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8 9 : ; 8 < = > ? < @ A B C < D E F G H I J I K K I L

Each day we are greeted with numer-

ous insurance advertisements from

billboards to television commercials

to radio ads. But are those working?

Perhaps to a degree, but we need to

think outside of the box to obtain, and

especially to keep, those desired clients.

Customer service — what is

that? !ese days, people seem to

choose not to deal with each other

directly. Interaction is becoming

impersonal. Consumers are opting to

purchase their insurance coverage from

alternative sources that seem more ef-

"cient, less confusing and, apparently,

o#ering a better price. Appearance,

however, is not always the reality.

As a young broker in today’s fast-

paced society, I have

had to adapt my skills

towards what con-

sumers seek. It’s crucial

to determine a client’s

needs quickly because

multiple markets are

"ghting for the same

piece of business we

are. Although insurance

isn’t always the easiest

thing for clients to un-

derstand, it’s our job to

educate. Most consum-

ers have a negative

outlook on insurance

— it’s always a waste of

money. Even though

most clients would like

to deal with their insur-

ance as fast as possible,

rarely reviewing their

coverage, they are gener-

ally thankful when I go

through coverages and

explain their policy in

more detail.

Brokers have a great opportunity to

create a relationship with each client.

When that bond is created as we talk

over the phone or meet in our o%ces,

we not only get to know more about

that client but also are able to create

an insurance policy that speci"cally "ts

that individual. Each client’s insurance

needs will continually change over time.

Single people in their twenties may

require only an automobile policy, but

as they get married and have children,

they may require house insurance and

a life insurance policy. As clients’ lives

change, their insurance needs change

with them.

One of the determining factors when

potential clients are choosing their in-

surance coverage is price. Most people

don’t understand or value insurance

coverage, so they want to spend the

least amount of money possible. Sur-

prisingly enough, studies have shown

that people are willing to spend more

money when great service is given.

Customer service seems to be a dying

trend in today’s society, but it’s what

sets us apart from other insurance

providers. When a client speaks well of

a brokerage, that positive response will

draw in other consumers who are hope-

ful of experiencing the same service.

If we can provide excellent customer

service, a competitive premium and a

convenient location, then those three

things will bring in new clients simply

by referral.

Keeping those preferred clients is

another task by itself. Brokers must

always provide exceptional service to

their clients, but customer service is not

enough. A brokerage must also keep up

with technology, have educated sta#,

o#er prompt service and continue to

o#er competitive premiums. !ose four

things go hand in hand to maintain our

clients.

With the hundreds of advertisements

that surround us daily, we are more

likely to remember the referral from a

friend or our positive customer service

experience than a TV ad. Even with all

the other insurance providers’ market-

ing claims, many, if not most, clients

will choose to insure their property

with brokers who provide one-of-a-

kind exceptional service.