Is it the steak or the sizzle that makes one broker find success while another struggles? One broker who is a contender to be among the Top 30 Elite Brokers list shares his top-selling product.
“By focusing on risk, and looking beyond insurable risk, I can offer my clients a broader perspective on their total cost of risk,” says Jonathan Hines, of Wilson Insurance in New Brunswick. “My top selling product is risk analysis, combined with the design and implementation of risk management programs made up of both insurance and non-insurance solutions.”
Hines says that this broader perspective allows him to source and place the best insurance products for his clients based on their unique risks and risk tolerance. But the constantly changing dynamic of the marketplace demands innovation from the broker, he points out.
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“The products I sell evolve constantly. They change based on the dynamics of the insurance marketplace, and by demand for innovation with evolving and emerging risks faced by our clients,” Hines told Insurance Business. “As a trusted advisor to my clients, I see my expertise as the value proposition and the insurance policy as the financial instrument supporting it.”
It is his approach to selling, placing himself as a valued advisor by continually improving his knowledge of the industry, that gives him the advantage he needs, says Hines.
“I believe the popularity of this approach to business will remain intact as long as I pursue excellence in my role through continuous education and innovation in solutions for insurable and uninsurable risk,” he says. “I feel the traditional client experience of ‘being sold insurance’ in contrast with my approach to helping them purchase insurance as part of an overall risk management solution drives the popularly of my value proposition. I strive to make my approach consistent in value for every client, from the smallest to the largest.”
