How To Make A Fortune In The Insurance Profession!
How To Make A Fortune In
The Insurance Profession!
Copyright © 2000-2003 Varga Success Systems, Inc.
You may share this book in its entirety with any person you want without charging a
fee for it. If you want to publish any part of it in your ezine, newsletter, magazine, or
on your website, you must include the following description at the end of the article:
Copyright © 2000-2003 Varga Success Systems, Inc.
The above article was taken from Ken Varga’s E-Book, How To Make A
Fortune In The Insurance Profession. Mr. Varga was in the insurance business
for 33 years and had insured 459,182 policyholders for his agency. To get a
FREE copy of his profit-generating book and learn even more strategies to
grow your business, visit his website at: www.sellinsurancelikecrazy.com
Published by Varga Success Systems, Inc.
www.sellinsurancelikecrazy.com
1135 Terminal Way, Suite #209
Reno, NV, 89502, U.S.A.
Phone: 775-337-2661 Fax: 775-201-0242 Email: [email protected]
Legal Notices
While all attempts have been made to verify information in this report, neither the author nor
the publisher assumes any responsibility for errors, inaccuracies, or omissions. Any slights of
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If advice concerning tax, legal, compliance, or any related matters is needed, the services of a
qualified professional should be sought. This report is not intended for use as a source of
legal, regulatory compliance, or accounting advice.
Also, some suggestions made in this report concerning advertising, marketing, joint ventures,
and so on, may have inadvertently introduced practices deemed unlawful under federal or
local laws, or that may violate rules or ethic codes of various regulatory associations or
agencies. You should be aware of the various laws governing business transaction or other
business practices in your particular geographic location.
Any references to any persons or business, whether living or dead, existing or defunct, is
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How To Make A Fortune In The Insurance Profession!
Table of Contents
Great Quotations on Insurance………………………….
4
Who Is Ken Varga... And How Can He Help You
Make A Fortune In Your Insurance Business Or Career?
5
What Some Well-known People Say About Ken Varga…. 8
Chapter 1
Welcome To The Most Rewarding And Fulfilling
Profession In The World ………………………………… 9
Chapter 2
The #1 Secret Of Becoming Outrageously Successful
In The Insurance Profession ….…………………………. 15
Chapter 3
How To Build Loyal Clients For Life And Compel Them
To Give You Truckloads Of Referrals ………………….. 29
Chapter 4
How To Build A Million-Dollar Agency Or Practice
Within The Next Five Years… Even If You Just Started
Your Business Yesterday ……………………………….. 91
Here Are The Tools You Can Use To Build Your
Million-Dollar Agency Or Practice In Record Time…….. 112
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How To Make A Fortune In The Insurance Profession!
“If I had my way, I would write the
word insurance over the door of every
house, because I’m convinced, for
sacrifices that are inconceivably small,
families can be secured against
catastrophes which otherwise would
smash them up forever.”
~ Winston Churchill ~
(1874-1965, British Prime Minister)
“The man who dies without adequate
life insurance should have to come back
and see the mess he’s created.”
~ Will Rogers ~
(1879-1935, American Humorist, Actor)
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How To Make A Fortune In The Insurance Profession!
Who Is Ken Varga... And How Can He Help You
Make A Fortune In Your Insurance Business Or Career?
H
ello, my name is Larry Lee. I’m Ken Varga’s business
associate and friend.
Congratulations for getting a copy of this book!
You’re about to discover the money-making secrets of one
of the most successful insurance agents in the United States.
And, if you’re willing to apply them in your agency or
practice, you’ll become a part of the top 3% of all agents
or financial advisors in the world.
Let me now tell you briefly about Ken Varga and why he’s probably the most qualified
person to help you become enormously successful in the insurance profession.
In 1966, young Ken Varga found himself in a very challenging situation. His wife was
pregnant with their first child, they had no money in their bank account, and he couldn’t
find any work.
One day a phone call changed his life, altered his fate, and shaped his destiny. And he’s
never looked back.
That call came from a Metropolitan Life insurance agent, who was trying to sell life
insurance to Ken and his wife. When he told the agent he couldn’t afford to buy any life
insurance because he didn’t have a job or any money in his bank account, the agent invited
Ken to his office to be interviewed for a job.
Ken did. And, after accepting a position as a “Debit Agent” with Met Life, he found himself
working 14 to 16 hours a day, six days a week, just to earn enough to get by.
