It doesn't matter whether you're new to the broker industry or a 20-year veteran -- if you don't know why you do what you do, you can't expect your prospects to understand it either.
Successful brokers anticipate questions employers might ask, and they understand that no question is a dumb one. They do their homework and dig for answers.
But it's not enough to have answers. Successful brokers ensure they can communicate those answers to their clients using examples, scenarios, and, especially, language they resonate with.
They realize how important their own mindset is, and they don't get distracted by negative stories the mind sometimes conjures, especially after rejections.
They know the importance of perspective.
Are you sometimes in danger of losing yours? Here are 10 basic tips to help brokers (re)establish perspective:
1. “Commit to your ‘Why.’ As a benefit consultant community, the impact we have on employers and employees is so much bigger than insurance. Why do you do what you do? Be proud of your profound impact on the community in which you live and work!” —Reed Smith, CoBiz Insurance
2. “Don't bad-mouth the competition; win business fairly. Prepare and present solutions that will have the most positive impact on the prospective client's business, not the solution that has the most positive impact on your business.” —Brandon Scarborough, CobbsAllen
3. “Lean into the rejections. If everything goes exactly your way early on, you start believing you are doing everything right and you don't learn to pivot and flex.” —Sallie Giblin, Lockton Insurance Brokers
4. “If you are not true to who you are and the things you like, clients and colleagues will see right through you.” —Colleen Blum, Combs & Co.
5. “It's hard for young people to come into such a protected industry, where veterans often don't seem to open up and share secrets. Don't take for granted that we know all the lingo or tricks you do.” —Taylor Lindsey, Employee Benefits Consultants, Inc.
6. “Trying something new and failing can be just as valuable as trying something new that's successful.” —Jonathan Reaves, The Reaves Agency
7. “Being patient is a virtue; don't jump at the first thing that comes up. Sometimes, it's best to sit back and see what happens.” —Amanda Osburn, SullivanCurtisMonroe
8. “Get a sense of clients’ administrative pain points. That way, when analyzing vendors to work with, brokers can ask the hard questions to see what a vendor is capable of.” —Kevin McNamara, The Standard
9. “Be honest, tell it like it is, even if you have to deliver bad news. Look at the bigger picture, not just what's going on right then and there.” —Lisa Boucher, Cross Insurance
10. “The key to providing a comprehensive solution is you have to do a great job from the very beginning. Once you earn their trust, they’re going to trust you with other things.” —Donny Woo, Combined Benefits
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