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An interested broker is an interesting broker

ARTICLE BY

  • Jessica Dos Santos Morelli

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As a successful broker you’re a self-motivated businessperson with an engaging personality. You’re well organised and you understand the insurance market. (Right?) But is all of that that enough when you’re in front of your client closing a sale? 

As salespeople, we traditionally apply the same set of techniques and tools to all our clients who, in fact, each have unique insurance requirements. Understanding that each client is unique means they should be treated as such. Our approach towards each client should evolve and expand to meet their individual insurance needs. 

It’s essential to remember (and it may seem obvious) that clients are people, too. The more you know about your clients and their needs, the better you’ll be able to advise them. Businesses that are client focused are businesses that understand the client’s world as well as what their business can do to improve it. 

It is important to show them that you care and that you are genuinely interested and committed to developing a higher level of engagement with them. Long-term partnerships should be the goal, rather than short-term sales. 

Illustrate your commitment to service quality in order to gain their trust and show them how your business strategy synergises with theirs. This is key to long-term viability, which goes way beyond selling products and services. 

You will see a different client when they feel that you are trustworthy and genuinely interested not only in their business, but also in their wellbeing. Personalisation goes a long way. Finding the right balance of offering a personalised service without crossing professional boundaries may prove challenging, but it’s about letting them know you are there for them. 

Make your clients your top priority. Listen to what they have to say and respond attentively. It is vitally important to get regular feedback from your clients regarding their expectations as these are constantly evolving. If your focus is on your clients’ needs, it is likely to make them more interested in dealing with you, which can help you improve your overall sales, business, and profits. Your success will be a direct result of what you do for your clients. 

By being interested in others, you – and, by extension, what you’re selling – will automatically be interesting as well.

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