Principle of Providing Value to Your Clients

The foundation of a long-lasting and profitable client relationship is value. Every move you make as an independent insurance agency owner should focus on providing value to your clients. Furthermore, Insurance agents are no longer in the business of selling insurance but in the business of selling an experience. Experiences hold more weight in the minds of clients than the specific products you offer. 

What do clients value?

People don’t want insurance; they need insurance. So, if everyone needs insurance, why is it so hard to sell? 

The need for insurance varies from client to client. Build an experience and satisfy your client’s needs by understanding the unique situation of your clients. If you want to be a valuable resource for your clients, you must listen and research their behavior. 

Two things you need to provide value to your clients:

1. Write clear and detailed client profile - Gather as much detail as possible. Be specific, not just about basic demographics like age and gender, but about their dreams, aspirations, purchasing behavior, and preferred methods of communication to better target your services and personalize your marketing messages.  
2. Understand the buyer’s journey - Focus your marketing efforts to meet the client at their place in the buyer’s journey, from creating initial awareness and interest to consideration to conversion and retention.

How providing value to your clients will provide value to your agency

While your client should be at the center of all your marketing efforts, they also need to align with your business goals. You will be rewarded with long-term profitable client relationships if you focus on providing a valuable client experience. 

Join the Fastest-Growing Network of Independent Insurance Brokers Across the Nation

Join AAI today and become a part of the fastest-growing network of independent insurance brokers across the nation. Our members are independent but not alone. You get access to tools and training to stay on top of the latest industry trends and advice on starting and growing a business and cutting-edge technology to help you analyze and evaluate your progress.