Re-Invent Your Presentation with the Audience in Mind
A customer presentation is one of the most important and useful tools available to an insurance agent. Face time with an organization’s decision makers provides a golden opportunity to distinguish your agency from the competition. But how do you differentiate yourself and make sure your presentation doesn’t fall flat?
Most insurance agents plan their presentations by focusing on what they want to say and how they want to say it; the client’s perspective getting lost in the shuffle. But what is your audience looking for? There is no sure-fire answer that will apply to all of your clients, but starting with a strong story and creating an adaptable presentation model can help you get started.
The Power of Storytelling
There are insurance agents who provide a prospect with a straightforward description of their product. The benefits may be noteworthy, but the information won’t resonate with the client and won’t do much to establish an additional need for their product. By simply listing your coverages you are giving your competitors the upper hand.
Storytelling allows you to create a tangible need for what you are selling. By associating the insurance coverages with real organizations, real people, and real incidents, your product becomes relatable and your presentation becomes memorable. Put yourself in the position of the audience. Are you more likely to remember an agent that laid out the product plainly or one that also paints a picture of a hypothetical situation you could find yourself in where your insurance covered a risk?
Utilizing a Visual Tool
No matter what medium you prefer, developing visuals to complement your story and sales pitch is essential. They provide a road map for your customer to follow along with and can add context to the story you’re trying to tell.
At McNeil & Co., we create Flip Charts with product information to help steer the presentation in the right direction. By allowing our sales reps to customize the order and information provided, we’ve given our team the ability to adjust the presentation and adapt to address the specific wants and needs of the customer.
There is no “one size fits all” method for presenting to a client. Developing your own style and tools through trial and error are still essential to the process. But by putting yourself in the audience’s shoes, you can start to develop a template that will grab their attention, encourage engagement, and leave a lasting impression that can set you apart from the competition.
Written by Tim Woitach