hi I’m Evan Carmichael welcome to
another edition of ask Evan in today’s
episode I’m going to answer a question
from one of my newsletter readers Joe
who’s an insurance agent pretty new to
the business and is having a hard time
getting out there making sales apart
from his blood relatives and was
wondering what my advice would be to
help him gross business so Joe you’re in
a tough industry lots of competition and
there’s very little that separates the
products that different insurance agents
will sell so the first thing that you
need to do is come up with your unique
value proposition and what this
basically is is explaining what makes
you different so you’re not just Joe the
average everyday Joe salesperson you are
X Y Z so what makes you different from
everybody else and when you introduce
yourself you have to put that in your
statement and make everybody know that
you are the insert’ insurance agent who
helps these types of people so you can
differentiate yourself on the service
they provide and also going after a
specific target market that’s different
than everybody else
so as an example you know everybody
wants to go after the high net worth
individuals and people going to take out
the big policies that doesn’t really
help you so much what I would do is try
to target people who have specific
interests and learn about them tailor
solutions to help them come up with
other packages that you’ve seen work
with that type of age group and
demographics and then be able to sell
into them you can also use shared
interests so example if you are a huge
baseball fan and you love the Cleveland
Indians part of what you could do is
take people to the games who you know
when the Cleveland Indians are in town
and you can go out to customers who also
like the Cleveland Indians so it’s a lot
easier for you to connect with them and
it’s a lot more fun to do business so
you’re not just going after anybody and
everybody who needs an insurance agent
you’re going after the people who are
ideal clients for you and you love
working with and you have shared shared
passions with so identifying first you
know your unique value proposition who
is Joe the insurance guy what do you do
that’s different everybody else and then
start defining who
your customers are so I would try to be
specific as you can with that you
obviously don’t want to limit yourself
off and say you’re only people who like
to clip in Indians and who are you know
50 to 55 and men right there might be a
little specific but you want to do try
to define your target market as much as
you can with your customer base so look
at your age group look at look at
interests look at their stage in life
look at what some of their needs are and
build up a profile of ideal person that
you want to target and from there if you
can specialize in those people and you
go and you tell them when you’re meeting
with them that you specialize with those
types of people and you can show how
you’ve helped people who are like them
the more likely they’ll want to sign up
with you instead of I’m Joe and I sell
insurance to anybody and everybody
writes a lot harder to make that kind of
sale so you may be turning away business
that you can make some money from but
are not ideal clients and then focus on
the ones who are great potential clients
for you because you know you can service
your needs
from there once I can a clearly
explained why I’m different and I can
explain the type of customers that I
want to go after then you can start with
your marketing strategy and for you I
try to look at events to start so it’s a
very personal business if I’m going to
work with an insurance agent I want to
know that again you understands my needs
likes what I’m about I can relate to him
really well and so events are a great
way to do that you’re meeting people
again you only want to treat your
finding events where your target
customers are hanging out at so it’s a
great way to make those first
connections
I would then look to get in front of
connectors so potential referral
partners who can you partner up with
where you prefer them business tickler
for you business i look to get into the
local media you want to be seen as the
local expert for insurance for you know
whatever age group again whoever your
target customers are and pitching the
media is a lot easier when you have your
unique value proposition and you know
who you’re targeting as your customers
and you have a story to be able to tell
instead of just I’m Joe the sales guy
right so getting the media local media
especially we can have some kind of
ongoing relationship if you’re writing a
monthly column for example in your local
Media could really help identic about
creating content and for here you’d want
to be creating articles and other types
of content that again are geared towards
your target customer educating them
creating a monthly newsletter that goes
out that you also post on your website
so giving them ongoing useful helpful
content that talks about where the right
with their stage of life that might be
able to you might be able to help them
with and new products or services that
you’re coming out with that again could
be able to help them and then it also
create video and if somebody is meeting
you in an event or they heard about you
through the media or the regular your
articles a great way to introduce
yourself again is through video
especially if you haven’t met them yet
it’s coming through a connector or media
another source people again this is a
very personal business for you people
will make decisions really quickly based
on seeing you and hearing you so if you
create a quick video of yourself that
goes up on your website when people land
they’re able to learn a little bit about
you kind of see what you like what
you’re about again you’re talking about
these two things your unique value
proposition and types of customers you
like to deal with and it’s goes a long
way to be able to make a warm welcome
online when you haven’t actually met
somebody face-to-face and when I first
started my business my website is off my
name’s Evan Carl calm I kind of hid
behind my content and we did a lot of
profiles the famous entrepreneurs and
people started writing in asking about
me and who I was and eventually I
started creating more and more content
and got into video as well and people
seem to really like the videos and it’s
a great way of people to kind of get to
know me and I’ve had people come up to
me and feel like they already know me
because they watch other videos and
they’ve seen all of them and they our
regular viewers and you know I don’t
know them yet but it’s great to meet
them so you can have the same
relationship where people can come to
your site quickly watch your intro video
see you’re a nice guy see that you
understand their needs and your catering
just to them and they’ll start forming a
relationship with you even though you
haven’t really started a relationship
with them yet so they’re more actual
more likely to pick up the phone I want
to call you so hope that helps so again
come up be unique value proposition what
makes you different identify who your
target customers are in as much detail
as you can then start your marketing
strategy through events going after
connector
is getting to the media create a content
strategy and creating some video as well
Joe I hope that’s useful if you guys
like the video please leave a comment
below and it also always appreciate it
when you want to leave a thumbs up for
the videos so thank you and we’ll see
you on the next episode
you
