The Single Most Important Fact You Must Know About

More Tips & “How-To” videos at www.AgentsFirst.org
“What You Don’t Know Can’t Help You!” … Eddie K. Emmett, Editor / Publisher
The Single Most Important Fact You Must
Know About Your Customer Retention
By Michael Jans
It’s not a strategy. And the guy
down the street would probably
say the exact same thing.
My Doctor Plan ........................... 6
From time to time, an insurance
agent or broker will share a
bewildering story about their
retention. Part of their market
territory goes south on them. A zip
code or postal code. A class of
business. A niche. The whole book
even!
Referrals: Let Your Clients Work
for You ......................................... 8
If I’m going to dig into this, I start
with the fundamental question:
Having a good staff, treating
customers with respect and
care…that’s just the ticket price. I
won’t underestimate it. A great
staff is a necessary –
repeat, necessary – business
practice.
The Top Rules of the Most
Successful Agents ................... 10
What is your retention strategy?
But, it’s not a strategy.
That’s usually a bit of a
conversation killer.
A strategy must express your
agency’s core belief about what
effects a positive outcome in
your retention, with a series of
measurable and testable
executions that bring that belief
to life in the real world.
In This Edition
The Single Most Important Fact
You Must Know About Your
Customer Retention ................... 1
How to Use Video to Engage
with a Video Handshake .......... 14
How well do your customers
understand the coverage they
have / don’t have? .................... 18
Isn’t close good enough? ........ 20
Check out Monday Morning
Markets ...................................... 11
Agents First!
After a little head scratching, the
answer is usually along the lines
of, “Well, we really take great care
of our people.” Or, “I have a great
staff.”
That’s a retention strategy?! The
guy down the street never thought
of that?!
Page 1 of 21
Continued on page 2
April 2017
More Tips & “How-To” videos at www.AgentsFirst.org
Your Customer Retention (continued from page 1)
Retention is the great ’taken-for-granted’ in the insurance world.
We all know – heck, we all LOVE – the fact that, in P&C, clients keep coming back. Year after year. But – until you do
the math – you’re probably grossly underestimating the compounding power of small tweaks in your
retention…and the effect it has on long term wealth and equity.
Sadly, most management systems don’t elegantly (or accurately) reveal critical performance measures very well. So,
when the monthly carrier reports come in, a lot of agency principals, do ‘quick head math’ to see how they’re doing.
Then the phone rings or a CSR pops in with a question, and we’re off to the races.
Here’s the single most important truth you need to know about your retention: how great a difference a few small
points will make to your income over the next few years. It’s huge.
For example, let’s take a book with a million in revenue. At a (paltry) 85% retention – in other words, at an annual rate
of erosion of 15% – that book will generate $5,551,045 in the next ten years.
Bump retention by four points, and it generates $6,568,024. (And, we’re still only at a weak 89% retention rate!)
Now, bump it up another four points, and it generates $7,855,664! A difference of over $2.3 million from the
first scenario. (And, we’re still at a very achievable 93% retention.)
Continued on page 4
Agents First!
Page 2 of 21
April 2017
More Than Just a Pen: An Identity.
Make Your Mark.
Every time you reach for a pen, take a sip from your coffee mug, or make a note in your calendar,
remember that 89% of consumers can tell you the name of the brand on a promotional product
that they have received in the past 24 months. Investing as little as 23¢ cents per pen, with your
logo on it, will make a lasting impression for your brand.
How do you and your business stand out? Are you inadvertently missing the mark?
The main use for promotional products is to increase brand recognition.
With the rise of visual marketing, businesses are learning to show, not just tell.
But why stop there? By giving your business a personal touch, your clients
can carry your branded product, along with the memory of your quality of service.
It’s time your clients have your brand in hand!
Pbay Promo can give you a hand with your brand by offering your company,
or campaign, the utmost attention it deserves, and the expertise you need
to make your promotions stand out, from start to finish.
Committed to offering clients an unmatched level of excellence in our products
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provide knowledgeable support to ensure your order suits your needs perfectly.
If you have a brand identity, we will bring you brand mobility.
It’s time to get noticed!
More Tips & “How-To” videos at www.AgentsFirst.org
Your Customer Retention (continued from page 2)

The first thing to know about your retention is that if you raise it, you’ll make a LOT more money. And, if you
calculate how much more, you won’t be able to stop yourself from taking this notion – Retention Strategy – very, very
seriously.

