**What the buyer wants to hear**

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

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.