Brian Greenberg is leading the trail when it comes to entrepreneurship, and as the current business world sees magnitudes of change, his strategies are also evolving at the same pace.
Being an SEO marketer and President/Founder of True Blue Life Insurance, Brian is among the very few people that can be regarded as the up-and-coming faces of the global online business ecosystem. In such a competitive online marketplace, making it big is increasingly becoming a dream for other players in the same race. However, Brian leverages his marketing expertise and online business principles that greatly enhance his business strategies.
Moreover, Greenberg is a member of Million Dollar Roundtable, a premium association that caters to the top 1% of finance and insurance agents in the world. But it wasn’t always all success and roses; Brian did what most successful entrepreneurs do, he worked hard. Coming from a humble beginning, Brian completed his Bachelors in Business Administration at University of Arizona.
“When I started school, I thought that I wanted to be a doctor, but my aptitude was definitely in business, and the McGuire Entrepreneurship Program [now New Venture Development Program] interested me tremendously,” said Brian. His venture team worked on an e-commerce concept, which set the tone for his start in the internet business.
He contemplated the advice given by one of the guest speakers in the entrepreneurship program, which was “Things might not happen right away. In the meantime, learn to sell.” He started as a regular insurance agent at MetLife, going door to door selling insurance to people who weren’t asking for it. According to Brian, this isn’t what he wanted to do. “My belief is that life insurance should never be sold. It should be bought,” said Brian.
Being the tech-savvy person he is, Brian moved digital, creating True Blue Life Insurance, an online insurance providing platform where the customers came to him and not the other way around.
The internet proved to be the turning point for Brian. However, it needs to be mined and refined to get its true value. On the surface, the internet is merely a platform for interconnection; however, the mountains of data that are produced need to be sorted through to gain insights on its events. In the past, businesses and monopolies ruled with no opposition, but the awareness and connections among consumers brought by the web forced them to reevaluate their decisions. In the current business space, the customer is king, and as the YEC Official Member explains in his piece, they need to be treated as such too.
Although being an entrepreneur doesn’t come without its usual set of risks and challenges, something that cannot be risked at any cost is reputation. Brian takes into account various little details that are often glanced over and uses them to be a cut above the rest. Here, Brian writes that something as simple and straightforward as honesty can work wonders when building trust, and make a significant impact on one’s credibility.
Entrepreneurship is all about walking down the road alone, but having your own business brings in others for the ride. Running a business involves managing human capital, of which there is no particular replacement. While a company geared on pleasing customers has no reason to go under, it certainly will if employees aren’t looked after. It’s known that employee performance is directly proportional to customer satisfaction; it needs to be enhanced through empowerment, and to this Brian adds:
“I give my employees the authority to incur a company loss of up to $500 in order to resolve a service issue. If a customer is upset, an employee can offer a refund of $500 without even asking. As a result, I deal with far fewer headaches, and both the customer and the employee have a better experience when resolving issues. Everybody wins.”
Furthermore, Brian is also an author, and has written a book on marketing strategy, The Salesman Who Doesn’t Sell: A Marketing Guide For Making Money While You Sleep. The book advises on how to capitalize on the internet as a tool in growing your sales and profit without spending much time on it.
