Principle of Providing Value to Your Clients
How to Provide Real Value to Your Clients?
“Value” is a relative term, but it depends on your clients, not you. As an independent insurance agency owner, you might consider many things valuable, but none of that matters unless your clients think the same way.
Insurance is not something you buy because you want it. People buy insurance because they need to protect themselves from potential loss. It is not necessarily an exciting purchase, but it is an important one.
When you open an independent insurance agency, you have to provide value if you want to stand out from the competition. People are crazy about finding the best price, but price and value are not always related. Real value goes beyond what money can buy. To make it a good experience, independent insurance agents need to offer their clients value they can’t refuse instead of focusing just on prices or products.
Being passionate about your work and the products you offer is essential. If you don’t value yourself and your agency, your clients won’t either. But what is the trick to deliver real value to your clients? Knowledge. Knowledge of your products, yes, but most importantly, knowledge of your clients.
To even attempt to provide value to your clients, you first need to understand who they are and what they truly need. —How? —Ask them. Get to know your clients. Find out what they want, what they need and what they hope for. There’s nothing wrong with that. You are not expected to read their minds, but you are expected to show interest in them, so you can provide the kind of service they need.
Through this exercise, you will find out how infinitely simple some clients’ expectations are and how complex others might be. This information is gold. It’s the insight you need to develop strategies and create opportunities. Take time to ask, carefully listen, respond, and provide solutions as needed.