Your granddad bought Buicks because they were Buicks.
Your mom swears by Apple computers.
You only shop at Whole Foods.
The common denominator? These are all examples of brand trust winning repeat business. But what does that mean?
What Is Brand Trust?
Sometimes, you don’t shop for the product as much as you seek out familiar logos. That’s called brand trust. It’s the confidence that you — or your customers — have based on a long period of satisfaction with the brand. As a result, you’ll only buy that product or service or deal with that company you’ve come to know and trust over time.
As an insurer, you’re at least halfway to the sale based on the name of your company if you’ve established an inspiring level of brand trust with your policyholders. Your clients are confident that they’ll be getting the best insurance products and the most reliable customer service, time after time, simply because you’ve never let them down before.
The development of brand trust in your client base is critical. It expands your product offering and enhances your market position. Understanding how to sell insurance effectively helps foster this relationship. It enables you to trust in the power of repeat business. You can sell a customer a life insurance policy after you’ve handled their auto protection for their last three cars. Or provide another couple with their first homeowners insurance policy after you’ve sold them renters policies for the last 10 years.
In short, brand trust does part of the selling job for you. People like to feel confident in a particular brand or company. It’s one decision they don’t have to labor over. They’ve been satisfied in the past, so they’ll stay with your brand unless that sense of satisfaction goes away.
How Is Brand Trust Developed in an Insurance Agency?
Slowly. Patiently. Consistently.
Brand trust isn’t about claiming to have the best products delivered with customer service excellence. It’s about proving it by doing it. By providing leading insurance products, time after time, and constantly supporting those sales with a degree of customer service that inspires trust and brand loyalty. How hard can that be?
The key is consistency. You don’t provide your best service to your best customers. Instead, you make sure every client, from the owner of the most modest policy to your most loyal return customer, can depend on the same level of service excellence.
You must also be able to offer insurance products that inspire a high level of long-term trust and loyalty. No matter how superior your customer service is to that of your competitors, your policyholders are unlikely to stay with you over the long haul if your coverage offerings are inferior.
Year after year, you must develop and maintain a strong reputation for selling quality products backed by exceptional customer service and always the most ethical business practices.
That means not only adopting and living that philosophy yourself but also ingraining it in your sales force so your entire team has that same dedication and commitment to customer needs. Your reputation depends on it.
How to Inherit Brand Trust
You could start any kind of business and give it your own name. If you commit to a top-tier product or service quality and unsurpassed customer service, you might slowly build a loyal customer base. But it might take years. Do you have that long?
Some entrepreneurs become franchisees by buying into an already successful business enterprise that has a loyal customer base already built into the name and logo. Consider the reputation of Dairy Queen, Snap-On Tools, RE/MAX, Anytime Fitness, or one of hundreds or even thousands of other familiar brands.
The advantages of joining a good franchise organization are brand recognition, loyalty, and trust. All of that has already been established for you. Patrons of Dairy Queen in Omaha are confident they’ll get the same delicious ice cream cone at a Dairy Queen in San Francisco or one in Des Moines, Iowa. They feel that they know your company even if they’ve never stepped foot in your door.
As an insurer, becoming part of a successful franchise operation can be particularly important. Insurance is, after all, something that your customers can’t see or feel and probably don’t even want to think about. They’re not too excited to make the purchase even if they know they need it. But if they are familiar with the brand, you’re at least halfway to the point of making the sale.
But that only works if your franchisor has already achieved a high level of trust. Only if they’ve consistently delivered the products and services that inspire brand loyalty and return business when the customer’s insurance needs grow.
Join Freeway Insurance, Where We’ve Earned Our Brand Trust
At Freeway Insurance, we know how to build trust as an insurance agency. We’ve established fruitful relationships with major insurance companies, so we could build an inventory of trusted products we can offer our customers. And over the years, those customers have returned to the Freeway brand time after time because of the excellence of our product line and our proven customer service.
We’ve also invited winning insurance company owners to join our brand. If your company is acquired by Freeway, you’ll benefit from immediate access to some of the nation’s leading insurance brands, and by inheriting the goodwill and sparkling reputation we’ve established with our customer base.
As a Freeway franchise owner, you’ll still be your own boss but gain competitive advantages simply by being able to introduce yourself as a Freeway Insurance agent. Due to our business practices over time, we’ve become one of the largest and most respected personal lines insurance companies in the United States.
Let us give you a loyal customer base from day one as we support you in attaining a financially rewarding Freeway Insurance franchise. It starts with a phone call. We invite you to chat with one of our franchise representatives.
Call Freeway Insurance at (877) 822-3024 and reach out to a Freeway Insurance franchise rep today.
