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... An agency's support of local and civic organizations can attract business prospects an...ition. And finally, they respect organizations that ask for feedback on manag...

...hers by encouraging involvement in civic, charitable, educational, and politic...

...it organization, or a fraternal or civic organization, you realize the value o...

...ay-parent, spouse, business owner, civic leader, and so forth. Then set goals ...

... hard to see why many Xers say, What's the point? ' Unless they quickly see the point, they become bored and move on. To effectively do business with Xers, communication needs to be brief, to the point, and as hands-off as possible. The Nexters. The digital generation, born between 1980 and 2000, has almost 70 million people at last count. This group displays civic duty, good manners, optimism, street smarts, and confidence. Only the oldest of the Nexters are members of the insurance-buying public. But you should find those people polite, willing to learn, and eager to make the right choice. Earn their business now, and as they grow older, you'll benefit. EARN THE BUSINESS The second area agents can immediately address is earning their clients ... often overlooked areas that can add value to business relationships. GENERATIONAL DIFFERENCES Never before has there been a buying public so diverse - in race, gender, ethnicity, and age group. Generational differences can frustrate and challenge everyone - young, old, and those in between. Ignoring such differences can cost a company lost revenues and clients. Have any of the following statements ever been uttered in your organization about your customers? They would never buy any more insurance. They're on a fixed income. He wanted to know if we had a Web site so he could calculate his own premium. If we had that, how would he know what to buy? ' My customer is too old to understand that coverage. Boy, that generation has no loyalty! ' No doubt about it, conflicts arise ...

... specialist or human resources administrator. These changes affect their insurance program needs. Maintaining strong interpersonal relationships is at the core of creating trust. People want to do business with people who care about them and are active in their world. Frequent client contact by your entire service team demonstrates commitment and professionalism. Stay visible by sending articles of interest, newsletters, and note cards or by attending business, civic, and community functions. If you don't have these fundamental elements in place, a client may lose faith in your ability to do the job. Create Vertical Client Relationships. Account retention is higher when an agency writes more lines of business. The same principal holds true when more people in your client's organization have connections with the people in your agency. In other words, involve the agency ... in the handling of the account. Here are some ways to establish vertical client relationships: If you need your client's signature, have your CSR call your contact's assistant and offer to bring the paperwork by to meet with the client or assistant. Invite your client's insurance-handling team to lunch or for an after-work activity to get to know your team members. Everyone on the agency team should make personal contact when appropriate. For example, they might introduce themselves to a new account with a phone call or note with business card enclosed, or they might send a congratulatory card acknowledging a personal or business achievement. Have your claim staff meet their counterparts in your client's office. The bookkeepers can meet the client to answer questions about agency-billed or direct-billed invoices. Producers should be acquainted with not only the key ...

... that they're never asked! Send them a letter, or better yet, make a call to resolicit their business. Write a column in the local paper. What current event topics interest you? Do you have an interesting point to make or some insight into an issue? Local papers love to feature intelligent, well-written opinion. Speak at local Rotary, Kiwanis, or Jaycees meetings. These diverse civic organizations seek interesting topics for their members. What business expertise do you have to offer them? Have a ‘Drive-By Sighting' contest for employees. Here's a great way to bring new leads in the door. For a two-week period, have all employees compete for the number of leads they can generate while driving around town. The leads must include a business name, address, ... phone number. The employee who generates the most leads gets a half-day off. Present a ‘Client of the Month' award. Find a reason for your business to show client appreciation. Decide what criteria would be appropriate: largest volume, nicest to work with, and so forth. Offer ‘Reminders of the Month. Create a list of product or service reminders that your customers can offer their customers. Every time an employee speaks with a customer, have them offer the reminder tip. For example, remind hardware stores to suggest replacing batteries in smoke detectors or suggest that landscapers provide gardening recommendations. Develop creative fax cover sheets. Make your fax cover sheet a promotional tool to announce new products, new employees, or other developments. Use voice mail marketing. Make ...

...or Jaycees meetings. These diverse civic organizations seek interesting topics for their...

...ersonnel are available to speak at civic clubs, union meetings, and trade asso...nd professional safety and health organizations. Thus, they can refer callers ...

... in clubs, networks, and social or civic organizations), which provide exposure that lea...