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Become a Standout with Value-Added Services

Posted By AIMS Society, Friday, May 26, 2017

You sell insurance policies just like every other agency. So how can you possibly stand out from the competition?

The key may have nothing to do with insurance. Instead, value-added services could be all that are necessary to solidify your customer relationships, to make your agency seem irreplaceable.

Value-added services are just that — they don't replace your main product, but they can extend your reach and the perception that you've truly thought of everything when it comes to a customer's peace of mind. Ideally, value-added services don't need to be extensive or take a lot of your own time to deliver. More often than not, the only requirement is a thoughtful gesture to make your customers feel truly protected. And isn't that the very essence of any insurance professional's mission, to provide a sense of protection?

It's best to develop a few well-planned value-added services that relate to your existing customers. Then, find some trusted business partners to deliver your suggested offerings. You can build in a referral free to the partnership if you want to generate some additional income, but often, the greatest value comes from long-term customer loyalty you'll establish.

Start with your portfolio and niche businesses and craft a suite of value-adds from there. You don't need to be the expert in any of the services — leave that to your partners — but be certain to fully vet any organization you select as a partner and continue regular follow-up with customers to make sure they're happy with your recommendations. You may want to coordinate service delivery just to stay connected and in-the-loop.

Some value-added services that can bolster your market position:

  • Estate planning services
  • Funeral preplanning
  • Will preparation
  • Videotape or photography services for asset identification
  • Appraisal services
  • Disaster preparation planning list or a discounted price on disaster food kits
  • Tax preparation advice
  • Disaster business plan development
  • Cybersecurity traning
  • Wellness programs
  • Defensive driving courses for teens
  • Alarm systems
  • Winterization kits

This list is limited only by your creativity. Again, you don't need to have on-staff experts, just a connection to experts in the community. The goal is to offer a comprehensive program for those categories your customers' value most. You've already written the policies. Now go the extra step to show you've truly got the client covered.

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