The sales game has changed. Well, the buying game has changed; too many salespeople take the same tired approach.

Buyers do their research online and mostly have their mind made up before meeting with you. As a result, when you get in front of that prospect, you better be prepared to discuss what is most important to them.

What the buyer wants to hear

According to The Challenger Sale, the top five things buyers are looking for in a salesperson are:

  1. Unique/valuable perspectives

  2. Ability to navigate alternatives

  3. Ongoing advice/consultation

  4. Helps avoid potential landmines

  5. Educates on new issues

What the buyer hears

Yet, what do most insurance brokers discuss when in front of a prospect?

  • Price: “We have great carrier relationships and will use our status to get the best price.”

  • Reality check: If it your client had other brokers get quotes, you would explain how underwriters don't like multiple brokers quoting. Besides, all brokers will get the same rates anyway.

  • Product: “Look at our 'capabilities' binder, we have so much stuff.”

  • Reality check: You stop short of explaining how frustrated you are with the vendors from whom you access these resources because your clients don't actually use them.

  • Service: “The real difference is our people; we provide great service.”

  • Reality check: This can't be tested until they become a client and things start to fall apart.

Notice a difference between these two lists? Not one of these talking points makes the list of what buyers want.

Continue Reading for Free

Register and gain access to:

  • Breaking benefits news and analysis, on-site and via our newsletters and custom alerts
  • Educational webcasts, white papers, and ebooks from industry thought leaders
  • Critical converage of the property casualty insurance and financial advisory markets on our other ALM sites, PropertyCasualty360 and ThinkAdvisor
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.