The Human Touch
There are plenty of people ready to write off the independent agent as a dinosaur headed for extinction but nothing can be further from the truth. If forced to admit it all these naysayers know that independent agents have one overpowering secret and that is the human touch they provide.
It’s no secret that the majority of people buy things emotionally and not logically. They buy from people they like and trust. Once that bond has been created, if nurtured properly it is very hard to break.
In order to create that emotional connection, building and maintaining trust takes some serious knowledge about the client or prospect. Who are they? What kind of lifestyle do they lead? What is their tolerance for risk? What do they value? What are their dreams and goals? How do they prefer to do business?
The more answers you have to these questions the more likely you can create and build a trusting relationship that will last for a long time. That’s why there is so much interest in collecting data. Data can provide information that allows you to segment your customers and prospects making your efforts more effective. It helps you in directing the appropriate information to those customers and prospects who might benefit from it without sending it to everyone.
It’s a very important time for all independent agents to review the information they gather from clients. If you’re not asking and maintaining certain information you are putting yourself at a distinct competitive disadvantage.
Are their children and/or other household members in the home? Are they pet owners and do you know what pets they have? Do they operate any businesses out of the home? Are they involved in any work other than their main occupation(s)? What are their hobbies? Do they own jewelry, firearms or collect any items of value? Do they lead an active lifestyle including significant travel? Are they active in the community including serving on non-profit boards? This is all important information related to potential risk they should discuss how they want to handle. It also gives you a very good picture of the client and their lifestyle. An important factor in providing the human touch we are discussing.
One other important area is the communication you have with your clients and prospects. You should focus it primarily on information and education that is helpful in properly protecting them. That said, all your communication doesn’t need to be risk based as long as it has the potential to be of interest. Some light hearted or fun communications occasionally are also important when developing a strong relationship. Monitoring readership will help you create the proper balance.
Most people relate to stories so try to fashion your communications in that manner. Use your website, blog and social media to post general communications and information. Direct emails or texts should be focused on the segment of your customers that would see value in the information. If you have the opportunity to write or speak about insurance in your community it can be a great tool for developing your agency’s reputation and further solidifying your expertise and professionalism.
Insurance can be boring and is perceived by many as a “necessary evil”. When you provide the human touch in working with customers you help them see the benefits insurance provides in protecting their lifestyle. You are elevated from their insurance provider to an important player in their family’s well-being and future. That’s a relationship that when nurtured properly is very hard to break.
