Pat West 

January 4, 2019
YourLIVINGBrand.live

It was a pleasure having Pat West of Hedgequote as my guest on the January 2nd, 2019 show.

We talked about how he has developed a concierge service for the insurance industry to help people reach the right agent for their specific needs.

Pat works to make sure that the people he connects you to are knowledgeable about your industry, professional and geographically convenient.  He takes the time to vet all of his agents to make sure that the people he connects you with provide you with the knowledge and experience you need.

Click on the image below to be taken to IHEART Radio and listen to our discussion.

During the show, people asked a series of questions that I thought I would take the time to answer here:

#1   Lots of people talk about all of this brand stuff. Is this all new or was it called something else beforehand?

Branding is nothing new.  It has been around for hundreds, if not thousands of years. Branding is in essence what people think and say about you when you are not in the room. It is what you as a person or you as a business stand for. What you believe and what you are known for.  Your brand tells a story about why people should care about you and why they should want to engage with you.

Now a logo (the image attached to a brand) is just a placeholder. It is a reminder of the brand used for reach and recall. Keeping the logo consistent provides a constant reminder of the brand and what it is about.  Think of the Nike "Swoosh' or MacDonald's "Golden Arches".  Neither the swoosh or the arches are the brand but they remind you that Nike is about striving for excellence and that the arches are about value-based meals served consistently and at a fair price worldwide.

Those are the pillars that those companies stand on and are their brands.

#2 What do they mean when saying vetting?

Vetting is the process of making sure something is what others say it is.  It is verifying that what is being said is true and accurate.

#3  So we need to ask why it cost the price?

Yes, in reference to the interview, you should always ask why something costs what it costs to determine if you are getting fair value for product or services rendered.  People should be able to tell you why something is more expensive and it is up to you to determine if you find that reason valuable enough to pay extra for it.

For instance, when I provide consulting, workshops and keynote addresses, I am never the cheapest.  People can always find someone who will provide services at a lower cost than me.  However, those people probably do not have the years of experience or range of knowledge that I have.  They may deliver a canned presentation that has little to do with the actual needs of your people, while I take the time to interview people ahead of time, understand needs and objectives and then develop custom content that is relevant and gives those receiving it the tools they need to succeed.

It is not about price, it is about value perceived by those consuming the product or service that ultimately matters.  Are you being taken care of and is your problem being solved to your satisfaction?

#4   Does this work just for the insurance industry?

I am not exactly what "this" means in the context of the interview, but most skills and concepts that I discuss with my guests are transferable from industry to industry.  If whoever asked this would like to contact me directly at ben@yourbrandmarketing.com, I would be happy to discuss it further.

#5  How do you know if you have given people value?

Great question!  I personally know that I have given people value when they either refer me to other people or when they come back as clients over and over again.  A hearty thank you is always a good sign and people clapping at the end of my keynote does not hurt, but to really know that I have added value usually means that I have been referred to someone they know and like.

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