Cream rises to the top. It’s not just an idiom. It’s an important fact for independent insurance agencies to bear in mind if they want to be successful. National Financial Partners Property & Casualty Insurance Services CEO Terrence Scali says that there are way too many independent agencies being run  with a “sell, sell, sell” focus, by people who only care about their financial bottom line. The best agencies, he says, or “cream,” if you will, are those that make professional service their paramount goal.

But exactly what can you do to build an agency with a clear focus on serving, not just selling?

1. Listen to your clients and do the hard work to find them the best product for their specific needs. Good agents know that success isn’t about the quick sale, it’s about building lasting relationships with clients.

2. Educate your clients. Equip them with the knowledge to form a decision-making partnership with you and they’re much more likely to buy from you, stay with you, recommend you to others, and buy again from you as their needs evolve.

3. Follow up with your clients. Let them know that you’re not like a used car salesman who closes the deal, hands them the keys, and waves goodbye as they drive off the lot. You’ll continue to be there for them as a trusted advisor.

4. Keep on learning. Read, study, take classes. Pursue additional designations. The best agents know far more than how to sell a policy. You have to understand the tax and legal aspects of the products you sell and how they might affect a client’s overall financial situation.  

5. Consider partnering newer agents with a mentor who can help them polish their customer service skills to better serve clients.

With so many independent agencies out there competing for clients, you need to make sure yours is truly the cream of the crop.