I get it…
I do. No one wants to talk to an insurance agent. Call an insurance agent? No way! Frankly, I wouldn’t. I put myself into your shoes and ask myself, would I want to call me – the dreaded insurance agent? Aren’t they all just trying to sell me something… quickly… in and out, and then I’ll never see them again? Wham, bam, thank you ma’am. What was that guy’s name again?
Why is this? Well, there is ‘sales resistance.’ It’s natural, and it’s increasing in our country. According to a recent Yankelovich study,
60% of consumers have a much more negative opinion of marketing and advertising now than a few years ago
61% feel the amount of marketing and advertising is out of control
65% feel constantly bombarded with too much marketing and advertising
But why is this? We do live in America. It’s sort of hard to have a country built on Capitalism and the Entrepreneurial spirit and not have sales. In fact, it’s impossible. So, there is a dichotomy here. Why do people feel this way? The same study found:
64% are concerned about practices and motives of marketers and advertisers
61% feel that marketers and advertisers don’t treat consumers with respect
65% think there should be more limits and regulations on marketing and advertising
69% are interested in products and services that would help them skip or block marketing
Motive and Quantity
Two things emerge: The motive and the quantity. The motive is obvious; is the salesman trying to make a buck or do they care about you? They want to sell you something, quickly, and then they are gone off to the next ‘victim.’ You may never see or hear from them again. Websites do this, and it drives me nuts. They want you to sign up before you can even see the site. Something will pop-up right in your face wanting your information before you even know what the site is about. I call this the ‘wham-bam-thank-you-ma’am‘ sales approach.
The other part of the picture, the sheer quantity of ads and salespeople wanting your attention, is harder to get our arms around. It’s sort of a ‘spiraling-out-of-control-the-more-there-is-the-more-is-needed’ problem. I, for example, am an entrepreneur, and I am competing for your attention. I want you as a client. It’s that simple. However, I need your attention amid all the clatter and, if I can get it, I need to convince you to be my client. If I don’t, I don’t eat.
If you are being bombarded by spam and email and direct mail and ads, how does a legitimate, small businessman rise to the top of the heap? These are the people you want to work with. How do they get your attention? Well, one way is by more marketing and advertising, which makes it harder for everyone else to rise to the top, so they must advertise more to overcome their competitor’s advertising, and on and on and on. This continues to spiral out-of-control.
Marketing is 100% American. You do it too, even if indirectly
Nearly all of us work for for-profit companies (not all, but most). And all of those companies advertise. It’s as American as it gets. If your company doesn’t sell → it doesn’t make money → it doesn’t make a profit → it can’t make payroll → you lose your job. So, as much as we all hate the massive amount of advertising and marketing clamoring for our attention, we need it. Companies need it. Companies that pay our salaries need it.
So why do we hate it so much? Maybe we could do it better? Maybe we should take a closer look into ourselves, as humans, to see if we could do it better.
What do Homo Sapiens really want?
We’ll, social psychologists have conducted many studies about consumer behavior. Here are a few of the things they’ve learned (source: helpscout.net.)
1. Customers value “Good” Service more than “Fast” Service.
Gallup has noted that enduring relationships result only when companies pay attention to meeting the important emotional needs of their customers. And these needs aren’t met by faster service but by better service.
Okay, now we are getting somewhere, and this hits at the core of salesman just wanting to make a quick buck and move on.
- Fast service = companies care about how much they spend on Customer Service and how much they make. It’s all about them.
- Better service = companies care about you, the customer.
This is pretty obvious to most of us, but many larger companies still hold their customer service reps to ‘time per call’ standards. Some pay rewards to the service reps that have ‘shorter’ customer service calls.
2. Customers love Personalization and they will gladly pay more for it. (Source: wiley.com)
Hmm… is a pattern emerging here. Is it all about the customer? What’s next?
3. Customers will remember you if you can remember their name. (source: www.ncbi.nlm.nih.gov)
Pattern… emerged. It really is about the customer. Did you know that according to recent research examining brain activation, few sounds are as pleasant as hearing your own name? So simple. So, does this pattern of ‘being about the customer’ continue?
