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.
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.
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:
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!
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:
Remember, the goal is not to disparage the current agent, but rather to highlight areas for improvement and demonstrate how you can do better.
Once you’ve identified areas where the safety training program can be improved, present solutions. Here are several ways you can support the prospect:
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.
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.