AUTO DEALERS - 'CAR MODELS COME AND GO' Dear (Customer Name): Car models come and go. Each year brings in new models and new, improved options. But what about your insurance? Does your insurance p...

AUTO DEALERS - 'WE UNDERSTAND YOUR BUSINESS' NO ONE KNOWS YOUR BUSINESS BETTER THAN YOU Dear (Customer Name): Every business is special. In the auto dealer business, you have your own t...

SMALL DEPOSITS by Steve Anderson Connecting with people is simple, but not easy. However, connection is a necessary ingredient in both business and personal relationships. The simp...

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.

Many agents tell me they're getting plenty of referrals and don't need to cold-call for new business. If you fall into this category, there's no need to read on. But if you want to grow beyond referral business, cold-call prospecting is a necessary means to that end. Yet there's a more effective (and honorable) way to do it than described above. It's all about your goal and your preparation for the call.