Mastering active listening for unmatched success
By truly hearing and understanding your clients,
prospects, and underwriters, you build trust, enhance
satisfaction, and pave the way for successful relationships.
By Carolyn Smith, APR, TRA
In the Beyond Insurance Trusted Risk Advisor certification program, the one topic that always sparks lively discussion is active listening. Why? Because in today’s world, customers wield unparalleled power.
Customer satisfaction isn’t just a strategy—it’s the core of sustainable growth. The game-changer? Truly understanding and responding to clients’ needs and underwriters’ requirements.
Active listening isn’t just about hearing words; it’s about grasping the unsaid and recognizing the emotions at play. Today’s savvy consumers demand to be seen as humans, craving genuine interactions with agents who respect and adapt to a shifting landscape. Active listening is an art—a blend of keen observation, verbal and non-verbal engagement, and steady empathy. It’s challenging but indispensable, especially when dealing with decision-makers under pressure.
By practicing active listening, agents become more attentive and fully involved in understanding what the other person is communicating. Failing to pay attention, interrupting, or jumping to solutions too quickly makes clients, prospects, centers of influence, and underwriters feel unheard and undervalued. Therefore, active listening isn’t just a skill but a crucial element in building trust and fostering strong, lasting relationships.
Essentially, active listening is the true superpower in a world obsessed with quick fixes.
Jake Neal, a producer with Peoples First Insurance in Rock Hill, South Carolina, says, “Trying to find a solution too fast can also lead to mistakes and potential E&O claims, which nobody wants in our industry. It can be difficult to work with a client who needs the policy yesterday, as sometimes it is better to take the slow and careful approach.”
He emphasizes that it’s not about jumping to solutions; it’s about profoundly comprehending the problem, connecting on a human level, and creating lasting impact.
Jordan Schram, a producer with Associated Insurance Services in Coeur d’Alene, Idaho, adds that it’s about understanding your client’s unique risk tolerance and creating a plan that offers peace of mind without extra financial strain. Think about those times you called a professional—doctor, accountant, realtor—only to feel rushed and unheard. They were following a script, not listening. That’s where active listening shines, making all the difference.
Schram says, “I’ve dealt with too many clients or prospects who have skewed expectations of timing when it comes to quoting and binding coverage. Trying to meet these expectations often leads to barriers in communication.”
Clarify expectations and address concerns
Prospects and clients often find themselves lost in the maze of technical jargon and complex policies. Active listening cuts through the noise, allowing you to explain insurance and risk management options clearly and simply. This not only addresses their questions and concerns but empowers them to make informed decisions.
The result? Clients feel a sense of control and confidence, knowing they’re truly understood.
Schram says, “I often find myself thinking of ways to help prospects before truly listening to their needs. This leads to missing out on cues or red flags and prevents forming real connections. By putting pressure on myself to meet perceived expectations, I miss out on building genuine relationships.”
Success today, Schram explains, means building long-term relationships with clients, not just single transactions. Active listening helps you understand their evolving needs—whether they’re planning to sell or acquire a business, relocating, or expanding operations. By actively listening throughout your relationship, you can continuously adapt their insurance and risk management plan to ensure it remains relevant and effective.
In addition, during discussions, clarify client expectations and address any concerns or objections they may have.
Trevor Treser, a producer from BKCW in Austin, Texas, says, “We faced barriers with a prospect who didn’t provide correct information but was expecting a brand-new policy within days. Through active listening, we discovered their true pain points and clarified the process, avoiding miscommunications and ensuring a smoother experience.”
Strategies for alignment
Overcoming expectation barriers through active listening involves several key strategies that help ensure the client and the risk consultant are on the same page.
- Establish clear communication early in the process.
Set expectations upfront. At the beginning of any client interaction, clearly outline what the client can expect regarding timelines, processes, and outcomes. This helps prevent misunderstandings later.
Clarify objectives. Ask open-ended questions to fully understand the client’s goals and needs. For example, “What are your main concerns about your current insurance coverage and risk management plan?”
- Listen actively and listen empathetically.
Give full attention. Focus on the client without distractions. This shows respect and genuine interest in their situation.
