Let’s talk about insuranzzzzzzz

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We’re a new business, which means the list of “things to do” is longer than Oppenheimer.

We’re cracking on with them though, divvying them up between the four of us.

And somehow I ended up with insurance, which is not exactly my Mastermind subject.

(That’s James Bond, in case you were wondering.)

I hopped online to try and get it sorted, found a price comparison site, filled in some details, hoping to get an instant quote there and then.

No deal – the phone rang instead:

“Hello Mr Smith, we just need a few more questions to get you a quote”

It was a busy morning, so I made an excuse, finished the call and got on with my day, thinking I’d try again later.

Then it dawned on me – I actually know a guy in the world of insurance.

I dropped him a WhatsApp, asking if he could help.

He could, but he was on holiday, so asked if I’d mind getting a call from someone in his office in a couple of days.

I replied with a “No worries”, and as the words winged their way across the WhatsApp web I could hardly believe I’d written them.

Just minutes earlier, I’d refused to talk to a guy on the phone selling exactly the same thing, and now I’m happy to wait a couple of days and then still have to go through the phonecall.

Why?

Simple: relationship.

Yes, tech has changed the way we all buy, and the less friction in your sales process, the better.

But despite this, relationship is ignored at your peril – in the words of Jeffrey Gitomer:

“All things being equal, people want to do business with their friends”

Reducing the friction in your sales process is smart, but neglecting relationship really isn’t – the more your audience know, like and trust you, the more you become ‘go to’ business when they’re ready to buy, and the more hoops they’ll jump through to do business with you.

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