1. Not Having a Unique Selling Proposition
Why should someone do business with you rather than your competitor? What makes you unique? This is probably the most important thing any new agent should consider. Your business needs to have a unique quality that makes it stand out.
2. Not Identifying Customers’ Needs
How do you find out what they need? Ask. It’s not hard, but many agent never think to do it. If you know what the customer wants from you, you’ll be a lot more successful at providing it. Some agents find that quick service is most important, others find that it’s friendly service that customers want. The key is to ask, don’t try to read minds.
3. Selling Features Instead of Benefits
Your clients want to know one thing – what’s in it for me? If you aren’t answering this question, chances are, they won’t be buying anything from you.
4. Not Using Headlines in Print Ads
Headlines are ads for ads. If you’re lucky, you have about 1 second to get someone’s attention with a print ad. If they see a block of small print with nothing to tell them what it is, they’ll just move on to the next headline. The headline is there to keep the reader’s attention.
5. Not Testing
Testing is vital to making your advertising work. You need to test your headlines, offers, prices, pitches, everything. It’s easy to do. Instead of running one ad for three weeks, you can run three different ads in those three weeks and measure their productivity. You can test different mediums against each other, too. Does your product sell better on the radio or in newsprint? If you aren’t testing, you’re just guessing.
6. Making It Difficult for Customers
Put yourself in your customer’s shoes. If you have to jump hurdles to do business with a company, are you going to put up with it, or find another service? That’s right, you’re headed somewhere else. If your potential client can’t find your phone number, or gets lousy service, they’re headed to a competitor.
7. Not Keeping the Customer Database Updated
Current clients are your most valuable assets.
Cultivate the relationship you have already built with them. In order to do this, you must have their information in a database. Make sure it is updated regularly and kept clean. Direct mail to this list can bring in huge amounts of business. Send them special offers. Ask them for referrals. Ask for their opinions and advice. Don’t let this valuable resource go to waste.8. Not Eliminating Risk
One great way to encourage people to try your service is to eliminate the risk. Offer a free consultation or an "easy out" policy. Not confident enough? Then you need to work on your or service.
9. Not Educating Customers
Many agents claim to have better service, but the best ones explain why they are the best. Don’t expect people to take your word because they won’t. Explain to your customers why your service is the right choice for them.
10. Not Sticking with What Works
After you have done your testing (see #5), you must stick to the things that work. Keep plugging away with your best offer in your best medium and don’t stop until you find something better.
-Gina.
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