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Stick with the Old, Explore the New: Learnings from Mr. Josiah Go

by Admin | Apr 11, 2017


The growth and craze over certifications and free online learning materials has given birth to a whole new breed of marketing professionals. Those, despite having little experience, claim to be ‘gurus’ and ‘experts’. For decades, Malayan Insurance has established itself as the leader in non-life insurance protection in the Philippines. If that’s not an ‘expert’ in the field, I don’t know what is. So it is just fitting that we partnered with renowned marketing mentor Mr. Josiah Go.

Mr. Josiah Go takes on Chairmanship, President or CEO role in numerous market leaders including Mansmith and Fielders, Inc. (top marketing and sales training company in the Philippines) and Waters Philippines (market leader in direct selling of premium health durable products in the Philippines) to name a few.  If that’s not enough, just take a look at the awards he’s had since the 90s: Agora Awardee, one of the Ten Outstanding Young Men of the Philippines, Lifetime Achievement Awardee (Association of Marketing Educators), Brand Leadership Award (World Brand Congress) and more. He has written 13 marketing books and boasts various marketing degrees in Wharton and the London Business School.

Malayan Insurance President Yvonne S. Yuchengco with marketing mentor Josiah Go

He graced Malayan Insurance agents with his presence during Malayan Insurance Agents’ Recognition Night to share best, but often neglected, practices to approaching customers. Here are some of the best sales tips that we picked-up from Mr. Josiah Go:


1. Think ‘Customer Relationship

Building relationships with customers seems to be an old-fashioned way of selling in a world where everything is instantaneous and customers can get information and compare brands online. Investing in the relationship must go beyond giveaways and gifts. It should focus on understanding the client’s lifestage, needs and goals. Accoding to Go, adopting this mindset can also make or break how clients choose one service provider over another without compromising price. The key lies in determining how and what agents can do to help clients progress in their businesses.

2. Beyond the Box

‘Challenge assumptions’, that’s what Mr. Go encouraged Malayan Insurance Agents to do. He motivated them to not be confined by the assumptions and typical practices in the insurance industry in the Philippines.

3. Ripe for the Picking

Identifying markets that that are ripe for tapping. Conquering white spaces which refers to new markets or map incremental innovations, will yield more benefits to agents in the long run instead of mere brand-switching tactics.

4. Strategy, not just tactics

Go pushed Malayan Insurance agents to trade in time-worn tactics for a more strategic approach to insurance selling. In the world of marketing, we map the strategic objective and financial objective that we want to achieve. Financial objective is simple, that’s your quota. Strategic objective may be the market you intend to tap or expertise image you want to deliver – let’s say, to be the go to agent of those who are entering into capital ventures, or the trusted partner of small-scale service businesses within an area. This must be answered with a fitting and well-thought out how – will you be having luncheons or joining cocktails to meet the right people at least once a week. Or maybe it involves going door-to-door to meet the store owners. By keeping your strategic objective in mind and your financial objective in tow, your tactical applications should yield the results you want.

Over 2,000 Malayan Insurance agents affiliated with its 35 branches and service offices, benefited from Mr. Josiah Go’s talk which was held during the annual Malayan Insurance Agents' Recognition Night at the Midas Hotel in Roxas Boulevard. The Agent's Night has been held by Malayan Insurance every year since 1997, to honor the insurer's top-performing sales agents, gathered from all around the country.

Malayan Insurance is the largest non-life insurance company in the Philippines, with P23.5 billion in assets and a net worth of P7 billion. Malayan Insurance is a member of the Yuchengco Group of Companies.