another edition of ask Evan in today’s
episode I’m going to answer a question
from one of my newsletter readers Joe
who’s an insurance agent pretty new to
the business and is having a hard time
getting out there making sales apart
from his blood relatives and was
wondering what my advice would be to
help him gross business so Joe you’re in
a tough industry lots of competition and
there’s very little that separates the
products that different insurance agents
will sell so the first thing that you
need to do is come up with your unique
value proposition and what this
basically is is explaining what makes
you different so you’re not just Joe the
average everyday Joe salesperson you are
X Y Z so what makes you different from
everybody else and when you introduce
yourself you have to put that in your
statement and make everybody know that
you are the insert’ insurance agent who
helps these types of people so you can
differentiate yourself on the service
they provide and also going after a
specific target market that’s different
than everybody else
so as an example you know everybody
wants to go after the high net worth
individuals and people going to take out
the big policies that doesn’t really
help you so much what I would do is try
to target people who have specific
interests and learn about them tailor
solutions to help them come up with
other packages that you’ve seen work
with that type of age group and
demographics and then be able to sell
into them you can also use shared
interests so example if you are a huge
baseball fan and you love the Cleveland
Indians part of what you could do is
take people to the games who you know
when the Cleveland Indians are in town
and you can go out to customers who also
like the Cleveland Indians so it’s a lot
easier for you to connect with them and
it’s a lot more fun to do business so
you’re not just going after anybody and
everybody who needs an insurance agent
you’re going after the people who are
ideal clients for you and you love
working with and you have shared shared
passions with so identifying first you
know your unique value proposition who
is Joe the insurance guy what do you do
that’s different everybody else and then
start defining who
your customers are so I would try to be
specific as you can with that you
obviously don’t want to limit yourself
off and say you’re only people who like
to clip in Indians and who are you know
50 to 55 and men right there might be a
little specific but you want to do try
to define your target market as much as
you can with your customer base so look
at your age group look at look at
interests look at their stage in life
look at what some of their needs are and
build up a profile of ideal person that
you want to target and from there if you
can specialize in those people and you
go and you tell them when you’re meeting
with them that you specialize with those
types of people and you can show how
you’ve helped people who are like them
the more likely they’ll want to sign up
with you instead of I’m Joe and I sell
insurance to anybody and everybody
writes a lot harder to make that kind of
sale so you may be turning away business
that you can make some money from but
are not ideal clients and then focus on
the ones who are great potential clients
for you because you know you can service
your needs
from there once I can a clearly
explained why I’m different and I can
explain the type of customers that I
want to go after then you can start with
your marketing strategy and for you I
try to look at events to start so it’s a
very personal business if I’m going to
work with an insurance agent I want to
know that again you understands my needs
likes what I’m about I can relate to him
really well and so events are a great
way to do that you’re meeting people
again you only want to treat your
finding events where your target
customers are hanging out at so it’s a
great way to make those first
connections
I would then look to get in front of
connectors so potential referral
partners who can you partner up with
where you prefer them business tickler
for you business i look to get into the
local media you want to be seen as the
local expert for insurance for you know
whatever age group again whoever your
target customers are and pitching the
media is a lot easier when you have your
unique value proposition and you know
who you’re targeting as your customers
and you have a story to be able to tell
instead of just I’m Joe the sales guy
right so getting the media local media
especially we can have some kind of
ongoing relationship if you’re writing a
monthly column for example in your local
Media could really help identic about
creating content and for here you’d want
to be creating articles and other types
of content that again are geared towards
your target customer educating them
creating a monthly newsletter that goes
out that you also post on your website
so giving them ongoing useful helpful
content that talks about where the right
with their stage of life that might be
able to you might be able to help them
with and new products or services that
you’re coming out with that again could
be able to help them and then it also
create video and if somebody is meeting
you in an event or they heard about you
through the media or the regular your
articles a great way to introduce
yourself again is through video
especially if you haven’t met them yet
it’s coming through a connector or media
another source people again this is a
very personal business for you people
will make decisions really quickly based
on seeing you and hearing you so if you
create a quick video of yourself that
goes up on your website when people land
they’re able to learn a little bit about
you kind of see what you like what
you’re about again you’re talking about
these two things your unique value
proposition and types of customers you
like to deal with and it’s goes a long
way to be able to make a warm welcome
online when you haven’t actually met
somebody face-to-face and when I first
started my business my website is off my
name’s Evan Carl calm I kind of hid
behind my content and we did a lot of
profiles the famous entrepreneurs and
people started writing in asking about
me and who I was and eventually I
started creating more and more content
and got into video as well and people
seem to really like the videos and it’s
a great way of people to kind of get to
know me and I’ve had people come up to
me and feel like they already know me
because they watch other videos and
they’ve seen all of them and they our
regular viewers and you know I don’t
know them yet but it’s great to meet
them so you can have the same
relationship where people can come to
your site quickly watch your intro video
see you’re a nice guy see that you
understand their needs and your catering
just to them and they’ll start forming a
relationship with you even though you
haven’t really started a relationship
with them yet so they’re more actual
more likely to pick up the phone I want
to call you so hope that helps so again
come up be unique value proposition what
makes you different identify who your
target customers are in as much detail
as you can then start your marketing
strategy through events going after
connector
is getting to the media create a content
strategy and creating some video as well
Joe I hope that’s useful if you guys
like the video please leave a comment
below and it also always appreciate it
when you want to leave a thumbs up for
the videos so thank you and we’ll see
you on the next episode
you
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