According to an old axiom, keeping an existing customer is much more profitable than spending money going after new prospects. While that's generally valid in any business, it seems especially true in P/C agencies, particularly when management recognizes dozens of related financial services that can flow through a P/C book of business.

SALES CAMPAIGNS: MODULE V INTRODUCTION This module is designed to give you specific information about marketing selected Life insurance products. You'll find tha...

Here's a letter I received recently:
Dear Dave:
I work for a $3.5 million P/C agency with about 60% Commercial and 40% Personal in premium volume. One in-house Life producer handles Commercial and Personal lines, sometimes with outside help. But she doesn't write any Disability policies at all; she considers Disability insurance a specialty that she doesn't want to sell. Should I try to talk her into it, pressure her into it, or just let it go? I don't want to add another full-time Life agent unless he/she would become profitable early on; it took two years for my present Life agent to reach profitability. What are my alternatives?