Insurance and financial advisory are crowded fields. Often, people don’t understand these complicated products or who to go to for help. So, how can you stand out from your peers as well as signal your professionalism to prospects?
- Highlight that you are licensed. While so are other professionals in your field, it’s still important for prospects to understand any random person cannot simply say, “I sell insurance or investment products.” They need to be licensed by a government authority.
- Remember that search engine optimization is important. If your prospect searches online for your name, your profile should show up on the company website or a website for your office. This establishes that you are legitimate.
- Keep your LinkedIn profile updated. Prospects will continue their due diligence by looking you up on LinkedIn. Have you kept your profile current? Does it have a good photo?
- Share your professional certifications. Have you earned any letters to follow your name on your business card? The answer is probably yes. These often come with continuing education requirements, which you have met. You earned these designations, so be proud of them.
- Highlight your MDRT membership. This is an important credential. Explain how it reinforces your professionalism and benefits clients.
- Promote the company you work for. It has a good reputation, so share the public financial numbers and its industry rating. Explain what it means and how long the company has been in business.
- Talk about your local connections. This could include how long you’ve been in business, if you’ve won awards or support local charities. Show your community commitment and that you’re not a newcomer or an online-only firm.
- Showcase your team. How many people are on your team, and what special skills do they offer clients? Talk about your virtual team, the firm resources you can bring into meetings and conversations.
- Share your attributes. Do you have a specialty or niche? Do you have any other hobbies? Are you married? How long? Do you have children? What ages? This shows commitment and other qualities prospects can relate to.
These are some of the many ways you can build a story and brand that differentiates you and your firm. You can make the case that your prospect is taking a step up when they become your client.
Bryce Sanders is president of Perceptive Business Solutions Inc. His book, “Captivating the Wealthy Investor,” is available on Amazon.
For more ideas about how to differentiate yourself, read
- Do your clients and media contacts know MDRT? (MDRT member-exclusive content)
- Attracting clients with branding
