Why We Don’t Make the Decision for the Customer

Why We Don’t Make the Decision for the Customer

Have you ever looked at a customer's situation and thought:

"They'll never pay for that."

"They won't be interested."

"That's probably too expensive for them."

"They're not going to want life insurance."

I think most of us have.

But there's a problem.

They never actually told us that.

We decided for them.

Our Assumptions Can Create Coverage Gaps

We make assumptions without even realizing we're doing it.

Based on someone's age.

Their job.

Their house.

Their car.

Their current premium.

Maybe even the way they respond to another recommendation.

But none of those things tell us what someone values.

And they certainly don't give us permission to decide which risks they're willing to accept.

That's their decision.

Not ours.

Our Job Is to Educate and Recommend

There's an important line between advising and deciding.

Our responsibility is to identify the risk.

Explain it clearly.

Discuss the available options.

Make an appropriate recommendation.

Answer questions.

Then...

Let the customer decide.

They may say yes.

They may say no.

They may say not right now.

All three are decisions they're allowed to make.

But they deserve the opportunity to make them.

Don’t Spend Someone Else’s Money

One of the easiest traps in insurance is deciding what we think another person can afford.

But affordability is personal.

People spend money according to their priorities.

Something that feels expensive to one person may feel incredibly valuable to another.

We don't know until we have the conversation.

So don't spend someone else's money for them.

Show them the options.

Explain the why.

Then respect their decision.

A “No” Isn’t Failure. Not Asking Is.

Sometimes we measure the success of a conversation entirely by whether a product was purchased.

I don't.

A successful conversation can end with "no."

If the customer understands the risk...

Understands their options...

And makes an informed decision...

We've done our job.

We can document it.

We can revisit it when circumstances change.

And we can continue serving them.

The Why Behind the What

So why do we present options even when we think someone might say no?

Because people deserve to make their own decisions.

Our responsibility isn't to choose which risks matter to them.

Our responsibility is to help them see the risks clearly enough to choose for themselves.

Don't assume.

Don't prejudge.

Don't make the decision before the customer ever gets the opportunity.

Educate.

Recommend.

Then let them decide.

That's the why behind the what.