Fear Sells Insurance, Trust Builds Relationships

Astonish Results’ closest geographic insurance marketing partner, Bucci Insurance, and owner Anthony, were kind enough to host me for an informational consult where I learned about unique Rhode Island insurance laws and common claims.

Gloria, the congenial, bilingual account manager from Bucci Insurance was discussing aspects of RI renters insurance when it fully dawned on me that everything we were discussing was playing off my fear that something catastrophic could happen to the physical objects I hold dear. Insurance, duh, I know, but material wealth doesn’t hold much personal value, so the scenarios were not frightening, as much as inconvenient.

Almost convinced I could get by without insurance, Gloria told a story. I won’t rehash, but it was selling fear at its finest, playing off emotion, refuting objections and getting us closer to “yes” all in one expertly delivered anecdote. I also admired the opportunity to connect on a personal level and felt a stronger level of trust in her and the agency because of it.

Great as it was, one story does not make a trusting relationship. For that we reference a recent Astonish Results coaching winner from Connecticut’s Paradiso Insurance. The social media intern was hired while in college to manage a Facebook page and do some blogging but eventually started accompanying the agency owner on business visits and using her knowledge of social media during meetings. The percentage of deals closed increased, significantly.

Not only did closing ratios increase, small, locally-owned businesses started seeking out Paradiso Insurance for marketing advice and a Partners program was created.

Want to build trust with a potential business partner? Offer to handle some marketing by promoting their services with social media tools and on your website. Selling fear is at the core, but trust is truly earned when commitment is shown and value beyond excellent customer service is provided.

And it doesn’t hurt to have a good story or two…