DEFINE SERVICE TO YOUR CUSTOMERS
SERVICE ABOVE AND BEYOND
Most agents, when asked by the consumer why he or she should do business with them, will say, 'Because we give great service.' But what is great service? Since most people never have a claim, they do not have a chance to see that self-proclaimed 'great service' in action.
To separate your organization from every other agency up and down the street, maybe you need to define service in a more tangible way. Dave Powers of the Personal Insurance Center, Inc., in Traverse City, Michigan, agrees. He says, 'At our agency, we offer our clients a number of value-added services in an attempt to establish in their minds our degree of uniqueness. We offer free FAX service, assistance with license renewals for the elderly, assistance with home inventory/videotaping, and pick-up and delivery to the auto body shop, to name a few.'
Can you define the services you offer that are better than the agency down the street? If you can, then if you communicate that to your prospects, you will build a more profitable organization in the long run.