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For starters, if you are only offering the same services that every other agency in town is offering then clients have practically no reason to even give your agency a second thought.
The common approach to marketing is visibility. The philosophy is that if you can keep your name and message in peoples’ minds then they’ll think of you when they need your services. While this is true, it is only part of the equation. The real key to success is offering fantastic service that establishes a reputation of success and excellence with your clients. If you are respected and trusted, clients will want to work with you, and no one else. Billboards and commercials by themselves don’t build trust.
Everyday I drive by dozens of automobile mechanic shops and I often get their advertisements in the mail. But how often do I take my car to them? Not very often. Instead I take my car to a small mechanic shop down the street that I’ve been going to for years. Why? It’s not because of their mailers or their signs. It’s because I trust the mechanics, and I like the atmosphere. It’s because I know they’re not going to rip me off, and I know they’ll take good care of my car. It’s because they offer service I know I can’t get anywhere else in town.
In order for clients to choose you over the competition they must first be able to remember who you are, and second, they must have an overwhelmingly clear reason to pick your services over those of others.
The overwhelmingly clear reason to pick you must be clear to the customer, not just to you. Potential Clients need to be aware of the services you provide and they must understand why your services are so much better than the competition’s. Most importantly, they need to understand all this before they are looking for an agent.
If nothing about your services stands out at the moment, then there is no better time than now to look for a niche to fill. You need to adjust your services so that clients feel like they’re getting more bang for their buck when they come to you. You have to become the best value in the market.
However, becoming the best value in the market does not mean cutting your commission. Value is about much more than price.
You have to be creative. Take hints on improving service from successful companies in other markets. For example when you pull up to a Les Schwab tire Center, an employee runs out to greet you. There is hot popcorn, coffee, hot cocoa, a television and a newspaper for you in the waiting room. When they’re done with your car they pull it up to the curb for you. From the cashiers to the mechanics, you can tell that every employee is there to serve you.
At the Men’s Wearhouse there is a similar customer service atmosphere. The Salespeople, the associates, and the tailors all wait hand and foot on every customer that comes through the door, whether they’re buying a full wardrobe or only a pair of socks. They understand that a customer’s experience is as important as customer’s purchase.
So have you examined the “experience” your clients have when they come to you for help? Looking closely at both the buying and selling end of your services is essential to creating excellent customer service that clients are looking for. By analyzing every aspect of your client interaction you will be better able to identify areas that need improvement. Don’t worry merely about eliminating problems, but focus too on creating perks. Make your agency’s process enjoyable.
Once you have established a level of service that makes you the best value in the market, the public needs to know it. Potential clients need to be reminded frequently that you offer the high level of service they are looking for. All your efforts in getting your name and message in front of potential clients truly become effective when the advertising reminds them of your established record of excellence.
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