They may like you, your agency, or your funny commercial, but they don’t likeinsurance.

When I attended my very first insurance training course back in2000, the instructor said something to us I will neverforget. He said, ”Congratulations, you get to sell a product thatnobody likes, understands, thinks is too expensive, and only usewhen something bad happens.” Talk about a kick in thepants for a young guy getting ready to take on the world.

Related: How to be the insurance agent customerswant

Looking back years later, there's actually quite a bit of truthin what he said. Most people I talk to about insurance don’t likeit, don’t really understand it, always tell me it’s too expensiveand only get to use when they suffer a financial loss.

I started thinking a little bit more why most people have suchdisgust for insurance, and I came up with a list of my top threereasons.

Brent’s top 3 reasons why people hate insurance

1. It’s invisible and intangible.

When you buy electronics, car,furniture, books or anything else tangible,there's a sense of excitement after the purchase. You get to playwith the electronics, drive the car, sit on the furniture or readthe book. With insurance, you get an insurance policy. Ofcourse, if your insurance agent is really good, maybe you get acoffee cup or an atlas thrown in. How is that not fulfilling?

2. It’s complicated.

Not complicated in the “Friends” Ross and Rachel, I don’t think thisrelationship is going to work kinda way,” but in the what in theheck are you’re talking about kinda way. There are a about 100different definitions, terms, exclusions and other provisions inmost insurance policies. Most insurance policies make reallygood insomnia medicine. You need a good agent you cantrust to explain most of this stuff. That leads me to my third andfinal reason.

3. No trust in the insurance agent or insurancecompany.

Many people really feel that people in the insurance businessare out to get them. Some are just paranoid, but others have hadpast experiences that justify their lack of trust. Whether it'sbeen lack of service from their agent or not being treated fairlyon a claim, bad experiences can put a very negative light on theinsurance industry.

Critical importance

That being said, I see the critical importance of insuranceproducts and have seen property, assets, and lives put backtogether after catastrophic events. Also, I have met hundredsof other agents, company representatives and claimsadjusters. The large majority of them are good hard-working peoplewho want to help and do what’s best for their clients. It’s alwaysthe small minority that ruin the reputation and credibility of anindustry.

You also have to remember where insurance falls into our buyingprocesses.

Do you remember Maslow’s heirarchy of needs?

We don’t buy insurance for psychological needs,self-actualization or peak experiences. Although, if you buyinsurance to self-actualize, congratulations (you are the onlyone).

Safety & survival

Insurance lives on the bottom two tiers. Safety and survival is whymost people buy insurance. Buyers are protecting their hard-earnedwork, reputation, and making sure they can move on past adisaster.

Related: How insurance agents can provide realvalue

Most buyers simply don’t care how shiny your brochure is or howlong you have been in business. Insurance customers care that youunderstand their concerns and that you'll will be there if theyneed you.

Brent Kelly isa keynote speaker, trainer, coach, and certified partner with theJohn Maxwell Team. He provides inspirational and purposefulbusiness growth for insurance professionals. You can connect withhim at www.brentmkelly.com or email himat [email protected].