This story happened to an agent who delivered a life insurance claim check (applies to any coverage claim) to a widow. Two days later the agent received the business and personal policies for cancellation. The widow wrote,
“My husband and I enjoyed working with you and liked you very much. But when I really needed you to deliver you just didn’t. You see, my husband’s life insurance should have been at least $1,250,000 based on the business debts and other last expenses I might have to pay. When did you last review this with him?”
There are four lessons to be learned from this sad event:
1. The most important producer/agency traits are follow- up and follow through. Treat all “A” clients as if they are still your best prospects. Install multiple exit barriers. Why is it that we often focus more on prospects than our best clients? Complacency kills.
2. If you’re reading this article that means the title hooked you. You’ve stayed with the story. Which begs the question: Why is it that so much of what we write and do is deadly dull? No one starts a book in the middle. Your beginning must wow and capture the reader to go on. Your reader must feel they are losing a close friend at the last word. When you write an email, write the subject line after you have composed the email.
3. Your presentation/proposal should pop. Is speed and convenience your proposal’s purpose or is it to earn the order? Take the necessary time to generate your proposal so that as soon as your prospect sees it, her body language changes. Don’t let her think it’s just “another dull insurance proposal to sit through.” In a future post, we’ll talk about crafting proposals/presentations that grab, delight, and make your prospect sit up in attention because they finally, maybe for the first time, understand their insurance.
4. Selling is a higher form of communication. This article started with a story. Stories sell. Facts bore. The best definition of an agent is “storyteller.” Your parents told you stories. You read stories to go to sleep. You sat around the campfire telling stories. What happened when you received your insurance license? Why did you stop telling stories and start regurgitating facts? Wrap your facts in stories. Your agency’s files are jammed full of stories. Use them to land the client.
For instance, don’t just “promise” to act when and if a client suffers a devastating fire. Turn your promise into performance by sharing the story of how John’s manufacturing company will not have to put a closed sign on its door and let 49 employees go, because you will “turn your promises to John into performance for John” should he suffer a disastrous explosion.
The subject agent of our story uses this story, his story, in each prospect visit. He shares the checks and balances the agency instituted to confirm these circumstances will not happen to the client again. This successful agency does not hire producers, it hires storytellers.
Tell me a story…
Preston Diamond is the founding member and current Managing Director of The Institute of WorkComp Professionals, which educates, certifies, and mentors insurance agents in Workers’ Compensation insurance. During his long career, Preston has taught insurance at a California Community College, chaired a week long insurance agency management school for six years, presented more than 300 times at seminars and workshops and has consulted with more than 400 insurance agencies. For more information visit
www.workcompprofessionals.com
