Several years ago, I had the opportunity to attend the Advisors Super Conference and hear Dan Kennedy.
Dan is one of the highest-paid marketing consultants in the U.S. He has written the No BS series of more than 25 books.
Dan said our industry is very Amish. In the Amish community, everyone is standing in a circle looking at each other and trying to figure out how to farm better, but they are all still farming with a horse and plow. There is enormous resistance to anything other than what they see inside the circle.
Does that sound like the insurance industry? We look at what everyone else is doing and keep doing it – even if it doesn't work. For example, the focus of most marketing departments is attractive brochures, not making a sale. How many marketing departments take the time to think about how the brochure or marketing piece fits into the sales process?
BTW, if an agent or advisor needs a brochure to sell, he or she is in trouble. Most brochures end up in the trash – I can attest to that.
Dan went on to say, "If you want to be above average in anything, you will not get there by sticking to norms any more than a reformed alcoholic has a chance to stay sober by hanging out in bars."
Are you Amish?
Is the insurance industry Amish?
I would love to hear your thoughts. Contact me: [email protected]