In needs-based selling, what is the agent primarily focused on?

In needs-based selling, the agent's primary focus is on understanding and addressing the prospect's specific financial needs. This approach emphasizes tailoring insurance solutions to meet the individual circumstances and requirements of the client rather than prioritizing the agent's financial incentives, the applicant's past coverage, or the insurance company's profitability.

By concentrating on the prospect's unique situation, the agent can recommend products that will genuinely benefit the client, ensuring they have the appropriate protection for their financial future. This method builds trust and fosters long-term client relationships, as clients appreciate a personalized approach that directly aligns with their needs. Ultimately, this focus enhances both client satisfaction and the agent's reputation in the marketplace, leading to sustainable business growth over time.