When we think of value-based selling, we usually think in terms of product. But as products become more homogeneous, it becomes increasingly difficult to differentiate them on the basis of benefits and features.
Finding the “points of difference” when comparing one product to another is certainly more challenging—but what if the variations you highlight discuss something critically important but less tangible? Service is key today, and it is quickly becoming the lightening rod of value.
Rather than separating yourself from the competition through your product offerings, find ways to separate the value of your service from the services that others provide.
To succeed in today’s competitive environment as a retail agent, service needs to be the foundation of your value proposition. Everything you do needs to be viewed through an “ease of doing business” prism. Clients have busier lives and less time than ever before. They want to work with people who simplify their lives, and who make business dealings easier.
How does your ability to deliver game-changing service make it easier for the client to buy from you? Think about how you currently manage your book…are you making it easy for you or are you making it easy for your client? Need some data to guide you? Check out McKinsey&Company's "Agents of the Future: The Evolution of Property and Casualty Insurance Distribution."