["Strictly Sales" is written by the faculty of the Dynamicsof Selling program. This month's column is from Edwin Lamont, CIC.]

ULTIMATELY, you are the product that your clients buy. So whatkind of product are you? How would you describe the cost, coverageand service advantages that you, your agency and your companiesoffer? If you don't know what they are, how in the world will youconvey them to your clients and prospects? Take time to identifythe demonstrable advantages you offer clients and to figure out howyou are different from other agents. Then you'll confidently andeffectively sell your ultimate product-you!

Coverage advantages: Can you offer coverageenhancements tailored to individual customers' operational risks orpersonal lifestyles? Specifically, how does your insurance programprotect your buyers better than the competition's does?

Service advantages: How can you prove your service issuperior to the competition's? Can your customers obtaincertificates of insurance, check on open claims, review billing orcontact you easily via the Internet? Do you provide 24/7 claimservice? Do you document your service advantages in aclient-service agreement?

Cost advantages: Are you competitive, cost-wise? Moreimportant, when your customer weighs the premium charged againstthe coverage and service received, are you viewed as an excellentvalue?

Are your payment terms flexible? Can you offer a low downpayment? Do you offer pay-as-you-go monthly self-audits ordiscounts for payment in full?

Can your client receive premium dividends in return for goodloss experience? Can your customers' profitability or cash flow beenhanced with retrospectively rated or paid-loss plans? Can youoffer large deductibles or self-insurance options to reduceclients' premiums?

If you are the product, how do you separate yourself from thecompetition?

Order-taker versus consultative agent: As anorder-taker, your product is the efficient processing of requestsfor service or coverage. Do you handle orders quickly, accuratelyand with good cheer? That's the best way to separate yourself fromother order-takers.

Perhaps your sales approach is consultative. That makes yourproduct the ability to listen to buyers and understand theirproblems, priorities and values. Do you ask questions that tie yourproduct's strengths to your prospect's interests? Asking questionsand listening separates top achieving agents from theothers-especially from order-takers.

Insurance negotiator: Do clients and prospects view youas their insurance negotiator, or are you simply seen as someonewho gets quotes? Do you have permission to negotiate cost andinsurance terms, or the authority to bind coverage? When youposition yourself as an insurance negotiator, you sit beside yourbuyer as a teammate, not across the table as an adversary.

Risk manager: Does your professional support includerisk-management options? What are those options? How do they helpmake a client more profitable, competitive or safe?

Niche industry specialist: Is your product aspecialization in trucking, agribusiness, construction or anotherindustry niche? Are you an authority on coverage for that niche?How active are you within your niche industry's associations? Howdo you get the word out that you are an industry specialist? Do youwrite articles to educate customers and attract prospects? Do youspeak at industry seminars or meetings?

Coverage/product expert: Is your product aspecialization in surety bonds, professional liability, workerscompensation or other lines of insurance? Have you taken advancetraining to improve your expertise? Have you committed yourself toearning a professional designation? Are you a life-long learner ofinsurance, policy terms, and real-world applications of yourproducts?

Create a list of problems that you, your agency and insurancecompanies have solved for customers. Be specific. Have you everdelivered a death benefit check to a widow? Have you ever assuredthe survival of a family's lifestyle with a well-designeddisability insurance program? How have the products and servicesyou've provided to clients improved the quality of their lives?

Are you known for quick responses to customer requests? Do youmanage insurance programs effectively, so clients can focus ongenerating revenue instead of resolving insurance problems?

What service, coverage or pricing problems have you fixed? Ifyou're not sure, ask your CSRs, account executives or accountmanagers. Solving problems for customers is what they do all daylong. Then find prospects with similar problems. Why? Because youhave someone back at the office who knows how to solve them!

When you are the product, you know your cost, coverage andservice advantages “cold” and can communicate them to clients andprospects. You know what problems you solve for others and how youimprove the quality of their lives. You know how you separateyourself from the competition. Most of all, you truly believe thatyou are the product!

Ed Lamont, CIC, teaches Dynamics of Selling for the NationalAlliance for Insurance Education & Research. He presentsprofessional selling, sales management, and customer serviceprograms for insurance associations, national brokers, andinsurance agencies. Contact Ed at (561) 737-7388 or by e-mail:[email protected]. For moreinformation about Dynamics of Selling call (800) 633-2165 or visitwww.thenationalalliance.com