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HOW GOOD IS YOUR COMPETITION? A Competitive Position Analysis Agencies can benefit from comparing themselves to their closest competitors: other independent agents, direct writers, even b...
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FORMALIZING THE PLAN A plan is only as good as its execution. It is essential that progress be monitored and adjusted and changes made when necessary. Which means that once you prepare the plan, you ...
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DIVIDE SALES DUTIES INTO MARKETING AND SELLING Some CSRs have trouble marketing because they confuse it with selling. The whole concept of persuading a customer to sign an application for a policy ca...
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ZEROING IN ON SPECIFIC PROSPECTS PLAY THE 'NUMBERS GAME' Don Eve of the Eve Agency in Flint, Michigan , has this advice for prospecting: play the 'n...
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RELATIONSHIP MARKETING Jumping through a hoop 20 feet above the water isn't considered normal activity for a killer whale. So when Shamu was captured and hauled to its new home ...
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THE SEVEN DEADLY SINS OF MARKETING Craig Shields, president, Direct Marketing Agency, Inc., Irvine, CA, recently identified seven categories of basic mistakes that make marketing expensive, wasteful,...
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THE NEXT CHALLENGE: CUSTOMIZED DISTRIBUTION MODELS As the demand to identify and meet customer needs intensifies, the insurance industry is being challenged to respond with customized, multiple-...
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INSURANCE DISTRIBUTION TRENDS AND THE EFFECTS OF CHANGE It's remarkable that the insurance industry has experienced only evolutionary - not revolutionary - change in its structure, processes, s...
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AGENCY GUARANTEES THAT WORK According to a Roper Report survey, a money-back guarantee is a much more effective advertising approach than a celebrity endorsement. Here's the breakdown of the survey ...
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USE BUSINESS ENVELOPES FOR DIRECT MAIL The next time your agency orders its business envelopes, why not use the backside of the envelope for direct-mail appeals? Here's one sugg...