News flash: The average consumer thinks all insurance is the same. OK, maybe this isn't a news flash, but it's still a point worth repeating. And let's face it, we've done it to ourselves. The industry has basically stated there is no difference in coverage except for price—so we sell on price, then wonder why the consumer demands the “cheapest you got.”
So how in the world does the average insurance professional separate him or herself from the pack? Answer: By developing a personal brand.
A personal brand shows your audience that you are not like everyone else. They will remember you versus the competition. When they think insurance, they think of you. And isn't that the ultimate goal? We want them to purchase their insurance from us, so why don't we position ourselves to be the preferred choice?
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