Trusted Insurance Brokers
"You can't build a reputation on what you are going to do." -
Today, reputations matter more than ever. We know that people only do business with people they trust. Trust is built via our reputations and our how we have delivered in the past. As Ford says, you can't build a reputation on what you are going to do. So if reputations matter, then why is it important to be a Trusted Insurance Broker and how can you ensure that you are known this way. In particular, Insurance Brokers have a massive opportunity to differentiate themselves based on their reputations and on how trusted they can be and through a reputation based on what you have done already.
Why is it important to be a Trusted Insurance Broker?
Insurance is fundamentally about trust. Insurance is a contract that provides security for when risks occur. As customers, we never quite know what our insurance experience will be like until the moment of truth occurs and you seek to make a claim on your insurance policy. It is the future promise of assurance that customers are essentially buying. Insurance at its core is a promise. As such, customers need to be able to trust insurance brokers when they making insurance purchasing decisions. If you want to grow your insurance book, then being trusted is critical.
How to be a Trusted Insurance Broker
Understanding how to become a trusted insurance broker is critical. Becoming trusted doesn't simply happen overnight, trust is built through a consistent and steady approach of saying what you are going to do and then doing what you have said you will do. So, if you want to grow your insurance book, then being trusted is essential.
What can you do to be a Trusted Insurance Broker?
Here are 7 steps you can take to be a trusted insurance broker.
1: Be transparent
Being transparent with clients is critical. Customers have a great ability to have access to lots of information. So you can build trust through transparency and providing them with all the relevant information that they need to make their decision.
2: Seek public feedback
You reputation is driven by client feedback. Seek client feedback and channels to make it publically available. Clients want to know what it is like to work with you from others that have worked with you.
3: Do what you say you will do
A pretty simple principle, but to ensure you can do what you say you will do, you need to be clear on what you are going to say before you say it. You can start taking small steps on this today. For example, if you say that you'll call someone at 10am. Call at 10am, not 10:07 etc.
4: Promote client testimonials
Your clients' testimonials are business-critical assets. Promote their words, not your words and show people what it is like to work with you. Great client testimonials are the output from consistent work for your clients at every step of their process with you. So if you want to generate great client testimonials, then keep that in mind at every stage of your process.
5: Share educational content
Education is the key way of building trust, in particular for a strong digital sales process. We have shared more about how Education is the key to digital selling for insurance brokers. Start sharing educational content that solves customers problems. Giving away your expertise enables customers to truly value your skills and understand more about how you operate.
6: Understand first, then look to match to products
As people, we love to be understood. So to build trust with potential clients, spend most of your time seeking to understand what it is they do and how they feel about their needs and requirements. Understanding a client, and checking that you really are understanding them is critical. Keep asking open questions during your interactions. Such questions could be "tell me more about your business", "What areas do you feel you need coverage in", "What would happen if...." and "how does this feel for you?"
7: Be trustworthy
Simply be trustworthy. It is the most valuable business and career asset you can cultivate.