Clients and customers are the most important assets a business has. The quality of the relationships you have with your clients can affect business you have done with them in the past, and business you hope to do with them in the future. These relationships can also increase the likelihood that they will help your business grow. This should put on-profile clients up there with the immediate family on most advisers' VIP lists.
As the GAMA Foundation learned in its study of the future of the life insurance business, consumers are now basing buying decisions more on their advisers' relationship skills, fact-finding skills, counsel, and advice than on eye-catching, often seemingly too-good-to-be-true sales illustrations.
In addition, an older study reported in Life Association News (February 1994) found that policyholders value service, but many advisers and companies are failing to capitalize on their service opportunities. This is still an "opportunity" today. "Timely and appropriate contact is the weakest link," the article revealed, adding, "Continuing service after the purchase is essential — but often overlooked."
"Service is good," the study learned, "but could be better, according to policyholders. Most gave service provided by their agent and company at least fairly high marks. But only one-third of the policyholders labeled their advisers' service outstanding."
The message is clear. People don't want products; they want solutions to problems. They want to do business with competent, can-do professionals who are on their side, listen to their concerns, and consistently demonstrate that they know how to spell c-l-i-e-n-t.
Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.