In the insurance industry, there are too many professionals who put their own personal gain ahead of their customers’ needs.

A few examples are:

  • Selling customers on a more expensive policy (sometimes for extra commission)
  • Cutting communication short
  • Being dishonest about any aspect of the process

The ins and outs of insurance can be complicated, but understanding customer needs is simple. The key is prioritizing their needs. After all, without the customers, there would be no company.

Dedicate Your Time

All professionals sometimes feel that there aren’t enough hours in the day to complete every task on their list. However, customers don’t want to feel that you’re rushing through a conversation with them to check off a few boxes.

Whether it’s taking the extra time to call a customer about a question they had or typing out a well-thought-out email, they notice. In fact, some expect it and will be very disappointed if they don’t get that kind of personalized service.

Listen Before You Speak

When you listen and take notes during every conversation with your customers, you’re setting yourself up for future success. People want to be genuinely heard. Even if a few minutes of your conversation deviates from the important business you’re speaking about, that’s okay. Those extra minutes are being spent developing a relationship with those customers.

Who knows — You may discover unexpectedly valuable information in the process that helps you fully understand their insurance needs. Plus, your customers will be thoroughly impressed if you bring up a detail from your last conversation.

As a side note: This is why I’m in favor of independent insurance groups. Customer’s know who they’ll be talking to every time they call.


As Albert Einstein once said, “If you can’t explain it to a 6-year-old, you don’t understand it yourself.”

Your customers likely won’t be insurance experts. This doesn’t mean they won’t be interested in what they’re paying for. The best method is to explain the details in a way that is easy to digest.

The bottom line is that happy customers stay with you. Your customers are much less likely to shop around for a different insurance company if they’re content with their current service. Price is always a factor, but the experience is what really solidifies their loyalty.

Happy customers also write good reviews, recommend you to friends and family, and are more likely to reach out with any questions or concerns.
But what’s most important is the knowledge that your service is appreciated. I always go above and beyond for Red Rock customers when possible, and I’ve never once regretted it.