We’re living in the information age where an overly saturated market is at the fingertips of the public anywhere they have access to the internet. So why should they choose your agency over another? Trust. A customer will not do business with you if you don’t present your agency as a trustworthy and professional resource. Use the following five tips to gain the trust of your customers.
- Professional website: Most people will browse your site before calling you and it’s important that they get a good impression of your agency. Your branding (logo, colors, typefaces etc.) should be consistent and visually appealing. Provide informative, yet succinct content so customers get a strong sense of your agency and its goals. Display credentials, such as professional organization memberships and awards.
- Winning personality: No one wants to listen to a bunch of rehearsed sales pitches that push products down their throats. What they really want is someone who understand their needs and works to satisfy them. That’s why listening to your customers is extremely important. Show them that you care by smiling, using their first name during conversation, talking as you would naturally with a friend and offering solutions for their unique circumstances.
- Consistency: Erratic behavior is one way to chase off customers. People desire agents who consistently respond to their queries, greet them in a friendly manner, quickly perform work with efficiency and inform them of policy changes or deals.
- Deliverability: Simply put, if you say you’re going to do something, do it. Don’t promise a customer that you’ll get back to him by Tuesday if you know that you’ll reasonably get back to him by Friday at the earliest. Keeping your promises and delivering on them in a timely manner builds trust between your agency and its customers.
- Truthfulness: Many businesses close doors and put up red tape (figuratively, of course). But simply telling the truth is the best way to build trust. Tell a customer if you think she’s over-insured. She’ll be grateful that you helped her save money and she’ll likely continue doing business with you. Similar events (that may mean a little less money for you in the present) help generate a loyal clientele, therefore adding to the success of your agency.