Insurance agents: Are You Missing Your Big Opportunity?

Dear Insurance Agents, You have a huge opportunity sitting right in front of you. Are you taking advantage of it?

Consumers and business are often misinformed or uninformed when it comes to risk exposures that could affect them or their business.

It’s not that they don’t desire to understand the information, It’s that many insurance professionals do a very poor job of explaining it.

I recently read an article that stated 40% of private businesses do not understand cyber liability coverage. That means that 40% of business owners have no idea of how a data breach could cripple their operation.

This is just one small example, but if you read other insurance trade publications or just talk to the average business owner or consumer, they are often very uniformed when it comes to most types of insurance coverage.

Now don’t get me wrong. Business owners and consumers don’t hunger for insurance facts, definitions, and coverage options.

However, they would like to know what risk factors they face and how they can prevent, avoid, or transfer the risk.

This is where you (the smart insurance sales professional) come in.

How can you position yourself as a person of knowledge, value, and credibility? How can you help serve these consumers by educating them?

Many insurance producers complain about how tough sales is because they are no different from the competition.

Often, insurance policies are sold on convenience, price, or maybe luck.

That may work from time to time, but the great insurance producers leverage their knowledge, skill, and connections.

So how can you leverage your unique talents and expertise to become a leader?

Here are three ways to become a leader in the insurance industry.

1) Start speaking in public

I’m not telling you to go to the streets and start shouting about cyber liability or any other type of coverage or product. I’m telling you to find opportunities not just to attend industry and networking events, but to speak at them.

Speaking makes you an expert. Speaking gives you instant credibility. Speaking gets you in front of an audience that is receptive of your message.

Better yet, you can video your speech so you can use it again later to show your prospect, customer, and the world (ever hear of YouTube?).

2) Start writing everywhere

You have knowledge. You have passion. Put those two together and get your message published.

Start a blog, write in your local paper, or contribute to a trade magazine. Heck, why not think big and try to get in a national publication.

The world is yours, if you work you tail off. Writing is not easy. It takes time, practice, and creativity. However, if you consistently provide value for your desired audience, consumers will respond.

3) Start Connecting and Helping on Business Social Media

Are you familiar with LinkedIn, Facebook, or Twitter? Maybe you are, but are you active on these platforms providing useful information? Are you connecting with potential customers or current customers?

Many insurance professionals still see business social media a waste of time. Those that are smart (and talented) see it as HUGE opportunity.

Business social media provides a chance for you to connect, engage and provide value for prospects and customers.

There is a difference between using these platforms purely socially vs for a definite business purpose so don’t confuse the two.

Your goal must be to find places where you customer base is active. Then you must listen, be friendly, helpful, and be a resource.

The bottom line

Leaders that are trustworthy. Leaders that inspire. Leaders that educate and provide value.

Speaking, writing, and using business social media are all ways to become this type of leader.

All of these take guts, commitment, passion, and the desire to truly serve.

The good news is that they are all free and available to anyone who is willing to do the work.

Question: Are you taking advantage of this opportunity? You can leave a comment by clicking here.

My name is Brent Kelly and I am the CEO and co-founder of BizzGrizz Marketing. My mission is to help agents stand up, stand tall, and stand out.  

Want to learn about how I can help your business succeed? Email me at [email protected]

Please note: I reserve the right to delete comments that are offensive or off-topic.

  • Great post Brent. I also liked the article you wrote for IBA mag-tremendous info for young agents. A few weeks ago, I asked James Altucher what the best way to get speaking gigs was and he responded, “Write Everywhere”. Seems like this is pretty solid advice.

    You’re dead on, people aren’t searching for facts on insurance coverages and other boring bits of information. But surely the first thing they do, aside from contacting their agent, is go online and type in key words when they have a question or problem. There is no question that you will have an advantage if your name appears next to an article you wrote about the very topic they are having an issue with.

    Michael Hyatt’s most recent podcast episode made a great point. We need to make this part of our job, not in addition to it or when we have time. Writing must become as important as anything if we are going to build credibility for ourselves.

    Thanks Brent.

    • brentmkelly

      Thanks Keith. My sales mentor Jeffrey Gitomer says it best. “Writing leads to wealth.”