Discover your uniqueness 

Why should homeowners, drivers and businesses choose your agency over your competitors?  What makes your agency stand out?  How do you communicate your uniqueness? Here are some ways to find out what your distinctive position in your marketplace is. 

. Positioning questions to ask yourself 

If a prospect could only remember ONE thing about your agency, what would you like that one thing to be? 

What specific UBPs (Unique Buying Propositions) distinguish you from your competitors?  Customer service?  Special product benefits? Trusted Choice agency? History? Continuity of service to generations of customers?  Or??? 

. List FIVE ADJECTIVES which best describe your agency.   

Now, write down the significance of each.  Give an example of how this significance affects customers. 

. Involve your employees 

Ask them the same Positioning questions you asked yourself.  Match them with your answers.  What are the common denominators? 

. Involve you customers 

Interview 25 customers. Ask them to list FIVE ADJECTIVES that they think best describe your agency and your services. Match them with your adjectives and your employees’ adjectives.  What do you discover? Ask the interviewees why they came to your agency in the beginning and why they stay.  Carefully record their verbatims.  Analyze them.  Are there common denominators? 

. Check out your competitors 

Carefully study and analyze what other local agents are saying in their sales literature, advertising, and direct mailings.  How are they positioning themselves?  How can you out-position them?

. Putting it all together and using it 

Will it take some thought and time to accomplish the objectives we listed?  Sure.  Will it be worth it.  Our experience with our independent agent clients indicates it will.   

You will discover some surprises.  What you feel is an important difference may not jive up with what your employees and customers see. 

When you melt it all down, you will come out with specific differentiations that you can use in your sales literature, in sales presentations, in direct mailings, and in your local ads. 

And you will be able to develop a Positioning Line that conveys your advantage in six or less words! 

One voice benefit 

In the long run, one of the most valuable benefits that will come out of this introspective look at your agency differentiation is: everyone in the agency will be firmly aboard. 

Every one will know what specials benefits lead to sales and service success.  

COMMENT:  Most independent agents have never gone through this exercise.  They tend to use glittering generalities and insurance clichés in their marketing communications programs.  You’ll gain a distinct competitive advantage.