BardAndrew Bard is a senior health care entrepreneur with U.S. and international experience in operations and business development, first dollar insurance and reinsurance. He has been vice president for HCC Insurance Holdings Inc. since 2008.

Your customer is always right. Choose your clients wisely. I don't recommend taking on every client who wants to work with you. Learn to walk. Know your limitations and know what you're willing to provide. If you don't set the expectations up front and agree to them, at some point you'll disappoint your client.

Knowledge is key. Know your products. Know your competition. If you stumble or waiver on a question regarding the benefits of the product you're selling, you'll raise doubt with your client. If you don't know the answer to a specific question, don't fake it. Simply tell the client you need to research it and get back to them on the answer. They will appreciate your attention to detail. Then ALWAYS remember to get back to them.

Embrace change. Change is inevitable. The sooner you realize that, the sooner you'll learn to handle change effectively. The most recent example within our industry is the Patient Protection and Affordable Care Act. When Congress passed it, I heard many people say, “This will never make it through the Supreme Court.”

It did. Now I hear people say, “Let's wait until the election and see if we really have to deal with these changes.”

Trust me, it's here to stay. The good news is we're an industry full of highly intelligent, resourceful, critical thinkers. We'll make it through this and continue to thrive.

Listen. Salespeople talk too much. Salespeople spend too much time working on sales pitches. The really successful people don't have a pitch. They listen to their clients. Everything you need to know about acquiring a new client will be provided if you listen carefully. There's a reason you got that meeting with a potential new client. It's because they have a need and they need someone to fill it. All you have to do is listen, and then, of course, have the resources to fill that need. The point is, if you aren't listening, you're just guessing.

It's  a solution-selling business. Yes, you have to build strong relationships with your clients. That doesn't mean you're going to get the business. Instead, focus on providing solutions. Focus the sales conversation not on features and benefits but insight. Bring a unique perspective on the customers business. Come to the table with new ideas. The most successful people in this business have a finely tuned sense of individual customer objectives and value drivers and they use it to position themselves as the best person for the job.

(Hint: It's not always about the lowest price.)

Photograph by Polina Osherov

 

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