Despite my years of experience as a consultant, I still become nervous every time the doorbell rings and the FedEx delivery person is outside with two legal-size boxes of documents for my review. My reaction is always the same: Where do I start? Although I write from the perspective of an insurance consultant and expert witness, I believe all insurance professionals gain value from my experience. The method for digging into the matter that works best for me is to focus on the instructions the client gave the agent and the instructions–if any–the insurer gave the agent. I believe clear instructions also are a great place to start a sales interview. In the process of obtaining unambiguous instructions, it naturally focuses on the unique needs of your prospective client.

My goal is to determine if insurance professionals followed their instructions. The producer's goal should be to develop the necessary information to properly place the risk and begin a long-term relationship with the client. Insurance professionals who fail to follow their clients' instructions do so at their own consequence.
Deceptively Simple
Sounds simple? Think again. Your clients usually do not know exactly what they want. Instructions such as "I want to be fully covered" or "I want the lowest price and the most coverage" are something every insurance producer has heard from prospective clients. If you leave your client with that set of instructions, it is practically guaranteed that you will have a problem if there is a significant loss.

Most insurance producers consider themselves professionals. It is a privilege to be called a professional, but with privilege comes responsibility. Every insurance professional has to dig and determine what the client actually wants and needs to have a comprehensive insurance portfolio. After determining the client's insurance requirements, it is equally essential that the client understands what you intend to provide. Just as the real estate industry's catchphrase is "location, location, location," the insurance industry's catchphrase should be "documentation, documentation, documentation."