A life agent’s job, on a high level, could be broken down into three parts: building a pipeline, selling to that pipeline, and managing a book of business/growing preexisting relationships. With lockdowns nationwide, life agents are finding ways to make and grow connections online, replacing in-person consultations with personal digital touches.
Social media has become an essential tool for agents, and, for many, LinkedIn’s formal tone presents the best platform for their voice. A quick post like, “How to Save During Quarantine” can easily tick each of these three boxes; however, resharing the posts of other agents can be as apparent to a consumer as a copied-and-pasted LinkedIn invite to connect. Now more than ever, consumers are watching, and the effort needs to be there. Novarica sees the following opportunities developing for life agents as distribution virtualizes.
Becoming a Thought Leader and Valuable Resource
Agents that take the time to consider who is on the other end of the screen are working to improve current and future relationships. Many consumers are struggling with bills or worried about loved ones. Agents that position themselves as thought leaders during this pandemic, presenting articles that assist and inform their network, will see dividends down the road.
Showing the Human Side of Digital Interactions
Doing business used to mean presenting oneself as a professional and nothing else. COVID-19 has broken the siloes in which many of us kept the portions of our lives. Kids now interrupt Zoom meetings, and pets are often seen on laps or barking in the background. Understanding this seismic shift in culture is important. Agents will need to be creative to find ways of establishing the rapport that used to be found in-person around a kitchen table. Novarica has heard of agents updating their network about a recent foray into baking as a new way of knocking on a virtual door and starting a conversation.
Demonstrating Patience and Restraint
Now is not the time to be asking for something. Now is the time for agents to demonstrate their value as allies. Agents that focus on informing others, set up weekly video conferences to answer questions, or raise money for a local charity are putting their community first. Building trust is difficult in person, let alone virtually, and agents have the opportunity to demonstrate their true priorities. Patience is critical in making sure an agent’s genuine advice and care is received that way.
Insurers also have a unique opportunity to assist their agents. Whether it is social media training, hiring a professional photographer to take headshots, or selecting a series of articles to be shared on LinkedIn, there are numerous ways to support a distribution force digitally. Agents will work with the insurers that give them the tools and knowledge to succeed. Differentiating on this front is essential to securing future success in the new normal.
Agents will not be replaced by machines anytime soon. What this pandemic has taught us is that the human touch is still important. Consumers know when a bot is talking to them and when someone is trying to make a sale. Right now, agents have an opportunity to provide a service and not just a product. The ones that will come out of this stronger will understand the importance of succeeding together with their clients.
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