Recently, while attending a community event representing my company/employer, I had a brief but jovial conversation with three young ladies. This quick but mentally jarring encounter produced a comment from one of the young ladies. She said, "man insurance is so boring!"
I'm relatively quick on my feet, usually can handle objections, and definitely experienced enough to formulate a thought provoking rebuttal but not this time! This time the comment left me in a mental daze. The biggest reason was because that is the perception and I'm sure while for most, it is reality. But why?
Certainly when you experience a loss in your family and that person is responsible for an income and there is an absence of life insurance, insurance would be cool. If a tree falls on the house and you don't have proper coverage, adequate insurance would be cool. Why as insurance professionals do we engage tactics, presentations, and conversations that make people feel bored?
In marketing 101 we're taught to gain feedback from the consumers and when we do, we seem to be ignoring the state of boredom our clients may be in. So, my challenge to my colleagues and myself is to make insurance more appealing, make it more than just paperwork and coverage amounts. Get to know our clients, what interests they have and who they are outside of their profession and demographic.
Segmenting the market is time-consuming but does not have to produce boredom. Let us attempt to make insurance more than a necessity. I enjoy what I do and a main reason is due to the fact I can engage with people and help them. I'm not boring and neither is the help I provide for others.
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