Do You Have Clients or Customer? And, Why Does it Matter

With the increasing number of online insurance quoting tools and insurance sales portals, you may be wondering why it makes a difference if you consider your insurance prospects clients or customers.

Well, it does make a difference...a big difference! When we think of customers, we think of one-time transactional sales. When we think of clients, we think of long-term relationships that take time to cultivate, but once established, become high-value relationships.

As the insurance industry continues to evolve, clients will become increasing important. Your clients may venture out and check prices of various insurance products through online quoting tools – kicking the tires, so to speak – to see what’s available. But, hey will come to you for advice on what are makes sense for them. They will come to trust you and value your knowledge. And, as the needs of your clients change they will come to you for new products.

How do you go from selling to customers to serving clients?

Here are some suggestions for to beginning to building long-term relationships with your prospects:

• It’s not’s always about the sale: Keep in mind that people want to know that you are interested in them, that you want to hear what is going on in their lives. Take the time to get to know your prospects, to learn about them so that you have a better understanding of their situations. Then, when it’s time to discuss insurance products, you know what will make sense for your prospects. You will be able to provide them with products suited to their needs.
• Share your knowledge: As you get to know your prospects, in person, on the phone or even through social media, share information that will be helpful and interesting. Go beyond insurance to include relevant and timely news.
• Stay in touch: As more and more people are online, it makes sense to use social media such as Facebook, LinkedIn to stay connected. Reach out to your prospects. Invite them to like your pages. Then, post interesting and educational articles about a wide range of topics.
• Keep it informative: We all have opinions. However, as you build your relations, keep in mind that your role is to inform, to build trust, so that your prospects become clients. You don’t want to turn prospects away because you’re always selling or pushing a certain point of view.

Taking the time to establish a relationship can lead to a long-term valuable client that will last years beyond the one-time transactional sale. And, that is invaluable!