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

You can’t just be better than your competition. You have to be different altogether. #insurance

15 May 2023 · 1 min

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0:51

Short video (spoken excerpt) by Andy Neary arguing that in insurance/benefits sales a firm’s differentiator cannot be being ‘better’ at the same things competitors do (e.g., negotiating lower rates, managing costs, offering self-funded plans). Instead, successful differentiation must be a clearly different offering or approach.

Chapters

I hear this all the time when I ask firms what makes you unique. What's your differentiator? Well, I think it's our ability to reduce rates and negotiate with the carriers. We have a lot of good solid relationships with the carriers. That can't be your differentiation. Even if you are the best negotiator in the industry. Guess what? Your competition is saying the same thing. And the last shift is.
Your competition can't or your your differentiator can't be we control cost better than our competition. We provide self funded plans better than our competition. Anything that says we do what our competition does, but we do it better can't be your differentiator. That's not going to win you any business. You have to walk in with something that is literally different.