2022 Sales Challenges? Let’s Overcome Them.
How Insurance Agents and Agencies Can Conquer Today’s Toughest Sales Challenges
As an insurance agent, you’re no stranger to challenges. Each day, you’re setting goals and reaching new milestones. Over the last two years, however, independent insurance agents and agencies have faced tougher times. The pandemic, economy, uncertainty, and instability that have affected our local communities and our world have all impacted the way we live and do business. GS National Insurance understands that our partners have new challenges. To help, we’re sharing insights and recommendations for tackling — and overcoming — some of the toughest challenges that insurance agents are facing in 2022.
1. Virtual Trust. Insurance agents have always worked hard to build and maintain trust with their clients. That’s never been an easy task. Today, salespeople have to continue to adapt to virtual connections rather than in-person or one-on-one meetings. It can be harder to convey sentiments of sincerity and trust in a virtual environment. A video call, for example, just isn’t the same as being together physically. While more interactive and demonstrative than a phone call, video meetings still lack the comfort that can be communicated from a face-to-face meeting. If you’re still finding yourself conducting many of your client meetings virtually, be sure to leverage the technology to your advantage. Opt for video meetings over phone calls, text, or emails whenever possible; and always deliver a personalized approach to all of your communication.
2. Roadblocks. More than ever before, it’s getting tougher for insurance agents to get in front of decision makers. With more leaders working from home, it can be harder to get appointments with the people you want to meet. One of the ways you can overcome this challenge is to immediately communicate the value that you are bringing to the table. You want to let decision makers know that a meeting or conversation with you is worth their time. Position advantages, relevant announcements, and important information upfront — even before you’ve gotten a confirmed meeting. When sending email inquiries as you try to arrange for a meeting or call, be deliberate in how you communicate the value that you intend to bring to them personally or professionally.
3. Looking Beyond Product. Today, insurance agents and agencies have to look beyond the quality and value that insurance products offer. Think about your sales process and how to create and work through an effective strategy that is built around the decision-making process for prospects and sales leads. Don’t rush for a close. Present clear ROIs and advantages of specific products and have a plan to consistently reinforce those advantages throughout your sales process. Create timelines for the next steps of your follow-ups and ongoing conversations to keep everyone on task and knowing what to expect and what comes next. Even when you’re presenting a great product, your sales process behind the product matters today more than ever before.
4. Understanding Mindsets. How are people shopping today? How are people relating to storytelling marketing? What about social media influencers and digital advertising? Think about the current landscape of advertising and how today’s messaging relates to the overall mindset of consumers. Does your own marketing fit into today’s mentality? How can you adapt your sales messages to represent the current environment and buyer preferences? The world has changed. Mindsets have shifted. Successful insurance agents will recognize the changes and adjust their marketing to fit today’s consumers.
5. Social Media Matters. According to LinkedIn, 78% of social media marketers outsell peers who do not use social media. Additionally, almost 19% of small to medium sized businesses believe that social media was their best driver of sales in 2021. Insurance agents and agencies need to use social media to their advantage by regularly and consistently looking to social media channels like LinkedIn, Facebook, and Twitter to prospect for new clients, share relevant content, seek referrals, and build an audience. While this isn’t a new challenge, social media is an ever-changing space and recent years have seen dramatic modifications to how social media is used and perceived. Insurance agents should embrace social media as a valuable sales opportunity and create a strategy that plays off of its strengths.
While you may feel that global and local changes have left you with new hurdles to jump, remember that you have the tools and the determination to thrive through the challenges. Rely on your personal drive, your dedication, and your commitment to excellence. In the end, no matter how our world changes, building and maintaining a solid reputation that centers around trust and reliability will always work to your advantage.
For more assistance, contact GSNI. We are with our independent insurance agent and agency partners each step of the way. Learn more at gsnational.com
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GS National Insurance is an independently owned insurance marketing organization. We specialize in helping independent advisors increase their Health, Life, and Annuity Business. Our primary focus is the senior health insurance marketplace. We combine technology and experience to deliver high-quality service and support. Learn more at gsnational.com
