everything they determined in their research isn’t confirmed by your actions. Remember it’s all about them, their needs, their satisfaction and their happiness at having selected you to protect them.
Our business is changing. Competition is significant and expanding. It’s not business as usual. Getting consumer attention to the advantages of working with your independent agency is critical. You have to change what you’re doing and you have to use today’s tools for attracting customers. Make the commitment and effort to do what is necessary and then be prepared to make them feel special when they reach out to you. Failing to do so will surely have a negative effect on your agency and its future.