Insurance cannot be viewed as a product, but rather a relationship. Insurance buyers need to understand that the insurance relationship consists of the agent, the buyer, and the insurer. The insurer does not really care about the buyer; they offer a set of products. The agent is the one who should care about the buyer, and develop a relationship through education, not selling.
You will not move from a vendor to trusted advisor overnight. Here are the stages: vendor, credible source, problem solver, then trusted advisor.
What Are the steps an agent should consider?
Understand the needs of your client
Know your client’s industry
Be willing to do some work without compensation
Stop selling and do more educating
Develop other contacts within the business
Be willing to evaluate business processes
Don’t assume insurance holds all the answers
Ask your client to allow you access to information
Help them identify emerging issues and needs of their business and industry