Here are five time-tested tips for making more sales while enhancing the entire insurance marketing process to serve your client more effectively. Have you been practicing all of them?

• Know what you’re selling. You’re the expert. Your customer will come into your office with an expectation that you’ll know the answers to their questions and how to best craft a policy to fit their needs. Don’t give them a reason to think otherwise. As a professional insurance marketer, demonstrate your knowledge of every nook and cranny of that policy.

• Make sure you don’t seem gimmicky or come across as a huckster. Your customers are smart and they can tell pretty quickly when someone’s putting on a façade. The more genuine you are in your presentation, the more your customer is likely to respect and feel comfortable around you. Consider some ways you can prove your authenticity.

• Make things understandable. One of the easiest ways to scare off a customer is to speak in an insider language he or she doesn’t understand.

• Get to know the customer. Trying to fit every person who comes into your office into a few pre-set policies is a good way to lose business. People aren’t machines; everyone is different and has different needs. Don’t ever use a cookie-cutter approach. If the customer’s willing to talk about his or her family, listen to what he or she says about them. Learn their names. Ask about the customer’s kids next time they come in. Find out what the customer’s hobbies are, what he or she likes to do, what’s important in his or her life right now. A little can go a long way.

• Focus on the broad concepts and benefits. Don’t get bogged down in numbers and figures. Outside of the price and coverage levels, your customers probably don’t have any interest in all the various figures you have showing the effectiveness of the policy.

The customer wants to know the long-term benefit of your product. Show it to him or her in a demonstrable way—through anecdotes or scenarios.

For more sales tips from the pros:

Expert Tips for Insurance Agents

Try Switching Places With the Client

Your One Last Try

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