Defining Your Agency's Unique Sales Proposition

Defining Your Agency's Unique Sales Proposition

We talk a lot about the methods and channels to reach your audience, but all the marketing tactics in the world won't make a difference if you don't have a unique sales proposition. Before you worry about how you will reach your audience, let's take a step back and talk about what you will say once you reach out.

What Is A Unique Sales PropositionDefine Unique Sales Proposition And Separate Your Agency From the Competition

A unique sales proposition (USP) separates your agency from the competition and positions you as better equipped to handle their needs than other independent agents.

To define your USP, you should do two things:

  • Define your ideal client
  • Do competitor research

Defining Your Unique Sales Proposition

The first question any prospect will have is, "why should I choose you over the competition." It is hard to convince a prospective client to trust you with their business if you don't have a good answer. 

Write down all the ways that you can meet the needs of your audience, be of value, and position yourself as a reliable source of information. 

Client Personas

It is essential to understand your target audience, their demographics, psychographics, purchase behavior, etc. Your target audience faces various unique problems relating to insurance. The USP should directly address these problems. 

Empathizing with the unique pain points of your target audience is a strong sales proposition.

Competitor Research

discussing-results-of-business-research-2021-09-24-03-48-32-utcTo set your agency apart, you need to know how other agencies present and position themselves to clients and prospects. Look for how they are succeeding and where their services lack. Look for gaps in their USP and try to fill those gaps. 

Don't forget to read client comments and reviews to understand how clients feel about their brand. See what attracts and impresses clients and what turns them off. 

For example, if you discover that clients are increasingly frustrated with the lack of product choice or poor response time from other agents, use this to your advantage. Let prospects and clients know that you promise to be responsive and have access to all the top carriers, offering plenty of choices. 

AAI-affiliated agents have access to many A-rated carriers. You can feel confident making that promise in your USP. Access to carriers is one of many ways that we help agents position themselves above the competition.

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