4. There are few things a customer talks about more than a pleasant surprise. (Source: econweb.umd.edu)
Why is this? Because surprises make them feel special. It’s about them. It’s very powerful. Something as small as an actual (made of real paper, not digital bits) unexpected thank you card. Why? Because some auto-responder didn’t automatically generate it. It took time and thought (and care) about a particular person. That’s powerful. And almost absent from today’s high-tech marketing blitz.
5. Creating Goodwill with customers doesn’t need to be expensive. (Source: boss.blogs.nytimes.com)
Call it Random Acts of Kindness (Well, actually, that’s exactly what they call it.) Or Frugal WOWs. Customers care about a business when a business cares about them. It’s the act more than the pricetag that’s important, which is a theme that is beginning to emerge here.
6. Customers love brand stories and selling through stories is effective. (source: psycnet.apa.org)
Authors of this study, Melanie Green and Timothy Brock, concluded that “stories have the ability to “transport” us to another place, allowing brands to leave powerful (and lasting) messages to customers.” So true, but again, a story is something we relate to personally. It’s not a cold, hard fact, but something that appeals to us as a human. It’s about us.
7. Selling “Time” over money helps customers see the value of your brand. (source: stanford.edu)
“New research from Stanford reveals that customers have more favorable feelings towards brands they associate “time well spent” with; memories of good times were more powerful than memories of great savings.”
Beer ads (and Coke) are famous for this. Quality of life. Promote that. Not money. Teach the world to sing, or, if any of you watched this year’s Super Bowl, a puppy and horse are worth far more than all the cost savings in the world. Why? Again, the human value. It’s personal. Things we love, things important to us, whether that be ‘buying the world a Coke” or just the pure joy and love of a puppy, these are the things we love. These are our lives. Money isn’t.
8. If you bring money up, it makes customers more self-centered. (source: carlsonschool.umn.edu)
Now isn’t this the icing on the cake? Why do you not want to call your insurance agent? Why do you not want to call a salesperson? Why are you so sick of all the marketing and advertising today clamoring for your attention? Because none of it is about you.
So, why call an insurance agent? Because you question their motives, and you don’t want to add to the flood of marketing coming your way. That’s really it. (Well, actually there is one other reason, and it has to do with the nature of insurance itself, but you’ll have to watch the video for this insight.)
So… you avoid this at all costs. But insurance is important (and in many cases today, mandatory), so finding a good agent that can help you is important. You just need one that cares about you. Finding them is the hard part.
Long-Term Relationships are about You
Building long-term relationships with clients appeals to me. I’m not a flashy, one-time-shot-and-you’ll-never-see-me-again. I’m like you. I like puppies and horses and getting unexpected thank-you cards. What’s important to me is people and families and their lives.
I am looking for a long-term relationship. I want clients who I can build a long-term relationship with. People I can help, not for a day, and not just once in passing, but that I can help throughout their lives. Your insurance needs change as you progress through life’s stages. You need someone that could help guide you through that.
Scott is a vast resource of knowledge and skills… I have seen him manage his time under strict guidelines and recognize the importance of a strong work ethic, persistence, and intellectual integrity. – Jorge Mendoza
Isn’t that what you really want? Aren’t we seeking the same thing?
I put myself in your place and treat you exactly as I would want to be treated. (My mom planted that Golden Rule deep.) My job is to answer your questions and to get you the help you need.
Scott brought many fresh solutions to the table… served to lift and encourage… very impressed with how Scott was able to build a close relationship… – Josh Earnshaw
So why Cafe Quoteria? Why me? Well, for starters I’m no pressure. It’s just not my style. My job is to help you. To work with you. Even if that means it’s not the right time for you to buy insurance. Frankly, if it’s a choice of feeding your family or owning insurance, I’d recommend eating. The insurance can wait. There is a hierarchy of needs. I know that. But when you do need insurance, I’ll be here.
…a most deserving man… I want to vouch for Mr. Bradshaw’s character, abilities, and common sense approach to business… he puts integrity first. – Mickey Walker
So, what do you really want?
- Professional advice
- Long-term relationship
- Agent with integrity
- Someone you can trust and relate to
So, why talk to an insurance agent? Because some of them care, and they want to help you. If that’s what you are looking for, give me a call (817-224-2906), or send me a message below. I’d love to hear from you.