Susan Toussaint, VP of Growth Solutions, wrote for Independent Agent Magazine to discuss common insurance selling approaches.
In her article, What Kind of Seller Are You?, she explores three main selling styles in the insurance industry—transactional, value-added, and consultative—and the benefits and pitfalls of each.
Toussaint explains that transactional selling focuses on securing the lowest price for clients, often at the expense of a comprehensive risk assessment. Value-added selling, while initially more appealing, runs the risk of becoming a “feature-first” strategy that lacks real impact, as clients may not fully utilize or understand the benefits provided. The most effective approach, she argues, is consultative selling. In this model, insurance agents position themselves as valuable advisors, guiding clients to self-identify their business risks and make informed risk management decisions.
Toussaint, a veteran in the industry with over a decade of experience in training and coaching insurance professionals, underscores that consultative selling is the only approach that consistently delivers business value. Rather than focusing solely on closing deals, consultative sellers prioritize the client’s long-term success, creating deeper relationships and building trust. This approach, she concludes, is critical in today’s complex risk landscape, where businesses face evolving threats daily and need more than a low price to stay protected.
For more insights on aligning selling styles with client needs, read Toussaint’s full article in Independent Agent Magazine.
