Build your reputation and referral activity 

I would wager heavily that 99.9% of independent agents do not have a planned publicity program. Yet there are many worthy ways that an agent can get his agency name in the local newspaper.  Here a few. 

Marketing and sales not synonymous 

During our in-agency workshops and group seminars, we frequently get this question: “What’s the difference between marketing and sales?”   Our simple reply is: Marketing involves tomorrow’s new business; sales involves today’s new business.  The distinction is important.  Here’s why. 

Customers appreciate warm reception 

Make your reception area memorable and friendly. Display photos, art, coloring books with crayons for kids, candy with wrappers, a bowl of golf tees, take-one literature rack, and calendar giveaways---interesting things such as these.  Make sure that your receptionist (or a designated associate) immediately greets customers when they enter the reception area. 

If you have a counter reception area, it is especially important that an office associate, CSR or other, be ready to act as the agency greeter.  We have walked into agencies that have several people working behind a counter and had the feeling they are busy and in avoidance---all waiting for the first one to jump up and greet us.  Not good. 

First impressions are lasting impressions.  A warm, friendly greeting at your agency translates into “this is an agent that really cares about me as a person.”  And that’s an impression that generates positive word-of-mouth advertising, referrals, and new business! 

Treat qualified prospects as customers 

If you’ve presented a proposal or quote to a well-qualified personal or commercial lines prospect and the prospect didn’t buy the first time around, stay with them.  Too often there is a tendency to think “failure” or “maybe he wasn’t such a good prospect after all.”  The prospect is abandoned. 

But wait a minute, if the prospect gave you the opportunity to quote obviously he was expressing some dissatisfaction with his current agent or insurer.  Just because he didn’t buy from you immediately is no reason to abandon him.  He is still the same A-type prospect you want as a client.  He didn’t morph into a bad risk or a china egg overnight. 

Here’s a three-step process that works for MullaneyCookson clients. 

Stay in touch with an Annual Report 

We’ve recommended this KEEP idea to dozens of independent agents whose budgets do not permit a quarterly newsletter program.  An agency annual report is a blockbuster approach---a Purple Cow idea that makes you stand out from all other follow-the-leader agencies in town.  It is easy to implement, too. 

When was the last time you reviewed service letters? 

We recommend that agents review customer service letters stored in the computer at least every three years.  In our experience in doing marketing communications audits, we often find letters that are poorly phrased, have errors, are not warm and friendly, and, in some cases are downright insulting. 

What often happens is that different people in the agency with different personalities and styles write customer service letters.  Some write terse letters. Some write windy letters. Some use insurance jargon that only they understand! 

Here are some suggestions for a comprehensive letter review.