Tip #6: Perfecting Your Business Persona

Never underestimate the value of a professional and pleasant first impression. There are several factors to consider when putting your best foot forward to customers.

  • Agents already know that a lead is not the same as a sale - your interaction with consumers is highly influential to your conversion rates. According to a popular lead management system, converting a lead is 57% lead quality and 43% sales process.
  • Because of the unique comparison-shopping environment consumers expect with web leads, to win consumer preference it's especially important to be professional.
  • People often use sub-conscious cues when making decisions about agents and companies to work with. View your communication and appearance from the consumers' perspective to make sure you're representing a professional, experienced, and approachable agent.
  • Replace free email accounts that are being used for customer communication. A small investment in a professional website and email domain name helps establish consumer confidence in your agency. Would you rather buy a professional service from slydog@yahoo.com or john.doe@insurancepros.com? Domains are inexpensive, easy to set-up, and can be purchased from companies like GoDaddy.com and Register.com.
  • A key element to being professional is removing personal expression. The wrong reference can be off-putting or even offensive to a customer that does not share your taste. Consider how your choices of ringback tones, hold music, email signatures, and religious or political statements could be affecting your customer pool.
  • Customers are naturally drawn towards people who they like and feel comfortable around. Practice skills like maintaining friendly conversations in social situations, speaking slowly and clearly, being a good listener, and keeping an optimistic attitude. An agent's personality can be a huge advantage.
  • Stand up while you're speaking on the phone - you'll automatically project your voice with more confidence. You can also write a script ahead of time to follow along with until you know the right wording to use by memory.
  • Remember that YOU are your most important business asset. Invest in yourself - through educational seminars, classes, webinars, online insurance forums and blogs, industry publications, and advice from professional acquaintances.
  • You have the keys to success! Top producer Chuck Taggart expressed this concept in an interview recently: "I got into the insurance business because I liked being rewarded for my own efforts. The insurance industry is one of those places where if you work hard you can do well."

What do you think about this tip? Do you have one to add? Email your comments and suggestions to: julie.hsu@allwebleads.com