| Communicating clearly is vital to the success of any business. If your clients don’t understand you or your products, they’ll be hard pressed to understand why they need you.
As with any technical profession, the insurance industry is chock full of exclusive language and terms not readily decipherable to the lay person. Eliminating these words and phrases, or at least providing basic explanations of them, will go a long way toward breaking down the language barrier between you and your clients.
Need an example? Look no further than the average coverage description and you’ll see a verbal minefield that your clients might find intimidating. These documents are fraught with abbreviations, acronyms, and esoteric language that any non-insurance professional would find completely foreign: Dec page, Comp, ACV, Broad Form, Insured, Admitted, Subrogation, Exposure.
Do you use such technical terms as these when speaking to clients? They might not always admit that they don't understand them. It’s up to you to become more sensitive to the language you're using — and how effectively your clients are hearing you.
Ask a friend or family member — someone outside the insurance industry — to participate in a typical insurance conversation. If they can understand you, you're probably explaining the terms clearly.
Working day to day in the confines of the insurance environment, it's easy to forget that you’re speaking in industry-specific terms. Be mindful of the problem. Use "plain English" in conversations with clients and you’ll communicate more effectively with them.
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