NOT QUITE THE SAME - THINKING LONGER AND HARDER

(- Copyright 2016 by Mike Stewart -)

Suppose you are an Insurance Agent, qualified, trained, certified, and experienced. Unfortunately, there are thousands of Insurance Agents who are qualified, trained, certified and experienced. They may be selling products very similar to yours. So how do you show you are "Not Quite the Same" and neither is what you are offering?

Experts will often tell you to specialize. You might want to be an authority on term insurance, knowing all of its advantages, as well as the disadvantages of other options such as whole life (since I am not a life insurance agent, I don't know if other options beyond whole life even exist).

This expert advice is not bad, but is very limited. You might want to give yourself even more uniqueness by claiming expertise in a third related field. Or, even better, claiming expertise in a third, apparently unrelated field, that you can show is related.

We all want to be seen as an Expert. People will trust our advice. People will seek us out and pay for our opinions. When we are Experts, People will remember when we are right and forget when we are wrong.

On the other hand, most of us have excellent Common Sense. Common Sense often allows us to take limited information, apply it to a field in which we are not experts, and arrive at valid and unexpected conclusions. The Experts rarely apply their common sense to their own fields - they are use to thinking in specific ways about specific problems.

Unfortunately, there is little demand for Experts in Common Sense. You can't be certified in this field. You can't major in Common Sense or probably even take a single course.

If you met me at a networking function and were selling Term Insurance, you would have a slight initial advantage because I have a bias toward Term Insurance. Nevertheless, I am almost positive you would be wasting my time, and more importantly, your time, if you tried to sell me Term Insurance. An Expert would probably advise you to be a friend with valuable information to share, not a Salesman. This advice is not bad and is designed to separate you from other salesmen. But it is advice we have heard many times before and is something we probably try to do anyway.

If your Common Sense and your knowledge of insurance could let you relate to me an unusual way term insurance might help me, I might pay a little more attention. But not to a significant extent. After all, Common Sense is not usually appreciated.

The Internet can solve this problem. You will not be talking to one prospect (me). You may be addressing thousands at one time, at a time when they are ready to buy. Their primary thought will not be "I don't want to be sold". Anything you communicate will be coming from an Expert, including your specifically targeted Common Sense.

Reaching people at the right time is very powerful. That is why, before I realized the Internet can do much more than this, I used the slogan "Your Website is Worthless If No One Can Find It".

Return to INTRODUCTION TO THINKING LONGER AND HARDER. Or, if you liked this, send an email to Mike Stewart. - mike@esearchfor.com

NOT QUITE THE SAME - THINKING LONGER AND HARDER

 

 
 

(- Copyright 2016 by Mike Stewart -)

Suppose you are an Insurance Agent, qualified, trained, certified, and experienced. Unfortunately, there are thousands of Insurance Agents who are qualified, trained, certified and experienced. They may be selling products very similar to yours. So how do you show you are "Not Quite the Same" and neither is what you are offering?

Experts will often tell you to specialize. You might want to be an authority on term insurance, knowing all of its advantages, as well as the disadvantages of other options such as whole life (since I am not a life insurance agent, I don't know if other options beyond whole life even exist).

This expert advice is not bad, but is very limited. You might want to give yourself even more uniqueness by claiming expertise in a third related field. Or, even better, claiming expertise in a third, apparently unrelated field, that you can show is related.

We all want to be seen as an Expert. People will trust our advice. People will seek us out and pay for our opinions. When we are Experts, People will remember when we are right and forget when we are wrong.

On the other hand, most of us have excellent Common Sense. Common Sense often allows us to take limited information, apply it to a field in which we are not experts, and arrive at valid and unexpected conclusions. The Experts rarely apply their common sense to their own fields - they are use to thinking in specific ways about specific problems.

Unfortunately, there is little demand for Experts in Common Sense. You can't be certified in this field. You can't major in Common Sense or probably even take a single course.

If you met me at a networking function and were selling Term Insurance, you would have a slight initial advantage because I have a bias toward Term Insurance. Nevertheless, I am almost positive you would be wasting my time, and more importantly, your time, if you tried to sell me Term Insurance. An Expert would probably advise you to be a friend with valuable information to share, not a Salesman. This advice is not bad and is designed to separate you from other salesmen. But it is advice we have heard many times before and is something we probably try to do anyway.

If your Common Sense and your knowledge of insurance could let you relate to me an unusual way term insurance might help me, I might pay a little more attention. But not to a significant extent. After all, Common Sense is not usually appreciated.

The Internet can solve this problem. You will not be talking to one prospect (me). You may be addressing thousands at one time, at a time when they are ready to buy. Their primary thought will not be "I don't want to be sold". Anything you communicate will be coming from an Expert, including your specifically targeted Common Sense.

Reaching people at the right time is very powerful. That is why, before I realized the Internet can do much more than this, I used the slogan "Your Website is Worthless If No One Can Find It".

Return to INTRODUCTION TO THINKING LONGER AND HARDER. Or, if you liked this, send an email to Mike Stewart. - mike@esearchfor.com