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What Is Your Value Proposition?

Most business owners can see an insurance agent coming a mile away. Agents, that is not a good thing. Insurance buyers have created a defense mechanism that makes it hard for agents get through. The primary reason for this is agents are far too often just interested in selling a product, not providing a solution.  Business owners don’t want to feel like they are a number or that the agent is only there to make a sale. Business owners want to be understood, they want to be educated, supported, and they want a trusted advisor.

Here is what has become the “industries” value proposition

  • Save 10 percent 15 minute or less
  • It is so easy, even a caveman can do it
  • You name your price
  • It is so simple a lizard can guide you
  • We have a special gun, and it knows how to save you money

A value proposition is what makes your agency unique and explains why someone would want to do business with you.

One way an agent can help is to develop a value proposition. Your value proposition should go beyond the product pitch and go deeper into the why and how you are an agent. When you build your unique value proposition, you need to start with answering a few questions

  1. Who are your clients?
  2. How do you help your clients?
  3. What problems do you solve?
  4. Why are you different than other agents?
  5. What services other than insurance do you offer?
  6. Why would anyone do business with you?

These are not value propositions

  • We have been in business for 50 years
  • We are a third generation agency
  • We have more markets
  • We are local

Here is our value proposition

  • We listen to your needs
  • We place people before policies
  • Insurance is a promise, not a product
  • We would rather educate you than sell you
  • There is no one size fits all insurance product

The benefits of redefining your value proposition are that clients will see it and it will enable you to build longer more valued relationships.

Reichley insurance believes insurance is more than a transaction. Insurance involves a trusted relationship built on a promise to put people before policies. Our promise is to listen to you, identify your risks and provide solutions. Every employee has the heart of a teacher. Connect with us to experience The Reichley difference.

Perk Reichley and Bob Lilly

#insurance #riskmanagement #customerservice #busienssinsurance #selling #educating

 

Why Insurance Is Not A Product

No matter how hard television advertisements try to convince you that insurance is a product, it is a service. Some advertisers use animals, actors pretending to know insurance, or wild claim examples to convince you that all you need is a simple internet policy and your problems are solved. They claim that the lower the premium is, the better it is for you.

Low premiums do not equate to the right coverage for you. Do not be fooled by actors trying to convince you that insurance purchased online in ten minutes will respond to a serious accident or injury. These advertisements focus on cost rather than the value of the service purchased. What we should be focusing on is the value of a policy in relationship to a purpose.

The value of a policy in relationship to a purpose

  • Get away from the idea that consumers should primarily focus on the price they are willing to pay for coverage, rather than making sure they have the coverage they need.
  • You cannot cover your risk by arbitrarily choosing an amount you are willing to pay for a policy. You need to make sure that your risk is properly covered.
  • Beware of insurance companies who have brands that claim, “We are the cheapest so we must be the best!”, or “We cover that crazy football party claim (less than .00001% of all claims) so we must cover everything else.”
  • We want our clients to understand the purpose of insurance and the value of the many solutions available.

Insurance Is a Promise of Service

  • Agents should help their clients determine why they are buying insurance.
  • Insurance is designed to protect individuals and businesses from the unexpected. It is important to help clients understand possible implications of actions.
  • Agents need to educate clients on the difference between low cost and value. Office Depot aired an advertisement a few years ago that explains this concept.

Source for some of the information in this article; Timothy P. O’Brien

Your Policy Is Only As Good As Your Agent

To say that your insurance policy is only as good as your agent is a bold statement. You have also heard me say, that not all policies are created equal. Just what do I mean by this? The idea is that your agent is the most important part of your insurance program. Here are three reasons why this is true:

  1. Insurance companies only offer a policy, they do not design coverage. On the other hand, independent agents can design coverage that is best for your specific needs.
  2. Independent agents work for the client, not the insurer.
  3. Experienced agents can help you identify and manage your risk, rather than sell you a policy.

The best way to ensure you are getting the best advice and value is to have a trusted relationship with an experienced agent. Like any relationship, communication is the key. A good agent will listen to the customer and offer risk and insurance solutions. There are times when insurance is not the best solution. Again, here are examples:

  1. Contractual Risk Transfer – There are many ways to transfer your risk through a contract or agreement. An example might be for products liability. If you are distributing a product manufactured by another party you can transfer the product liability to them, rather than take that risk on.
  2. Self-Insure – There are times when the risk may be such that you are better off self-insuring rather than spending a lot on an insurance policy with a super high deductible. Sometimes, you can mitigate risk by putting risk control techniques in place to reduce or eliminate the risk all together.

Only an agent who is interested in your best interests would offer you options that included no insurance. Rather than using any agent to get you an insurance quote, select a qualified independent agent who will collaborate with you and design a risk management program that meets your needs.