The simple act of listening: Guiding VS Selling
November 7, 2018

‘Relationships are key’ – a common phrase in the insurance industry, and it is one that is all too true in a world where there are dozens of insurance brokers and plenty of price comparison sites. As humans, we often crave interaction from others without realising it, and though we have become used to hiding behind technology, the value in picking up the phone and talking to someone is not to be overlooked. But once you have picked up that phone, how do you know if you are talking to the right person? Do they have the right knowledge? Will they be able to get you the correct cover? And most importantly, do they listen to you?

Hearing VS Listening

The difference between hearing and listening is that one is passive, and the other is active. One requires effort whilst the other is self-serving. Hearing is a passive act whereby you perceive sound and can easily pay no attention to it. Listening on the other hand is a conscious act which requires the interpretation of noise, turning it into information and making your brain work to form appropriate reactions.

Listening is a key attribute to look for when dealing with your insurance broker because you need to trust that they are reacting to what you are asking of them, that they are interpreting the information and not just passively taking what you say and providing you with the basics. A broker who listens to your requirements is more likely to understand your insurance needs on a personalised level, they will ask questions that will not only help to get the most suitable policy for you but will also seek out any gaps in your current cover that you may not have been aware of.  A broker who listens will never just ‘sell’ you a policy.

How does guiding benefit you, the client?

No one likes to be sold to, especially when the person selling does not take the time to listen to your individual needs or even personalise their approach. ‘Selling’ can overlook so many areas and often only benefits the person with targets to hit. When selling is the top priority, it can result in the client having inadequate cover.  A guidance approach encourages you to really think about your requirements and not just accept a ‘one size fits all’ type policy. A broker who offers guidance will be willing to spend that extra bit of time understanding your business and can also offer risk management advice, which will keep your premiums low. The act of guiding builds relationships and trust which are key to making the whole insurance process as smooth as possible.

Our Approach

As an independent broker it is in our ethos to listen, and in turn guide you throughout the year rather than sell to you once annually. We combine the basic human need for trust and relationships with expertise and the art of listening. Right from the lead generation team through to the brokers, our people are passionate about what they do and how they do it. They engage with clients and prioritise building long time relationships over hitting a one-time target.

Insurance as an industry is indeed based on relationships, and for us that relationship starts with listening.

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