S.P.U.R Customers to Communicate, Engage and Take Action – Be Specific
As an insurance agent, your goal is always to spur the customer or potential customer to take action and engage in dialogue with you. To remember simple ways to do this, use the term S.P.U.R., which stands for Specific, Personal, Unique and Relatable. In this article – the first of our four-part series about S.P.U.R. strategies – we will discuss the first step: being specific.
Don’t Give Consumers Your Whole Resume
You have three degrees in finance, economics and an MBA? Great! You’ve had the highest sales quota in your insurance office? Good for you! Does your potential client want to know where you went to school, what your specific sales numbers are or who your other “big” clients are? Probably not. They want to know whether you know your stuff and how that will translate into what you can do for them. As an insurance agent, it’s important to remember it’s never about you; it’s about what you can do for your customers. Don’t waste their time and yours by going through your resume in great detail. Show them what you know by having a candid conversation but don’t tell them what you can do based on your resume. Prove yourself with your industry knowledge and your genuine desire to help them.
Avoid Information Overload and Get to the Point
As an insurance agent, you don’t want to be vague about your services and what you can potentially provide, but you don’t want to overload someone who is only interested in learning the basics with a lot of insurance jargon and a long list of potential liabilities. Go over the basics and use layman’s terms when speaking to your potential customer about what you have to offer. Don’t talk down to them, but be assured they will not be impressed that you learned all of your insurance vocabulary words in school and can use them in a sentence. In fact, they may be annoyed because you could seem like you are showing off, not caring that the potential customer may not have the slightest idea of what you’re talking about. Make customers feel like they are in control of their own destiny and explain your policies and how the process works in a simple and effective manner. Give them the basics and don’t overwhelm them with what may be considered unnecessary information. Once they have the basics, and you’ve earned them as clients, then you can go into more detail based on what their needs are. Let them tell you what they want.
Be Specific About Their Needs
Specificity applies not only to talking but also to listening. Your goal as an insurance agent should be to find out what the potential customer’s needs are and what they are interested in. It isn’t to go into extensive detail about your resume; speaking candidly with them is enough to prove you know your stuff. Don’t show off too much by using a lot of industry buzzwords and going into great detail about every type of potential liability that could arise, which could make them feel uncomfortable and like you’re trying to con or “scare” them into buying insurance from you. Too often during a pitch, agents get caught up in talking and forget to ask questions and listen to the answers. Remember to ask specific details about their lives and their lifestyles in order to speak directly to their individual needs. Be sure to speak on their level about insurance and always ask what you can do for them because it’s not about you – it’s about the customers’ needs.