It pays to put it in writing 

It boggles the mind to learn how many independent agents feel they can compete successfully with the GEICOs of this world, without a marketing and sales plan. 

Wyatt Earp may have been a whiz shooting from the hip, but keeping old customers and attracting new ones requires deliberation. 

Your plan doesn’t require a 97-page tome. It does require reflection that starts with the Herberg Marketing Grid (which we use consistently in our coaching sessions with agents).   

The Herberg Marketing Grid, originated by our business partner, Frank J. Herberg, CPCU, during his tenure as Sales & Marketing veep at Worcester Insurance Company, consists of four elements---KEEP, UPGRADE, ROUND OUT and GET MORE---the four sales opportunities for every consumer marketing organization. 

Begin the development of your marketing and sales plans by asking yourself: “What are we doing now in each of these four areas?”  “What do we need to improve?”  “What are our limitations: people power or money or time?”  “What is our number one priority for the coming year?”  

Commit your objectives in writing. Then determine how you will implement them with personal selling and marketing support action programs.  Put your action steps in writing. Then go-for-it!