Overcoming Buyer Hesitation

Buyer hesitation. This is something you’ve probably already come across while selling insurance, and you will probably continue to experience throughout your career. People want to learn about their insurance options, but when it is time to pull the trigger and purchase a plan, they often hesitate, worrying that they will feel buyer’s remorse after purchasing a plan. They might feel like they need more time to make a decision or look into the options you have offered them. There are steps you can take to help ease their mind and push forward with a sale.

Show Your Credibility

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People feel more at ease working with a reputable agent, so show them your positive reviews.

More than 90% of consumers look at online reviews before working with or buying products from a business. If you have at least one positive customer review, approximately 33% of consumers will be willing to work with your business. It all comes down to trust: customers know that there are a lot of businesses out there that are just looking to make a quick buck and don’t care about their customers, as well as fraudulent businesses that could steal their information and money. The more positive reviews you have, and the more credible you are, the better a consumer will feel about working with you and buying insurance from you.

Show Them What You Can Do For Them

One of the best ways to overcome buyer hesitation and put a potential customer at ease is by being completely transparent and showing them all available plans, their prices, and how much you can save them. If you can share your screen with them, do so! When you share your screen, you can show them that there are no added fees or gimmicks. People like that sense of security knowing that they are not getting played or taken advantage of by a sales agent. Show them exactly what is available in their area, and that they will probably not find anything better, or will get the same results from another agent or an online source. This will allow you to build trust with them, and make them more likely to work with you again.

Create a Sense Of Urgency

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Show your prospects how important it is to be insured.

Nudging customers toward a sale is one thing, but you have to be careful how you go about creating a sense of urgency. Push too much and you could lose the prospect forever. The best way to create a sense of urgency when working with insurance leads is to show them why now is the best time to purchase insurance. Compare rates from different companies and help them see that the market is in their favor. Remind them that the unexpected could happen, health conditions could arise, and the older they get, the more they will have to pay.

Honesty Is The Best Policy

Do not lie. Ever. If you can’t offer your customer a policy that meets their needs, it’s always best to be honest and tell them that. Prospects will respect you more and even consider your services at a later date or refer you to friends. And if you do find the right plan for them, make sure to explain both the pros and cons of the plan before your customer makes their decision. Customers experience buyer’s remorse because they feel like they got a plan that wasn’t what they thought it was, doesn’t cover the things they want it to, or is too expensive. Avoid all of this and earn a customer for life by being honest.

Buyer hesitation is frustrating and is inevitable with some leads. And rightfully so: they are investing a lot of money into an insurance plan, so they want it to cover their needs completely. You can help them overcome their hesitation with some of the strategies we have mentioned above. These tips will help you to grow your business and master your sales technique.

SEO Tips For Insurance Agents

The rules for how to best utilize Search Engine Optimization, or SEO, are always evolving. In order to improve the quality and quantity of traffic to your website, you need to stay on top of these rules and have a basic idea of how search engines use algorithms to choose which sites they will show to people. In most cases, customers are not going to be searching for your company specifically, so you have to know what keywords they are likely to type into the search bar. There are billions of websites on the internet, and it can be challenging to know how to beat your competitors at the search engine ranking game, so here are some tips to help make your website stand out.

Research

The best way to boost your website’s ranking is by doing some research. For example, you’ll need to research keywords and phrases that your specific audience uses when looking for answers online. You have to understand your audience and how they can benefit from your services. When you begin researching, consider:

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  • Focusing on local search terms, such as “Florida commercial insurance,” so you can target customers who live where your business is located.
  • Making a list of relevant topics based on the insurance products you offer. Be sure to consider alternate terms that people may search for; for example, “business insurance” and “commercial insurance.”
  • Researching related keywords, for example the keywords that appear as suggestions in Google when you begin typing an insurance question or product.
  • Prioritizing keywords with higher volume and lower competition.

Using Keywords

Content is king, and when writing your content, it is very important to include your keywords where it makes sense. Use your keywords multiple times on your page or in your post, but only where it fits. Don’t just stick them in in random places! Consider placing your keyword(s) in your:

  • Page title
  • First line of your text
  • Subheading
  • Meta description, or the brief summary that appears below your page title in the search engine results
  • Picture captions or alt text (alternative text), or the written copy that appears in place of an image on a webpage

As stated, make sure that your keywords flow in your content, because search engines can penalize you for over-optimizing your page.

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One way to boost your ranking is by asking happy customers to write a review on your behalf.

Influence

Influence plays a large role in SEO and the success of your business. There are two main ways that you can influence people, and nudge them towards choosing your business:

  • Solicit online reviews- Positive reviews are compelling reasons for people to consider choosing to work with your business. If you have satisfied customers, ask them to leave a review to help get you noticed online. Having multiple positive reviews organically gives Google more keywords that will help in promoting your business. Don’t be shy – research shows that 70% of people will take the time to leave a review when asked.
  • Produce and promote content- Blogging and content promotion is crucial for your SEO. People want to work with companies that they feel are authorities in their field; one way to be viewed in this way is by blogging. Businesses with blogs generate about 55% more leads than companies that don’t have them.

Use Google My Business

Are you aware of “Google My Business,” or GMB? It is embedded right into Google’s search engine and using it is one of the most effective ways to rank high in local search results. With a Google My Business account, your business will be listed with its location, hours, contact information, and other relevant information. You can also show up on Google’s “map pack”; when someone searches for a business in Google, they are most likely to click on one of the top 3 – 4 businesses on the “map pack.” Build a compelling profile by using your best performing local SEO keywords in the business description, adding content like blog posts and images, and constantly updating your information when necessary.

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