MACHINE SHOPS - 'WHY EXPLAIN YOUR BUSINESS?' Dear (Customer Name): (Your Agency Name) knows that in your business, a jig isn't a dance, die isn't the singular for dice, and bar stock doesn't re...

MACHINE SHOPS - CUSTOMIZED INSURANCE PLAN Dear (Customer Name): A machine shop is a specialized business and carries its own unique risks. Machine shops are more vulnerable to fires, with a number o...

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.

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.