Do You Suffer From Marketing Myopia?

In a meeting last week I heard this statement: “He repeated his first year in business twenty times”

That approach limits our success or dooms us to abject failure.  Such was the way of the Buggy Whip manufactures. They suffered from a condition known as Marketing Myopia. Theodore Levitt defined this condition in the Harvard Business Review by explaining that many businesses think like the old buggy whip makers, with a far too narrow an analysis of what their business is.

The same is true of most of us in the insurance industry.  We keep repeating our first year in business hoping against hope that health insurance is not nationalized, that the internal build up of life insurance is not taxed and that we can continue with blinders over our eyes while making our way though one more year.

If you are selling on product and service you are doomed.  Everyone has product and everyone offers service.  Just how excited do you get when a carrier rep comes through your door telling you about their new term policy or the new PPO that is nothing more than a rework of the one they showed you last quarter?  Your clients feel the same way.  They aren’t going to be leaning closer so not to miss your every word any more than you do when the rep tells his or her story.

It doesn’t have to be that way.  The solution is to not keep repeating your first year and avoid contracting  Marketing Myopia.  It is a condition that if left untreated will kill your business. 

There is a statement on our web site that says “Expect Something Different”.  It is not just a slogan, but the way we approach our business.  Yes, at AMG we have great products and we offer great service, but it is not the focus of how we do business.  Rather we look to provide our agent partners the opportunity to grow their business beyond expectations.

We do so by designing systems unique to your personality, client base and market segment.  There is an old saying “the proof is in the pudding” and our track record speaks loudly to how well our systems work. 

If you are ready to take off the blinders, ready to stop repeating that first year in business then let us show you how to position your practice to take advantage of the changes that are sweeping our industry while providing a measure of success that you have never experienced.

The alternative is Marketing Myopia and going the way of the buggy whip manufacturer. The choice is yours.