Helping: the new selling

Awareness. Positioning is all about awareness. Life insurance firm Conservatrix (est. 1872) realizes a brand is made up of perceptions and that impressions matter. To achieve a preferred position amongst intermediaries, every detail needs to be taken care of. If the positioning doesn’t reflect your services 100%, you’ll end up in real trouble.

As a provider of life insurance, you need good products and quick turnaround times to make sure you’re noticed by advisors. More personal contact is vital, for example, as well as providing support and a strategy for making their work easier.

No-one can do it all alone. Make a difference together.

Conservatrix is a so-called intermediary insurer, which sells life insurance through intermediaries. For Conservatrix, it is important that customers receive honest, independent advice. Competition is fierce and business is built on relationships. In the past, commissions were important triggers, but now other things make the difference. To reach the absolute preferred position, we developed a layered campaign that responds to the constraints and needs of advisors. Helping is the new selling and intermediaries can certainly use some help in today’s new reality, in order to offer their clients the best possible service. Smart tools and knowledge, for example, which are genuinely useful. Personal attention is the campaign’s leading motive. Together, people can make a difference. The campaign begins with a manifesto film that challenges the consultant to think about his role.

How do you make the distinction between ‘cheap’ and ‘inexpensive’? Between adviser and confidant? Between informing and inspiring?

Meaningful and useful knowledge is shared with intermediaries through videos, webinars, blogs, events , social media and one-on-one meetings. This puts the Conservatrix brand  in the right perspective. Valuable dialogue instead of dogmas help build a strong relationship between the consultant and the life insurer. Excellent service does the rest. Because brands are the sum of interactions and every impression counts, organizations will have to be more aware of this than ever.