Perspectives Q2 2022 Perspectives Q2 2022 | Page 38

TECHNOLOGY

Unleashing the sales process

Today ’ s economy is rapidly shifting to a platform economy where the business model of today ’ s enterprises and small businesses is based around a technology platform . Think Amazon , Tesla , Apple , and Stripe .
The most valuable companies globally are now based on a platform technology strategy . This is ultimately a shift to a hybrid business model ; a fusion of people and platform-based servicing , where technology streamlines sales and interactions , while unleashing people to focus more time on high-value transactions , and the client . The new hybrid platform enabled BGA is taking shape , impacted by the following four dimensions .
Digitally codifying how to sell
Great salesmanship has traditionally been an utterly human endeavor : understanding a client ’ s needs , building a relationship of trust with a client , interpreting questions and objections , and guiding the client through the stages of the sale . Today , great salesmanship — or at the very least , aspects of the sale — can be learned and ingrained much more rapidly through digital tools .
Art on a new platform
The art of selling is shifting as the old sales playbooks are being transcribed into embedded digital sales platforms , where the agent or advisor is following a guided digital experience . This is the future of agent-based selling in the Life , Annuity , and Health sector with new sales enablement platforms increasingly helping guide the client engagement and sales discussion .
Matt Essick is Chief Marketing Officer for Ensight™ , a leading L & A insurtech firm focusing on sales and data acceleration for insurance carriers , national distributors , and BGAs . Prior to Ensight™ , Matt led marketing divisions and innovation for Zurich Insurance . Messick @ ensightcloud . com
B2B solutions for producers
Sales enablement platforms , such as Seismic™ and BigTinCan™ , enable sales professionals ( wholesalers ; financial professionals ) with access to digital sales tools , content resources , and experiences needed to engage the right buyers and close the sale .
Traditionally , sales enablement has been delivered by the carrier wholesaler or BGA marketer , helping explain products , recommending different designs , prepping advisors and agents for the sales discussion , and even taking a supporting role in the point of sale engagement . But can traditional wholesaling activity be more scalable ?
38 Perspectives Q2 2022