PROMISES TO CLIENTS

Declare your value proposition both inside and outside your agency

By Chris Paradiso, Cpia

As independent agents, we must stand out from the crowd. Coupling technology with our customer focused and local presence lets us do just that. But it's not enough to just be different. Customers and prospects need to understand how we're different.

In our agency, we do that with our Promises to Clients. Here they are (some):

• Promise #1: We work for YOU. You are our boss. Our main goal is to make your insurance life as easy as possible. As an independent insurance agent, I must offer clients and prospects options and choices and must share those choices. That sets us apart from captive agents. We educate buyers in our marketing efforts, and technology helps us deliver.

• Promise #2: When you need something, you are our #1 priority. You will have our undivided attention. We will listen to you and learn about your life and property, so we can protect you properly. Prospects and clients deserve our undivided attention; it's our responsibility to reach out and learn what's changed in their lives. This lets us upsell and ensures that coverages truly align with needs. For instance, learning that a child will be added to an auto policy opens an "umbrella" discussion. It's a service opportunity that benefits the agent and agency, too.

• Promise #3: We'll take the time to make sure you understand your options. Insurance can be complicated; when you understand what you're purchasing and what the product does, you feel more comfortable selecting insurance options with us that fit your business or family needs. Again, sharing options lets us explain the difference between independent and captive agencies. It's a huge education opportunity and marketing advantage we must leverage.

• Promise #4: It's our job to alert you to insurance products you need. We are licensed to educate and properly protect what you have worked hard for. We will listen to you and identify solutions to problems or upcoming needs. More than simply finding problems, we must offer clients and prospects solutions that they can easily understand. Yes, we've uncovered an issue, but we also have an answer for it!

• Promise #7: We will be sincere and direct when we have to deal with any challenges. If we make a mistake, we will own it, alert you and explain exactly how we'll fix it. We're all human and make mistakes. Clients understand. The best thing we can do is own it and make it right!

• Promise #11: We'll set your expectations on every call. The team will always let you know the next steps and a time frame. If we can't meet that time frame, we will alert you and reset your expectations. How can we stop prospects from shopping? Set an expectation they agree to. For example, someone calls wanting a home insurance quote. We'll gather as much information as possible and, before we hang up, we'll say, "We'll call you back by tomorrow at 3. Does that work for you?" People want this and it will help your agency earn business.