FOLLOW THESE STEPS TO IDENTIFY, TARGET, AND WRITE YOUR BEST PROSPECTS
In organizing and presenting more than 100 producer training programs with more than 3,000 participants, I’ve recognized a highly predictable “producer’s improvement cycle.” Although I’ve mentioned this topic in previous articles, I believe it merits deeper discussion.
To summarize: The cycle starts with an improvement in the conversion rate and then the closing ratio, followed by revenue per sale and finally the quantity and quality of “at-bats.” Let’s take a closer look at each of these areas of improvement.
It’s easy to take for granted the things we value the most. This is especially true with relationships, including the relationships we have with our best insurance clients.
In 1988, the long-haired, shrill sounding rock band, Cinderella, released the song, “Don’t know what you got until it’s gone.” If you are a fan of metal ballads from the 80’s this one will bring back memories. Although this song was about losing a lover, the message holds true for insurance agencies losing their top clients as well.
Have you ever had a “lifetime” client that you assumed would never leave, and then unexpectedly moved their business away from your agency? As an agency coach, I see this happen too often and I have also learned this the hard way from my own personal experience.
Midway through my insurance production career, I wrote a $15,000 revenue account for several years. We had a...
I’m amazed at how many people have never even considered these questions. Apparently they’ve never sat down as an organization to discuss their obligation to clients or given much thought as to whether they provide them any substantial benefits or advantages (e.g., value).
Often owners and producers confuse what they owe clients with the following empty claims they make during presentations:
Of course you provide this! You’d never say, “We give good service.”
All of the Carriers.
OK, so you represent a ton of companies. Doesn’t everyone?
All of the Best People.
This statement drives me crazy: “We have the best people in the business.” As if there were some vortex in the universe that magically opened and all the best people in the industry fell into...
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