The second thing to know. Loyal clients retain at 97%. (I’ve written about that extensively, including here.)

The third thing to know is that you can help them become very loyal, very quickly, by communicating with them.
Offering value. And doing it frequently.

And the fourth thing to know, if you’re not right now, actively, strategically and openly, working to earn their
loyalty, there are plenty of other companies that would love to have your customers. And they are working on it.
Want to know how much difference a few points in retention would mean to you? (How could you not? For most
agencies, this is one of the most, if not the most important indicator of future income.)
1. Download our ‘Easy Millions Spreadsheet‘ here. http://go.agencyrevolution.com/freegift/ems/ Oh…and did I say,
‘FREE?’ Yup.
2.
Run the numbers.
3.
Share with your team.
4.
Commit to communicating – with value and frequency – with your customers.
5.
(And, for goodness sake, if you have seen how our software does this for you, see for yourself!)
Admittedly, most agents think that marketing automation for insurance agencies must somehow be about getting new
clients or lead generation. That’s a fraction of what it can do for you.
Serious business owners – ‘insura-preneurs‘ if you will – understand the need for full spectrum marketing. And they
never underestimate the power of retention.
Agency Revolution has delivered training and technology to independent insurance
agencies and brokerages for over 20 years. We believe the independent agent-broker
system is the best way to protect the consumer.
Agents First!
Page 4 of 21
April 2017
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More Tips & “How-To” videos at www.AgentsFirst.org
Know Your Value
Referrals: Let Your Clients Work for You
In the insurance industry, leads are the most
important aspect of your business. Without new clients
flowing in, revenue won’t flow out. While advertising and
social networking are great ways to connect with new
clients, why not use the contacts you already have to
bring in new business? Research has shown that agents
have greater closing ratios through a referral by friends
or family of a client. This makes asking for referrals a
great way to create new clients. Here are four ways to
ask your current clients for referrals, so you can keep
your business moving forward.
AFTR – Ask for the Referral
The primary reason agents don’t receive referrals is
because they don’t ask for them. Always ask for the
referral. The best time to ask is before your client leaves
your office, while you’re still involved in the transaction
and have their full trust and attention. While your clients
may be more than happy to refer you to their friends and
family, they may be unsure how to explain what makes
you a great agent. To combat this, consider creating a
one-page flyer or checklist detailing who you are, what
you do, and why you’re great to work with. When you
ask clients for referrals, leave this sheet with them so
they’ll know exactly what to tell others.
Remember, you’re providing a service to your clients.
If you’re good at what you do, why would they not want
to recommend you to the people they care about? When
you ask, assume your clients would be happy to refer
you. If they seem hesitant, this opens up an opportunity
for you to discuss what made them uncomfortable in the
transaction process, which can help you improve in the
future.
Asking for referrals can feel nerve-wracking if you’re
not used to it; however, with practice, it will become
more and more natural and eventually just become part
of your regular closing process. Plus, you’ll be creating a
great stream of new clients. One of the best ways to
generate new leads is by creating a system that works
and sticking with it.
Use an Email Campaign
After you’ve closed with a client, add them to an
automated campaign that goes out each month with
insurance-related ideas so you can always stay “top of
mind” with them. In these emails, remind them you are
also available to help their friends and family have peace
of mind when it comes to insurance. Be sure your
contact information is always prominently displayed in
your campaigns and add links to your social sites that
will allow clients to rate or share their experiences on
your pages. Remember, once a client opens your email,
they should know exactly what you want them to do
next. A clear call to action is necessary for clients to
interact with you.
Since referrals can be your #1 source for new
prospects, why not use the #1 best ways to get your
customer's referral message in front of their friends?
Here’s a short video tutorial I created for our Alliance
Members.
https://youtu.be/XriguCuAJec
Check out our newest Alliance Member Benefit. And
the best part? It's free!
eke
Offer a Small Incentive
In some states, your appreciation for a referral can
only be expressed in a verbal “thank you.” In others,
however, you could offer a financial incentive for each
referral that turns into a closed transaction. Keep these
incentives inexpensive and relevant to the transaction
goal. For example, a small gift card shows appreciation
without breaking your budget, while a yearly subscription
to a meal prep delivery club may be a little excessive.
Also, remember that for many clients, having someone
they know, like, and trust help their friends and family is
all the incentive they need.
Agents First!
Page 8 of 21
www.FYIExpress.com
April 2017
More Tips & “How-To” videos at www.AgentsFirst.org
The Top Rules of the Most Successful Agents
by John Chapin
What follows is a list of most important rules followed
by the top 1% of agents. Burn these into your brain by
reading them every morning when you first wake up and
right before you go to bed for the next 30 days. After that
read them once a week.
Rule 1: My most important result is to produce.
Rule 2: My most important activity is to talk to as
many potential prospects as possible. This is my main
focus every day and I don’t let anything distract me from
this most important task.
Rule 3: I am in the people business first and
foremost. I build solid, long-term relationships.
Rule 4: I am a team player and play well with others.
Rule 13: I am always learning and getting better
professionally and personally. I read books, listen to
CDs, watch DVDs and videos, follow industry
publications, go to workshops and seminars, and invest
in learning.
Rule 14: I take 100% responsibility for my failure and
success. I am my greatest enemy or ally. The only one
in my way is me.
Rule 15: I understand there are no excuses.
Someone has had it worse and overcome it.
Rule 16: I face my fears and push out of my comfort
zone. I make the tough calls and do something that
scares me every day.
Rule 17: I know my numbers and my daily activity. I
know what I have to do every day to hit my weekly,
monthly, and annual goals.
Rule 5: I have a great attitude, am self-disciplined,
and am the hardest worker in the workplace.
Rule 18: I listen 70 to 80% of the time. When I do talk
it is usually to ask good questions.
Rule 6: I show up early, leave late, and work nights
and weekends.
Rule 19: I am great at finding problems and never
propose a solution until I know the problem(s).
Rule 7: I persevere and persist. I refuse to quit until I
win.
Rule 20: I always do what’s best for the client and put
their needs first.
Rule 8: I am thick-skinned and don’t take things
personally.
Rule 21: I realize that the first sale is to myself. I
believe my company and my product are the best.
Rule 9: I always smile no matter what gets thrown at
me.
Rule 22: I dress well and am neatly groomed. I
realize that a good handshake, polished shoes, speaking
professionally and intelligently, and having a clean, crisp
image are essential.
Rule 10: I am extremely responsive and answer
client/prospect communications as quickly as possible. I
also answer calls and e-mails at night and on the
weekends.
Rule 11: I am self-motivated. I know WHY I do what I
do. I am also self-disciplined so that when motivation
wanes, I still do what I need to do even though I may not
feel like it.
Rule 23: I understand that my quality of life comes
down to who I associate with and what I put in my brain.
I put positive thoughts and ideas in my head and only
hang out with positive people. I stay away from
negatives and negative people. I also only listen to top
salespeople and business people.
Rule 12: I push myself harder than anyone else can
possibly push me.
Agents First!
Page 10 of 21
Continued on page 12
April 2017
More Tips & “How-To” videos at www.AgentsFirst.org
https://www.youtube.com/watch?v=58ubgSnewSk
**************************************************************
Insurance marketing expert, George Nordhaus, has created a brand new marketing
system (Monday Morning Markets) for specialty coverages of all kinds…that
automatically adds a new Product Knowledge Video or an Insurance Insights Video
every week right on your website …at no cost to your agency.
Over 200 agencies have each “claimed” their 200,000 population exclusive
territory. After embedding the MMM system on their websites, the MMMapproved agencies are busy using the additional marketing materials furnished
by MMM to tell their clients and prospects about the availability of “Every
insurance product you can name…and more”.
So if you are ready to know more, go into www.MondayMorningMarkets.com.
Listen to the explanatory videos. See how top independent agencies are using MMM
on their websites.
Then take five minutes of your time and click on “Agencies” (top
menu). You’ll find out if your territory is still available. In Georgia, for
example there are 54 territories, and 49 are still available.
Five minutes can change your agency forever!
Check out Monday Morning Markets
Agents First!
Page 11 of 21
April 2017
More Tips & “How-To” videos at www.AgentsFirst.org
person of integrity and character. I am always
professional, respectful, and honest.
Rule 34: I focus on agreeing with people as much as
possible.
Top Rules of the Most Successful Agents
Continued from page 10
Rule 35: I know I will have difficult days but refuse to
complain or quit.
