You are that "Link to Value"

Value is a number placed face-to-face with the benefits to buying something. It is not a string of superlatives such as most reliable, best claims service, strongest financially.

Value is realized when the customer makes the positive connection between price (premium) and the benefits to them of our products and services. Value is not necessarily a comparison or connection between a company’s price and their competition's price.

Value Is…What Value Does…

Value is a comparison of whatever your price is…in connection to…what your price does for the customer. It is the classic features to benefits discussion that the top sales experts understand and apply to their craft as sales professionals…What the price is has no importance to the customer until they see what the price does for them; how something will benefit them. That is value.

Articulate the benefits. Don't fall into the trap of feeling compelled to compare your company or agency to the competition. If the customer brings up the subject of the competition, acknowledge it and move on in your discussion. Focus your sales conversation on how they will benefit from choosing your company and you relative to the declared price. Get the customer looking inside rather than outside for a value comparison.

By inside, I mean, get the customer to internalize all the benefits of choosing your product and service…on how they will benefit personally from doing business with you instead of anyone else. Get their mind’s eye away from looking outwardly at their current price and current insurance company for a frame of reference. Instead, get them looking inwardly at what you can do for them.

For that moment, ignore the price and concentrate on the customer’s needs, articulate through illustration, stories, pictures and emotional language that involves them as the characters in a scenario where you are the clear advantage for them versus anyone else.

To be Understood is a Luxury…It takes Work to be Understood

Don’t worry about the price or the fact that there is a competitor who is vying for the same customer, focus on communicating clearly what you mean to them as their insurance agent; their advisor. And when the time comes, when and if they ever need you to be there for them, keep your promise to your customer. Don’t be like so many other agents and advisors who will say anything to get a sale; keep your promise to be there for them when they need you. That is real value to a customer.

Price is an Issue…But Who has the Biggest Issue with Price?

Price will always be an issue. But, I sometimes think it is more of an issue for the salesperson then it is for the customer themselves. There is a strange mental game we as agents get caught up in where our entire focus is on whether we have a lower priced product or service than the competition. Consequently, we become sensitive to the differences that we see when quoting customers and we feel almost apologetic when presenting our price when it is higher.

We lose sight of the value discussion and in explaining what the price means to them in terms of what we can do for them as agents, as a company, and as an agency who is an advocate for them. Here is the reality; people do spend more money for seemingly similar products and services. Why? Because they feel it is worth it in some circumstances. If you feel you are worth it…than why feel the price isn’t…when you quote it?

Just because the Competition’s Price is Lower, Doesn’t Mean they are Better

When price is discussed, one value proposition that can be articulated is the value proposition of, you, the agent. You are that link to value. So when the premium is stated or discussed, help the customer understand the value to price in regard to you...an agent, advisor, their personal sales professional in insurance and financial services.

For example:

As an expert in auto & homeowners insurance, I deal specifically with the often complicated details associated with claims, billing and the concerns and questions that naturally arise when people talk about protecting their cars and their homes.

Those are two of the biggest purchases most people ever make. So it is important for you to have someone you can trust who can answer your questions and do the worrying for you so you don’t have to when it comes to insuring them.
That’s what I do for people every day, 24/7…

Have you ever had an automobile accident or homeowners claim; or known anyone who has? How did you deal with it? What were some of the difficulties you ran into? What part of the process was the most challenging or confusing? What were some of the difficulties you experienced during the process?

How important would it be to you to have someone like me in your corner if something came up? How valuable would it be for you and your family to have an expert in these matters taking care of things like this? How confusing can it get when a claim is filed or you have a question on a bill?

You get the value of my experience working with hundreds of people, like yourself, as their advisor in these matters. So while you’re busy doing what you like - (like fishing as you mentioned when we first started talking about you auto and homeowners insurance) - I’m the one worrying and working on your behalf - seeing that you and your family are properly protected and taken care of… so you don’t have to be distracted or spoil your family fishing trip!

Other companies give you a 1-800 number and forget about you in voicemail purgatory, as I call it, a seemingly endless tree of voice prompts and confusing push button choices where you can’t get a chance to speak to a live human being about your problem…That won’t happen here.

That's not how we do business. If you need help or have a question, I'm always here for you and can take the time to talk and meet with you whenever you like. And if by some chance you do get our voicemail, our policy here is to call back within 24 hours at the latest…most often, it is much sooner than that…In fact, here is my cell number, I will write it here on my business card for you. That’s in case, if you ever have a question and you need to get in touch with me right away about an accident or a bill, for example, just dial that number and I will answer.
In that sense, I’m worth it.

That’s the value I bring to families like yours.
I care - and because of that, my customers value the relationship we have. Doesn't it make sense to have that kind of relationship & trust with an agent?

You are that Link to Value

You don’t sell insurance or financial products. You sell peace of mind, trust, confidence, kept promises, no worry, security, realized dreams, access and availability, no hassles, ease…You mean so much more to people than they realize…The challenge is to get them to realize it.

You are that Link to Value. Now make sure you tell people about who you are…and what you can do for them.

Copyright © 2009 - Tony Cefalu