One of my new clients walked into my office and was confident in her brand. She owned an insurance agency with a recognized name and logo. As the owner, she developed a stellar personal reputation.
She did all the right things to grow the business, like advertising, referral marketing, community involvement, and other promotional activities. Yet, she was frustrated by running up against one common issue for many businesses. She offered various products but would overwhelm her clients when talking to them about all of the products at the first meeting.
Her clients would sometimes leave confused. Because of the fear of leaving them confused, she would sometimes hold back from a thorough recommendation for fear of overwhelming them or not wanting to feel salesy.
She had a brand of products with no distinction. This put her in the position of:
-Following up with a lot of phone calls after the client left her office;
-Having opportunities fall through the cracks because she didn’t have a way to circle back with the client to introduce the other products; and
-Put her brand in the bucket of buyers seeking the lowest price.
By creating her distinctive signature model and process, she is able to succinctly identify the most optimal solutions without overwhelming the client.
Through her proprietary model, she also built in a regular evaluation process to ensure that the client wasn’t under- or over-insured.
By creating her distinct model (and process), she is able to:
• Concisely identify the appropriate coverage in one meeting with the client (without overwhelming them).
• Curate her products using her unique model so the client walks away satisfied they have the right amount of coverage.
• Increase the lifetime value of each client while ensuring the highest level of customer service.
With a distinctive brand, she is better positioned to scale her business. With her signature model and process, she also distinguished her agency from all others that offer similar products.
There are many advantages to creating a distinct signature brand, such as:
Scalability for your business
Proprietary intellectual property
Added revenue streams for your business
Added value for your clients
Shorter sales cycle
Increased lifetime value of each client as they move through your products and services channels
Clear training and messaging for your team
If you’re inspired to create your distinctive signature asset, I invite you to join us for our hands-on practicum, Create Your Signature Program on September 16-17, 2021. Please reserve your seat by Friday, September 3, 2021 at: