CUSTOMER SERVICE AS PROFIT CENTER by G. Edward Kalbaugh In a service business, customer relationships fuel the engine of sales. This tenet is especially important for insurance agents, whose...

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.