Jack Fries looks into the differences between agencies that sell and retain a lot of business and those that don't. This applies to not only the sales people, but to the CSRs, who have the responsibility of account development.

MANAGING SMALL COMMERCIAL ACCOUNTS by Cindy Brady, CIC In many agencies, 'small' Commercial accounts get over-serviced while larger accounts are under-serviced because both are treated the same. S...

MARKET RESEARCH 101 -- DEFINING YOUR BUSINESS by Stephen Flowers Plenty of noise blurts about the value of service to an independent agency. Industry pundits keep repeating that su...

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.

This provides an outline of a client contact program for Marketing Representatives.

MARKETING ANALYSIS-BY A DREAMER by Michael Manes I'm a dreamer-I think in concepts and gag on concrete details. I see every problem as an opportunity. I'm bored with today...

MARKETING CLUSTERS - A MEANS OF GROWTH AND SURVIVAL by Jack Fries The benefits, drawbacks, and formation of a marketing cluster. Clustering has been around for ...

MARKETING DEPARTMENT VERSUS PRODUCER MARKETING by the IIABA Virtual Faculty Although your agency has a Commercial marketing department, you have the option of marketing an account yourself ...

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...