Here’s something that’ll make you stop and think. I’m watching two-year rookies steal business from 30-year veterans.
How is that even possible?
It’s not just about what the newbies know. It’s about how they’re communicating what they know.
Knowledge gives you power, but your ability to communicate that knowledge gives you credibility with prospects.
When was the last time you really thought about what message you’re sending to the market?
Because right now, your prospects are drowning in a sea of insurance advisors all saying the exact same thing.
“We’re different because we’re trusted advisors.”
“Our differentiator is customer service.”
“We put our clients first.”
Congratulations. So does everyone else.
If you want prospects to feel like they know and trust you before you ever shake their hand, here’s what you need to get clear on.
1. What makes YOU unique?
Not your agency. Not your carriers. You.
I was a former pro baseball player selling health insurance. That was part of my story. What’s yours?
Are you a former college wrestler who understands what it takes to win? A Navy veteran who brings discipline to benefits consulting?
Your competition can copy your products, your pricing, even your service model. But they can’t copy your story.
2. What do you do better than anyone else?
Maybe it’s self-funding strategies. Maybe it’s captives. Maybe it’s working with manufacturers.
This is where thought leadership lives. It’s not in trying to be everything to everyone, but in being the absolute best at one thing.
The agencies trying to sell everything to everyone have a market limited to their zip code.
The ones who say “we can offer these things, but we are THE expert at this” have an unlimited market.
3. Who are your top prospects?
Get specific. Write down the three to five prospects you’d most like to get in front of right now.
4. What can you teach them?
Direct all your education toward the people you’re trying to do business with. What knowledge can you share that would give them confidence to hire you?
The Likability + Credibility Formula
Here’s what most advisors miss. To win business, you need both likability AND credibility.
Ever get stuck in the friend zone with a prospect? They’ll take meetings all day long but never hire you. That’s likability without credibility.
Ever lose to someone you know isn’t as good as you? They won the likability game while you were just flexing credentials.
You need both.
What Message Are You Really Sending?
Right now, your prospects are trying to figure out if you’re worth their time.
They’re asking themselves three questions. Do I like this person? Do I trust them to solve my problem? Are they actually different from the last three advisors who pitched me?
Your content, your outreach, your conversations, they all need to answer these questions clearly.
ACTION STEPS TO TAKE RIGHT NOW
Write down your story. What makes you different from every other advisor in your market? If you can’t answer this in one sentence, your prospects can’t either.
Pick your lane. What is the ONE thing you do better than anyone else? Stop trying to be everything to everyone.
Get specific about your targets. Who are the five prospects you most want to close? Everything you create should speak to them.
The insurance industry loves to talk about relationship building, and relationships start with communication.
What are you saying?
Resources:
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- Connect with me on LinkedIn: linkedin.com/in/andyneary/
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- Connect with me on Instagram: instagram.com/andy_neary/
Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.