To know and not to do is not to know. 

Chinese Proverb 

SAN is an idea whose time keeps coming 

The route to the SAN booth was jammed with traffic at the recent Massachusetts Association of Independent Agents (MAIA) The Big Event 2007 trade show in Boston.  It looked like Boylston Street at 5 PM. 

Lots of agents flocking to see what SAN has to offer. And for good reason.  SAN is an idea born in 1983 to help smaller independent agents gain markets and administrative services so they can compete with the big boys, especially for commercial lines. 

Today in Massachusetts, there is a need for the little guy to gain access to auto insurance choices.  “Managed competition” is replacing the highly-regulated state auto insurance system.  For the first time in many moons, carriers can set their own rates and offer benefits that they could not previously.  The buy-word for Massachusetts drivers is “shop around.” 

We do business with SAN 

We have produced marketing materials for a few SAN Agents. We presented a marketing communications seminar at the group’s annual conference a couple of years ago. And we have authored an article for their NewsPak. 

We have known the founder, Jim Masiello, for over 20 years.  To say that Jim’s marketing concept has been successful is an understatement.  SAN became the founding member of SIAA, an international network of agents.  SIAA now has over 2200 insurance agency members writing $4.6+ billion in premium. 

SAN largest independent agent network in the Northeast

 SAN member agencies are found in every New England state plus New York and northern Pennsylvania. Some 200 agencies write over $306 million in combined premium. 

The SAN mantra is: Providing member agencies with Opportunity, Growth and Success.  Here are a few of the benefits group membership offers. 

. Access to over 30 top-rated companies 

. Ability to earn new appointments  

. Programs and discounts available only to members 

. Participation in SIAA Insurance Choices, SAN local TV advertising program 

. Access to marketing services 

. Increased income and agency value 

. Placement and quoting assistance for all lines of business 

. Rating software at deep discounts 

. Consultation on agency management 

SAN members remain independent 

Matt Masiello, top management leader at the SAN group, is quick to point out that each member maintains their independence.  And it is clear that the SAN approach has proved extremely beneficial to smaller agencies who have signed on. There are testimonials in Matt’s file that offer proof-positive. 

“SAN has positioned itself to help agency owners increase their bottom line.” 

“SAN has helped us grow, retain clients, and become a much more profitable agency.” 

“SAN Group brought us markets we didn’t have.  We don’t have to let business walk out the door as we did in the past.” 

If you want to check out SAN and SIAA 

The Web addresses are:  www.sangroup.com and www.siaachoices.com.

E-mail: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it . 

Start with sources list 

Producing quality referrals that convert to new customers is like any sales process.  You need to start out with a quality list.

Productive list sources include: customers who have made referrals in the past; friends and relatives; agency employees; business suppliers for the agency; and customers who have recently had a good claims experience. 

Proven communications process

 It is flattering to be asked to make a referral. Let your referral sources know that your agency is “on the grow” and you certainly appreciate their help as a valued and respected customer. The simple request is “who do you know who might benefit from our services.”  We recommend a multiple contact program to make sure that your message is fully-communicated and that you harvest as many referrals as possible. 

. Send a personalized letter asking for referrals; enclose a fold-over postage-paid business reply card that includes space for 3-4 names. 

. Send a second reminder letter with the business reply card to Non-Repliers of your first letter. 

. Make selected phone follow up calls. 

NOTE:  Make sure you ask permission to use the referrer’s name when you make prospecting contacts with the people they have referred.  Many will agree which turns their referrals into POWER REFERRALS. 

Commercial Lines customer referrals 

The experience of our clients indicates that a personal appointment with commercial lines customers is the best way to solicit business referrals.  And that the most productive technique is to show your client a list of the best types of business prospects for your agency. Your list might be made up of Main Street retailers, or specific service firms or industry types.  

Thank You’s produce more referrals 

Send out a thank you note to referral sources within 24 hours after receiving their referrals.  Later, let them know what has happened as the result of their referrals and your follow up contacts. 

You’ll continue to get referrals from these loyal customers! 

Working toward a common goal 

One definition of team in Webster’s Dictionary is: “a number of persons associated in some joint action.”  In the case of your agency, this means employees who are involved in attracting, satisfying and holding insurance customers.   

A March 2007 Rough Notes article Building Your Team by Keri Morris, CIC, CISR, ACSR, AIM offered this definition of team: “a group on one side.”  She went on to day that this definition indicates that the “us” and “them” needs to be “our agency” and “our competition”, rather than “me” and “you.”  

We have all heard the “there is no I in team” power phrase.  There is a professional sports team that epitomizes this phrase today. 

The New England Patriots have a common goal: to win every game, one game at a time. Coach Belichick repeats the “one game at a time” mantra ad nausem at briefings.  And, importantly, so does every player who comes within two feet of a microphone or reporter.  

Another page out of the Patriot playbook is: to strive for perfection.  In popular business parlance, zero-defects. 

Here are Critical Success Factors for team-building outlined by Morris in her Rough Notes article. 

To write with a broken pencil is pointless. 

When fish are in schools they sometimes take debate. 

The roundest knight at King Arthur’s round table was Sir Cumference. 

A thief who stole a calendar got twelve months. 

A dentist and manicurist fought tooth and nail. 

The dead batteries were given out free of charge.

Beef up About Us pages 

Your About Us pages are important to all types of insurance prospects.  They want information that gives them security.  Most agency sites have an About Our Agency page.  But when we do Web Page evaluations for agents, we often find that the content on the page is shallow and unconvincing.  

Buyers who value relationships want to know who started the agency, how long you have been in business, what your values are.  Relationship customers are buying you rather than just your products and services. 

Buyers who place more emphasis on the transaction itself look for credibility so they can feel confident about doing business with your agency. Why are you qualified to sell me this?  What companies do you represent?  These are the types of questions in their minds. 

Your About Our Agency pages should reflect your agency’s personality and beliefs.  Do they?