GETTING BACK TO BASICS by Andrew J. Byrne Don't let anyone tell you your copy is 'too long' or that 'no one will read all that.' Someti...

In a recent edition of The National Underwriter, Editor Sam Friedman recommended that risk managers begin to explore the capabilities of sophisticated regional and local brokerages. This recommendation was based on recent broker megamergers and the growing lack of choice available to buyers.

For an independent agency or brokerage to take advantage of this opportunity, it should adopt the consultative brokerage style. In particular, its managers must learn the techniques that these sophisticated buyers have come to expect. The stewardship report and the executive summary are two techniques that firms must master to be successful in large accounts.

TIPS ON WRITING SALES LETTERS Sales letters have many purposes: to sell a specific product, to sell the agency image, to keep customers informed of new coverage options, to complement service f...