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THAT PERSONAL TOUCH by Grace Bauer Are you still sending those personal thank-you notes to your insureds throughout the year? How about the initial claim letter expressing your concern an...
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THE 'CHICKEN LITTLE' SYNDROME by Brian Burke 'Brokers to Decline as Direct Sales Gain,' read the headline of the lead story in the Agent/Broker section of a r...
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The preceding article examined five common agency marketing mistakes, together with remedies for these errors. This second in a two-part series by John Graham provides a list of five more mistakes and the reality checks that can overcome them.
Mistake #6. Failure to base decisions on fact. Marketing isn't about what you want to sell; it's about what someone wants to buy.
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We've all heard that the essence of marketing is to find a need and fill it. Well, unless you have deep pockets or know exactly what the world needs, your marketing efforts will yield a better response if you follow this formula instead: Find a want and fill it.
Most of us have enough food, shelter, clothing, and transportation-we don't need much more. But we want more. We need food, but we want fast foods, diet foods, or gourmet foods. Most of us don't need a 2 1/2-bath home or expensive designer clothes, but we want them. We may need a car, but we want a Lexus or a BMW.
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THE ABCs OF NON-COMPETITION AGREEMENTS by Al Diamond Non-Compete Agreements have long been a source of dispute (and a lucrative source of income for many attorneys) when a departing em...
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THE AGENCY 'X-FACTOR' by Al Diamond Why some agencies struggle to succeed, while others glide to success. It seems that we constantly ask ourselves...
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THE ART OF CONVERSATION: LISTEN UP! by Ellen Lubin-Sherman I often receive phone calls from clients who want to improve their communication skills. Theyre worried that they might b...
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THE ART OF LISTENING by Jack Burke Picture yourself at your desk shuffling through some new paperwork you've just received from one of your companies. Propped to your ear is the telephon...
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THE ART OF MAKING SALES FROM THOSE WHO DO IT BEST by John Graham Although its certainly possible to teach people how to sell, its also possible to learn how to make sales fr...
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THE ART OF SALES REFERRALS Patricia A. Berry The top sales technique for acquiring new business does not involve your sales force! Yes, you heard right. If youre not doing referral...