By being an expert at assessing your existing and potential customers, we mean do you understand your audience? Do you know their desires, needs and wants? Do you know what is likely to motivate them to buy insurance? What solutions do you have to offer those who want insurance but are not sure it is right for them, right now?
Always ask yourself, who is your target audience? Are you aiming to market to seniors, college age students, those with new families or individual policies? Do you have a clear vision of whom you want to sell to and what products would suit the lifestyles they may live? Better yet, have you written down what you want to accomplish, who you want to market to and how you plan to do that?
The fundamental point here is that having a clear marketing plan and having a record of how you want to get where you want to go is part of understanding your audience. The last thing you want to do is try to sell the wrong kind of insurance because you were not clear about your client’s needs.