The #1 Reason Most People Buy From You

Several years ago as an active insurance agent, I become curious about why my current clients selected me as their agent. Let’s face it, there are countless agents to choose from both locally and online. I wanted to get to the heart of the matter on how I earned their business.

I set out to ask the simple question, “What is the #1 reason you chose to do business with me?” I didn’t send out an email or use Survey Monkey. I either asked them directly in person or on the phone.

I had several theories in my head on what the most common responses would be ranging from low price, to reputable agency, to having customized program. While some of these responses made the top 2 or 3 reasons, very rarely did they list any of them at #1.

So out of 25 responses, what was the #1 reason that people bought insurance from me?

They liked and connected with me.

Yep, that was it and it was both surprising and refreshing. Over 90% of the people I asked said that they simply liked me, enjoyed doing business with me, and felt connected to me.

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Now does this mean that experience, product knowledge, and competitive pricing doesn’t matter when it comes to buying insurance? Of course not, all of those factors are important. However, none of those factors were as important as making a connection.

It’s been reported that we say an average of 6,000 words per day. That’s like speaking a large book every week. The question you must ask yourself is, “How many of my words really count and how many are just fillers?”

So why is connecting so critical?  Why was connecting the #1 response I received from my clients?  I thought about this for long-time and now looking back several years later, I have come to this conclusion;

Notice I didn’t say a few situations or most situations. I said the ability to connect increases your influence in EVERY situation.

Leadership and communication expert John Maxwell says, “Connecting is the ability to identify with people and relate to them in a way that increases your influence with them.”

Think about it. What if you connected better with all of your prospects? What if you connected better with all of your clients? What if you connected better with all of your company partners? What if you connected better with your centers influence? What if you connected better with your community leaders? What if you connected better with yourself?

Over the next couple of weeks on my daily BizzGrowl blog, I will be focusing on the importance of connection and influence in your business.

So where can you start?  

The first step of becoming is better connector is reflecting on your current situation.

As I write this, I can think of several of my own relationships that need more attention both personally and professionally. I am sure you can think of relationships you would like to improve as well.

Take some time now and think about how becoming a better communicator and connector would improve your business.

Think of the best connections you have now? How did they become such a strong connection? Think of your other people you struggle to connect with. Why aren’t you able to connect?  By reflecting on these questions honestly, you will soon realize what helps you connect with others.

Question: What is your top connection strength? Where do you need to improve? You can leave a comment by clicking here.

Until next time, go “Face your grizzly.”

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

  • Love this post Brent. Soft skill are massively important in any industry.. and especially in insurance where consumers are bombarded with messaging regarding price. Creating connections boosts close rate, retention. and referrals.

    • Mike, Thanks. I agree. I have lost many accounts when I had the lowest price. It’s not that price isn’t important, it’s just having a powerful connection is more important.

  • accorn

    I’ve had plenty of “agents” i liked but it didn’t really matter since the insurance companies always managed to ruin it for myself and the agents.. since as soon as you sign up with an agent the insurance companies give you a good deal at first, and then raise your rates by 20% a year until you’ve had enough and jump ship. Then you start the same cycle again with the new agent.
    The insurance companies are playing a game to maximize profits and are happy to do so even if it means unhappy customers and overstressed agents.

    Fortunately someday private insurance will just be a memory of humans primitive past, once we the people have defeated the lobbyists and replace them with government coverage.. since the truth is the people can and should just cut out the middle men since no one should be profiteering from things like health emergencies or natural disasters.

    We don’t allow some exploiter to make it super expensive for towns to have firefighters and or teachers or libraries.. health and homes should be no different and the only reason they are different now is that evil insurance monopolies are busy preventing public good.