Selling insurance isn’t like selling any other product. It is finding that fine line between selling dreams and reality. Insurance is something we all need, but it isn’t something you can see or touch. You have to be personable, trustworthy, and knowledgeable. In a world where everyone has their head buried in their phones, and eye contact and a handshake are becoming obsolete, how do you make selling insurance personal, while still taking advantage of technological trends?

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Anticipate your client’s needs and assure them that you have their best interest at heart.

You have to be personable to sell insurance

Insurance is expensive, but it is necessary. The more you can get to know your clients, their lifestyle, their business, their dreams, and their reality, the more you can help them find insurance that is tailored to them, not a “one-size-fits-all” insurance package. Making a client feel that you see them and hear them is the most foolproof way of gaining and retaining a client. The more you know about their life, the more you can be proactive in selling them more insurance in the future:

  • Make sure their insurance is up to date with their growing business
  • Make sure they have flood, wildfire, and hail insurance for their home and property
  • Make sure everyone has the right auto insurance
  • Make sure kids are covered as they move out of the house
  • Make sure they have extra umbrella insurance, just in case

You need to be a friend, confidante, and advisor, not just a salesperson.

Gaining and retaining clients for your independent agency

You need to find a way to gain your client’s trust to sell them insurance and keep them coming back for more.

You have to be trustworthy to sell insurance

Your personality is going to sell the insurance. Don’t sell like a salesperson; talk to your clients like you are a friend recommending a product. You should already be your best client, so use yourself as an example when selling insurance to clients. If you can speak to your clients from a personal perspective, you are giving your advice more weight. A skeptical client will be comforted to know that you have the type of insurance you are recommending. Personal experience will add credence to your sales pitch.

You have to be knowledgeable to sell insurance

Likeability is one thing, but just because they may want to go and grab a drink with you after work, doesn’t mean they want to buy insurance from you. Your knowledge about your industry and the policies that you are selling is vital in convincing a client to buy from you and not from another agency. You need to be one step ahead of the game and know what is happening right now in the insurance industry.

Offer information and solutions to help sell insurance

How to succeed as an independent agent

The more knowledgeable you are about your industry and the product you are selling, the more likely you are to gain your client’s trust and keep them coming back.

Once you gain a client, you need to continue to nurture that relationship so that they will keep coming back and, hopefully, refer you to other clients. Customer service is about being available to your clients. Most people will head to the Internet when they have a question about a product or a service. Make sure that your website has a place where you provide information, answers, and solutions to any questions that your clients may have.

If a person calls you up on the phone, make sure that you or a colleague are always available to answer calls and answer questions. If they are picking up the phone, it is because they have a real question that they cannot find answers to on the Internet. This is your opportunity to show that you are an industry leader – an expert in your field – and that you care enough about your clients to pick up the phone. Little things like that will help set you apart from the competition and keep clients coming back.

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At Affordable American Insurance (AAI), we help captive, current independent agents, and first-time agents succeed as independent agents. We provide business development courses, a turnkey business model, and a large network of insurance peers to help guide and mentor new independent agents.

You may be independent, but together, we are stronger.

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