Providing clear, high quality information is one of the best ways of creating trust with clients. There is a huge difference between word and figure-stuffed websites and great content that educates. Content containing no usable information wastes everyone’s time and leaves consumers with no true sense of a business or its offerings. Giving prospects good information, not just about your company but about the industry or topic of interest as a whole, increases their confidence in you and gets you closer to making a sale. After all, people want to work with businesses that know what they’re doing and are helpful.
Use Information to Inform
What is information? Various sources define it using specific nuances:
Data that is accurate and timely, specific and organized for a purpose, presented in a context giving it meaning and relevance and that can lead to an increase in understanding and decrease in uncertainty, according to BusinessDictionary.com
Knowledge, facts or details received about someone or something, according to Merriam-Webster
Knowledge communicated or received concerning a particular fact or circumstance, as per Dictionary.com
The common theme is that information provides knowledge.
Olin Thompson, writing on SalesVantage.com, summed it up thus: “To get a deal, you need to show value; to show value, the customer must trust what you say. No trust, no value, no deal.” He further states that when prospective clients realize a statement is true, their trust in a business increases. Conversely, if they realize a statement is false, their trust diminishes.
No matter the particular definition used to define information, the most important matter is realizing that providing clients with a wealth of clear and helpful information promotes the kind of trust that leads to sales.
Educating Clients with Insight
Being succinct and clear about a product may be most effective in making a customer realize they want and need it. Think of it as empowering the customer, giving them information so that they can grasp the quality of the product offered and make an informed purchasing decision. Wading through useless “information” will leave them confused and frustrated. Being clear will help them make a confident decision.
Mark Quinn, writing on Businessinsider.com, points out that saying a lot does not equate to providing the right information: “Many businesses…don’t take the time to consider whether the message they’re relaying is one their clients need to hear. In a world of nonstop marketing ploys, what your customers really want is some insight.” Quinn further points out that the important message to deliver is how a product provides solutions to customers, aptly suggesting that the educational approach to sales provides customers with an understanding of “…the benefit of a solution.”
Consumers, especially those shopping for insurance, have a lot of options. You need to explain why, exactly, yours is the best without making them decipher it.
Give Consumers What They Want
According to Ernst & Young, consumers want “objective information to ensure that they make the right choice.” The Global Consumer Insurance Survey 2012 concluded that while many American consumers are “surprisingly passive” about buying life insurance, customers still want control in the purchase. They turn more and more to “online and objective sources,” gaining a better understanding of products before making a final decision. Ernst & Young reports two-thirds of customers anticipate doing additional independent research in the future while still consulting with an adviser to “validate and complete the transaction.” Being that source of insightful information will add value to your company and position your agency as a thought leader worth working with.
Create Content for Closing Insurance Leads
Great content delivers superior, usable information that builds consumer trust. It can also establish an agent as an expert in the field while laying the foundation for future business relationships, according to Forbes. With the ever-increasing use of the Internet by consumers to gain knowledge about a business or product, providing optimum online content – from timely and informative emails to well-reasoned white papers – is vital to success.
Great content formats that provide consumers with easy to digest information include infographics and FAQ pages, where users can seek out and absorb the knowledge they want at their own pace. Great content informs the customer, and nurtures a longstanding relationship. The more a prospective client engages with your content, the more your name will be the first one that comes to mind when they’re ready to buy.
Sealing the Deal
One blogger on Buffer described today’s customer as an “infovore” hungry for knowledge and information. When infovores receive accurate and helpful data, they become better prospective clients. Agents who know how to educate prospects succeed where others fail. They earn clients’ trust and loyalty as well as their business. As consumers become increasing skeptical of traditional advertising, marketing and outreach, providing helpful information will play a vital role in making sales.