Trends Report

Use Needs-Based Content To Improve Insurance Sales

Digital Feature Fix: Product-First Sales Strategies Are Shortsighted And A Competitive Disadvantage

December 20th, 2018
BE
Benjamin Ensor
AP
August du Pont
With contributors:
Alyson Clarke , Piers Conway , Sam Bartlett

Summary

Our reviews often reveal that insurance websites and mobile apps are missing important content, features, or functions that help customers complete their goals. While most insurance agents take a needs-based approach to sales when talking to prospects in person, many insurance companies fail to do the same on digital touchpoints. This brief explains why goal-oriented content is important in driving sales, illustrates good practices from leading firms, and helps digital teams understand how to implement goal-oriented content effectively.

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