SUCCESS STORY MARKETING by E. Al Diamond Last week, I got a notice from my real estate broker announcing that she had just sold another house in my neighborhood. Then I realized that...

SUPERMARKETS - 'OFF THE SHELF' INSURANCE Dear (Customer Name): INSURANCE? IT'S ON AISLE FOUR, NEXT TO CANNED GOODS. Yes, we know you don't sell insurance at ( ). The value of an adequ...

SUPERMARKETS - COMPARISON SHOPPING Dear (Customer Name): A SUPERMARKET MAY NOT SEEM LIKE A RISKY BUSINESS . . . yet you know that the risks involved are great. So do we. We're (...

It's easy to lose sight of the fact that agencies are in the service business. But consider that all agents sell the same product-insurance. Why do some agencies blossom while others wilt? Service and marketing are keys. Too often, getting new customers (through marketing) is emphasized at the expense of keeping customers (through service). You have to do a first-rate job at both to have first-rate growth and to control expenses

SURVEYS SUBSTANTIATE THEORY: RETENTION EQUALS GROWTH When striving to make an agency grow, most agency managers focus on increasing new business. But it's just as important to address improv...

TARGET BOP PROSPECTS Dear (Customer Name): Imagine designing the perfect Business insurance policy. You'd probably insist on: A comprehensive, inclusive policy with no loopholes. ...

TARGET CORPORATIONS Dear (Customer Name): What do IBM and Exxon-Mobil Corporation have in common? An organized risk management team to show them the best ways to protect their assets. Professional ...

TARGET LARGE BUSINESSES Dear (Customer Name): Is your insurance agent satisfied? He or she shouldn't be. Your company's assets might be valued in the millions of dollars, all exposed differently ...

TARGET PROSPECTS Dear (Customer Name): When was the last time you had your Homeowners insurance reviewed? Even if it was as recent as a year ago, your policy could be outdated. For example, have yo...

TARGET SPECIFIC INDUSTRIES THERE'S SAFETY (and savings) IN NUMBERS Dear (Customer Name): Did you know that your business can achieve a better safety record and better bargaining p...