People who want to become insurance agents generally have a basic desire to get to know people and build relationships. And that should be the case, since being a good agent means understanding not only the technical aspects of risk management and coverages, but also the more personal nature of people.

An agent may make the sale initially for tangible reasons such as a good product, a good carrier or a good price. But ultimately it is the intangible qualities and the client's confidence in the agent's advice that transform a simple transaction into an enduring relationship both parties value.

Establishing these relationships isn't always easy. Personalities vary, and to ensure effective communications, agents must have a real understanding of these differences. Here's a quick look at five of the most common mindsets agents encounter and tips on how to best serve these clients.

Agreeable Amelia

Although it can be nice to work with an agreeable client, it can also be difficult to fully identify and understand the actual insurance needs of someone who amenable to every option you present, even for an agent who is an expert at uncovering risk. If Agreeable Amelia is an organization's risk manager, this approach is hardly cost-efficient. If she is a personal insurance client, she may “agree” to all of the coverage suggestions proposed and still not have the appropriate coverage in the event of a loss. The agent's task with Amelia is to delineate the options so that Amelia can easily see the difference in making a choice. Don't decide for her, but make it easy for her to choose.

Curious Cornelius

This personality type is open, but inquisitive. An unprepared agent can easily be caught off-guard by a line of questioning from someone who doesn't understand how insurance works. An agent who views himself or herself as fully supportive of the relationship between client and agent will want to learn the client's business, family and other interests in order to be better positioned to respond as a risk manager. To truly provide the best service possible, agents should strive for their customers to fully understand the products they purchase and the related decisions. That deeper, technical understanding of the insurance mechanism may not be required in all insurance transactions, however. Over-reliance on technical issues can, in fact, impede the process when the client might be better served by trusting in the agent. Businesses can host educational seminars in risk management and insurance and support designation programs such as ARM, ERM and CPCU when having deeper levels of technical training is required for team members to best represent their organization's interests to agents.

Nail-Biting Norbert

Although anxious personalities could be prone to gobbling up whatever coverage they can, Nail-Biting Norberts are just as likely to distrust that you, as an agent, have their best interests at heart. It is challenging for agents to establish relationships with the Norberts of the world, especially when they perceive it to be against their best interests. Norberts may be adverse to your recommendations. The best approach is to acknowledge the Norberts' concerns; never underestimate the power of empathy and good listening. Then, provide reasonable coverage options that address legitimate risk management issues while allaying Norbert's fears.

Positivity Polly

Positive Pollys have a sunny outlook on life. Although they're a pleasure to interact with, these folks can sometimes have a hard time believing in worst-case scenarios and don't think they need to insure against one. If it weren't for regulations, banking or shareholder interests, Positive Pollys would never find their way to an insurance agent. For them, bad things happen exclusively to other people. Making the case for Positive Pollys to become Prudent Pollys is a reasonable and economically compelling way for agents to convert this personality type.

Planning Percival

Perhaps an agent's favorite client, perpetually Planning Percivals are all about preparing for the future. However, sometimes they may be convinced they see things better than we do and demand the wrong type or level of coverage. Agents enjoy interacting with Planning Percivals, and the relationship is often viewed as one of equals, especially if Percival is a business' risk manager. Could Percival really know what coverage is best for his organization over and above the agent? Reasonable minds can differ. In these cases, it is the agent's responsibility to illustrate for Percival all available options and to confirm that he or she is both fully informed and aware of possible consequences. In that way, Planning Percival can make his best decision for his organization.

Ideal Imelda

This client is the rarest of the breed (much like people actually named “Imelda”). Ideal Imeldas appreciate the trust and honesty that is so important in the agent-client relationship. Though they require a well-prepared agent (who doesn't?), Ideal Imeldas will ask specific questions designed to gain a better understanding of their own exposures to risk and how to mitigate them.

Agents must become accustomed to dealing with a variety of clients as they navigate the relationship environment in order to do so successfully. Their key consideration should always be providing the highest quality guidance and support to their client—no matter which personality they encounter.

Special Reports /

5 basic personality types all agents should know, and how to sell to them

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