What sales message are you going to give your sales prospects in 2012?

Are you going to let the insurance company you write for determine what your message for 2012 will be? That may not be such a great idea.
With the exception of Allstate’s new marketing drive, the message that most insurance companies are sending now is “CHEAP!....DISCOUNT!...... HUGE SAVINGS!!!!!” State Farm is trying to send the “Now that you’ve left, aren’t you sorry you’re gone,” message, but what I get from it is “If you leave us we’ll give you discounts to come back.” Farmers is selling, “we’re so well trained we fill our sprinkler systems with Gatorade,” and Naitionwide has “vanishing deductibles.” Only Allstate has a clear message attacking the dot-com insurance companies, and…. they’ve got a great Permission Marketing message giving away their Road-side Assistance Program.
Do you have a message to send that will differentiate your agency from your competition? Do you offer a compelling reason for prospects to buy insurance from you? If the answer to these questions is “no” and your sales are good then you need to give your landlord a big hug. You’ve got a great location. If the answer to these questions is “no” and sales aren’t so good; then read on.
If you were to do an in-depth analysis of who your competition is I think you’d be surprised to discover that apathy most likely will fill the number one spot. Your prospects are too busy and have too much stuff on their plate to spend some quality time analyzing their insurance needs. So….. if they don’t know what they need, why not buy the cheapest product? If you could somehow pierce this veil of apathy and ask then one defining question, your chances of turning that prospect into a customer would greatly increase. Do you know what that question is?
If you know what question to ask, then how can you pierce that veil of apathy? Would calling them, interrupting their evening repose, compel them to give quality consideration to your question? Would sending them a mailer asking them the question cause them to pause on their porch step and think about their needs? Would it be possible to create an infomercial that will compel your prospects to stare slack jawed at a television set for thirty minutes and then think about their insurance needs. Is there a word track you can blurt out, when a prospect calls asking for a price, that will make them reconsider their priorities?
Express Autobody will launch its Business solutions series with the Business Solutions Overview Class on January 19th, 2012, from 10:00 am to 12:00 noon, with a spill-over class from 2:00 to 4:00. In this class we will set the stage for a series of classes that will answer these questions and give you a toolbox full of tools you can use to make 2012 your best year ever. Seating is very limited so register now. Just fill out the form below and e-mail it to me.