After 12 years it?s finally over. Together, Richard and I toiled over umbrella policies, term life, jewelry appraisals, auto and home insurance. And through it all, I was in good hands. He returned calls quickly, gave me the answers I needed and was always professional. So why after doing a good job for all those years did he lose my business? The answer is simple. While being adequate or even a good salesperson may prevent customers from actively pursuing other business, it does not defend against a another salesperson offering something more than ?good enough.?
So when rookie insurance agent Marcus gave me a call, asked to meet with me, delivered his presentation, showed how he would save me money, and then asked for my business?I jumped!
Because when products are equal and the relationship is purely transactional, the only thing that matters is price.
Let me explain. If I put five soda machines in front of you that dispensed almost the exact product, but one of them was 10% less expensive, which one would you put your money into? Correct! But what if one of them offered a soda that came in a frosty mug, crushed ice, whipped cream (optional for you health nuts), a cherry and a pink umbrella? Wouldn?t that experience be worth the 50 cents extra? Heck yes! And after that liquid ecstasy came out, wouldn?t you tell everybody you knew to run to that machine and buy one? That, my friend, is called referrals.
So this week, I want you to think of your top 10 customers and ask yourself, ?What have I done to create an experience or add value in a way that shows my customers I am irreplaceable?? If the question scares you?GOOD! Because sometime over the next 30 days your competition is coming for your business. NOW is the time to defend it. Because there are few words more painful to the ears of a salesperson than, ?You did a good job, we just decided to give somebody else a try.?
As president of PRECISE Selling, Brian Sullivan, CSP helps improve sales, customer service, negotiations, leadership, and presentation skills through seminars and Internet training programs. To learn more, go to www.preciseselling.com. Or let?s hook up on LinkedIn at tinyurl.com/cynamx6
Source: http://www.salestrainingtactics.com/your-good-isnt-good-enough-insurance-sales-training/2012/03/
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