Producers know there are more than enough so-called “difficultclients” to go around.

It's easy to believe they make it their life's work to challengeeverything.

Endless questions

There's no difficulty spotting them. Their signature strategy isbombarding you with endless questions that beg for rationalanswers. But, you're a professional and take their questionsseriously, responding with solid, factual information. But, as youknow, it doesn't work. You fail.

Related: The underrated art of listening to your insuranceclients

No matter what you say, it's never what they want to hear. Andthey don't give up. They're masters at keeping the game going bypunching one hole after another in your answers. It's as if they'veset you up so they can entangle you in their trap.

It doesn't take much to convince you that it's a no-winsituation. As much as you don't like admitting defeat, it's easy tosee why you're ready to throw up your hands in frustration, andwrite off the client.

There are situations when enough is enough and bailing out makessense. Some clients are downright unreasonable and the elastic onlystretches so far.

Then, there's the “know-it-all” client who enjoys watching youget tied up in knots, and the others who string you along, pilingup one objection after another, but are never satisfied. Not tomention those who ask endless “what ifs” to deliberately confuseyou.

Even so, hidden among “difficult” customers are others who seemto fit the description. But, on a closer look, they're differentand dismissing them can be a mistake.

Taking personal responsibility seriously

These are an interesting, capable, and aware mostly youngergroup, who take personal responsibility seriously and think forthemselves. Raising questions is second nature, as is challengingpat answers.

When these customers ask lots of questions, it's not to bedifficult. They're particular about how they spend their money andthey expect value. All of which helps explain why they can comeacross as being “difficult.”

Related: What it takes to inspire insurance clientconfidence

But before jumping to the conclusion that they aren't goodcustomers, here's something to think about: they're really sendingsalespeople (including insurance agents) a clear message: “Wedon't want to be patronized and expect you to take usseriously.”

They expect to be treated as an equal, as someone who isknowledgeable and serious, but who wants to make sure theirunderstanding and information is accurate before saying yes.

In other words, behind what appears to be a “confrontationalmanner” are consumers who are serious about making the rightdecision. Although “difficult customers,” they respond tosalespeople who listen, provide solid information and are patient,which is why it's worth working with them.

Here are a few thoughts about what to do:

1. Be a coach, not a salesperson

Make engaging the client your primary goal. Forget about whatpoints you want to make or the message you want to get across. Putaside the self-serving “elevator speech,” and the cannedpresentation.

Sure, the sale is important, but for that to happen, clientsmust feel you are the right salesperson for them. Do you have thelevel of knowledge needed to best serve them, and the necessaryself-confidence that allows you to openly evaluate yourrecommendations? Do you let them know you're there to coach them byoffering ideas and suggestions for protecting their assets?

2. Make it a dialogue, not a Q&A session.

It's easy for producers to think that just because they answerall a client's questions that the sale is made. It's even true whenthe person says they have no further questions. In other words,satisfactory answers don't add up to buying insurance.

The “difficult customer” wants something more than a Q&Asession with a salesperson. They want interaction, give-and-take.They view dialogue as the core of the sales experience. They wantto emerge from the buying experience better informed and betterequipped to manage their lives.

3. Think of closing a sale as a journey, not an endgame.

Getting a new client isn't a prize. It's a minor issue (nomatter the size of the premium), compared to the possibility ofhaving the opportunity to work with them over time.

So, be grateful for the client who asks questions and who wantsto know more about insurance. They may be “difficult” at times (andtime consuming), but they also trust you. And you don't need to askthem for referrals. They say to their friends, “You should talk tomy agent.”

As it turns out, “difficult” like beauty, is in the eye of thebeholder.

Related: How to embrace confrontation and grow yourinsurance agency business

John R. Graham of GrahamComm is a marketing and salesconsultant specializing in the insurance industry. He writes amonthly eNewsletter, “No Nonsense Marketing & Sales Ideas.”Contact him at [email protected] or617-774-9759.