I’ve asked that question to many people over the years. And it usually stumps them. I’ve been involved in direct sales in financial services for a long time. And when I asked other agents, why should someone get their insurance, or investments, they couldn’t verbalize it. It’s amazing to me, that someone can spend years in a business or in sales and not be able to clearly explain why should someone do business with them.
When you’re able to explain that, what you’re doing is providing your prospect with how much value you bring to the table. Because if you don’t provide value, then why should they do business with you.
That value can be the price, although it’s not the only thing that creates value. It can also be quality, good advice, better customer service, ongoing education, additional bonuses, large selection, individual one on one service, convenience, etc…
You get the point. It can be any one of those or several. And what that is, it’s your Unique Marketing Advantage (UMA). Gotta have one to get people to want to do business with you. Especially in more competitive markets.
I know of one auto insurance agent, and his UMA is that he continuously checks to see if he can save you money on your insurance. He follows up with his existing clients and keeps checking every year, if he can find a better, cheaper policy for them. And his customers love that. They know that he will take care of them. And it would be extremely difficult to convince his customers to leave him and do business with someone else.
Now there are hundreds of other agents in the same area, but how many of them do this consistently? I would say very few if any. So take a look at your business and see what Unique Marketing Advantage can you offer your customers. Why should they do business with you instead of a competitor? If you do this, you automatically create a competitive edge to win more customers over.
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