Start Your Summer Sales Blitz Now!

With summer approaching, the lull in autumn's new business results can't be far behind. September, October, and November are the weakest months for revenue and sales for a majority of agencies. Theories abound as to the reason, but probably it's because too many producers take the summer off from new account prospecting, or they spend their time continuing to round existing accounts. Sunshine, golf courses, and family take priority, and little new business is set up to be written in the fall.

To counteract the fall fall-off, try putting the following three-step program in place. Some work in May will help energize new business activities in June, July, and August, so you can harvest new revenues in September, October, and November.

Step 1. Have each producer review any "add-on" products available to you for rounding out coverage for existing clients. For every Commercial account in the producer's book of business, have the producer identify at least one add-on coverage to sell the client. Regardless of the expiration date of the account's primary coverage, the producer should send a letter, followed by a phone call, followed by a "service" visit (when warranted by premium size) specifically pitching the identified coverage.

Step 2. Have the producer or the agency's sales coordinator prepare a list for each producer of prior-year unsuccessful quotes and lost accounts with inception dates of July 1 through November 30. The producer should call each prior-quoted client to schedule a visit to review and requote the account. Track the calls and visits made.

Step 3. Have each producer choose just one target class of business offered through one of your agency's leading wholesalers or carriers. By June 1, the producer should create a list covering all names and addresses for that class within 25, 50, or 100 miles of the office. By June 15, the prospects should all have received introductory letters, and by June 30, all should have been screened by phone and sales appointments. The producer should make the initial sales visit as soon as possible, regardless of the expiration date of coverage.

Obviously, the key to profitability in this case is producer activity. Shaking the tree and proactively making contacts, instead of waiting for businesses to shake off their summer doldrums and call you, will enhance the fall's revenues.

Now for the fun part: Reward any producer who completes all three steps, as monitored by an agency principal (or sales manager), with a four-day expense-paid holiday for two over Thanksgiving weekend. And award the same thing to the CSR or marketing support person teamed with that producer.