To give you an idea of powerful this type of training is, go back to the last five issues in Broker World and read my five-part series on Consumer Buying Types. That body of knowledge alone can help your agents create a much stronger rapport and communication with clients and prospects. It will give your agents a major advantage in getting people to trust them. The problem is, what's plain and simple to one person is Greek to another. Since there are four different Consumer Buying Types, agents need to be able to communicate with each.
Marketing is the arena where agents build credibility.
If you're providing your agents with yet another class on long term care or annuities, but you're not training them in how to market their credibility, you're not only putting the cart before the horse, you're also crippling the horse. The answer to this question may surprise you. Most marketing programs in the life insurance industry are based on a single letter presenting a logical argument. The prospect is forced to read the entire letter to get to the point. People are too busy to read a letter that doesn't tell them up front what the pay-off is.