Rule 24: I jump right to the next call after I make a
sale and don’t take a break because I know there is
power in momentum.
Rule 25: I am scripted and know exactly what to say
in each and every prospect and client situation.
Rule 26: I am over prepared for any and all sales
situations.
Rule 27: I role play and practice constantly with
others and myself.
Rule 28: I make one more call and do one more thing
before knocking off for the day.
Rule 29: I delegate as many non-sales tasks as I
can.
Rule 30: I time block my schedule and do my best to
only work on one thing at a time.
Rule 31: I outwork, out-relationship, and out-sell the
competition. I am more committed. I take better care of
our clients than the competition because I care more.
Rule 32: I do what I say I’ll do when I say I’ll do it and
I always go above and beyond and do more than the
client expects.
Rule 33: I do my job and hold myself accountable to
the highest professional and ethical standards. I am a
Rule 36: I understand that most worthwhile
undertakings usually take far more effort than estimated.
I am prepared to do whatever amount of work is
necessary to make my dreams come true.
John Chapin is a sales and motivational speaker and
trainer. For his free newsletter, or if you would like him to
speak at your next event, go to:
www.completeselling.com John has over 29 years of
sales experience as a number one sales rep and is the
author of the 2010 sales book of the year: Sales
Encyclopedia. For permission to reprint, e-mail:
[email protected].
# 1 Sales Rep w 29+ years’ experience, Author of the
2010 sales book of the year: SALES ENCYCLOPEDIA
(Axiom Book Awards) - The largest sales book on the
planet (678 pages).
508-243-7359 - 24/7
[email protected]
www.completeselling.com
LINKEDIN: once logged in find me under:
johnchapin1
FACEBOOK: http://www.facebook.com/johnjchapin
TWITTER: http://twitter.com/johnjchapin
Agents First!
Page 12 of 21
April 2017
More Tips & “How-To” videos at www.AgentsFirst.org
Why should I join Agents First?
We have a better idea!
Our benefits are designed to help agencies in
every aspect of their operation and all of it is done
on the Internet.
It is delivered in a combination of “How-To”
videos, interactive quizzes and breaking-news.
We have created an On Demand Training
University using interactive videos and quizzes to
test your knowledge of SIU's HO3 product that was
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The more you know about SIU's HO3
Conditions, Exclusions and Definitions, the more
confident you will be in your sales process.
And the less likely to be involved in an E&O by
saying the wrong things to an applicant.
Want to set realistic goals for your CSRs and
Producers? It’s in the library.
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Agents First!
Page 13 of 21
April 2017
Announcing AccuAgency: New Name, New
Look, Same Great Company!
Assurance Systems, Inc., is best known by its long-standing product name, AccuAuto. Many
agents still refer to us as AccuAuto, but an update is long overdue. For years we have offered
independent insurance agents more than just an auto rater. Our new name, AccuAgency,
encompasses our suite of products, including AccuAuto rater, AccuHome rater, AccuAgency
management system, and AgencyThrive web marketing and website services. The name
AccuAgency emphasizes our commitment to help independent agents be more efficient,
productive, and successful in an increasingly competitive market.
As we officially adopt our new name this January, we are also excited that 2016 marks our 30th
year in business, still under the same ownership and still committed to supporting the
independent agent. Only our name has changed, we are the same great company with the
same great service. AccuAgency looks forward to supporting you, the independent agent, for
many years to come.
We’re excited about our name change and about offering agents a variety of products to Get
Your Agency In Check!
A complete web-based system that integrates agency management and document storage all in
one easy-to-use service. Loaded with features to help organize and run your agency. Fully
integrated with our AccuAuto comparative rating where available.
If you write auto insurance and represent multiple auto insurance carriers, you know how timeconsuming it can be to enter the same quote on each carrier's website. Auto rates are always
changing. You may be familiar with the rates and underwriting rules for a company one day, but
they may change the next. With AccuAuto, you always have the most current rates and
underwriting rules in one easy-to-use, web-based service
A new product in our line-up, and only available in certain areas, AccuHome capitalizes on our
many years of experience with comparative rating to add a new tool to your arsenal for writing
homeowner policies.
