Sales Tip of the Week from Mike Leeds – Pro Sales Coaching
Why I broke up with my insurance company
My insurance agent was surprised I left. My bills have been steadily increasing, and I started shopping. Bottom line: all of the companies I called were less expensive, and I ended up selecting a highly-rated company that was 27% less expensive for the same coverage.
The agent asked why I didn't call her as she had other options that she could've offered me. This was a name-brand insurance company not an independent broker. I know some agencies have other options, but is it the responsibility of the customer to call the provider? If I wanted to get into a longer conversation with her I could've asked why she didn't proactively offer lower rates or different options. In the past when I did ask if there were ways to trim my bill without impacting my coverage I was told that all discounts were applied. I never was told there were other companies they could offer.
They have always been helpful with claim issues and any changes I have initiated; however, I haven't received any proactive calls from them in the last few years. I guess they assume I'll stick with them, and pay the increasing bills. Years ago, I had a great business relationship with the agency owner who contacted me on a regular basis and provided value. The agency was sold a few years ago, and the new owner has never contacted me or anyone in my family who use the same agency. They must have assumed the agent would maintain the relationship.
Why do I (the customer) need to maintain the relationship? It's the responsibility of the business and the sales people to maintain the relationship with their customers. Especially today, when we have the technology to make buying decisions without speaking with anyone or even having a relationship.
If I perceive value, I'll pay a higher price. If I don't perceive value, it's just a commodity and I'll look for the best price.
The sales coaching point of this blog is to never take your customers for granted. Contact them on a regular basis to see what's new or different, and how you can further assist them with their needs. If there are some issues that the customer has with your company, you have an earlier opportunity to rectify them. Provide continuous value to your product or service offering, and don't give your customer reasons to leave you.
Have a great sales week!