I recently attended a city council meeting in Hollister, Missouri, a sister city to Branson. I attended in order to support a council vote granting an annual donation to a specific charity in which I am involved. I’ve been to my share of council meetings over the years, and settled in for a fairly boring evening. I quickly realized my goal of obtaining money, but instead of leaving, I decided it would be politically correct to remain until the end.
That decision resulted in a major surprise! During the course of the city administrator’s report, he stated that he would like to acknowledge publicly the efforts of an individual on behalf of the city – and went on to tell this story.
Last year, at the urging of a new insurance agent, the city implemented a wellness program. It began with a health fair day, coordinated by the agent. Nurses were on hand to review health assessments with city employees, promoting a better understanding of triglycerides and cholesterol findings to assist in positive lifestyle changes. The fair also featured a dietician, fitness expert, and information on cancer and heart disease prevention. Currently, another health fair is on the agenda, along with the development of exercise and weight loss programs.
Motivated by significant support and promotion from city management and leaders, employees got on board with the programs and saw quick results. Both Health and Workers Comp claims fell during the year.
At renewal time, a representative of the carrier joined the local agent in presenting a 12% rate increase for the coming year. The carrier’s rep explained that this was considerably less than the 20% increases being offered to most other entities. The reason for such a “nominal” increase was a reduction in claims, attributed to the wellness program. Proactive approaches by insureds were to be rewarded.
The city manager was as happy as one can be with an increase, figuring that the city was faring well during a time of significant Health insurance rate increases. Also, the renewal figures matched what the city had anticipated in finalizing their budget.
The agent, a relative newcomer to the industry with less than two years experience, wasn’t quite as happy. Unbeknown to the city manager, she took it upon herself to file an appeal on the increase with the carrier, focused not only on the reduced claims, but the ongoing effects and enlargement of the wellness program.
The carrier reacted to the appeal and agreed. Based on the agent’s arguments, the 12% increase was reduced to a 9% increase – all of without the knowledge of the city!
The city administrator went on to say that the agent’s actions resulted in a much-appreciated savings of approximately $10,000 during a time of economic turmoil and budgetary cutbacks. When the agent delivered the policy, the city staff held an informal ceremony to thank her and present her with a city lapel pin.
As the administrator finished telling the story, he added that this agent’s efforts deserved more than this simple presentation. He wanted to acknowledge her efforts formally in a public arena.
The agency’s owner explained that the Health insurance coverage was their first foothold with that particular city’s insurance. They’re currently preparing to bid on the city’s other insurance needs later this year. I think they stand a pretty good chance of writing all of their insurance, don’t you?
I’ve attended many governmental meetings over the years, but this is the first time I have ever heard such a lengthy and dynamic testimonial on behalf of an insurance agent.
I salute Devra Gower of Connell Insurance for providing such a great example of proactive, client-focused relationship selling! You rock!
I also salute Connell Insurance for creating a client-centered culture that nurtures such actions among its entire staff and for positioning yourself and your agency as a defender of your clients’ best interests.
The question is: How many of us, having gained approval of a rate increase and renewal agreement, would have taken the extra steps that Devra did? How many of us would have been willing to take a reduced commission by saving the client additional money? How many of us would have sold out the long-term value for a short-term gain?
I hope your agency will be filled with people like Devra and your culture will nurture and support their relationship-building efforts and actions. After all, actions always speak louder than words - unless those words are testimonials about your actions.