With so many health insurance agents on the market today competing for the same customers, there are bound to be sales people offering packages priced lower than you can afford to go on your products. So how can you show the value of your wares, and avoiding losing out to these bargain basement offers? Here are several great tips on defending your price and building value in the eyes of your leads.
1. Practice your poker face: When it comes to discussing prices, make sure that you don’t make any involuntary facial twitches or come across as nervous or apologetic when mentioning a number. Your leads are a savvy bunch, and will be looking to you for any telltale signs of dishonesty or gouging. By showing confidence in your pricing, you will build confidence in your prospect that you know what you are talking about, and be less likely to face objections to the bottom line.
2. Show them the ‘behind the scenes’ value: Yes, you are providing health insurance coverage to suit their needs, but you need to show your prospects that you will be doing so much more than just filing a bit of paperwork for them. Go point by point through several scenarios where you will make their life easier, be a valuable resource, and advocate on their behalf. By drawing upon real life situations they will be able to connect your pricing with more than just an insurance package, and see the extras they will receive when working with you that they may not be able to find with a cheaper agent.
3. Be up front on where you stand in the market: By letting your prospects know that you are aware they can get a similar package at a cheaper price, you will actually make your pricing make more sense to them. Tell them about your competitors and that you are not worried about this type of competition because you offer so much more along with your products, and are certain that your clients receive value for their money. By remaining confident that you are worth the amount you are charging, your prospects will see that you are not simply choosing numbers out of the air, but have carefully considered all that you bring to the table and priced yourself accordingly.
