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 IS A BATTLE OF PERCEPTION - HAVE YOU LOST? by Chris Burand An agent asked me the other day how h...

MARKETING MISTAKE: NOT UPSELLING, CROSS-SELLING, OR BACK-ENDING YOUR PRESENT CUSTOMERS by Stephen Anderson As every agency owner knows, identifying prospects an...

MARKETING TO BANKS: THE MGM APPROACH by Michael Manes The best definition of marketing is adapted from a quote in God's Little Instruction Book: 'If you want a glass of milk, you don't s...

An effective marketing program will benefit you, your carriers, and your clients.

Unless you meet your customer’s needs, there’s no room for an insurer — let alone your agency. If the company doesn’t make money, the entire system falters.

Focus on attracting customers not making sales.
With effusive CEO testimonials and countless articles and books describing how companies have transformed themselves into tightly focused, totally energized commerce machines, it would seem that change should be easy. But let’s face it: If it were simple, there’d be more of it. Even when the evidence for change is compelling, most companies continue to cling to the known and the familiar.

MAXIMIZE PERSONAL LINES PROFIT WITH BEST PRACTICES TIPS by Shirley Lukens Many agencies are looking at Personal Lines as an important source of revenue. In the current Best Pr...

MEASURING CUSTOMER SATISFACTION by Brenda French We have found that companies must effectively manage the process of customer satisfaction to gain and retain profitable customers. However...

MORE LESSONS FROM THE ROAD by Emily Huling The wait staff in a restaurant treats you so poorly that you fume. You vow never to return. Then you wonder if any of your clients have ever f...

MOTIVATION: GETTING OFF THE TREADMILL by Al Diamond Three agencies we visited had problems so similar that we decided to see just how many agents have the same experience, and the sa...