Do you need a website for your insurance agency? Absolutely. If you don't have one (or you do,
but it isn't getting any traffic), you are missing out on the fastest growing marketing tool for
insurance there is. We believe in creating a simple, clean, professionally designed site for your
agency. But this is just the first step. Getting visitors to your site is step two, and we can help
with that. We will do the work involved in claiming your agency listings and marketing. Need a
phone number changed or have a great new photo of your staff you want added to your site?
You can reach us by email and phone for any updates or questions. Support is always included
with an AgencyThrive website.
Visit us at http://www2.accuagency.com/fyi.
About Assurance Systems, Inc.
Since 1986, Assurance Systems, Inc., has offered a variety of services for
independent insurance agencies, in addition to custom solutions and analytical
products for insurance carriers.
More Tips & “How-To” videos at www.AgentsFirst.org
A video handshake can be especially useful for those
smaller accounts where it just doesn’t make sense for a
producer to see the prospect or client face to face
physically.
How to Use Video to Engage with a Video
Handshake
Video is big. It is really big!
The equipment necessary to get started is simple and
inexpensive. I use and recommend the Logitech
WebCam HD C920 or C922 (less than $100 on
Amazon), a microphone (the microphone built into the
Logitech WebCam is certainly adequate to get started),
and decent lighting. Standard office lighting should work
just fine to get started.
Create a Script
Next, create a simple video handshake script you can
use to make sure you do not fumble over your words.
Something like this should work just fine:
According to an article posted on the YouTube
Official Blog, people around the world are now watching
a billion hours of YouTube’s content every day. And,
over half of those views are coming from mobile devices.
Agency Video Use
I have been talking about the importance of video for
an insurance agency for a long time here, here,
and here. The number of organizations I talk to that are
actively using video is small. The ones that are, create
coverage explanation videos to put on their YouTube
channel and their website. Coverage videos are a terrific
way to start using video effectively.
Another way to incorporate the use of video into your
standard workflow is by sending video email follow-ups.
The technology to deliver videos as part of your email
follow-up continues to improve. In this TechTip, I want to
focus on how producers can use video as a follow-up
tool. I call it the video handshake.
Agents First!
Introduce Yourself: “Hi, I’m Steve. I know it’s nice to
put a face to the name…”
Recap Key Points: Briefly cover the key points from
your conversation quickly. It helps to write them down as
bullet points before you record your video. This way you
do not ramble and stay on track.
Talk about the Next Step: Remind them about the
time of your next call or meeting, or the action you want
them to take.
You can just type this into a document and have it on
your computer screen as you are recording your video
mail.
Read Steve Anderson’s entire article at
https://steveanderson.com/2017/03/30/how-to-usevideo-to-engage-with-a-video-handshake/.
Page 16 of 21
Then start shaking hands!
April 2017
More Tips & “How-To” videos at www.AgentsFirst.org
How well do your customers understand the
coverage they have / don’t have?
Education is without a doubt a key issue in the
field of E&O loss prevention. To that cause, I have
professed for many years that your customers are going
to be educated at some point in time on how their
coverage works. Unfortunately, there will be times
where that customer education occurs when they
have a claim only to find out that there was an
exclusion or limitation they were not aware of. They
have now been educated but they are also not very
happy. These situations are oftentimes when there is
greater potential for that client to pursue legal action
based on the size of the uncovered claim.
What if you could somewhat modify that process
and have the education occur before the claim
happens? To the degree the customer was aware of the
exclusion or limitation and decided not to do anything
about it, there is definitely a greater possibility that legal
action will not be the end result.
Is this possible? Very much so! In fact, there are
numerous options to consider.
One of those options would involve the agency
performing an annual account review with that
client. Ideally, this would be a face-to-face discussion.
However, this may not be practical for some agencies
and for some clients based on availability. In many E&O
claims, the actual offer of conducting a review has
helped in the defense of the agency.
Another approach would be to provide on an
annual basis a list of coverages for the clients to
consider. When taking this approach, it is best to
include a quasi-disclaimer that “coverages to consider
include but are not limited to the following”. This
essentially implies that the list is not meant to be a full
list.
Many agencies provide (at renewal time or other
times during the year) a sheet that lists coverages such
as the following:
1.
Flood
2.
Earthquake
3. Inland Marine floaters (that provide much
broader coverage)
4.
Umbrella coverage
5.
