What's Special About a Specialist?
Having had thousands conversations with clients and prospects, I can confidently say insurance sales are best done by a specialist. More so today, “specialists” are what most insurance agents and brokers are selling themselves as. However, I find it interesting that we aren’t all speaking about specialization in the same way.
Many times, the agent or broker is referring to their own specialization in an insurance discipline they are selling, such as; property and casualty, employee benefits, surety or management liability. You’ll even hear salespeople speak to being specialists based on the size of the account they focus on; small business, middle market or national accounts. Finally, I hear salespeople selling themselves as specialists in the type of products they focus on; loss sensitive, self-funded, alternative risk, to name a few. However, these are not the true specialization that I believe most greatly benefits a client.
That specialization has to do with the salesperson specializing in your industry. This is the critical piece. Unless the technical expert understands the specific issues your industry is facing, it won’t all result in the best solutions for you. So, what am I talking about that would define a person as this type of specialist? Would it be enough that the salesperson has a subscription to the most subscribed industry periodical? I think that’s a start….albeit a very small start. What I am really talking about is the salesperson getting fully immersed.
Next time you’re thinking about your insurance salesperson, or another strategic vendor partner for that matter, here are some areas you can question to see where their commitment to your industry is:
- Am I able to have meaningful conversations about the key issues for my business and industry?
- Is my salesperson really involved in my association? Just attending? Or, actively engaged?
- Can I get analytical data and metrics specific to my industry to assist with my goal setting?
- Can the salesperson connect me to other key Industry vendors when I am in need of their specific assistance?
- Is the service plan being presented for my account industry-specific?
- Do I see my salesperson in my space as a thought leader?
I’m sure those of you that are dealing with a true industry expert salesperson know, they become an invaluable business partner. For those of you that haven’t had a chance to experience the difference, I highly encourage you to invest in finding one. The ROI is huge!
Not sure where to begin? Contact the ‘A’ Team to speak to a specialist in your industry!
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