This week I experienced two combat-proven U.S. Navy SEAL officers bring a moving presentation about how Navy SEALs are trained to lead and win. They are taught to take ownership of everything in their world, both success and failure...never blaming, never a victim. They are highly trained, access secret weapons and deploy radical, innovative new strategies. In describing their role in combat, the SEALs explained, "We seize, clear, hold and build. We never know when a bad thing will happen. We have to help people be ready... and if we don't do it, who will?" Listening to their amazing stories of bravery, sacrifice and victory was both tear-jerking and awe-inspiring.
Of course, I walked away relating this to insurance. How can we do more and be more! No one knows when a bad thing will happen. It's our job to help people be ready. We keep people from financial ruin, protect jobs, and save lives! People must know where to find us when they need what we do. And yet, we are not always easy to find.
Ever feel like your unique ability in insurance is the world's best kept secret? Wish more people would find you when they need what you do? What about inside the agency... would you like to create value that makes you a secret weapon for your team? Yes? Then it may be time to come out of the insurance hiding place.
The universe of people who need our help is found in three groups: Strangers (people we don't know and who've never heard of us), Friends of Friends (referrals from someone), and Raving Fans (existing clients who may need something more from us). Our mission field is large and we must help as many targeted prospects and clients as possible. So to get out of hiding and on the battlefield, leading and winning, we'll need our own innovative strategy and a secret weapon.
1. Map your Territory –We talk about this but few of us actually do it. Who are the people you were created to serve? If you're in sales, this includes an exhaustive prospect list (names, emails, phone numbers)...these people are the strangers who need to know you exist and whom you can begin helping now. We call this a "universe of prospects." Remember, we can't reach a target we don't have. Ideally, the agency is working that list with you. You're going to want to blog your best stuff to them on a consistent basis. Next, your client base should see you as the rock star in what you do. Do you have a way to communicate with them regularly and instantly when it's important? They too should be receiving your blog.
2. Conduct a Search – How easy is it for someone to find you when they search for what you do? Conduct a test search on NDOI. First, search the name you think most people will enter when they are looking for you. What name will people use when they refer you? Are you coming up at the top of the search? Your profile name should match the name you are known by professionally. Next, search your location and area of specialization together. Use terminology you think a member of the general public will use. Do you show up? If not, then rework the words used in your Areas of Specialization and About Me until you appear. Conduct similar searches on Google, and other social media.
3. Communicate Strategically – this is the secret weapon used by the most productive agents in our industry. It's usually a 5-step communication process that turns routine communication into the delivery of an experience. Script five key moments in the sales and renewal process where a "heads up" or "follow-up" phone call or email creates a WOW moment. An example would be proactively letting a client know everything is on track with their renewal and advising some good news that has surfaced. These five contact points must be embedded into agency workflows so everyone on the team carries them out and they are a predictable part of the process. The WOW gets bigger when we include an element that touches the hearts of our audience.
Thousands of insurance people are in hiding today. They wait for someone to ask for help or to be delivered a "lead." But when we initiate, we become more available to the people who need us most.
Lynne Wallace is the CEO and president of VANTREO Insurance Brokerage and co-founder of NDOI, the National Directory of Insurance.
