Selling business insurance is like selling any other Business-to-Business (B2B) product.
Payroll, software, technology, medical devices, advertising, food, uniforms, etc.
That’s what many B2B sales people tell me.
Same sale, different product.
Commercial insurance brokers do sell insurance policies.
To business owners and C-level buyers.
So, yes, business insurance is a product sale in that basic sense.
A technical product sale, for that matter.
But is business insurance a product sale?
No, it’s not.
Insurance policies are only part of the solution.
Often a small part in the sale – and the buy.
Your real product is TRUST.
TRUST.
TRUST that you will deliver what you say you will.
TRUST to put the right insurance products together for them.
TRUST that your team behind you will handle the details.
TRUST that you are forever thinking about emerging risks that may affect them.
TRUST that you will bring them the right risk management solutions, including insurance.
TRUST that when a hurricane hits – actual or legal one (a big lawsuit) – that you will have protected their ass(ets).
That’s what you’re selling.
That’s what they’re buying.
TRUST.
WHO gets the sale?
The commercial insurance broker the business owner TRUSTS the most.
Earn the buyer’s TRUST.
Then you will sell insurance products.
