Pay close attention to what you say in the insurance marketing conversation. You can come across in one of three ways: A nervous introvert who lacks confidence, a huckster who just wants the customer’s money or a calm, confident agent who understands insurance and the customer. Obviously, you’ll want to be the latter.
But how will you know that what you’re saying comes across that way?
Here are some tips to help you assess how your customer hears you in the insurance marketing conversation:
Listen to yourself. Maybe record what you say and listen to it. Are there any awkward phrases? Things you could have said better? Things that sound fake, insincere? Do you hear nervousness or fidgeting in your voice? If you can catch those things, you can improve them.
Don’t say things like “to tell you the truth” and “I’ll try.” Any time you start a sentence assuring the customer you’re being honest, it puts a question in his or her head.
Have you not been honest up to now? It sure sounds like it. And if you’re constantly telling customers you’ll try to do things—you’ll try to get something to them by a certain date or you’ll try to get a particular detail into their policy—it tells them that you might not be able to do it or that you plan not to but just aren’t willing to say so.
If you can do it, say you can. If you can’t, say that. They’ll appreciate your honesty.
Eliminate conflict. Certain words—“but,” “disagree,” “can’t”—are dismissive and combative. Avoid using them.
In insurance marketing, use “and,” “understand” and “could” to show that you see where your client is coming from. However, you wish to offer an alternative view and another path to the same goal.
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