Andy NearyI help insurance professionals turn brand awareness into business growth.

#psychographics is the key that unlocks your best prospects. #salestraining #insuranceagent

16 Jun 2023 · 0 min

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Andy Neary argues that demographics and industry niches miss the mark. Psychographics—what prospects believe, value, and how they think—are what actually separate your best clients from the rest. Define your ideal prospect by who they are, not just what they do.

Demographics alone cannot identify an ideal prospect. And for my commercial risk advisors listening in, it goes for you specifically. A lot of commercial advisors focus on industry niches. Just because a prospect is within a specific industry does not mean they're a good fit for you. This is where psychographics come in.
Just like psychographics are the mental side of an athlete's makeup in sports, the psychographics are the mental side of the makeup of your ideal prospect. Who is your ideal prospect? What do they stand for? What do they believe? How do they make decisions? Who are these people between the ears? This is how you identify your ideal prospect.