You’re an Expert, but Your Customer Isn’t: Customer Education

Its important to keep in kind when you are selling insurance that you may know 30 reasons why the customer should buy your policy, but the customer may only think of two. You may be thinking, “This is the perfect policy for them, how in the world do they not see that?“. The problem boils down to the fact that you have not educated the client enough about why they need a certain product, why what you are selling is right match, and what good coverage really means.

Here is my guide to how to teach your customers about insurance without lecturing them.

Tip #1: Show Them and Value of Insurance In Their Own Terms

You want to help the customer understand their insurance needs in terms that they can relate to. To do this I recommend looking at their situation from their perspective as a client. In essence, try on their shoes for a moment and see things from their side. What do they REALLY need? How much coverage is truly necessary?

The first thing you will notice is that your customer will trust you more when you start talking about your products from their perspective. They will feel as though you are actually trying to help them out, rather then just making a quick sale.

Also you will allow you to build a stronger connection to your customer on a more personal level. In order to see things from their perspective you are going to have to ask them a series of personal questions and listen very hard. This will help remove you from the standard role of salesperson.

Lastly, once you are “walking in their shoes” you will better understand how to explain your insurance products in a way they will appreciate and understand.

Tip #2: There is No Value Until You Create That Value

Simply saying, “A $350,000 30-yr Term Life Policy is your best value. I recommend it.” is going to get you no where. You need to create value, because from the customer’s perspective the value isn’t created simply because you spout off an opinion.

To show your customers value in your products, you need to explain where the value comes from. In order to do this you will most likely need to start bringing up examples that relate to your customers needs. Talk about clients in similar situations and how your services helped them. Bring up future incidents where your product will help them out drastically and explain why this coverage will protect them from X-Y-Z.

The important thing to remember is you need to show them value that they can relate to in their daily lives. You need to explain your products in a way that they can visualize the benefit and see your point of view.

Don’t Stop Educating Until You Close the Sale

Toward the end of the sale process you may find your client lagging along or not fully convinced of your product just yet. Use this opportunity to send them information by email, snail mail, or in person that further demonstrates why your products are the best fit.

Make sure they know you have not forgotten about them and that you still want their business. For more information about closing sales and insurance marketing tips, read our helpful guides.

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