“Moments of truth” occurs whenever CSRs and producers talk to a customer on the phone or in person. It’s important that each member of the agency be prepared for this contact. The impression left with the client or prospect will determine their future relationship with your agency. Because the ultimate goal of any business is to obtain and retain customers, it’s essential for you to create the proper image at the moment of truth. Some of the key factors in managing the moment of truth are:

Most agencies are automated, some even using their second or third generation of automation. Many agencies load their policy data into the system, interface with their carriers and rarely access their paper files. Few agencies, however, are taking advantage of a well-managed client database. Gathering meaningful data that you can regularly manipulate is the key to successful database management.

Recently, I came across an interesting column in a national marketing publication. The writer indicated that marketing programs don't perform well because of 'business marketers' dogmatic belief that 'selling is the only form of marketing I need to do.''
This is an amazing statement because our experience at Graham Communications is quite different. As we see it, the problem is failing to achieve the benefits of marketing because the emphasis is always on sell, sell, sell.

MARKETING PLAN: MODULE II INTRODUCTION You have five basic options regarding the structure of your Life operation. Each offers distinct advantages and drawbacks-d...

IT DOESN'T QUITE FIT, BUT IT WILL DO. Dear (Customer Name): Could you market sheet metal parts that were 'pretty close' to specifications...

OBTAINING X-DATES AND QUALIFYING PROSPECTS TELEMARKETING SCRIPT Producer: Maybe you can help me. Who is the person responsible for your Business insurance? IF THEY ...

OFFICE BUILDINGS - 'WE KNOW WHAT YOUR NEEDS ARE' AN OFFICE IS NOT A HOME Dear (Customer Name): You may not consider your office building a home, but many people spend nearly as much tim...

Dear (Customer Name): It's frightening how quickly things change. Take your insurance policy. You may have signed it yesterday, but it could already be outdated. New legislation...

Instead of hiring telemarketers to work within your agency just for you, you could choose to pay an outside vendor to provide telemarketing services. These...

OVERCOMING OBJECTIONS: MODULE IV-A Life insurance must be sold-it is seldom simply purchased because it's needed or mandatory, like Auto insurance often is. And any time you sell, you'...