It hasbecome way too common to engage in conversations with promises offollowing up, followed by silence. This is inexcusable andunprofessional. (Photo: Shutterstock)

As an insurance agency, the difference between success andfailure almost always comes down to whoever communicates mosteffectively. But, holy crap, the communication bar in this industryis so low it could be used as a limbo pole.

The list of things we need to communicate effectively is toolong for a single column, so I will focus on three basic ways tostep up your game.

Related: 5 benefits communication tips for brokers in2019

KevinTrokey is founding partner and coach at St. Louis-basedQ4intelligence.

Your website

Agency websites are often outdated in appearance andfunctionality and most totally miss the mark when it comes tomessaging.

Tell me if this sounds familiar:

• In business since 19XX
• We've grown to be the 4th largest agency in the market
• Here is the list of products we sell
• Click here for a free quote

Sound familiar? I'm not suggesting you run out and build a newwebsite, but I do want to give you a couple of easy suggestions tomake your website more effective.

1. Replace your get-a-free-quote button with one thatoffers a free cost-saving idea. The visitors to your sitehave countless places to go for free quotes, but ideas they can useto help them control their costs are invaluable and will almostalways get their attention.

2. Replace the list of products you sell with a list ofthe problems you are able to solve. Prospects are rarelyinterested in discussing the products you have to sell, but mostare very interested in discussing the problems they have that maylead to the products/services you offer.

LinkedIn

On a day-to-day basis, there is probably no single communicationtool more important than LinkedIn. Let's remind ourselves of theprimary purpose of the platform. It is a professional social medianetworking site. If we keep this simple purpose in mind, we can useit to communicate much more effectively.

1. Engage with the other visitors. I get thatyou may be uncomfortable leaving written evidence of your ideas andopinions, but you have to get over it. Commit to at least one like,share and comment each day, and build from there. Your eventualgoal is to start sharing your own ideas and perspectives andcommunicate the value you have to offer.

2. For the love of all things holy, give people a reasonto accept your invitation. You will immediately stand outby simply telling someone why you feel it is important toconnect.

Don't be rude

It has become way too common to engage in conversations withpromises of following up, followed by silence. This is inexcusableand unprofessional.

You may tell me, "KT you're so old school. You Gen-Xers justdon't understand. This is how millennials communicate." I call BS.Even if it is true, what a simple way to demonstrate yourprofessionalism—by simply being polite.

The ultimate competitive advantage

Communication may not be easy, but it is perhaps the mostcritical skill you can build to find success in business, and inlife. I suspect if you increased your communication skills in everykey area by 10 percent, you would increase your effectiveness by anexponential factor.

I know you have another 10 percent in you!

Read more: 

• 100 sales and marketing tips: 2019edition
• Is your prospect pipeline in robust health orcardiac arrest?
• How meaningful is your social mediamarketing?