Some people just think in numbers. If you offer the best deal — the most product for the least amount of money — the "numbers people" will jump on board with you immediately. Those are the easy consumers — the ones who are out of your hands as far as service goes. If your prices are cheapest, you win, but as an agent, you rarely have control over the prices you offer.
For others — and I would argue that this type of person is the most common — customer service reigns supreme. Insurance agents are really an extension of the marketing and customer service aspects of an insurance carrier. Any good agent will explain policies and benefits, help choose a plan that best suits the consumer, and provide service throughout the life of a plan.
Most agents are similar in that they offer the same service, the same products, and the same prices, depending on their carrier. The only way to really differentiate between agents is based on the level of customer service they provide. Here are some tips to make you stand out to your clients.
The follow-up
Customer service takes various forms, but the most often overlooked is the follow-up. Once an agent has a customer sold on a product and all of the paperwork is signed, many will file it away and move on to the next potential customer. A follow-up, though, shows your customers that you actually care about them.
Ask them if they have what they need, and if the products are working the way you sold them. Customers remember things like that, and when they need new policies, they will not hesitate to come back to purchase those from you in the future.
The web
When people experience service that is either top-notch or extremely poor, they will share their experiences with their friends and network. This is common knowledge. Poor experiences tend to get shared more frequently, but really good experiences do get some airtime as well, so don't let the bad reviews discourage you from providing your best service.
In this age of social media and immediate transparency, as well as consumer review websites, knowledge like this spreads faster than ever. If you can rise to the top by offering service and genuinely caring about your customers, word about your service will spread.
Education
The insurance world is shifting due to the Patient Protection and Affordable Care Act, and knowledgeable insurance agents are becoming hot commodities as a result. As people have questions about what the bill will mean for them, they want to turn to someone in the industry who can explain it to them.
By speaking with peers and carriers about the bill, and continuing to educate yourself about the field, you can stand out among other agents who are less informed and unable to provide real answers. Educate yourself so that you can educate others.
Good service is what drives revenues to an agent. You will see return business from existing customers when they need a new policy, a wider array of business with customer retention and deeper penetration in the market, and new business as your reputation for good customer service gets around to new buyers. Focus on providing the best service as possible, and customers will be happy to work with you.
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