In the world of commercial insurance, competition is fierce, and standing out requires more than just offering policies at competitive rates. Insurance agents who can provide value beyond the initial sale are more likely to build long-term relationships and win over new accounts.
One of the most effective ways to demonstrate value to a prospect is by helping them improve their workplace safety programs. Not only does this address their immediate concerns about reducing claims, but it also highlights areas where their incumbent agent may be falling short.
A safety training audit is a powerful tool that agents can use to deliver immediate, actionable insights to prospects. By conducting an audit, agents can showcase their expertise, offer solutions to improve workplace safety, and eventually position themselves as the ideal partner to manage the account. Here’s how to use a safety training audit effectively as a prospecting tool.
1. Offer Value by Providing a Comprehensive Safety Audit
Prospects will be more open to meeting with you is if they see an immediate benefit. A safety training audit does just that—it gives the prospect valuable insights into their current program at no cost.
When offering the audit, position it as a value-driven service, not a sales pitch. This signals to the prospect that you are genuinely interested in helping them improve their safety program, not just looking to sell a policy. You can present the audit as a way for them to evaluate the effectiveness of their safety protocols and training, identify gaps, and ensure compliance with regulations such as OSHA.
Offering an audit can also serve as a hook to get in the door. Even if the prospect is happy with their current agent, the opportunity to evaluate and improve their safety program is something many businesses will find difficult to refuse.
2. Help Prospects Evaluate Their Current Safety Program
Once the prospect agrees to the audit, guide them through the process. Use a detailed questionnaire, like this comprehensive safety training program audit, that covers all aspects of their safety training program. This includes whether their training is frequent and consistent, how well it is documented, and how effective it is in preventing workplace injuries. Some key areas to focus on include:
-
- Consistency of Training: Are they providing regular, updated training, or only offering one-off sessions? You can use the Ebbinghaus forgetting curve to explain how inconsistent training leads to rapid forgetting of critical safety protocols.
-
- Effectiveness of Training Methods: Are they using a variety of training methods to appeal to different learning styles? Are they reinforcing concepts multiple times
-
- Regulatory Compliance: Are they keeping up with OSHA requirements and other regulations? Many businesses may not even realize they’re not compliant until they face an audit or a workplace incident.
-
- Employee Engagement and Retention: Are employees retaining what they learn, and are they actively engaged in safety practices? How is the business measuring employee completion and retention?
By walking the prospect through these questions, you help them gain a clearer understanding of where their current program stands. This also opens the door to deeper conversations about where their incumbent agent may not be providing enough support.
Use this Safety Training Program Audit to get started today!
3. Highlight Where the Incumbent Agent Is Lacking
The safety training audit provides an opportunity for you to gently point out areas where the incumbent agent might be falling short. Without directly criticizing their current agent, focus on what’s not being done or where improvements can be made. For example:
-
- Inconsistent Training: Perhaps the company is only conducting safety training quarterly or annually, leaving employees vulnerable for the rest of the year. You can offer solutions to help them maintain more consistent training sessions throughout the year. Ideally, workers would get some type of training content or reminder weekly.
-
- Lack of Access to Safety Resources: Many agents fail to provide their clients with the necessary safety tools and resources, such as safety training apps or compliance tracking systems. If the incumbent agent hasn’t offered these, it’s a clear sign that you can bring more value.
-
- Poor Follow-Up: Does the incumbent agent check in regularly to review safety procedures and update training materials? If not, use this as a chance to explain how you would help keep their program up to date and effective over time.
Remember, the goal is not to disparage the current agent, but rather to highlight areas for improvement and demonstrate how you can do better.
4. Offer Solutions and Support for Improving Safety Training
Once you’ve identified areas where the safety training program can be improved, present solutions. Here are several ways you can support the prospect:
-
- Provide Access to Training Tools: Offer access to online training platforms, compliance checklists, and interactive safety modules that will keep employees engaged and better retain information. AutomateSafety is a perfect solution for that.
-
- Host or Organize Safety Training Sessions: You can organize safety training seminars or webinars for your prospect, positioning yourself as a partner in improving their safety program. These events can cover new OSHA regulations, industry-specific risks, or accident prevention strategies.
-
- Tailor Safety Programs to Their Industry: Demonstrate your knowledge of their industry by offering to tailor safety training to their specific risks. This not only ensures relevance but also highlights your expertise in understanding their business.
By providing concrete solutions, you establish yourself as more than just an insurance agent—you’re a strategic partner who cares about their long-term success and safety.
5. Prove Your Value as an Agent and Win the AOR
The safety training audit is a stepping stone to building trust and demonstrating the value you can provide as an agent. After delivering the audit and offering solutions, follow up regularly to ensure the prospect is implementing changes and seeing the benefits. Show them how improved safety training can lead to reduced workplace injuries, fewer claims, and lower workers' comp premiums.
By focusing on delivering ongoing support and continuously adding value, you position yourself as the logical choice to take over their insurance account. When it’s time for renewal or when they feel ready to make a change, you’ll have proven yourself as an agent who delivers more than just a policy—you offer expertise, partnership, and results.
