The sales game has changed. Well, the buying game has changed; too many salespeople take the same tired approach.

Buyers do their research online and mostly have their mind made up before meeting with you. As a result, when you get in front of that prospect, you better be prepared to discuss what is most important to them.

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What the buyer wants to hear

According to The Challenger Sale, the top five things buyers are looking for in a salesperson are:

  1. Unique/valuable perspectives

  2. Ability to navigate alternatives

  3. Ongoing advice/consultation

  4. Helps avoid potential landmines

  5. Educates on new issues

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What the buyer hears

Yet, what do most insurance brokers discuss when in front of a prospect?

  • Price: “We have great carrier relationships and will use our status to get the best price.”

  • Reality check: If it your client had other brokers get quotes, you would explain how underwriters don't like multiple brokers quoting. Besides, all brokers will get the same rates anyway.

  • Product: “Look at our 'capabilities' binder, we have so much stuff.”

  • Reality check: You stop short of explaining how frustrated you are with the vendors from whom you access these resources because your clients don't actually use them.

  • Service: “The real difference is our people; we provide great service.”

  • Reality check: This can't be tested until they become a client and things start to fall apart.

Notice a difference between these two lists? Not one of these talking points makes the list of what buyers want.

Related: Shifting your focus

I'm not suggesting these things aren't important; but they mean nothing in terms of differentiating yourself from your competition.

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Time is being wasted

Your prospects' time is valuable; they won't waste it meeting with anyone they don't think can meet their minimum expectations. By the time they are willing to meet with you, they have done their research.

They assume you have a good product and will offer it at a fair price. They assume that, if they become a client, you will provide good service.

If they didn't believe you could meet the price-product-service minimum, they wouldn't waste their time meeting with you. But, guess who else they assume can meet that same minimum? Yep, any of your competitors with whom they are willing to meet.

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Message kills the messenger

This is why your price-product-service message is killing you. You are not going to differentiate yourself and earn that prospect's business by simply validating what they've already assumed on your behalf.

Prospects aren't interested in discussing the products you offer; they're interested in discussing the problems they have for which your products may be part of the solution.

Think back on your recent sales presentations. Are you cloaking yourself in a coat of minimum expectations, or are you delivering value by discussing what the buyer really wants and needs to hear?

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