| PRESIDENT’S PAGE |
Where do you live?
Living and learning the language of insurance coverage.
e as insurance agents must continually
change the way we present proposals
to potential and existing customers.
Those changes should be based on the best
way to communicate with the decision maker.
There are several ways to communicate with that
decision maker, but there are only two things to
talk about, numbers and words. Proposals and
insurance policies contain both, but which one is
most important? The answer, unfortunately is a
problematic way to sell a policy.
W
Insurance policies are difficult to read. They
are long, boring and torture the mind. They are
something else. They are made almost totally of
words. You would never guess that by watching
television. By doing their best to make insurance
into a commodity, some insurance companies
create an illusion that words do not matter.
The world we live in today demands immediate
results. Numbers are the easy answer. It is quick
and easy to give someone a quote over the phone
and be done with it. It takes a lot more time
to explain the coverage behind the quote, and
explain potential coverage gaps. Will that kind
of attention to detail create the value necessary to
give you the edge, even if you are not the cheapest
quote? Not in every case, but if you do not handle
customers and potential customers in this manner
you have not done your job.
Insurance policies are over 99 percent words and
less than one percent numbers. When coverage
is purchased on numbers it is purchased on less
2
SCOTT STRONG
KAIA President
than one percent of the available information. We
must live in the words and pay proper attention
to the numbers. Unfortunately, in today’s world,
we not only have to pay attention to the words
in the policies we sell, but also to social media,
advertising and pledges we make. Our association
has had some large E&