Why the Industry Must Embrace Change
Change is a great way to build, personally and professionally. If we want to stay relevant in our industry, we have to learn how to embrace change. Today, we are changing at the fastest pace our industry has ever seen. Generation Z is hot on the trail of the millennials, and to think, this up and coming group of young professionals have never known a life without technology. The digital age of insurance is here. Buckle up – more change is coming.
Along with the daily changes in the tech movement, many agencies are changing from the inside out. For example, the definition of “professional” is evolving. Do your daily work clothes define your professionalism? Some would argue yes. Some young agency principals would disagree and say that their fast and efficient customer service is what sets the bar for their professionalism. Right or wrong, the message remains, customer service is key. Most likely, at the end of the day, the consumer will choose the agent that has best serviced them, not the best dressed. As independent agents, we pride ourselves on that customer connection.
What makes a young independent agent more attractive? What pushes that consumer to come your direction? Very simply, your story. What are you doing day-to-day in your agency to provide top notch customer service, provide purpose to your employees and help your community, all while showing each customer just how important they are? Consumers are enticed by a good story. What is your story, what do you sell, how do you better your community and then how do you get it out there for people to see?
I recently had a “duh” moment while sitting in a keynote speech at a conference.
“If customers are confused about what you offer, they’ll look past you for somebody who can say it clearly. The human brain is drawn to clarity and away from confusion.” Donald Miller, the CEO for StoryBrand, dropped this knowledge bomb on me last month at ELEVATE, and it could not be more right on. Get your story out there. Humanize yourself!
Our goal as a young agent committee of the Independent Insurance Agents & Brokers of America is to help encourage and launch the next generation of independent agency system leaders. We work throughout the year to build involvement in and activism for the legislative issues vital to the future of the insurance industry. We hold a variety of events which provide our members with education and networking opportunities with industry peers. Our hope is that through these events, our agents will develop relationships with industry leaders and learn valuable interpersonal and leadership skills.
Moreover, as an agency principal, allowing a young agent in your office to participate in state and/or national level activities provides that agent with a priceless forum for sharing with peers who have the same types of challenges and successes. As a result, they will gain a broader and fresher perspective that they can bring back to your agency and help the bottom line.
As a committee, this year we grew, changed, and most importantly, learned a lot. We have always been a strong group of business professionals, and this year, we looked to broaden our connections, educate our members, give to our communities and grow our membership. We had a successful year, and we are constantly looking to the next level. More members, greater options for education, improvements in our grassroots efforts, larger success in our philanthropic efforts; we always need and want more. My dad used to always say “a hungry dog fights best.” If we have no more success to gain, no more battles to win, wouldn’t we just throw in the towel?
The future belongs to the young agents. The future is the independent agent.
I would encourage young agents to embrace change, get uncomfortable, tell your story, and most of all, stay hungry.