Search CompleteMarkets

...icans. Consumers. The public. The markets. The crazy-making jury out there you...

...uditors, technicians, and other specialized staff to oversee admitted companie...erences between E&S and standard markets; but you might also have problems...

...l can be applied to penetrate new markets, boost retention rates of good agent...gment, and assessing and pinpointing markets that have good growth potential. ...

... basic marketing task is to pre-establish a relationship with a prospect to become their professional of choice. Without recognizing it, the prospect has made a buying decision, often long before they have a specific need. Marketing builds the perception that a professional services firm is the leader in its field. Marketing can be extremely powerful in this area. Clients gravitate to successful professionals. For example, a dentist specializing in implants has impeccable credentials but is less than successful. Another dentist who lacks the experience and credentials of the first one has an extensive implant practice. Why the difference? The second dentist, who has made a commitment to marketing their services, is perceived as the leader in the field. In professional services, it's essential to be recognized as the expert, the cutting-edge leader. Marketing ... x No Thanks Loading.. Pulling New Clients To The Professional Services Firm 11/17/2014 by John Graham This content has not been rated yet. PULLING NEW CLIENTS TO THE PROFESSIONAL SERVICES FIRM by John Graham It's taken long enough, but the professional services field has discovered marketing or, perhaps more nearly accurately, the value of marketing. So if you're waiting for word-of-mouth to attract new clients, you have a long wait ahead of you. Take a look around at who's marketing what. Business consultants are marketing mavens. In fact, some of the largest advertisers in the Wall Street Journal are consulting firms. The number of business books authored by consultants keeps climbing. For example, a popular book on the value of chief executive officers is a thinly-veiled promotional piece for a major ...

...ears of experience in these niche markets and associated risks. Value-added be...

... tactics or activities required to meet the objectives. A marketing plan will include three types of marketing activities: self-promotion, media relations, and advertising. Self-promotion. Every business has an obligation to tell its own story in a way that best communicates its message. This self-promotion involves the use of specific techniques. The options are endless, but here are some basic self-promotion tactics: company newsletters direct mail special events, seminars trade show exhibits capabilities brochures collateral materials Internet use If a newsletter is to be developed, the issues of size, design, content, style, frequency, and distribution all combine to create an effective communications experience for the reader. Serious thought must go into developing a comprehensive database. The same is true for brochures and direct mail pieces. The Internet offers unusual opportunities for ... x No Thanks Loading.. It Works If You Have A Plan: Making Marketing Work 4/30/2013 by CompleteMarkets Editor , John Graham This content has not been rated yet. Marketing may be second-nature in large companies, but smaller firms often have a tough time implementing, managing, and monitoring an effective marketing strategy. The marketing director' title is often conferred on the person designated to answer requests for sales literature, or given as an afterthought to the sales manager (who thinks that marketing is just another way of spelling s-a-l-e-s) . As a well-defined function permeating a business, marketing is generally nonexistent. No comprehensive plan, program, or road map exists to guide, direct, or measure marketing results. There's no consistent, purposeful commitment to communicating with customers or cultivating ...

... in person. Then they set up sales as the last step of the marketing formula, dealing only with prospects who have qualified themselves by responding to accurately targeted marketing tools. Income Buster No. 2: Trying to Be Everything to Everyone Main Street agencies with a broad portfolio of services still have a viable future, but those that are breaking through to the next level have realized the power of specialization. In a recent seminar, we asked 57 agents to brainstorm the advantages of specialization. Within 10 minutes, they created a list of 28 different advantages-yet, fewer than 20% could really declare themselves as specialists who stood out in the marketplace. On their list were such advantages as super-high closing ratios, higher-than-average income-per-employee ratios, more efficient marketing, more internal operating efficiencies, more expertise, ... x No Thanks Loading.. Are You Making These Marketing Mistakes?4/30/2013 by CompleteMarkets Editor , Michael Jans This content has not been rated yet. ARE YOU MAKING THESE MARKETING MISTAKES? NINE HUGE INCOME BUSTERS FOR INSURANCE AGENTS by Michael Jans You've heard it before. You've read about it in trade magazines. Most important, you probably feel it every day in your agency. The long soft market. Commission cuts. Carrier changes. Pressure on expenses. Banks in insurance. Alternative distribution systems. The Internet. New technologies. Insurance is not the industry it used to be. As competition heats up, so does the rate of mergers and acquisitionS. Sadly, so does the number of agents who are not reaching their personal income goals or retirement dreams. For savvy ...

