(Newswire.net — April 14, 2014) Chicago, Il — The Affordable Care Act has brought a great deal of confusion, anger, fear and inaction into the marketplace. This has been on the individual consumer, business owner and agent/agency side.
Individuals and businesses are having a difficult time.
This are difficult economically and this has opened the door to business owners exploring options and alternatives that either were not available or they did not have the motivation to check into. We are seeing more businesses considering defined contribution plans, supplemental benefits and self funding as options they would not have shown any interest in a few years ago.
Many agents are doing the same things they have been doing.
Many agents have focused their attention on individual health insurance and fully insured group plans as the only options. There had been little reason to bring in other alternatives as these worked, business owners were familiar with and comfortable with these. Agents proposing alternatives were uncomfortable for both the agent and the business owner.
Change and stress can push people to consider new ways. Change and stress can also cause people to be afraid of the pain of change. We are seeing a great of fear showing up as inaction or fear of acting. This is to be expected.
For agents in business confusion, anger and inaction in the marketplace can be your ally.
Confusion can be your ally but not if you are confused. Anger can be your ally but not if you are angry and consumer inaction due to fear can be your ally but not if you, the agent do not know your business well enough to be able to competently offer alternatives.
Agents must have experience and knowledge to be able to offer alternatives.
Experienced agents may already have the knowledge and experience to offer alternatives. Agents may find it very confusing to know or learn quickly which strategies are viable and attractive.
One thing is for sure. In times of confusion those that can bring order will be welcomed. If 90% of the agents have the same and only same options than they have little to no advantage over their competition.
Some agents are seeing that this is a huge opportunity.
Agents that see that doors can open can get new clients even if the solution the client implements is the same one as everyone else. The big win for agents will be those that position themselves as someone that educates and advocates for their clients success. This is the agents that understands their clients and comes to help not by coming to sell a product but to help the client through this time. Yes, sales will be there. The biggest wins will be the agents that through this time come through with a very large base of clients.
Authority positioning and authority marketing campaigns are old strategies applied in new ways.
Authority positioning and authority marketing campaigns are about positioning qualified agents, agencies and employee benefits professionals as the Authority in their field and marketplace. People don’t care what you know until they know if you know. Authority positioning addresses if you know. Now there is an opening for those that qualify and position themselves. Positioning is limited and requires being qualified but very worthwhile.
John K Arnold is a 30+ year insurance professional working both domestically and internationally. Now creating authority marketing campaigns for qualified insurance agents, agencies, employee benefit companies and other professionals, entrepreneurs and small to medium sized businesses. Please contact for more information.