Agents Should Remember to Sell the Sizzle!

An article I read in Daniel Burrus’s recent TechoTrends newsletter (http://www.burrus.com/eTFN/2010/eTFNa4-10.pdf) made me think about the concept of product/service de-commoditization as it may relate to the typical insurance agency.  An age-old sales phrase came to mind:  “Sell the sizzle not the steak“.

This quote, from an unknown source, points to the understanding of human nature that successful salespeople develop.  Steak is steak.  But, how you package that steak is what makes it sell.  It’s the sizzle.  The sizzle, where the steak metaphor is concerned, may include the atmosphere of the restaurant, the statements regarding aging of the beef, or the other accouterment associated with the dining experience.  What constitutes “sizzle” in a typical insurance agency experience?

Sometimes we get too busy to “sell the sizzle” with our agency clients on a daily basis.

For example, our staff members efficiently provide price quotes, but do they make a conscious effort to take a few moments to state that “included in this premium quote are discounts in the amount of   %  for [fill in the blank]”?   During marketing sessions I facilitate, I often reference some of the direct writer commercials I see on television.  For example, one particular company’s ad touts the auto-home discount like it’s something totally new to the industry.  They’re selling the sizzle, which causes others viewing the ad to wonder “do I have that discount on my insurance policy?”

We need to learn to sell the sizzle, at some level, during every “conversation” our agency has with our clients.  Take the few extra moments to remind them of “what’s included” when they do business with “us” – the independent agency; “us” – the [your agency name here] Insurance Agency.  These conversations may take place on the phone, via email, as the result of the client visiting our website, or via social media.

Talk about this concept at your next agency / department staff meeting.  What sort of services does your agency provide that clients should routinely be reminded of?   What are the policy features that your agency has available that translate into benefits to your clients?  How can your agency routinely “sell the sizzle” during client conversations?

Small Changes Lead to Big Results

In May, I attended an industry meeting where the concept of the “21 day challenge” for embracing change was discussed. We all agreed that it takes 21 days of consistent action to create a new habit. This has been proven time-and-time again – diet, excercise, and smoking cessation programs are some perfect examples. Consider embracing the same concept to resolve business issues.

I’ve been working with a client who’s been intrigued by the insurance policy cancellations that their office has been experiencing. Historically, they would watch cancellations on a monthly basis and complain. We created an action plan to more closely investigate the situation.

Retraining the Download Processor, tracking reason codes via a weekly report and providing additional training to customer service agents on conversational servicing techniques are the three small changes that have made a big difference for this agency.

Mary Kay Ash used to say, “you can eat an elephant one bite at a time”. Sometimes, we get so completely overwhelmed by the big project that we don’t even begin. I encourage you to break things down into bite-sized, manageable steps and take action. Realize that every worthwhile “change” takes time. And, don’t give up or give in too soon!

Give it at least 21 days!!