Andy Neary coaches a health-insurance advisor to stop chasing being the smartest in the room. Instead, lean on your unique gift (teaching, in this case) and the confidence to use it. That shift builds brand recognition faster than knowledge alone.
On a scale 1 to 10, how confident are you that you are the most knowledgeable, smartest advisor in the health insurance industry, Heck, the smartest advisor in the DFW market.
And he paused and thought about it and he said, probably about a six or seven. I said, okay, now I, I stress the importance of this question because if you're in sales, especially in insurance sales, you often think it's knowledge that wins games, that that's going to help you grow your book more than anything else, but that it's not. And, and so classic example is here's a guy who has a well over a million dollar book of business who's been in the industry for a while, really doing different things in his market, and he even thinks he's a six or seven when it comes to being the most knowledgeable, smartest broker in his market. I said, okay, now let me ask you a different question. What's your unique gift if you're out fighting the good fight of solving, fixing the misaligned incentives, what is the unique gift that you bring to the market that makes you different than anybody else? Not better. If you listen to last week's episode, better doesn't win anymore. You can't walk in and tell a prospect you're better than their current advisor, their current vendor, whoever they're working with. No, you have to be different. So I said, what makes you different? What unique gift makes you different? And again, after thinking about it for a little bit, he realized he loves teaching. And he has an ability through teaching to make complex subjects very easy, to understand. Complex subjects simple. And again, if you're selling in the health insurance industry, you know, we deal with a lot of complex subjects and if you can't make them simple to the average consumer, YouTuber, you're not going to get them to do anything or take action. And so he, he realized that his, his gift to teach. To teach, to teach. So I followed that up with one final question and this is where the transformation occurred. I said, okay, on a scale 1 to 10, I just asked you, on a scale 1 to 10, how confident are you? You are the most knowledgeable, the smartest advisor in your market? You said a six or seven. I said, now, on a scale one to 10, how confident are you? You have the ability to go out and fight the misaligned incentives that exist within your prospects and you are going to, you have the confidence to leverage your unique gift of teaching to help them fix it. How confident are you? And without hesitation, he said, 10.
