Power of Authority

Social scientists have a lot to say about how people are influenced. One famous study observed pedestrians at a large intersection. When a well-dressed man in a business suit crossed against the lights, fellow-pedestrians were 350% more likely to follow then when a sloppily dressed person made the first move. In this case the right attire gave the suave jaywalker the Power of Authority.

In today’s complex world, business people are continually faced with complicated choices. There’s much to decide, and often not enough easily digested information to feel comfortable making those decisions. That’s where the power of authority comes in. When making choices, psychologists observe, people tend to ‘outsource’ their decisions to perceived experts – knowledgeable store clerks, savvy computer techs, professional insurance agents. Finding a trust-worthy authority can save decision-makers time, aggravation and uncertainty. But in a world where thousands of claims, brags, ads, appeals, and offers bombard us daily, how do we recognize the authorities we want to work with? And more to the point, how can producers and telemarketers effectively harness the Power of Authority to influence prospects?

One of the best ways to frame yourself as a trusted authority is indirectly through the opinions of others, rather than through direct self-promotion. Here are three examples:

Use a third party endorsement

“We’ve been chosen by the Chamber of Commerce to introduce a new Health Plan option”. This kind of approach works because it underscores the trust and implicit endorsement of a respected association. It harnesses the power of the Chamber’s authority.

Leverage the authority of dozens of the prospects’ colleagues

“We insure over 100 leading restaurants throughout the county. I’ve got a long list of restaurants that we’ve helped save money, improved protection, and facilitate clams handling for.” I’d like to show you the whole roster. Can we schedule a convenient time to meet?”

Borrow the authority of bigger, name-brand players

“Bill Simpson handles our trucking clients. Bill used to work with Willis, one of the largest brokerage houses in the county. And our benefits department is headed-up by Marge Paul who spent 10 years as an underwriter with BCBS."

In developing new insurance accounts, trust and confidence are key to opening doors and closing deals. You don't have to be a seasoned pro or be part of a large agency to effectively harness the Power of Authority. We've suggested just a few possibilities here. Keep in mind that prospects want to rely on you to help them make their insurance decisions wisely and efficiently. The better you can establish your authority, the easier it is to gain their confidence and the more influence you'll have in winning new clients.

Professional Marketing Associates, based in Amherst, MA, provides high-quality teleprospecting and other marketing support to insurance clients throughout North America. To learn about ways PMA can benefit your organization call Tom Grey at 800-783-2303.