... either narrative or outline form that details the information they want to convey to the audience they've targeted. However, telemarketing experts caution that a scripted presentation can often sound stilted. The script has to be so well-rehearsed that it becomes intertwined with the telemarketer's own personality-it can't sound like it's being read, ' advises Raymond Spies, president of Development Associates, and Eau Claire, Wis., firm that specializes in telemarketing, sales training and sales management. According to Spies, the script's opening lines are crucial. Studies have shown that you have about 8 to 15 seconds to grab the attention of the person at the other end of the line. So, for example, if you've sent a letter, have the telemarketer mention that right away. Spies also recommends that the script avoid references to I ... , a telemarketing management resource. However, says Van Vechten, recent studies of the attitudes and expansion plans of managers in a broad range of industries show that telemarketing in general is growing by leaps and bounds. WHY TELEMARKETING? A number of factors account for telemarketing's recent surge in popularity within the insurance industry. Economic trends, for example, have made many independent agents more marketing-oriented. The recent hard market in this area forced agents to look for new ways to stay competitive, ' says Jim Smith, a commercial producer at Leick, Marshall, Neal and Associates in Dallas. Moreover, ' adds Smith, many oil-related companies were eager to reduce their premiums and become much more receptive to what insurance telemarketers had to say. By using the telephone to spawn new leads, an agency often can lower ...

... every buying decision will be based on price. This is the posture they take in approaching every prospect. As a result, they don't listen to what a customer is saying. There are two reasons for price being the primary factor in making a buying decision: First, no effort has been made to differentiate the product or service from what the competition is offering. Second, the sales staff specializes in order-taking, not sales. Either they aren't selling benefits or they haven't been trained to cope with the competitor's offerings. 4. It's the end of the month, we've got to do something. This occurs so frequently that there should be a book on panic-based' marketing. While it's often necessary to respond to an urgent situation, far too much activity is the result of panic. Wait ... x No Thanks Loading.. 13 Techniques For Subverting A Marketing Program 4/30/2013 by CompleteMarkets Editor , John Graham This content has not been rated yet. The goal in business is to outdistance the competition and make profitable sales by producing more customer-friendly products or services. To reach this goal, you need an advantage to improve your batting average-but it's getting more difficult and complicated to obtain this advantage, let alone keep it. Just adding more salespeople is no longer the solution. It's important to have the right message delivered to the right prospects at the right time in a way they want to receive it. This is the marketing mission. Only when this is achieved will there be a need for additional sales staff. Unfortunately, marketing activities are often subverted by those who misunderstand ...

... are heard every day of the week and, almost without exception, what follows is the price. Doing business is like trying to balance on a one-legged stool. When that one leg is price, it's easy to fall off! Ironically, far too many companies fail to recognize and then enunciate, dramatize, or highlight their unique characteristics. This is a major mistake because it's a business' special qualities that make it attractive to both customers and prospects. We need to communicate our company's capabilities. This isn't just listing the equipment on the production floor or the number of service representatives. The best way to differentiate a business is through its level of knowledge that sets it apart from everyone else in the field. An effective marketing program gives a company a long-term orientation. American business seems ... x No Thanks Loading.. Eight Ways To Evaluate A Marketing Program 4/30/2013 by CompleteMarkets Editor , John Graham This content has not been rated yet. Rarely will you get something for nothing. But how do you know if you're getting what you should out of your marketing program? This document by John Graham provides you with the guidelines to properly evaluate your marketing efforts. Getting something for nothing seems to be a universal human desire that extends into the business arena. For example, company owners and managers often ask, What should we expect to get out of our marketing program? How will our dollar investment translate into increased sales? ' Although the questions seem appropriate, they're dead wrong when it comes to marketing. The job of a company's marketing program is not to ...