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SPECIAL REPORT

5 Customers Shoes
Put yourself in the customers shoes.
Think: If I were them, what questions
would I ask? Scott Mikkelsen, Mikkelsen,
Kelly, & Kipp Insurance

6 Referral Partnerships
Enter into a mutually beneficial agree-
ment with a referral partner (i.e., accoun-
tant, car dealership) with the objective of
sending each other hot leads. I gain a lot of
new business using this approach. Eric
Lanzillotta, CBIA Insurance Agency Inc.

7 Foot in the Door


For commercial insurance: Drop off a
cookie in the shape of a foot to a prospec-
tive insured. The cookie should have a note
attached that says, Trying to get my foot
in the door. Trisha Wright, The
Hartford.

8 Checklists
Use coverage and expo-
sure checklists to increase
sales. By doing the job of
a professional insurance
agent, you will also create a great reputa-
tion for yourself. Chris Burand, Burand &
Insurance Journal has listened to readers, spoken with experts, combed through columns and Associates LLC
articles and even searched outside insurance circles to find the best sales and marketing tips for
independent agencies today. Here are 101 ideas, in no particular order. 9 Make Friends
Stop pushing product and price. Make
friends and they will become your best
1 Know Your Client should help you bond with a long-term cli- clients. Al Diamond, Agency Consulting
Be alert to details that matter to the ent. Phil Tuccy, Insurance Group Consulting Group Inc.
client and recognize what makes every LLC
encounter with each client unique. Our 10 Thank You
brand promise, Because Youre Different, 3 Share Problems Send a handwritten thank you card to
hinges on employees knowing their dis- Make the customers problem your clients when they send you referrals
tinctive clients and sustaining a positive problem. Scott Mikkelsen, Mikkelsen, and say the following, The sincerest
relationship. Tell your client things you Kelly, & Kipp Insurance form of flattery to my agency is in
are doing for them that they might not a referral from you, our client.
know about and make a point to ask them 4 Mobile Friendly Thank you so much for your
questions about their business. Jackie Make your insurance web- vote of confidence and we
Donnelly, Heffernan Insurance Brokers site mobile-friendly so your will take special care of your
customers on-the-go can referral. Then enclose two
2 Link Up easily access your infor- more of your business cards.
Ask key commercial clients for their per- mation if they need it. Catherine Oak, Oak &
mission to include a link to their websites Laird Rixford, Insurance Associates
on your agencys website. You can bet they Technologies Corp.
will give you their OK and will probably 11 Measurements
appreciate your loyalty to them, which Measure customer

36 | INSURANCE JOURNAL-NATIONAL August 19, 2013 www.insurancejournal.com


sentiment with social media not just saves time and money, and boosts security. 22 X the Lingo
negative, but positive, too. If your customers Remote deposit does not require applica- Get rid of lingo and find a way to talk to
are singing you praises, use that to tell more tion software, and uses a scanner (typically clients in words and phrases they can easily
people about your great customer service provided by the bank) as well as a PC with understand. Anonymous
and get some real marketing mileage out of an Internet connection. Mary Grazen,
it. Don Wolff, Astute Solutions InsurBanc, a division of Connecticut Community 23 Strategize
Bank N.A. All marketing needs a strategy and a
12 Umbrellas goal. You want to post a banner? Send an
Sell increased limits on umbrella policies. 17 Great Customer Service email to a list? Start a newsletter? Great.
Invite personal and small commercial lines Its not a secret tactic, but it is the most Why? Anonymous
umbrella insureds to increase their policy effective one. When our agents provide cus-
limits beyond $1 million. Many CSRs and tomers with outstanding service, they show 24 Double Referrals
producers write a small umbrella once their appreciation by giving us referrals. Create a referral program that rewards
and then forget to suggest adding another Trident Insurance Agency existing and new customers. This creates a
million, or more, at renewal time. Alan win-win which is naturally what a referral
Shulman, www.AgencyIdeas.com 18 Give Them Something should be. Dropbox and Uber have suc-
Never leave your client or prospect emp- cessful referral programs that award the
13 Promote Your Website ty-handed. Give them something useful existing customer and new customer with
Promote your website on all of your mar- and informative that will make them think bonus storage and
keting. This could include business cards, of you every time they see it and use it. service credit when
brochures, emails and social media. Christopher J. Boggs, Academy of Insurance, the new customer
Basically, anywhere you have your agen- www.IJAcademy.com signs up. Josh
cy logo, your URL should be there, too. Carlson, Wells Media
Laird Rixford, Insurance Technologies Corp. 19 Track New Business Appointments Group
New business production is the ultimate
14 Turn to Your State Association indicator of sales performance, but under- 25 Believe in
If you have an agency challenge, chanc- standing meaningful activity may be the Your Brand
es are that someone else has already faced it missing piece of your sales management Passion is con-
and solved it. Turn to your state agents platform. Tommy McDonald, MarshBerry tagious. If you love
association for a broad range of solutions where you work, shout it to the rooftops.
to problems you face as an agent or agency 20 Website Design Let others know why your agency is the
principal. Sharon Emek, Work At Home A well-designed website will serve as the best. Youll be much more likely to generate
Vintage Employees (WAHVE) hub of all digital agency marketing. When genuine enthusiasm, which could drive
done well, it can serve multiple purposes: more customers to use your services.
15 Screen Share customer service, education, sales, reten- Aimee Woodall, The Black Sheep Agency
Its not always possible to get an in-per- tion. Laird Rixford, Insurance
son appointment. Using easy-to-use screen- Technologies Corp. 26 Data Goldmine
share technology such as Join.me is a good For more than 20 years, agencies have
way to share a presentation, or go through 21 Tracking Metrics had the most lucrative gold mine locked up
your website while youve got the pros- Growing agencies have in customer data. You may have 20 valuable
pect or client on the phone. Julie one thing in common: They nuggets of information about every client in
Tinney, Insurance Journal track where every new piece your system: birthdays, claims, policies held,
of business is coming from, policies not held, ex-dates and so forth. So, if
16 Virtual Checks so they know which mar- youve got 5,000 customers, youve got 100,000
Use remote deposit to electronically keting efforts are paying pieces of information ...that changes every
deposit checks without leaving the off. They also track the single day. Technology exists to turn that
office. Remote deposit captures number of policies per dead data into a marketing goldmine.
images of both sides of checks, client, so they know Michael Jans, Agency Revolution
analyzes them for image quality whether they are
and authenticity, and automati- building deeper rela- 27 Be in Position to See Opportunity
cally balances deposits before tionships. Jeff Work hard and try to put yourself in a
submission. That makes Yates, Agents Council position where, if luck strikes, you can see
the bank available 24/7, for Technology continued on next page

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SPECIAL REPORT

continued from page 37 for business. You will either get it or find 38 Video Testimonials
the opportunity and take advantage of it. out remaining obstacles. Brad Tamulski, Collect mini-video testimonials. Identify
Mark Cuban, chairman of HDNet Baldwin Krystyn Sherman Partner your happiest and most influential insureds.
Ask them for a brief video testimonial
28 Drip Marketing 33 Community Involvement you can tactfully use. A 6-second Vine or
Use a consistent drip marketing cam- Savvy agencies and their employees are 15-second Instagram video recorded on your
paign: Bring value by providing useful info becoming increasingly involved in local smartphone can be fun for your insured
or ideas. You will be (hopefully) top-of- causes to support their communities, and and for you. Use them online for marketing
mind when the need for services will arise. these efforts are generating new clients for purposes and display them in-person when
Brad Tamulski, Baldwin Krystyn Sherman them clients who want to support busi- actively selling. Alan Shulman,
Partners nesses striving to make the community bet- www.AgencyIdeas.com
ter. Jeff Yates, Agents Council for Technology
29 Unique Landing Pages 39 Bigger Footprint
Use landing pages that are designed to 34 Target Marketing You have a license to sell insurance
match specific marketing campaigns (e.g., Smart call target certain industries/ throughout your state, or more. Then do it.
an email sent to auto insurance prospects client sizes/etc. and tell them exactly why One of my clients shot from 95 contractors
should link to a landing page that discusses youve identified them as benefiting from to 2,000 in four years. Her small town loca-
auto insurance and matches the design of what you have to offer. Prospects can be tion did not dictate a small town marketing
the email). This will improve your con- more receptive. Brad Tamulski, Baldwin plan. Michael Jans, Agency Revolution
version rate. Laird Rixford, Insurance Krystyn Sherman Partners
Technologies Corp. 40 Email
35 Social Media Marketing Use email marketing to cross sell.
30 Social Media Content Social media marketing is more than Laird Rixford, Insurance Technologies Corp.
Provide useful, engaging content on tweeting/posting and running; it is roll-
social media to attract new customers and up-your-sleeves interactive work 41 Decide Once and For All
retain relationships with existing ones. that builds solid relationships Average marketing will flow from the
Always remember that social media is con- and reputations. Tammy unconscious decision to be OK
versational. Never ignore anyone. Respond Elizabeth Southin, social media with an average agency. Great mar-
to all inquiries, comments, etc. Valerie marketing consultant keting will flow from the decision
Foster, Monitor Liability Managers to be great. Insanely great market-
36 Show You Care ing will flow from the decision to
31 Community Like Its Show your customers you be insanely great. Its up to you,
Partner with a community charity on care by helping them when cowboy. Michael Jans, Agency
Facebook. Preferred Insurance Services theyre in trouble, respond- Revolution
is partnering with Pet Project Rescue ing quickly and effectively
in Minneapolis until the beginning of to complaints, or providing sym- 42 Go Out of Your Way
September in the hopes of garnering $500 pathetic feedback. Its up to you to build a Going out of your way to help a customer
for the non-profit. Preferred has committed symmetrical feedback loop of appreciation will likely benefit you in terms of customer
to donating $1 to PPR for every new like and understanding. Aimee Woodall, The retention and word-of-mouth. But its also
it gets on its Facebook page between now Black Sheep Agency just a genuinely good thing to do and
and then. In just three weeks, Preferred thats worth something, too. Aimee
doubled its fan base and raised nearly 37 Clients in Common Woodall, The Black Sheep Agency
$200 for PPR in the process. Preferred Find out from each of your key clients
Insurance Services who their attorney and CPA is, and then 43 Buyers Remorse Review
contact those professionals and let them What do you do when you discover that
32 Dont Forget to Ask know you have the same good clients in your personal or commercial prospects pol-
Ask for the business. After show- common. It gets the attorney and CPA icies just renewed? One response is to target
ing value and laying out distinct to send you more referrals because their their post-sale period of uncertainty and
advantages of a clients use you. Catherine Oak, Oak & offer to provide a buyers remorse review.
partner- Associates Your prompt second opinion can open an
ship, be clear unsure prospects mind to many valid criti-
about asking cisms. Alan Shulman, www.AgencyIdeas.com

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44 Free Coffee 49 Email Drips 55 Soft Stalking
We have a promotion on our website that Set up email drips in an automated If a prospect is not responding, begin
offers a $5 Starbucks agency marketing system to automatically following their company on Twitter and
giftcard for referring follow up on every prospect over a period Facebook and participate. Its surprising
a friend to our of time. This will help keep your agency in how many business-owners and CEOs
agency. Trident front of the consumer without you having actually check to see their new likes and
Insurance Agency to remember to do the follow up. Laird followers. This is particularly true of small-
Rixford, Insurance Technologies Corp. er companies. Its just another way to get
45 Build a your name in front of them without asking
Community 50 Shopping Carts to personally connect on social media with
There is We have our pres- someone youve never met, which can be
strength in numbers. idents picture on shopping creepy. Julie Tinney, Insurance Journal
Look for people who carts! We advertise our
are excited about the agency at the local gro- 56 Virtual Connections
work you do and high- cery stores. Trident Use your existing technology to
light them. Create Insurance Agency give producers immediate system
an ambassador program access while theyre working
to get even more people 51 - remotely. Two technologies built
involved. Youll suddenly Reduce into Windows make it as secure
find your brand popping up in more plac- Redundancy to connect to the office server
es: in conversations, blog posts and Best Maintain your records from across the country as from
Company lists. Aimee Woodall, The Black and solidify your data across the hallway: virtual private networks
Sheep Agency with data download. Real Time/Download (VPNs) and remote desktop protocol
Campaign co-chair Joyce Sigler, Jones & Wenner (RDP). Frank Sentner, Work At Home
46 Dissatisfaction Surveys Insurance Agency Vintage Employees (WAHVE)
Whats wrong with your insurance? Dont
use the same old let me quote approach 52 Consider Your Audience 57 Online Banking
when soliciting commercial lines. Instead, Its all about the customer experience. Use online banking to streamline
employ a business dissatisfaction survey Think about their experience and what processes. Sending and receiving funds
to differentiate yourself and to let the buyer theyre going through. Gather feedback. electronically, transferring funds between
vent about whats wrong with his current Consider what they like and what they accounts, scheduling direct deposit of pay-
insurance program. When you know exactly dont like. Try and fix the things they dont roll, and creating wire transfers are all ways
what bugs him, you can provide a custom like. Use their recommendations and con- to be more efficient as an agency. Bankers
solution. Alan Shulman, cerns to change your companys tactics or familiar with insurance agencies can help
www.AgencyIdeas.com direction. Your customers will appreciate develop programs to create an efficient
it. Aimee Woodall, The Black Sheep Agency process in managing agency funds and
47 Turn to Training accounts. Mary Grazen, InsurBanc, a divi-
The industrys nonprofit organizations 53 Real Time Saves Real $$$$ sion of Connecticut Community Bank N.A.
are a rich source of training and education. Implementing real-time functions in your
The CPCU Society, ceu.com, AIMS Society, agency saves time and money. A typical 58 Varied Methods
and NAPSLO are a few of the national orga- agency with four CSRs each doing 15 trans- If you put all your time and energy into
nizations that offer specialized classes in actions per day via real time (versus a com- social media, you may end up ignoring the
property/casualty insurance. Local associa- pany website) will save 90 days of CSR time potential customers who arent on social
tions and affiliates also are helpful and even and $14,400 annually, according to surveys. media. Embrace a variety of marketing
more accessible. Sharon Emek, Work At Real Time/Download Campaign co-chair methods to succeed, including everything
Home Vintage Employees (WAHVE) Stuart Durland, Seely & Durland Insurance from face-to-face interaction to grassroots
tactics. Aimee Woodall, The Black
48 Featured Partners 54 Be Quick Sheep Agency
We feature prospective clients and exist- Be quick and responsive to a clients
ing clients companies on our partners need. When I get a referral or an Internet 59 Set Up Knowledge Transfer
page for cross referrals. Trident lead, I try to make contact right away. Experienced workers are valuable sources
Insurance Agency Anonymous of insurance expertise. Before they retire
continued on next page

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SPECIAL REPORT

continued from page 39 have a wealth of information to share about the hours to build relationships with the
(and 10,000 Americans hit retirement age risk trends and industry changes, as well media and your customers. Brand recog-
every day) and take their institutional as claim examples/scenarios. Also, follow nition does not just happen overnight.
knowledge with them, set them up as men- them on LinkedIn or Twitter, and you can Aimee Woodall, The Black Sheep Agency
tors for newer and younger producers and share or re-Tweet any relevant information.
employees in your agency. Sharon Emek, Valerie Foster, Monitor Liability Managers 70 Hire, Hire, Hire
Ph.D., Work At Home Vintage Predictable, sustainable growth is direct-
Employees (WAHVE) 65 In-House Social Media ly dependent on systematic reinvestment
We have an in-house social marketing within your production staff year-over-year.
60 Real People consultant that stays up-to-date with our Tommy McDonald, MarshBerry
Delete your Facebook, blog and social media sites. They reach out
delete your Twitter, to local businesses and post useful insur- 71 Why Measure?
meet real people, ance tips that elicit calls to our agency for You dont have time to spend on efforts
sell insurance. Josh quotes. Trident Insurance Agency that dont yield results. You have to illus-
Carlson, Wells Media Group trate how your efforts increase brand
66 Amplify Success awareness, create buzz and generate new
61 Listen Carefully Rather than trying to accomplish all business; otherwise youll never know
Listening to clients of your promotion goals at once, focus on what gets you noticed and what ends up
concerns and answering their growing over time. Once you gain recog- being overlooked. Demonstrate growth and
insurance questions thoroughly nition, whether its a mention from an illustrate investment. Aimee Woodall, The
is extremely important in important influencer on social media or a Black Sheep Agency
maintaining mutual trust. The front-page story, you can use that to show
client trusts that you are looking out for more potential audiences why your brand 72 New Client Thank Yous
their best interests and that you are provid- matters. Aimee Woodall, The Black Sheep Every new client gets a personally writ-
ing them with expert industry advice. Agency ten thank you card with their agents infor-
Trident Insurance Agency mation and a note that says: We love refer-
67 I Dont Know rals. Thank you for referring us. Trident
62 Be the First to Know Dont be afraid to say: I dont know. No Insurance Agency
If you are tired that your agencys not one expects you to know everything; plus
getting data before your customers do, you now have the opportunity, and a rea- 73 Total
encourage your carriers to initiate activity/ son, to connect with the client or prospect Agency
notifications for real-time notifications again. Not only will you know you have pro- Sales
and policy data. Real Time/Download vided the correct information, you will have Culture
Campaign co-chair Joyce Sigler, Jones & Wenner built trust. Christopher J. Boggs, Academy Producers
Insurance Agency of Insurance, www.IJAcademy.com are the quar-
terbacks of
63 Become an Expert 68 Keep Score a growth team, but key technicians
Encourage your producers to develop an Become obsessed with being the best and high-level servicers are your lineback-
expertise on an industry group or techni- through performance benchmarking ers. Employ quality people throughout the
cal niche, and become the go-to within your agency and within entire organization, not just within your
person in the market- place. the industry. Top performers sales staff. Tommy McDonald, MarshBerry
Enhance the reputation by are motivated by winning.
participating in nation- al Encouraging competition 74 Make Your Value Proposition
events, publishing articles internally creates a growth Valuable
and hosting seminars on culture that helps you com- Track utilization on all value added
the subject. Laura Sherman, pete externally. Tommy services, charge fees on top of commission,
Baldwin Krystyn Sherman Partners McDonald, MarshBerry and have a communication process through
stewardship reporting to ensure the client
64 Carrier Help 69 Get Out What knows your value. Tommy McDonald,
Ask your carriers for content to You Put In MarshBerry
use on your marketing materials, Start small
website, blogs or social and strengthen 75 Match Interests
media. They over time. Put in Employees and producers have favorite

40 | INSURANCE JOURNAL-NATIONAL August 19, 2013 www.insurancejournal.com


charities to which they personally give ing integral to a
time and donations. Choose one of those growing agencys
for your entire agency to contribute to daily operations.
by volunteering and/or a fundraising. Itll Consistency is crit-
build camaraderie, help the charity, and ical. It may be time
make your brand a little better known in to hire a part-time
the community. Jill Bookman, American or full-time employ-
Collectors Insurance ee to do this.
Real Time/Download
76 Institutionalize Your Campaign co-chair
Relationships Stuart Durland, Seely
Develop a long-term retention plan on & Durland Insurance
large-scale accounts by introducing key
agency executives to decision-makers. 82 Expand Your
Involve quality service, loss control, claims Virtual Reach
advocates, and other value-added service Try your ven- mation. Laura Packard, American Collectors
personnel during the prospecting process dors web-based consumer self-serve Insurance
to help diversify the relationship long term. quoting functionality, so your clients can
This practice allows for better delegation serve themselves for quotes. Real Time/ 87 Differentiate
of servicing responsibilities, sells the Download Campaign co-chair Joyce Sigler, Jones Make building your book easier and use
team, and helps transition relationships & Wenner Insurance Agency your agencys institutional and personal
as employees move on or retire. Tommy differentiation to build partnerships of new
McDonald, MarshBerry 83 Google+ business. Justin Berry, MarshBerry
Use Google+ for research and lead gen-
77 All Aspects of Life eration. With more than 100 million active 88 Set Aside an Employee Day
The bottleneck for selling comes from users on Google+, it is a great way to search Pick a day once a year to honor and rec-
lack of activity. Turn your life gray and open information. Its a good tool for finding peo- ognize your agency team with a surprise
the opportunity of prospecting with every ple in a specific demographic, occupation, lunch or other special event that focuses
part of your life. Justin Berry, MarshBerry employer, etc. Valerie Foster, Monitor just on them and the work
Liability Managers they do all year long.
78 Take Chances Recognition works.
Someone will always say: You cant do 84 Once is Enough Jill Bookman, American
that! Just because something hasnt been With the use of a comparative rater, you Collectors Insurance
done before doesnt mean it wont work can key once and realize multiple sales
or that it wont make a huge impact. You opportunities. Real Time/Download 89 Pop the
have to take chances to stand out. Aimee Campaign co-chair Joyce Sigler, Jones & Wenner Question
Woodall, The Black Sheep Agency Insurance Agency Its amazing what
people collect.
79 Understand Customers Business 85 Ask for the Sale Ask your next 10
Do your homework. When the customer No matter what else is recommended, a clients or pros-
sees youve invested time into understand- salesperson ultimately must always ask for pects: Do you
ing his business, there is a certain level of the sale. Chris Burand, Burand & Associates keep anything of
trust established right away. Sales and LLC special value or sig-
marketing consultant Barry Farber, as quoted in nificance in your home
Entrepreneur magazine 86 Free Content or garage? That opens up
Tap into the insurance content news- a new line of conversation,
80 Be a Solution letters, emails, infographics and social net- expands the relationship, opens
Dont sell product and features rather be working shares that carriers and whole- up a channel for cross-selling coverage for
a solution and new business will come to salers provide. Share it with clients and collectibles or collector vehicles, and reduc-
you Justin Berry, MarshBerry prospects on social networks like LinkedIn es E&O risk. Laura Packard, American
and Facebook, and in your email newsletter Collectors Insurance
81 You Cant Do It All! and on your agency website. This showcas-
Social media and blogging are becom- es you and gives consumers relevant infor- continued on next page

