Just as the Personal Lines lead form opens the door of opportunity for the Life producer, the Commercial Lines lead form generates potential business.
A Commercial Lines lead form should be printed on colored paper, distinctively different from that of the Personal Lines lead forms, to minimize supply and usage problems. Each CSR should receive a pad of the forms and create each lead in duplicate or triplicate, depending on whether the agency management receives a copy. Life producers get the original, and the CSR keeps a copy.
The lead calls for only routine, brief attention from the CSR. He or she simply checks the item relevant to the insured, identifies the insured, and dates the form. It is not a burden in any way, but it is rewarding in many ways.
In a sense, Commercial leads represent more categories of potential business than do Personal leads. Commercial leads will connect the Life producer to the insured, of course, but in addition, might also open business discussions directly with:
- The insured's employees for many categories including, but not limited to, Group benefits covering: Medical Expense, Disability, Life, Dental, Vision, retirement, investments, savings plans, and 'quality of life' products (not necessarily limited to insurance, such as prepaid legal, securities, and travel products)
- The insured's landlord or tenants
- Insured's suppliers, e.g., those who might call for certificates of insurance
- Insured's subcontractors, or those who might be required to send certificates of insurance to the insured
- Lienholders, additional insureds, and joint venturers
- Partners, key employees, investors, consultants, and independent contractors
- Third-party claimants against the insured. Even in an adversarial position, some claimants are so impressed with the adversary's agent's service and manner, and so underwhelmed with their own agents, that they become clients of the former. A Life contact could open that door.
Some leads appear more promising than others. It is not for the CSR to evaluate them, however, nor to arbitrarily discard any because they seem hopeless. Only the Life producer should decide each lead's fate; some of the least attractive leads might develop into mother-lodes of business.
COMMERCIAL LINES LEAD FORM
Name:_______________________________________________________________________
Address:_____________________________________________________________________
Phone: Home________________________ Work____________________________________
COMMERCIAL
1. [ ] TOTAL PREMIUM MORE THAN $2,400/yr.
2. AUTO OR FLEET [ ] new or add'l. vehicles [ ] new drivers
3. BONDS [ ] BID-performance [ ] fidelity
[ ] other: type_____________________________________________________________
4. FIRE [ ] new or add'l. location [ ] enlarging premises
5. LIENHOLDER OR LOANS
[ ] new or add'l.
6. AUDITS [ ] experience credits [ ] large add'l. premium
7. [ ] NEW PARTNER OR CORP. OFFICERS
8. [ ] NEW COMMERCIAL TENANT IN ASS'D'S PROPERTY
9. CLAIMS
[ ] Workers Compensation
[ ] F, E.C.
[ ] Crime
[ ] Liability
[ ] other:__________________________________________________________________
10. TAXES [ ] surplus in corp. [ ] employee benefits
11. COLLECTIONS
[ ] slow
[ ] excellent
[ ] financed premium
12. CERTIFICATE(S) OF INSURANCE
[ ] we sent to:_____________________________________________________________
[ ] we received from:_______________________________________________________
[ ] see copy attached
COMMENTS: ITEM # ____________________________________________________
Date___________________ Operator____________________________________________
Action Step:
Use this form with Commercial Lines clients to develop Life leads.