What does your insurance agency do, exactly? Yes, you sell insurance – but what kind of insurance do you sell, and who buys it? Improving your focus as an insurance agency can help you improve your ability to sell insurance.
Should You Do It All?
According to Forbes, "There’s a word for trying to do everything all the time. Madness!" You know that you can't do everything in your personal life, so why would you try to make your business do everything? In his article on essentialism, Lawton Ursrey talks about making the choice to focus intently and say an enthusiastic yes only to those activities that truly fall within your area of focus. That way, you can excel in that area.
How does this work for your business? If you're acting like an elephant on roller skates with every part of your agency running in a direction, that's not good for anyone. According to Shopify, "Devoting time, energy and money to multiple strategies and marketing channels at the same time leads to none of them being executed well." Having the ability to set a focus and orient yourself in a clear direction allows you to place your resources there and find the path to success.
Focus on Your Product
Focusing on fewer insurance products but doing it more deeply allows you to become a subject expert, should you choose that route. For instance, if you focus on auto insurance, you can become the expert in that field, helping those with diverse auto insurance needs such as insurance for farm vehicles or vintage cars.
Focus on Your Audience
You may also choose to focus on a specific audience. This allows you to target your marketing to that group. For instance, if you want to work with homeowners and tenants on their home insurance needs, you can collaborate with local realtors who can mention your services. You can create blog content specifically for those who are moving into their first home. You can contribute to the local newspaper with an article on insurance for apartment-dwellers. Focusing your business allows you to develop a stronger understanding of the specific needs of your audience.
Focus Allows You to Set Goals and Evaluate Success
If you're focusing on every area at once, it takes a lot of time to set your goals, create metrics, and evaluate your successes. Focus allows you to create a handful of goals with strong metrics, and you can take the time to evaluate your successes in these areas.
Focus Helps Your Employees
If your business is moving everywhere at once, this makes it difficult for your employees to prioritize, develop expertise in an area, and work to be the best. According to the Huffington Post, "Focus involves the ability to pay attention to things that will help and avoid distractions that will hurt your work efforts." By focusing your business activities, you're liberating your employees to think about fewer areas of work, which can improve their ability to do that work well.
At American Agents Alliance, we are an insurance agent association designed to serve your needs as a business. We offer discounts and partnerships with many of the organizations and services that you need. Contact us today and learn more about our many membership benefits.