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SPECIAL REPORT

continued from page 41 but ambitious. Be measured but strive 98 Branch Out
90 In Their Words for the best. Your goals should be based Pick your best niche and expand it like
Often, an individual can tell you what on where youve been, as well as where crazy. Keep nurturing your existing book
their primary concerns are in simple con- you want to go. Jill Bookman, American while you grow your new branch. A well-
versation. Have broad, open conversations Collectors Insurance picked and niche-branch can outperform
with clients and prospect clients to learn the entire agency. Michael Jans, Agency
about where they are in life. As you review 95 Mine for Specialties Revolution
their insurance needs, use that conversation Mine your agency management system to
as the guide for what your clients value find out where you have a niche. If you have 99 Budget, Schmudget
most. Laura Packard, American Collectors three or four restaurant accounts, then you I wish more agencies would act like
Insurance have knowledge within your agency about grownup businesses and budget their
restaurants. Ask your current clients about money. And then, I wish theyd know when
91 Get the Experience of Partners other restaurateurs who could use your to throw that budget away. If youre getting
Ask for input from your business part- expertise. Insurance Journal a positive ROI on a marketing campaign
ners. Most will gladly pass along solutions that is what every entrepreneur dreams of:
that have worked for them in similar sit- 96 Document, Document, Document free money. Dont let accountants
uations. It will expand your knowledge, Keep track of what you do and run your business. Good
strengthen your relationship and may even what you tell clients. It pro- marketing means that
lead to additional opportunities. Jill vides seamless service when the marketplace pays
Bookman, American Collectors Insurance a colleague follows up later for your marketing.
with a client at a moment (Dont let lawyers
92 Find a New Way to Keep in Touch when you are not available run your business,
Client messages related to annual to answer questions. either!) Michael
reviews, policy anniversaries and birthday Maureen Boeing, Landmark Jans, Agency Revolution
are common. Also consider special com- Insurance Agency and past chair,
munications related to risks. For example, ASCnet 100 Agency
send an email to clients with classic cars Newsletters
or recreational vehicle coverage 97 Multitasking Break A newsletter is an
in the spring when the It is so easy to work on the computer excellent tool to help educate
toys are coming while simultaneously talking on the phone. customers on insurance issues, to make
out of the Stop. Commit yourself to focusing on the customers believe that theyre getting some-
garage! needs of the client with whom you are thing extra for their insurance dollars, and
Laura speaking. Dedicating that time to the con- to keep an agencys name before its custom-
Packard, versation and lending full expertise to his ers. Mary Christiano, Professional Insurance
American or her situation will build stronger relation- Agents associations of New York, New Jersey,
Collectors ships and open the door to opportunities Connecticut and New Hampshire
Insurance you may not have caught otherwise. Jill
Bookman, American Collectors Insurance 101 Dont Use Complicated Diction
93 Sales Is Not a Bad Word When pitching, do not use complicated
Sales is often seen in conflict with ser- diction. Pride yourself on being
vice, but when this function is executed able to explain the concept as
properly, its really the essence of good ser- quickly, clearly and simply
vice. Proactive, attentive, needs-based sales as possible. The biggest
in an insurance environment means that problem in sales is client
you are serving clients by looking out for confusion. Confusion does
their best interests, educating them about not lead to a Yes. Tom
the need for coverage, and covering poten- Szaky, CEO of TerraCycle,
tial risk exposures. Jill Bookman, American a N.J.-based upcycling
Collectors Insurance and manufacturing
firm, in a
94 Set Your Goals commentary in The
Goals should be set at both an individ- New York Times
ual and company-wide level. Be realistic

42 | INSURANCE JOURNAL-NATIONAL August 19, 2013 www.insurancejournal.com