Differentiating Your Business from Your Competition

Most businesses fail to differentiate themselves effectively from their competition. For those of us in the insurance industry, this means that we do not give prospective clients a truly compelling reason to do business with us rather than with someone else. Part of the reason is that our message is cluttered and conveys information rather than knowledge. For example, if you were to check your website and the websites of your competitors, they probably all say pretty much the same thing: what you do, rather than who you are and what you can do for your clients. Pick your best clients and prospects to work with and develop messages and techniques that clearly convey the value to them of doing business with you.