According to Dictionary.com, trust means “reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence.”
Trust is especially important in the insurance business, because your clients are putting their most valuable possessions – not to mention their health and safety – in your hands. Many people will pay a higher premium to work
with an agent they trust instead of paying significantly less money to work with an agent whose abilities or integrity they question.
If you want to build trust with your prospects, there are some easy ways to go about it.
Under-promise and Over-deliver
If you tell a prospect you can get something done in a week and it takes two weeks instead, your prospect will understandably lose trust in you. On the other hand, if you promise the work in three weeks and deliver it in two, your prospect will be delighted. The moral of the story? Don’t agree to a deadline unless you’re absolutely sure you can meet it.
Keep Your Promises
If you tell a prospect you will get back to him or her on Monday, make sure that you make the call on Monday and not Tuesday, Wednesday, Thursday or Friday. If you offer to send a prospect the link to an interesting article about how insurance can help his or her business, make a note to send the link as soon as you get back to the office. Promises that slip through the cracks won’t gain you any trust.
Keep in Touch
It’s hard to trust someone that you rarely see or hear from. This is where excellent customer relationship management comes in. Try to have some form of contact with your clients and prospects at least once every ninety days. The more you can personalize the contact, the better. For instance, you might send birthday or anniversary greetings or include links to articles you think your prospect might enjoy.
Be There in a Crisis
If your client experiences a crisis like a car accident, house fire, or other trauma, be sure to get in touch as soon as possible and offer not only monetary support but emotional support as well. The more you can do for a client in times of trouble, the more likely he or she will be to work with your agency when it’s time to renew his or her policy.
In the insurance business, the stakes are very high, and trust can make all the difference between a sale and a strikeout.