1. TRIFECTA of SALES
The Sales Process + Coverage Knowledge + Account Rounding =
RETENTION
Presented January 23, 2013
In Association with
IIABSC CPCU WINLI
3. Sales Process
• How to Prospect for Business
• Join Organizations of Interest
• Develop Centers of Influence – Accountants, Attorneys
• Existing Client Base - Referrals
• Learning how to Qualify accounts
• Know what your agency ad support staff do well
• Knowing when to walk or fire a client – is this ok?
• Tales of the mis-qualified
• Establishing a Sales Culture
• Do you have Sales Meetings?
• Who attends them?
• Customer On-Boarding – Who does what
• Applications
• Submission/Marketing
• Proposals
• Customer transition after sale
5. Sales Advantages of a
Designation
• Provides the training to understand coverages and to properly cover clients
exposures. This helps in the sales process to spot flaws in the prospect’s
current insurance program. It also greatly reduces the chances of errors and
omissions claims.
• You gain the knowledge and the confidence to explain coverages and show
the benefits of your proposal which in turn can result in a positive response
and desire to purchase your product by your client.
• Be certain of coverage descriptions in advising the client. If uncertain,
advise the prospect you will research it for them and then provide them the
correct information. By following this path it will show professionalism as
long as there is follow through.
6. Insurance Designations
Offered by American Institute for Property & Liability Underwriters Inc: (www.aicpcu.org)
• CPCU – Chartered Property & Casualty Underwriter
• AINS – Associate in General Insurance
• AIC – Associate in Claims
• ARM – Associate in Risk Management
• AUI – Associate in Commercial Underwriting
• AAI – Accredited Advisor in Insurance
Offered By The National Alliance for Insurance Education & Research (www.scic.com)
• CIC – Certified Insurance Counselor
• CRM – Certified Risk Manager
• CISR – Certified Insurance Service Representative
Offered By Professional Insurance Agents
(www.PIA.org)
• CPIA – Certified Professional Insurance Agent
8. Defining our Terms
• Niche (noun)
• A specialty in a particular product or a
particular group of clients/customers
• An area of expertise that YOU decide you
wish to develop
9. • Marketing (verb – an ACTION word)
• ALL those things you need to do to find, reach,
and sell to your target market
• Finding prospects (List Building)
• Deciding how best to reach them – advertising,
direct mail, Trade Shows, etc.
• Qualifying and contacting interested buyers
• Taking them through the sales process
• Post-sale activities to round accounts or
generate referrals
10. WHY NICHE MARKETING?
Typical Target Marketing
Advertising/Marketing
Find ways to reach
Yellow Pages buyers for your product
Newspaper Fewer arrows can lower
costs and increase
Direct mail by geography
closing ratio
You send it all out and
The Expertise you
hope some of it reaches
develop is a ‘value-
interested buyers.
added’ service
11. Important Considerations
• Pick niche(s) where you can provide the
expertise and competitive product
• Choose your business partners, both clients
and suppliers, carefully
• Know when to pass on a client or supplier who
has raised red flags.
• Don’t limit yourself to one niche.
Diversification is still important.
12. Account Rounding
Jane Leslie Besser, Marketing
The B & G Group,Inc,
13. Account Rounding
• How to Implement in your Agency
• Who is involved in creating an ongoing Additional Lines
Business Development environment:
• CSR’S/Account Executives
• Producers – Additional Lines
• Monitoring and Rewarding
