Clients and prospects constantly need to be educated so they know and understand the value of your products, services, or practice. Plus, they need to know exactly what to do with this information, or they may never figure out what you want them to do.

Even if you are great at your business and love what you do, if your clients don’t know about your enthusiasm, you’ll never reach the sales volume that you dream about.

If you sell insurance. All of the details about what type of insurance you sell, who needs it, and why prospects and clients should listen to you should be included in all of your advertising and promotional material. You should have handy a report or booklet on how to save on insurance costs — one that could be used in a variety of marketing efforts — that you offer to clients for free.

In other words, teach your customer about your products and your firm. Teach them about your insurance offerings in general and how these products would be useful to them. You can even expand your educational efforts to include information on related subjects.

One of the most unfortunate marketing mistakes that far to many people make far too often is failing to let their customers know what is unique, different and standout about their products or services.

If you are an independent sales agent and have looked at 10, 25, or even 50 insurance carriers, let your clients know this. They’ll be impressed that you’ve investigated and eliminated those carriers that don’t provide the value, support, service, or dependability you know your clients want and need.

What if your offerings solve three times as many problems as your competitors’ offerings? Your customer won’t know this unless you point it out to them.

Few businesses realize that, in addition to educating your customer, you must lead them to action — this is the key to successful marketing.

People need to be told exactly what to do to in order to fully benefit from your offerings. Therefore, every sales call, marketing campaign, or personal contact should make your case.

The average consumer wants and needs to be led. They want to know more about the products and services they are interested in, but will procrastinate if you don’t motivate them to move forward and make a purchase.

As you educate your customers and show and tell them how to buy your offerings, you’ll find much success.

To Your Success

Sandy Barris, President - Business Marketing Services

248-335-8080