Acknowledge feelings. Recognize and validate the client’s emotions. Statements like, “I understand that this situation is frustrating for you,” can help build rapport and trust.
- Ask clarifying questions.
Dig deeper. When clients express their needs or concerns, ask follow-up questions to gain a deeper understanding. For example, “Can you tell me more about what specific concerns or challenges you want to address in your risk management strategy?”
Summarize and reflect. Paraphrase what the client has said to ensure you have understood correctly. This can be as simple as, “So, what I’m hearing is that you’re worried about …”
- Manage expectations realistically.
Be honest and transparent. If a client’s expectations are unrealistic, it’s important to communicate this gently but clearly. For example, “While we strive to offer the best coverage, binding a policy within 24 hours is not feasible due to the underwriting process.”
Provide alternatives. If the ideal solution isn’t possible, offer options that might still meet the client’s needs. This shows that you’re working in their best interest.
- Follow through consistently.
Keep promises. Ensure that any commitments made during the conversation are met. If there are delays or changes, inform the client promptly.
Regular updates. Keep the client informed throughout the process, even without significant progress. This transparency helps maintain trust.
- Gather feedback.
Request input. After resolving the client’s issue or completing a service, ask for feedback on how the process went. This can be as simple as, “How do you feel about the service you received today?”
Act on feedback. Use the feedback to improve future interactions and address any recurring issues that may arise.
Practice with underwriters
Underwriters are navigating a delicate balancing act, adapting to ever-changing market conditions. Shifting from a hard market to a softening one demands strategic decisions to sustain profitability while managing risk. Without effective communication and active listening, frustration between agents and underwriters can escalate.
Nick Hart, a producer at Three Arbor Insurance in Birmingham, Alabama, says, “I have been struggling with an underwriter on a renewal and adding a specific coverage. We couldn’t seem to get one another on the phone, so we were forced to communicate via email.
“Then the underwriter did not know the coverage existed and/or was unwilling to ask for help from superiors to see if they could add it,” he adds. “As a newer producer, I had a lack of understanding about the coverage itself and could have done a better job explaining exactly what I needed and why.”
Hart explains that it’s a critical dance—one where understanding and collaboration make all the difference in maintaining harmony and achieving success.
The continuous journey
Mastery of active listening is a journey, not a destination. It’s a skill that requires ongoing effort and practice. To connect better with decision-makers—whether prospects, clients, or underwriters—consider these four ways of offering support:
- Always start with empathy. Begin by listening without judgment and responding with empathy. Resist the urge to fix or dismiss feelings. Decision-makers might say, “I’m feeling …,” “I’m experiencing …,” or “Would you please listen?” Respond with empathy: “It’s hard to …,” “That is difficult …,” or “I hear your frustration.”
- Give informational support. Provide the information that decision-makers need, not just what you think is important. This includes knowledge, facts, and data to help them understand and assess next steps. They might say, “I wish I knew …,” “Have you ever …,” or “Can you find …” Offer the information confidently if you know it. If unsure, ask, “What information or data would help you decide?”
- Offer analytical support. Help decision-makers examine and interpret information. They might ask, “How would you interpret …,” “What do you think this means …,” or “I’d like to understand the impact of …” Provide analysis if you’re comfortable with the information. If in doubt, ask, “What kind of analysis would help you think this through?”
- Provide reflective support. Use questions to help decision-makers identify their priorities. They might say, “I need help thinking about …,” “I’m conflicted with …,” or “I can’t decide …” This support is useful when they have a solution in mind but hesitate to act. Ask, “What is the goal you want to achieve?”, “What are your priorities with this decision?”, or “What outcome are you hoping for?”
Active listening isn’t just a skill—it’s a transformative approach that can revolutionize your business. By truly hearing and understanding your clients, prospects, and underwriters, you build trust, enhance satisfaction, and pave the way for successful relationships. It’s a continuous journey, and the investment in honing this skill is worth every effort.
The author
Carolyn Smith, APR, TRA, chief training officer for Beyond Insurance, creates and delivers transformative programs, including the Trusted Risk Advisor certification, BIGN Producer Boot Camp, and Quest for Success, that have positively impacted the lives and careers of countless professionals. These programs help industry professionals build a career that they love and achieve the success they deserve.
