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eINDEPENDENT 04/13/2012

How Your Value Proposition Affects Your Life Insurance Sales

One of the most important aspects to define as a life insurance agent, is your value proposition. Your value proposition is the sum total of benefits you promise to your clients. Yes, you promise your clients good life insurance, but if that were all they needed, they wouldn’t need you. You’re there to offer them more. In addition to life insurance, your clients need and want help. They want advice. They want a trusted authority who can help them adapt their financial strategies as their lives change over time.

What does your value proposition have to do with increasing your life insurance sales? Everything. But in order for your potential clients to realize that your value proposition will benefit them, you’re going to have to reach them.

Reach Them On Their Terms

A Pew study showed that 88% of Americans making over $75,000 a year, use the internet to research products before making purchases. While word-of-mouth marketing is important, it is also important to have an online presence so consumers find you when they turn to online search engines.

Going online to explain your value proposition and using it to increase your insurance sales has never been easier. Today’s inbound marketing strategies allow you to expound on your value proposition as fully as you want to, and relationship-oriented venues like blogging and social media let you converse with potential and existing clients.

So how do you take full advantage of these resources to increase your insurance sales?

  • Start a blog. If you already have a website (and you should!), add a blog either as a sub-domain or as a new page on your website. Begin adding well-written, helpful posts immediately and consistently. Focus on your value proposition in posts, and adopt a helpful, educational tone. Today’s savvy consumers want information, and they want to make decisions on their own. If you earn their trust by becoming an authority in their eyes, they’ll turn to you when a life insurance need arises. When people post comments, respond to them thoughtfully, and encourage as much discussion as possible.
  • Sign up for social media sites. Twitter, Facebook, and LinkedIn offer you a tremendous (and free) opportunity. Use social media to send people to your website and blog. Make sure you have social media icons at the bottom of all of your blog posts so people can “like” them and forward them to friends who may be interested in your services.
  • Consider including your website, blog, and social media information on promotional materials. Since most people prefer to do research, business, and communicating online, give them the means to reach you on their terms. Print your web address on your business cards, brochures, and business stationary.

Let us know how these recommendations work for you!