Why The Packaging Matters
I was flipping through an old issue of the Agent's Sales Journal (August 2006 to be exact) and really enjoyed Jay B. Lipe's piece about paying attention to your product packaging. The package, after all, can determine whether or not a customer buys the product.
Insurance is an intangible product, you might be thinking, so what kind of package are we talking about?
The package, my fine friend, is you.
Though we've all been told not to judge a book by its cover, many of us still do. Especially when it comes to purchasing something like insurance, where we need to like and trust our agent.
Lipe makes quite a few apt points, but I most enjoyed his thoughts on clothing, briefcases and notepads.
On clothing:
Lipe quotes author Sue Morem when he gives this rule of thumb: "Always dress better than you need to." It's always better to be overdressed than underdressed. So trade the concert tee for a tie, even if you're walking into a casual meeting with a prospect or client.
On the briefcase:
"I've seen people use briefcases that looked like they carried the first batch of Pony Express mail," says Lipe. This is equal parts hilarious and true. Lipe suggets investing in a good briefcase from a "reputable luggage store". I concur.
On the notebook:
When you pull out some paper to take notes, do you unsheath a nice, sturdy notepad or the $.99 Office Max special? "This item, which sits on the table throughout the meeting, may go unnoticed by many of your buyers. But then again, it may not," Lipe points out.
I'll couch on Lipe's point here and throw in that what's in the briefcase matters, too. My last insurance agent once showed up to an appointment with papers for me to sign and didn't bother to bring a pen. The fact that I had to go find a pen of my own wasn't the issue—his ill-preparedness was.
Lipe also highlights the importance of punctuality, politeness, voicemail greetings, etc., all of which are important to consider when it comes to insurance prospecting and sales. But I would add one more caveat to the packaging issue.
Act like you've got some sense:
I had an agent who (having botched something concerning my auto insurance policy) stopped by my office to straighten out the issue.
Being on the fourth floor here at InsureMe, we have a perfect view of the parking lot. Which means that my office mates and I had a great view of my agent parking his car, getting out, practicing his schpeal, anxiously circling the car—even trying to make friends with a wild rabbit in the lawn. (It must have upset him when the bunny declined the invite for companionship and ran away, leaving my agent standing, palms to the sky, wondering what he'd done to upset it.)
Funny for us watching from above? Sure. Sad for my then-agent? Definitely.
In sum, Lipe says, pay attention to every facet of your packaging. Your prospects and clients will.
Don't have a copy of last Augusts’ Agent's Sales Journal on hand? You're in luck—I found a copy of Jay Lipe's article courtesy of B2B Marketing Trends here.
Comments
Thanks for your tips! You have given me more confidence in becoming a Insurance financial planner.
Posted by: Aloyse | October 16, 2006 08:09 PM
Interesting reading. I make a habit of wearing my "Miami University" shirts each Friday. So far...nobody has been offended, except Michigan and Ohio State grads, when we beat them in hockey.
Posted by: Ed | October 17, 2006 03:42 PM
... about the old brief case. It used to be sort of a badge of honor to own a well-worn leather brief case. I think we thought it conveyed class and experience. I guess it is all about image - just depends on what image one is trying to convey. Thanks for the interesting read.
Posted by: Lori Reed | October 17, 2006 10:36 PM
Good thoughts, guys. I appreciate all the comments.
I don't have much to add, except maybe to Ed, to whom I would say: Go Hawkeyes!
Posted by: Megan Mahan | October 18, 2006 09:07 AM