Reasons People Change

Have you ever wondered why people change from one agency to another or from one insurance company to another? It is really quite simple. There are only a few reasons people switch. Use your experience to compare against this list. They are as follows:

1. To receive better coverage
2. To receive better service
3. To pay lower premiums
4. To enjoy a better relationship

If this is true and it is, then wouldn’t it be safe to also conclude that the same reason a person uses for changing is probably the same reason he uses to buy from someone else? Of course! If you knew what a particular person’s reason was how much of an advantage would you have in helping him or her get what they want?

Huge!

So then, isn’t the goal to find out what people want? How do we do this? How about we ask! Could it be that simple? It most certainly is! Consider asking the following questions to determine what’s important to your client. Depending on their answers, you can then conclude what is important to them. Its been my experience that people make decisions based on what’s important to them. If clients are indifferent or lack passion in their responses, switch to a different area of questions. For example, if they seem indifferent to changing based on coverage, switch to questions to reflect their desire for a relationships and so forth. It only takes 2-3 questions to begin to conclude what a person considers most important.

The problem with most of us is that we talk to much. We might ask one question but then we either fail to listen or to ask more probing questions to truly understand. So, take a chill pill and begin to ask better questions like the following:

1. To receive better coverage…..
- What concerns you most about your current insurance plan?
- If you got in an accident and it was your fault and you got sued, do you have enough coverage?
- When was the last time you had a detailed coverage review with your agent?

2. To receive better service……
- When was the last time your agent visited you?
- What do you think makes for a good insurance agent? How does your agent measure up to this standard?
- The last time you called your agent was he prompt in getting back to you?

3. To pay a lower premium…..
- Are you willing to sacrifice protection and peace of mind for a lower price?
- How much lower does it need to be from what you are currently paying?
- Price aside, in what other areas might I be able to assist you?

4. To enjoy a better relationship…..
- When you left your last agent, what was the reason? How has your current agent lived up to that reason?
- All things being equal, what must I do to make you feel comfortable in changing your current agent relationship?
- How often do you and your agent get together?

Again, recognize that people change agencies or companies for a reason. They also buy for a reason. If we had a better understanding of these reasons we might be able to meet their needs better. By using the right questions you might learn just what you need to meet or exceed their expectations.

As you ask open, probing questions you will be surprised what you will learn. Don’t just be satisfied with the first answer, drill deeper to really understand their thinking. Don’t be so anxious to conclude, but rather use clarifying questions to truly understand their intentions and motives. The F.O.R.E acronym is such a great tool in this regard… Oh, but that’s another blog!

Seek first to understand and then you will be understood!