Every associate in your office plays a critical role 

At every marketing seminar that we conduct, we begin with this statement of fact: “Marketing takes place in every corner of your agency.” 

You never get a second chance to make a goof first impression.” is another well-known adage.  So is “first impressions are often lasting impressions.” 

From the way your reception area looks to the way customers are greeted by your receptionist to coverage reviews with your CSRs to new business discussions with your producers to high visible you as the leader are your office, it all adds to a favorable (or not-so-favorable) brand image of your business. 

Yes, marketing support materials too 

The quality of communications that customers have with your associates---in-person, by phone, by e-mail or by letter---are the critical cornerstone for your agency marketing program. And, of course, the quality of your advertising, direct mail, Web site,Twitter min-blogs, and sales literature must reinforce and enhance the quality of your personal contacts. 

First impression self-analysis 

As the omnipresent agency principal, you are super close to your associates.  Probably too close to make an objective judgment on the quality of your agency’s first impressions. Here are ways to do a simple audit. 

. Independently and anonymously, ask your associates do their own evaluation of the agency office appearance, the friendliness of contacts with customers, and the professionalism of customer contacts that they have observe daily. Make sure that comments about the good, the bad and the ugly are solicited.  

. Compile your associates’ responses, review them, then schedule a group meeting to discuss, evaluate and talk about ways that the agency could make improvements or reinforce favorable actions.  The group leader?  You, if you can stay low-key and neutral, avoiding the urge to force or re-shape answers (by voice or body language!) or critiquing comments.  You may want to ask a CSR or producer to be the leader while you sit quietly in a corner of the room.   

First impression customer-analysis 

. Pick a representative sampling of customers---10 or 15 will be enough. Conduct your own survey, by PHONE, using points that came out of your associates’ evaluation. . Pick a representative sampling of (1) Long-time agency customers; and (2) Newest agency customers.  Prepare a simple MAIL survey (4 or 5 statements with a Poor, Good, Excellent, Superior ranking scale) and ask for any comments at the bottom of the survey.  Provide a return envelope with a stamp already attached. 

OPTION: E-mail survey if you have the technology for direct submittal of responses and opt-in mail permission from your survey group. 

Putting it all together You will now have a pretty good fix on how effectively “marketing is working in every corner of your agency.”  You will have listened personally to some agency customers and to your associates; and you will have received direct responses from long-time customers and your newest customers. Some answers for positive reinforcement and for ways to improve will become self-evident!