Are Clients Buying What You Are Selling?

Are Clients Buying What You Are Selling?

This may be a very simple question but there is more to it than just the surface of it. For years, I was taught and believed that people buy with emotions and solidify with logic. Most of the evidence today is to the contrary. Today’s buyer is more sophisticated and educated than ever before. We as insurance agents and salespeople must adapt to the modern way of selling. Clients are buying insurance everyday, but are they buying insurance from you?

I have been in sales and sales leadership for over 25 years with the last 20 years in the insurance industry. I have seen this evolution first hand. The prospect usually does their homework before ever setting the sales appointment. They have a very good idea of what they want and what it costs before the agent ever starts the selling process.  According to a Google survey, 84% of buyers go online to research the product, the company and the agent before starting the sales process.” Makes you want to recheck your LinkedIn profile doesn’t it?”

Here are some simple ideas to keep in mind selling in the 21st century. Does your product or service really matter? In other words, does it solve a problem or need. In a tight economy, people are less likely to waste money on things they do not have utility. Next are you creditable? Not only does your company and product need to be creditable, but so do you, the agent. Your LinkedIn profile is one of the best tools to build your creditability online. What does Google say about your product, your company and you? Psychologists state that a person makes up their mind about another person in less than 30 seconds. With all of the information on the internet, most people make up their minds before you even get a chance to say hello. Now, not only do you have to answer the question of “why should I buy from you”, but also, “why should I buy right now?” In other words, what is the relevance of buying today? Asking relevant questions and listening to the answers are imperative. Good listening skills will never go out of style. You must find the need in order to be relevant enough to make the sale today.

Remember to keep in mind utility, does my product or service serve their need? What is our creditability? Finally, is my product/service relevant for today? If you can keep these three things in mind, you will increase your sales in this 21st century environment. Happy Selling!

“Formal education will make you a living; self-education will make you a fortune.”Jim Rohn


Tim Wilhoit is owner/principal of Your Friend 4 Life Insurance Agency in Nashville, TN. He is a family man, father of 3, entrepreneur, insurance agent, life insurance broker, salesman, sales trainer, recruiter, public speaker, blogger and team leader with over 25 years of experience in sales and marketing in the insurance and beverage industries.

7 Responses to Are Clients Buying What You Are Selling?

  • Respectfully, I’d turn this question around and ask: are you selling what yourcustomer is buying. We can put the cart before the horse if we presume to know the client’s need and don’t uncover details of the need before presenting our solution. The results are as inconsistent as our presentation.

  • Craig, actually we are in full agreement other than the title. It is all about the customers needs and finding the right solution for their problem. No sales person or agent survives long term by always trying to fit a square peg in a round hole. Thank you for your comment, I appreciate you sharing.

  • I would like to know more about it.

  • Thank you Peter for your kindness. I am happy to help you. What aspect would you like to know about it?

  • Thank you very much for your offer Tim. Very much appreciate it. I am a general insurance agent and am new in life insurance selling. I am trying to learn as much and as fast as I can to effectively sell life policies..
    I was told to do fact finding but I am not too sure how to effectively do it.
    With your 25 over years of experience I am sure you can give me some very good advice.
    Thank you.

  • Peter, my humble suggestion would be to find your nitche. In other words, what type of client do you want to work with and then what product do you want to sell. The mistake I see happen the most with new agents is they try to sell too many products. Whether it be IUL, whole life or term. learn everything thing you possible can about that product and become the expert. Every insurance co. has training webinars on all of their products make them part of your weekly routine. You will do great in this industry, I’m sure. Just become an expert one product at a time. I hope that helps!

  • Tim, Thank you for the invaluable advice. Will do that.

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