I am currently going through the Duct Tape Marketing program with Jedi Master A.J. Perisho. My goal is to put together a full-circle marketing strategy to engage and enlighten my prospects and clients before, during, and after the insurance decision process. One of the key components to the early part of this program is strategy before tactics.
I am constantly working on how to better my focus on how to best serve my prospects and clients. To accomplish this, I have surveyed many of my current clients about why they like doing business with me, what I can do better, and how I can improve the insurance experience as whole.
Some of the positive feedback I received from clients was that I was likeable, friendly, knowledgeable, and could provide competitive products. Those are all nice traits, but I wanted to know where I fall short and how I could do better. What I heard was interesting. My clients are looking for ease of doing business, convenience, and a partner they could always count on to provide direction on complicated insurance products with simplified answers.
After weeks of deliberating on various strategies on how I can best serve my prospects and clients I came up with how I could differentiate myself and provide greater purpose. My findings all lead me to one core message.
I want to be known as an insurance resource providing practical and proactive advice with exceptional service. So to accomplish this I need a central focus or as they say in the Duct Tape Marketing Program, a talking logo. Here is mine.
“I teach business owners and individuals how to make wise insurance decisions”
How do I do this? “I provide technical expertise, exceptional service and multiple product options, all with the heart of a teacher.”
What’s my core message? “The insurance coach”
This is who I strive to be and is my central focus and goal moving forward into 2012.
Through this blog, social media, prospect/customer interactions, publications, speaking, etc., I strive to take the complicated and frustrating world of insurance and make it understandable, hassle-free, and maybe just maybe actually enjoyable. I look forward to the challenge.