What comes to mind when I ask you to describe the stereotypical insurance agent?
Overall, the industry is pretty conservative, buttoned up, slow to change, and, dare I say it, boring.
I know there are exceptions, but this is what most prospects meeting you for the first time expect, whether they are meeting you in person, via social media, or on your website.
And, I have been in this industry long enough to know that as accurate as the first stereotypes I mentioned might be, most in this industry are not boring, at least not when they are letting their personality come through. And the power of allowing that personality to come through cannot be overstated during the sales process.
An unexpected personality
I was reminded of this when I spoke at a conference of independent insurance agents. However, the reminder didn't come from the agents but rather from the hotel where the meeting was held.
While the hotel is a part of the Kimpton network of hotels, it has an independent, boutique feel. The décor is just enough on the trendy side to feel sophisticated. The hotel staff are all ready to serve and very professional in their demeanor. The meeting facilities are meant to help those using them be productive.
I immediately liked the hotel, but it wasn’t until I had a chance to experience its “personality” that I gained a genuine appreciation. And that personality came through in an unexpected place.
While trying to connect to their Wi-Fi, I saw they offered two options. The first was to pay for the service, and the second was to enroll in their loyalty program and get the Wi-Fi for free. I opted for the latter.
As I signed up for the program, they wanted to collect information about my preferences to make future stays as pleasant as possible. They wanted to know what newspaper I like to have delivered, what type of pillow I prefer, my ideal room location, etc. It was not unexpected, except this is where their playful personality came through.
The options they offer for a pillow:
- A sympathetic shoulder
For room preference, they ask, "How would you answer? I prefer a room that is . . .”
- A mess
- Away from the elevator
- Near the elevator
- On a high floor
- On a low floor
- In a quiet area
- Not spinning around me
Yes, it was a little thing, but I appreciated the humor and the personality they put into their questionnaire! It was a great example that professional and fun don’t have to be mutually exclusive.
Let the real you shine through
Insurance agents don’t have to be boring. Don’t be afraid to let a little personality come through. Sure, you need to be professional, but have a little fun on your website, when participating in social media, and even when meeting face-to-face.
Doing so shows confidence, makes you more real, and will put your prospect/client at ease. And when they are at ease, they will open up and discuss honestly how you might be able to help them.
Content provided by Q4intelligence
Photo by peopleimages12