The #1 Reason People Buy From You

So why is it that people buy from you? I was very interested in that question for myself. And as I reflected back over 15 years as an insurance producer and even the last couple years as a coach, speaker, trainer, I've come to one overriding theme of why people buy from me, and most likely why they're gonna buy from you. I'm gonna share that in today's bizgral podcast, Foreign. Hello there. Hello there. This is Brent Kelly of Biz Grizz with another daily Biz Growl podcast. So why do people buy from you? Because several years ago, as an active insurance agent, I became very curious at that time of why my current client selected me as their agent. Because, let's be honest, there are countless, I mean, thousands and thousands of agents to choose from, both locally and today, of course, online. And I wanted to get to the heart of the matter. I want to know how I earned and also kept their business. And so I set out to ask the very simple yet important question. What is the number one reason you chose to do business with me? That was the question I asked. And I didn't use email or Survey Monkey. I wanted to ask them directly, either in person, maybe at time of renewal, or just time I sat down with them over a cup of coffee or on an actual phone conversation. Now, I had a lot of theories in my head of what the most common responses would be as an insurance agent, right? Ranging from, well, you had the best price price to, you know, we've known your agency for a long time to maybe you had a specific program for our business. Now, while some of these responses did make the top two or three, and often they did, very rarely did they list any of those at number one. So out of 25 or so responses that I got back directly in direct conversations with clients that I worked with, what was the number one reason that people bought insurance for me? You ready for this? This is it. They liked me and they connected with me. I mean, that was it. And you go over that, that's just too simple. That's ridiculous. No, no. I asked 25, and these were small businesses to some. Some personal lines, accounts to some large companies. Why did you do business with me? They liked me, and they just connected with me. Now, I find that surprising a little bit and also very refreshing. Over 90%, nine out of 10 people said they simply liked me, enjoyed doing business with me, and they felt connected with me. So does that mean that experience, product knowledge, competitive pricing, and none of that matters when it comes to buying insurance? Of course not. That's not the point at all. Those factors are all important. However, none of those factors were important as making a connection. Right? And I want to explain why in this podcast why connections are so important. See, it's been reported that we say an average of 6,000 words a day. 6,000 words a day. To put that in context, that's like speaking a large book every week. Every week. The words you say could write a large book. The question you've got to ask yourself, and I had to ask myself, was how many of my words really count and how many are just fillers, just saying something to say something. Because some words were just talking, other words were making a connection. So why is connecting so critical? I'm going to speak a lot about connection and creating powerful relationships. Why was connecting the number one response I received from my clients? Because I certainly at the time when I did the survey several years ago, I thought about it, and now looking back, I've been thinking about it in more detail and in my own business, my coaching, speaking, training, business today. And I've come to this conclusion, this very basic yet very powerful conclusion. See, the ability to connect increases your influence in every situation. The ability to be able to connect increases your influence in every situation. Now, notice when I say that, I don't say, you know, a few situations. I don't say most situations. I said, the ability to connect increases your influence every situation. My mentor and leadership and communication expert John Maxwell says this. He says connecting is the ability to identify with people and relate to them in a way that increases your influence with them. Because I can just think back, right? And if you've been in the insurance business long at all, whether it's agency leadership, whether it's insurance producer, you know, you know, at the heart of hearts, that you've either secured an account or your agency secured an account, or maybe you didn't necessarily have the best product, maybe you didn't necessarily even have the best, you know, service plan, so to speak. It's hard to justify that or to see that. But you did have the best connection, right? I mean, that's the reality. And I, I guarantee you there's been situations where you're like, man, we've got. We've got a better program. It feels like we've got a few things. We filled in gaps. We, you know, under, you know, we understand their business, all those kind of things, right? And you didn't get the account. You had the lowest price, and you didn't get the account. Why? Right. It comes back to Relationships, most importantly, someone else had a better connection. So think about this. This is where I want to start. Just kind of put yourself in this position. What if you connected better? What if you were able to connect better with all of your prospects? What if you connected better with all of your clients? What if you connected better with all of your company partners? What if you connected better with your centers of influence in the community and in the industry? What if you connected better with your community leaders? What if you connected better with yourself? So over the next week or so on my Daily Biz Growl blog and podcast, I'm going to be focusing on the importance of connection and influence in your business. So there's a lot of things to cover, but what's something simple? Where can you start? And this may seem basic, but I think it's vital as a foundation level for you to understand connection and implement it in your life and in your business. So the first step is this. Reflect on your current situation. Right? Because as I say this to you, I can think of some of my own relationships that need more attention, professionally and personally. I'm thinking of relation, but where could I better connect? Oh, wow. I see a lot of opportunities and I'm sure you can think of relationships you'd like to improve as well. So take some time. Now, as I'm saying this, or when I'm done, just spend five minutes and think about how becoming a better communicator and a better connector would improve your business and improve your life. You know, it starts by thinking of the best connections you have now. What are the best connections that you have now? And how do they become such a strong connection? And then on the flip side, think of other people you struggle to connect with, right? Why can't you break through? So by reflecting on those questions honestly, you will soon realize what helps you connect with others. And that's the foundation. Because again, connecting increases your influence in every situation. At the end of relationships, again, whether it's leading your team, whether it's leading your prospects, whether it's leading your clients, whether it's leading your community. Influence, the ability to influence other people, of course, in a positive matter is the difference between being highly successful. Right. And what you're trying to do. And right business and not. So think about these questions. What is your top connection strength and where do you need to improve? Hey, thanks for listening to today's Daily Biz Growl. Again. My name is Brent Kelly of Bizgris, and check out my website, brentmkelly.com or bizgris.com goes to the same place and learn about my programs and services. And one of those programs that is kicking off actually this week and I'm so excited about it is the Insurance Producer Growth and Development Program. This is specifically for insurance producers to grow their book of business by growing themselves and their skills, their talents, their confidence, their awareness, their communication. As I talked about today. And this is all this is. Every two weeks or twice a month I'll come on the line, do a teaching to the entire group and then the followed by that is an open Q and A where I will act as a mentor and or as a coach and you get to experience questions firsthand and also the power of observational learning by listening to other insurance producers who have questions or are struggling with something. It's a very powerful program, a very powerful way to learn and I'm excited to kick that off. Most excitingly for you is I'm offering a 30 day no risk trial. So if you hop on there, you can attend two calls over the course of a month to check it out, see what you like. We'd love for you to stay for as long as you need to be as part of the program. That's against an ongoing program, but if you feel that it's not for you, you can leave within 30 days and it won't cost you a penny. So again, that's the Insurance Growth Development Program and love you. Check it out. Just go to Brent M. Kelly, Brent M. Kelly, Backslash Growth and hope to see you on the next call. Well, until next time, this is Brent Kelly of Biz Grizz reminding you to go face your grizzly.