Communication: The difference between good and great agents

The defining line between a good and great agent is exceptional communication skills. I’ve learned this from many lessons over the years.

Although strong products and competitive pricing are undeniably important, the true differentiator between a merely "good" agent and a truly "great" one often boils down to a single, profound element: communication.

Excellent communication requires crafting an experience built on clarity, trust and a genuine human connection, not just explaining policy details. Let’s dive into the details of these attributes.

Mastering the art of communication is no longer an ancillary skill but a core competency that directly impacts loyalty, fosters advocacy and shapes our long-term success.

Creating a tech-enabled modern agent toolkit

Strategic, client-centric content means focusing not only on your message, but also on how and when you communicate it for success. I always make sure to offer multiple communication channels—phone, email, text or in-person meetings—because they cater to the diverse preferences of my clients.

Although leveraging technology such as customer relationship management systems is essential for managing client information (I certainly rely on mine!), I've seen modern client portals centralize communication even further by enabling clients to manage policies, sign agreements and communicate on their schedules. This enhances convenience and the client’s sense of control.

Technology serves as an incredible driver for excellent communication. Tools such as electronic payments and e-signatures have significantly reduced administrative roadblocks in my practice, streamlining processes such as data collection for applications and renewals. This efficiency enables my team and me to focus on high-value activities, such as advising clients and building loyalty. Additional tools, such as chatbots and self-service portals, provide clients with instant access to policy documents and claims statuses, truly embodying responsiveness and transparency. I know  clients sincerely appreciate these capabilities.

Communication through active listening

From my experience, good agents are often quick to present solutions and eager to demonstrate their knowledge. However, the truly great agents always start by actively listening. This means discerning the underlying needs, anxieties and even the unspoken aspirations that drive a client's insurance decisions. I've learned to pay close attention to both verbal cues and subtle nonverbal signals, asking incisive clarifying questions such as: "Can you tell me more about what you're hoping to achieve with this insurance?” “Are we primarily looking at wealth transfer, income replacement or perhaps something else entirely?" I’ve found that this approach helps unearth critical details that a standard product presentation may exclude.

Building trust and guiding clients through stressful times with care

Now comes the hard part once you’ve established your communication strategy: building genuine rapport. Sure, clients want a good policy, but they also appreciate it when an agent takes the time to understand their wants and needs, especially when discussing sensitive topics such as financial protection for loved ones. I always strive to demonstrate empathy by acknowledging a client's concerns, showing them I understand the emotional weight behind their financial decisions.

Maintaining approachable body language—making eye contact, offering a genuine smile and using open gestures—is my way of building trust. Even subtly mirroring a client's communication style, whether they prefer a more detailed or a more concise conversation, helps bridge potential gaps and creates a far more comfortable exchange.

For example, suppose a client seems stressed by the complexities of estate planning. In that case, I make sure to acknowledge their feelings directly: "I understand this can feel overwhelming, but please know we'll work through each step together to ensure your family's future is secure." These communication approaches help position you as a guide, not just a seller.

If there's one area where I've seen communication truly make or break a client relationship, it's during the claims process. This is often a profoundly stressful and emotionally charged time for clients. I advise my team to guide clients step-by-step through the process, setting clear expectations and acting as a steadfast advocate on their behalf to ensure a smooth resolution. Following up after a claim is settled, not just to confirm payment but to check on the client's overall satisfaction and well-being, reinforces our commitment beyond the policy.

Communicating complex life insurance jargon

Our industry is filled with jargon. While we, as professionals, understand terms like "re-underwrite" or "surrender charge," most of our clients do not. I make it a point to translate complex concepts into plain English. Instead of saying, "We need to re-underwrite your policy," I prefer to say, "We need to review your policy to make sure the coverage is still appropriate for your current situation, perhaps due to a recent life event." Simplifying explanations and avoiding ambiguity prevents misunderstandings, which can otherwise lead to unfulfilled expectations, lapses in coverage, or even unfortunate disputes over claims.

For example, let’s explore a case heard by the 9th Circuit Court that reveals a critical lesson for life insurance agents. Even when an insurer violates notice rules, a policy can still lapse if the client's communication fails. Pamela Siino lost her $100,000 policy because an unsigned change-of-address form led to missed lapse notices, demonstrating the vital role of agent-client communication in preventing policy lapses and protecting coverage.

Proactive vs. reactive communication

Another hallmark of a genuinely great agent is consistent and proactive follow-up. Those who regularly check in with clients – even if there are no immediate needs – have higher client satisfaction. It could be simply providing updates on industry news or policy changes. Also, a simple thank-you note or thank-you call can go a long way. But beyond mere responsiveness, great agents are proactive: scheduling annual policy reviews, sending renewal reminders well in advance and educating clients on potential coverage gaps before issues arise.

Empowering clients with personalized advice

What truly distinguishes the great agents is their emphasis on personalization and client education. They go the extra mile by remembering key client details—such as birthdays, anniversaries and significant life events. They tailor policy recommendations to the unique and evolving needs of each client.

One of the most effective ways to empower clients is through education, such as hosting informative webinars on complex topics, creating easy-to-understand guides on various coverage types, or regularly updating a blog or FAQ section with relevant insights. Informed clients are more confident in their decisions, more likely to appreciate the value of their coverage, and more likely to become loyal, long-term advocates.

Excellent communication and a well-run agency

This may surprise you. I’ve learned there is a close correlation between excellent external communications and a well-run agency. Think of it this way: When your internal operations are streamlined, your client interactions improve. On the other hand, disorganization—such as missed calls, piles of paperwork or slow renewal processes—doesn't go unnoticed by clients and negatively impacts their experience.

A well-organized internal system frees you up to focus on what truly matters: delivering outstanding client communication for long-term success.

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David Curry is an affiliate principal at HIPE Financial, an AmeriLife Company. Contact him at [email protected].