Consultative Broker Briefing




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The Consultative Broker™ Briefing
Volume V, Number 5
A Free Publication of C.R. Ekern & Company
888.670.1177
www.crekern.com
Copyright, C. R. Ekern & Company, 2007

The Five Factors of Presentations

The phones at C.R. Ekern & Company’s “World Headquarters” have been ringing off the hook lately. We’re hearing from brokers across the country, and they’re all telling the same story. “We can’t compete on accounts by using carriers,” they explain. “There just are not enough to go around. What other factors should our proposals focus on?”

There are five major questions that a successful proposal must answer. A broker’s ability to resolve these is the difference between success and failure. The firms that focus on these factors are always able to demonstrate their value.

What are the issues? It is imperative that you understand the specific issues that a client or prospect faces. As a general rule, I always like to find at least three issues that can be addressed through TCOR. This becomes the “theme” of the entire presentation and the point of differentiation.

Why are they important? This importance must always be shown to the client or prospect through their cost structure. Have you ever spent time with a client demonstrating why an issue is important, only to discover they did not share your concern? Therefore, we must always confirm this importance prior to our presentation.

How are you uniquely qualified to solve these issues? This is where the “rubber meets the road.” If you have acted as a Consultative Broker, your presentation will demonstrate results through your unique application of resources. This is the area that will show the client or prospect the financial impact of your specific solutions.

Who will solve these issues? Now we’re getting somewhere! Not only have we demonstrated how we are going to help, but we have also identified our specific resources. Suddenly our organization takes a solid form with the client or prospect.

When will these issues be resolved? The best way of demonstrating this is through a service timeline. This timeline serves as your commitment and provides a measurement of your performance. It is also a tremendous assumptive close.

As with all Consultative Brokerage Techniques, remember to answer these questions from a buyer’s perspective of TCOR (Total Cost of Risk.) These five factors are essential to every presentation. If you don’t have the answers to these questions, you are simply bidding insurance!

Best regards to all Consultative Brokers,

Rob Ekern
President
C.R. Ekern & Company

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Consultative Brokerage® Techniques are utilized by agents and brokers across North America in the development and retention of upper middle market revenues. The Consultative Broker Briefing is delivered electronically free of charge to selected agents, brokers, and other insurance professionals across North America. To subscribe to The Consultative Broker Briefing, please click here.