Determining what clients want and how to deliver it can be a challenge when you consider that price appears to be, on the surface, the biggest factor in client decisions. What agents must do, however, is realize the truth about clients: It’s not always about the lowest price.
Clients have many different “wants” that drive their thinking, so we need to discover these drivers which allow us to give them what they desire. Let’s take a look at how this can be broken down.
They Want Someone They Can Trust
Because of jargon and industry terms, insurance can feel complicated and overwhelming. It can be scary for people who don’t understand insurance but know it is important.
These clients are looking for peace of mind and understanding of insurance and how it can improve their lives. They want to work with someone they trust who will help them address their needs.
How to deliver:
- Be upfront and honest, even when it’s not what they want to hear. Truth-telling builds credibility and trust.
- Be the “good listener” we discussed in previous articles and early in the process, only present to them what they ask for.
- Follow up when you say you will. Dependability is critical to building trust and timely communication, and follow-up is how you show your dependability.
They Want Simplicity
Please keep it simple for your clients. Clients want to know what they’re getting and how it works and protects them.
How to deliver:
- Keep explanations simple and relatable, using real-life examples as much as possible. Great listening means you can identify specific real-life examples from past experiences to relate to them and describe how the insurance product works for the client.
- Be proactive and offer clear, easy-to-understand options to solve the client’s problems or concerns. Don’t overwhelm them with several choices, and just cut to the solutions you believe are the best for them.
- Use digital tools, making the quoting and claims process smoother.
They Want Fast, Responsive Service
As mentioned above, prompt, quick responses to client inquiries and communication show you care about their business and value their time.
How to deliver:
- Respond to calls, emails, and messages as soon as possible, even using automation or an assistant to keep things moving when you’re busy. An immediate response, even from an AI assistant, shows them you received their inquiry and will help them as soon as possible.
- When you reply yourself or using automation, let them know when they can expect personal outreach from you or your team. This can be an AI assistant scheduling a call or chat to discuss their concern or questions with them.
They Want to Feel Valued
Clients want to feel like you genuinely care about them as a person, not just their premium.
How to deliver:
- Remember personal details—birthdays, anniversaries, or even past conversations. Digital cards, email, or text messages are great ways to do this, and they can be sent automatically on a schedule for these important dates.
- Check-in regularly, not just at renewal time, with your personal, direct outreach. Ask them how things are going and what’s new that’s good or bad in their lives. You can share some of this same information about your life if you want to establish your personal connection with them.
They Want the Right Coverage—Not Just the Cheapest
Many clients would rather pay a little more for better protection, giving them peace of mind, than save a few bucks now and regret it later. The challenge? They don’t always realize this upfront.
How to deliver:
- Show them what’s different between the cheap insurance option and the comprehensive, more expensive coverage.
- Use real-life claims stories to illustrate why the comprehensive coverage matters to the client.
- Offer a mid-priced option, too, so they can make an informed choice among the different coverage options.
When you focus on what your clients really want, you don’t just close more deals; you build long-term relationships that keep them coming back year after year.
Agility’s entire product portfolio provides many solutions for agents to reference in making clients happy. Contact us now for our ACA, Medicare, Life and Annuity, Small Group, and Supplemental products.
Register today for one of our Agility training events to improve your service and product knowledge to benefit your customers. Contact Agility at (866) 590-9771 or email [email protected] for a free brainstorming session to deliver what your clients want. Agility can also add you to our weekly free email list for more tips and vital information!
