Management

We all know the value that cross-selling brings to agencies. According to industry statistics, profit margins on the second sale are two to three times higher than the first and retention is 60% higher. Yet the average independent agency’s number of policies per customer hasn’t changed in 20 years. How can such a vital, well-publicized goal remain so elusive for so long? It’s as if we all know how to become millionaires but ignore the facts. The truth is that cross-selling is a complex process that can fail for a number of reasons.

Many marketing managers and representatives may ask: "Why is a sales center important to me? Isn't it designed for niche- or target-marketing? How would this fit into my company, that wants Main Street business?"

Having a marketing-representative background provides me with a unique perspective on sales centers. I know that the marketing representative is much more than a "go-for" problem-solver, running down endorsements, acting as portable shrink between underwriters and agents, or being "the official news agency TAS," spouting party line. I know that marketing is the precursor to selling.

Before implementing a telemarketing campaign, several key issues need addressing to be sure your objectives are met.

When you come right down to it, failure is a word we use to describe anything short of absolute success. Like perfection, success is unforgiving, when measured systemically. You either succeed or you don’t. For many people, there is nothing between success and failure. It’s an either/or, all-or-nothing outcome. Get an interesting and inspiring perspective on the concept of failure in this document by Mitch Axelrod.

The best way to master the tools reviewed here is to practice using them on the next spreadsheet you create. Sometimes it pays to take a step back and ask, "How can this basic spreadsheet be enhanced?" When these tools (along with a myriad of others that Excel has to offer) are applied properly, it's amazing what a spreadsheet can do.

Once these tools are mastered, it will be difficult to go back to that old pocketknife. When preparing your next spreadsheet, keep in mind the Excel tools discussed here, and use them often. Just as your trusty pocketknife comes in handy in many different situations, so will these tips for Excel spreadsheets.

We can all use tips for preventing computer catastrophes. In this document, Patricia Berry provides safeguards to keep your systems error-free.

Are you a trained or an untrained listener? Do you know the difference? This quiz by Lynn Thomas, based on her one-day workshop "Communication: The Essential Ingredient to Success," will help you to refine your listening skills.

It's amazing to think that the first commercial radio station didn't go on the air until 1920 -- KDKA in Pittsburgh for trivia buffs. From that modest beginning, radio has grown to be a ubiquitous presence in our lives.

It wakes you up in the morning and gives you the news. You get in the car, and you probably turn on the radio. It goes to the beach, the ballpark, and the office. It gives everything from "heavy metal" to talk shows to Bach.

When you experience those fearful moments of awkwardness or self-doubt, what’s your response? Bill Cates describes how your response to the everyday fears in life (business and otherwise) will make a huge difference in how successful you become.

In this document, Bill Cates tells you why a client-centered approach to seeking referrals is usually more effective than one that’s producer-centered. Instead of saying "I’m building my business and I need your help," you’re saying, "I’m glad you see the value in what we’ve accomplished. Let’s see who else can benefit from this service."