For Immediate Release
Contact: Steve White
Graham Communications
617-328-0069
swhite@grahamcomm.com




A Memo to Insurance Producers
Get Ready to Produce More in 2009

by John Graham

  Even though the economy is in serious trouble, nothing has changed. You
still need to sell insurance. Whether it's life, health or property and
casualty, one task remains: closing sales.
  Here's the problem: even though you may know your products and have the
right selling skills, that may not be enough to get you where you want to be
in 2009. If your job is demanding in good times, what do you think it will
be like in the year ahead? So, here's the question: what do you need to add
that can help you meet your numbers?
  That's what the next 1,250 words are all about. Just so you'll know, they
are based on 25 years of working with insurance professionals. If that
doesn't grab you, stop now and have a nice day. Otherwise, get ready because
what's coming may be irritating. At least I hope so. Here goes:

  1. Get over seeing an "executive when looking in the mirror." Get the idea
out of your head that you're some sort of "sales executive" or that wearing
a suit makes you special. It doesn't. You sell insurance and you'll get
farther if you think of yourself as a "working stiff."
  Playing executive messes up your head. Before you know it, you get the idea
that work is for CSRs and what you euphemistically call "my support team."
Get over it.  Selling insurance is no longer about picking the so-called
"low hanging fruit." It's about managing your job. And that means lots of
work.

  2. Maximize your visibility. "In this business it's better to be seen,"
comments an editor of a well-known insurance publication. But not like
"yesterday's agents," who served on every board, attended dozens of meetings
a month and bought their way up the community hierarchy.
  It's time to invest yourself. Look around and figure out what needs to be
done? Get something going and look like a leader. Oh, yes, take a stand.
What needs to be done? Too many insurance agents are so fearful of offending
someone they are little more than well-dressed wimps.

  3. Become a total producer. OK, you want to specialize in some line of
business. Perhaps you harbor the fantasy of "executive sales" or "wealth
management" or some other equally meaningless euphemism. That's fine, unless
it blinds you on how to go about building a solid business (remember, you
are in business for yourself).
  Your customers (that's what they are; not clients) want less stress. You're
in the perfect position to help them simplify their lives. In fact, make
that your product. If you're a life producer, figure out how to take care of
homeowners, auto, disability and whatever will make it easier and more
convenient for the customer. If that's too much work, try selling something
else.

  4. Go after as many accounts as possible. Stop thinking small accounts are
beneath you, no matter where you are in your sales career. If you're just
chasing "the big ones," forget it. Sure, you should be ready when one comes
along, but spending your time dreaming about winning the big account lottery
distracts you from the business you could be writing.
  The more happy customers you have, the closer you get to the big ones,
which will probably drop in your lap!

  5. Be an ardent customer advocate. Far too often, independent insurance
agents lose their independence by becoming beholden to certain insurance
companies. The goal is to earn a carrier's respect by bringing quality
business to the books.
  Being an independent agent has nothing to do with bragging about your
stable of thoroughbred carriers. The only meaning of "independent agent"
that makes sense to customers is being their staunch advocate, of standing
up for them to your carriers. Come to think about it, that would take guts.
Unfortunately, "cozy" is more fun.

  6. Stop trying to sell insurance. If it's only a slight exaggeration to say
that few people get excited about buying insurance, then why, prey tell, are
there so many signs, ads, brochures and business cards with the word
"insurance" in bold face caps? It's the perfect solution for driving people
away. Hint: GEICO doesn't do it and neither does State Farm, ALFAC,
Progressive or other rather successful outfits.
  Focus on what customers care about. Hint: they are interested in their
story, not yours. How they're going to get kids through college. What would
they do if...? What will their retirement be like? Hint: avoid jumping to
the product; stick with the story until you see the customer smile.

  7. Blow up your website. That's not an act of terrorism; you will be doing
yourself, your customers and the World Wide Web a favor. Everybody else, too
At least 99.99 percent of insurance agency websites have no value. Actually,
they have a negative impact.
  Here's the point: they fail to make the case why a visitor would want to do
business with the agency. Oh, you give great service? Isn't that nice. Every
agency says that, including the visitor's current agency that just messed up
a claim!
  Stop thinking about how long you've been in business and start thinking
about what it will take to get customers to want to do business with you.
  Here's an idea: as a producer, you may want to think about having your own
website or blog. Waiting for the agency to get the message may not be in
your best interest.

  8. Talk to customers about what matters to them. Although it takes
commitment and work, it's so easy today to communicate with customers.
There's so much a producer can say: How to get more for your insurance
dollar, actual mini case histories of how insurance benefited your
customers, examples of how you can help them minimize risk and answers to
frequently asked questions.
  Message: let customers know you listen and care. It also keeps their
attention on you as their advisor and not just the agency or organization
you represent.

  9. Manage your business. Chances are you're part of an agency or other
insurance organization. But don't be confused. You're really [insert your
name here], Inc. You're a business owner and need to do everything any other
business owner does. You are in charge of marketing, administration, follow
up and sales. If this isn't clear, let's put it this way: if it's going to
get done, you're going to do it. So, stop whining that the agency isn't
giving you the support you need to be successful.

  10. Act like you're in charge. Never tell customers the insurance company
will do one thing or another. When you say that, the message customers hear
is that you're not involved and that diminishes you. Carriers provide
services because agents and producers drop the ball.
  Even when you hand off a task, customers want to know that you're in charge
and involved. That's what trust is all about.

  11. Avoid meetings. Your job is about having time to do what needs to be
done making sales and most meetings are your enemy. They waste time and
cause you to cut corners in serving customers.
  The rule is never to attend a meeting unless it will benefit you directly,
and that includes free trips from insurance companies. Meetings kill time
and drain energy; they are excuses for not working. Your job is "producing"
and your performance will improve in relation to the number of meetings you
miss.

  At this point, you may think that all this is unrealistic and places too
heavy a burden on producers. My response is simple: the problems you can
solve for your customers with the products you sell deserve the effort,
unless, of course, you would rather be an executive.

John R. Graham is president of Graham Communications, a marketing services
and sales consulting firm specializing in the insurance industry. He writes
for a variety of insurance and business publications and speaks on business,
marketing and sales issues. Contact him at 40 Oval Road, Quincy, MA 02170;
617-328-0069; jgraham@grahamcomm.com. The company's web site is
grahamcomm.com.

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