Tell Your Clients and Prospects You’re Awesome
“That’s so 2020.” We have all heard it. It means something different to each of us. 2020 is a year that many want over. For others, it is a year when they seized the opportunity. Regardless of where you fall, one thing is for sure, 2020 has been a learning experience. It has been a learning experience for agency owners, producers, service staff, service providers, carriers, and clients. My question to you is: What did you learn? What are you going to do differently in 2021 to assure you and your team are successful?
One of the top areas where agencies should be looking to make strides in 2021 concerns messaging. Many firms have been using cutting edge technology for years. Have you told your clients? What about your prospects? Do they recognize you as a forward-thinking business that can meet their needs during this crisis? Have you done an excellent job of changing your messaging from Main St. agency to the agency of the future?
Specifically, it would help if you assured that your public-facing messaging for your firm articulates the following:
- We have invested in people and staff working remotely to meet your needs as fast (or faster) as we have in the past.
- We have invested in the correct communications technology to ensure they can seamlessly handle your requests via phone, email, or text.
- We have invested in software that allows us to present you with video quotes that will enable you to “meet” with us to see your proposal on your terms when convenient for you.
- We have invested in the correct cybersecurity measures to assure your information is always handled securely during these abnormal times
Your firm may be already doing these things. I am confident that the majority of us have made the necessary adjustments. We haven’t had a choice. But, have you told your clients and prospects? Have you given them that message? Have you let them know that in the middle of a global pandemic, you have doubled down to assure that you will continue to be their trusted advisor for the foreseeable future?
The biggest mistake that we make as agents is not letting our clients and prospects know what we are doing for them and what we are capable of doing for them. We operate under the mantra of getting it done. Here’s the problem: often, clients leave because they don’t know what we are doing for them. Another agency comes in and articulates a value proposition they are already receiving (or weaker), and they win the account because we didn’t have the right messaging. Don’t ever let your awesome client experience be a secret.
David has 15 years of experience providing clients with creative solutions to more effectively manage their total cost of risk. He specializes in commercial property and casualty insurance for middle market companies and has specific expertise in under-performing workers compensation programs.
David is a CIC and CRM. He is the principal of Florida Risk Partners, founder of Killing Commercial Insurance Training and co-host of the Power Producers Podcast.
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