In the competitive world of health insurance, many agents focus on what they sell y how they sell it, but few communicate why they do it. This is where Simon Sinek’s Golden Circle theory comes into play—a strategy that will help you stand out, connect better with your clients, and increase your sales.
If you sell health insurance, you’re not just offering a policy; you’re providing security, peace of mind, and financial stability to your clients. Applying the Golden Circle to your sales strategy can transform how you communicate your message and improve your client relationships.
In this blog, we’ll explain how to use this powerful tool to stand out in the market, build trust, and close more sales. 🚀
1. What is Simon Sinek’s Golden Circle?
Simon Sinek, a renowned author and speaker, developed the Golden Circle, a model that explains how the most successful brands and professionals inspire and connect with their audience. His theory is based on three levels:
- WHAT: What you do. For insurance agents, this means selling health policies.
- HOW: How you do it. This could be through personalized advice, financial education, or plan comparisons.
- WHY: The reason that drives you. Beyond selling, it’s about the purpose behind your work: helping people protect their health and well-being.
The key to differentiating yourself as an insurance agent is to start with your WHY instead of focusing solely on what you sell.
2. Why Apply This Strategy in Health Insurance Sales?
In a saturated market, clients don’t just buy insurance—they buy the trust and security that you provide. When you start with your “why,” you create an emotional connection with the client and increase the chances of conversion.
Benefits of Using the Golden Circle in Your Sales Strategy
✅ Diferenciación: In a competitive market, having a strong purpose makes you stand out.
✅ Greater Trust: When clients see that your motivation is genuine, they feel more confident in buying from you.
✅ Long-Term Relationships: Clients stay loyal because they see that you care about their well-being, not just making a sale.
✅ Higher Conversions: When you connect emotionally with your clients, they’re more likely to purchase a policy from you.
3. How to Apply the Golden Circle in Health Insurance Sales
To implement this strategy in your business, you need to change the way you communicate with clients. Instead of starting with what you sell, begin with why you do it.
Step 1: Define Your “WHY” (Why You Do It)
The most successful insurance agents don’t just sell policies—they protect lives and provide families with peace of mind.
🔹 Incorrect Example (Starting with WHAT):
“I’m an insurance agent, and I sell health plans with the best coverage on the market.”
🔹 Correct Example (Starting with WHY):
“I believe every family deserves access to quality healthcare without worrying about costs. My mission is to help you find the best option for your peace of mind and that of your loved ones.”
💡 Questions to Define Your Purpose:
- Why did I decide to become a health insurance agent?
- What impact do I want to have on my clients’ lives?
- How does my service improve people’s lives?
When you identify your purpose, your message becomes more authentic and powerful.
Step 2: Explain Your “HOW” (How You Do It)
This is where you showcase your process and unique approach. How do you help clients find the best health insurance?
🔹 Ejemplo:
“I work with you step by step, explaining each option clearly and ensuring you choose the plan that best fits your budget and needs.”
✅ Ways to Differentiate Yourself:
- Personalized advice.
- Clear plan comparisons.
- Digital tools to streamline the process.
- Ongoing support before and after enrollment.
Step 3: End with Your “WHAT” (What You Offer)
Once you’ve explained why you do it y how you work, you can now talk about the insurance policies you offer.
🔹 Ejemplo:
“I offer health plans with full coverage, flexible options, and additional benefits like vision and dental. My goal is to help you find the perfect plan for you and your family.”
📌 Key Insight: Most agents start with WHAT they sell (health insurance), but the most successful ones start with WHY they do it.
4. How to Apply It in a Client Conversation
🔹 Typical Scenario (Average Agent):
“I have several health insurance plans with different coverages. What would you like to know?”
🚀 Optimized Conversation Using the Golden Circle:
“I understand that choosing health insurance can be overwhelming. I believe every family deserves medical care without financial worries. My job is to help you find the plan that gives you the best protection and peace of mind. What are your main concerns regarding healthcare and access to medical services?”
💡 Result: Instead of sounding like just another salesperson, the client perceives that you genuinely care about their well-being, increasing trust and the likelihood of closing the sale.
5. How to Use the Golden Circle in Social Media and Marketing
El Golden Circle isn’t just useful for sales conversations—it’s also a powerful tool for marketing and social media that attracts more clients.
📌 Example of a Social Media Post:
❌ Traditional Post:
“Do you need health insurance? Contact me to learn about the best options.”
✅ Post Using the Golden Circle:
“Your family’s health is the most important thing. My mission is to help you find affordable health insurance with the best coverage, so you can live worry-free. Send me a message, and I’ll help you choose the best option.”
💡 Result: A more human and relatable message, which generates higher engagement and trust.
If you want to sell more health insurance y build long-term relationships with your clients, stop selling just policies and start selling peace of mind and security.
✅ Start with the WHY: Explain your purpose and the impact of your work.
✅ Follow with the HOW: Show how you help clients and what makes you different.
✅ End with the WHAT: Present the insurance policies you offer as the ideal solution.
💡 Recuerda: People don’t buy what you do—they buy WHY you do it. By applying this strategy in your sales and marketing, you’ll create a deeper connection with your clients y increase your conversions. 🚀
Are you ready to transform your business with the Golden Circle? Start today and take your sales to the next level. 💼🔥
