Insuring QualityHow to Improve Quality, Compliance, Customer Service, and Ethics in the Insurance Industry
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Insurance Industry Must Revolutionize To Survive
Wednesday, March 3rd, 2010People are not as stupid as they used to be. The hard sell no longer works. People understand the sales process better and they demand value for their money. The Internet age is taking its toll on the dinosaurs who are still in the information age and think that sales is a numbers game. The world is now in the communication age and sales are on auto-pilot.
Thankfully for everyone else in the business of offering consumers investment options, insurance agents are being trained the same way in this post-Internet period as they were in the pre-Internet period. The Internet has changed the game drastically and so too the insurance industry needs to change drastically if it is to survive.
At many insurance companies the recruitment and training process remains obsolete. Trainees are told that for every no they get, a yes draws closer. They are told that they need to develop tough skin and be prepared for any rough treatment that may come their way. The truth that fortunately they don’t seem to know yet is that bad treatment is a symptom of a poor sales strategy.
The insurance agent who applies traditional sales tactics on the most non-traditional sales prospects – which most people with buying power are fast becoming thanks to the Internet – will meet with bitter rejection. A “no” is bad in itself but the type of disdain that will make the prospect never want to buy anything of any kind from the seller again will also sink in.
People know that when they are asked about their families, birthdays and to hand over other “joyful” information, the sales person is just collecting data that would help the seller to sell. In most circles that would be viewed as despicably low. Offering to perform oral sex on the prospect might yield better results.
The new and only way to effectively sell anything in this day and age is to set up a system that allows people to buy preferably automatically. This does not have to be an e-commerce store although that would indeed help. The secret is to make one’s offer easy to find and aim to be at the top of the search results. This does not necessarily have anything to do with search engines. Looking at the bigger picture, what it means is that buyers – potential customers – are now in pull mode. One needs to find out where they are looking and place oneself there attractively but unobtrusively.
Aleem Khan is a non-executive director of Trinidad-News.com
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