Watercraft
For each of the coverages noted, provide an
explanation that highlights some coverage
differences that will hopefully catch the attention of
the customer and prompt them to inquire further.
One of the key reasons for providing some
guidance on insurance issues is due to the fact your
client’s exposures (both personal and commercial)
are changing and there is a good chance that your
client does not understand how a change in their
exposures could affect their insurance coverage.
Exposure changes such as kids going off to college or
vacancy of a home can be significant. Those two issues
have often been a key element in an uncovered claim
and the agency now facing an E&O claim.
Other approaches towards educating the customer
include an agency blog, a newsletter, an e-mail blast
using a theme such as “did you know…”
Education of customers is a very powerful initiative. It
will certainly play a major role in the defense of the
agency should a problem occur. It will also probably
result in the agency selling more insurance and a better
reputation of the agency in the community. Imagine a
client stating the following about your agency:
“I finally have my insurance with an agency that
helps me understand what coverage I have and what
coverages I don’t.”
Sounds pretty powerful to me.
More E&O Tips at http://www.agentseotips.com
Agents First!
Page 18 of 21
April 2017
Go to www.EandOQuote.com for more information
More Tips & “How-To” videos at www.AgentsFirst.org
First, clearly identify the problem. Then move
forward in finding the solution
The Producer Online IN ACTION is a monthly
reminder of how you can turn the knowledge gained
from The Producer Online into powerful sales
opportunities.
Finding the carrier
Only a limited number of carriers are interested in
writing the stock that is part of a jewelry manufacturing
risk. Some standard carriers may write such a risk but
exclude the jewelry. In such a case, a carrier that
specializes in jewelers block can be contacted to provide
the coverage needed to complete the account.
Isn’t close good enough?
Click here to review the Jewelers Block coverage in The
Insurance Marketplace for the state of Indiana that lists
brokers who are active in jewelers block and can provide
both coverage and advice.
Contacting the prospect
Brian was driving his car when he heard a noise. He
got out to inspect the vehicle, leaving it running with the
keys in the ignition. As he was crouching behind the car
and looking at the tail pipe a person got into the car and
drove it away. While the car was later discovered, the
two garment bags containing jewelry owned by Brian’s
employer, E.M.M.I, were gone and never recovered.
E.M.M.I filed a claim with Zurich, but the claim was
denied because the theft was from an unattended
vehicle.
Have you decided to pursue a jewelry manufacturer?
If so, offering to provide a risk management survey might
open the door. You could use the Commercial Lines
Risk Evaluation System Jewelry Manufacturer’s
Questionnaire to conduct the survey, but first you must
get the appointment.
Click here for a Business Building Letter you could mail
to your identified prospects.
Click here to see how the appellate court ruled.
Jewelry Manufacturers
Attention: Insurance Companies, MGA’s, Premium Finance
Companies & Insurance Industry Vendors:
Check out the rates for the most cost effective method of
keeping your message in front of your customers …
The Independent Insurance Agent.
Insuring jewelry manufacturers can be very difficult
because of the value of the inventory. The carriers
interested in writing these risks understand the unique
exposures and, therefore, often attach warranties that
allow the carrier to deny coverage when the
manufacturer or its employees are not vigilant.
If you are interested in writing a jewelry
manufacturer, Click here to review the Commercial
Lines Risk Evaluation System Narrative that describes
exposures and recommends coverages.
Ad Size
Monthly Pre-Pay 6
Issues
Full Page (7.5” x 10”)
$100.00
$500.00
Half - Page (7.5” x 5”)
$75.00
$350.00
Questions? Contact Eddie K. Emmett at
[email protected] or (770) 312-2342.
HU
Agents First!
Page 20 of 21
UH
April 2017
For 135 years Rough Notes has been
dedicated to making you a better agent.
Become the coverage expert with the Producer Online-Plus
Producer Online-Plus Includes
Commercial Lines Risk Evaluation Survey
Personal Lines Risk Evaluation Survey
Policy Form & Manual Analysis
Coverages Applicable
The Insurance Marketplace
Marketplace Cybercast
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Business Building Letters
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Rough Notes Magazine
In Action Monthly Newsletter
Videos for your Website
Producer Online Plus is designed with the powerful technology and technical
insurance content you’ve come to expect from Rough Notes. Narrative overviews
of operations and exposures for more than 650 classes of business are just a small
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