He hated making cold calls for appointments so much that a knot formed in his stomach as
soon as he got close to his office each morning. (Sound familiar?)
Sometimes he would drive more than a hundred miles for an appointment, only to be stood
up by the prospect. And for the ones who did show up for the appointments, after Ken had
finished his presentation, most of them didn’t buy.
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Now, although he hated being stood up or being rejected as much as any other agent,
because he still had to make money to support his family, he persisted and put up with the
humiliating process of chasing after prospects and being rebuffed time and time again.
The thought of quitting the insurance industry crossed Ken’s mind many times. But because
he couldn’t find any other job that would pay him enough to support his family, he decided
to stick with his insurance career. He was determined to find a better, easier, and more
effective way to make a good living in the insurance profession.
Fortunately, after several years of trying every conceivable method, technique, and system
available to him at the time, his hard work and persistence began to pay off. And he started
generating enough money to provide a decent lifestyle for his family.
Sadly, no matter how much more money Ken was making...
He Still Hated Cold Calling And
Chasing After Prospects For Appointments!
Although he had learned to accept rejections better, it still bothered him a lot when
prospects told him, “No, I’m not interested” or any of the thousand other excuses they used.
Now, like most agents, Ken understood prospecting was a numbers game. The more people
he could contact, the more appointments he’d get, and the more sales he’d make. But the
downside was that he would also get more rejections, no-shows, and frustration.
Besides, because he was already working 14-16 hours a day, the only way he could contact
more prospects would be to put in even more hours. (Can you relate to this?)
One day, Ken said to himself, “There’s got to be a better way to sell insurance. A more
effective, more efficient method to get in front of people on a favorable and non-threatening
basis without having to make cold calls. A way that would make the prospects actually look
forward to meeting with me.”
Well, after investing thirty-three years and more than $10.2 million, not only has Ken
discovered a system to do just that, he’s developed and perfected many systems, which,
together, had created 459,182 clients for his agency. (He sold his agency in December 2001,
for many millions of dollars.)
Now, the important fact you need to understand about Ken is this…
Even though he was making millions from his agency each year, he has never forgotten how
difficult it was for him to get to the point where he could actually work the number of hours
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How To Make A Fortune In The Insurance Profession!
he wanted and still produce plenty of money to live the lifestyle of his dreams.
That’s why after he learned the average agent has a book of between 500 and 2,000
policyholders and only earns $34,800 a year (according to Agents Insurance Marketing, the
company that has analyzed more than 750,000 agent records), he was shocked!
When Ken sees other agents suffer unnecessarily through the same struggles and challenges
he went through, and just make enough to pay their expenses, he felt sad for them. And,
after learning many agents are getting little or no support and direction, or the wrong
support, from their company or agency managers and leaders, he felt even worse. He said:
“Telemarketing, cold-calling, sending out poorly written corporate-produced sales letters,
and the way most agents ask for referrals may generate a few leads. But in today’s
economy, these methods are overused, outdated, and are usually just a waste of time and
money.”
Ken realizes, by helping other agents and financial advisors become more successful, he
also will help the people they serve – the insurance buying public. And that’s why he finally
decided to share his million-dollar systems and secrets with you and other agents.
Even though you paid nothing for this book, you can easily use the information to
make tens of thousands of dollars in extra income within the next six to twelve months.
So, grab a pen, a pencil, or a highlighter, and turn to page 9 to discover how you can begin
using Ken’s techniques and systems to create your ultimate agency or practice.
Sincerely,
Larry Lee
P.S. By the way, instead of reading this book from your computer monitor, I suggest you
print out the pages. And, as you read, underline or highlight any ideas that seem
profound to you. By doing so, you’ll triple your retention of that particular idea, as well
as being able to find it easily later on. Depending on your reading speed, the time it
takes you to go through this book will be one of the most profitable investments of your
time. So, please put everything aside and read it NOW!
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What some well-known people say about Ken Varga:
“In my speaking career, I’ve met many speakers who have acquired their expertise by
studying other experts in their fields, but I've met only a few who actually have spent a
lifetime and millions of dollars to test every idea, concept, and strategy they shared with their
audiences. Ken Varga is one of these rare individuals. Not only has he acquired a vast ocean
of knowledge and experience by being involved in 32 different successful businesses, he has
the ability to convey his cutting-edge ideas and strategies to his audiences in an easy to
understand manner. Every attendee will leave his workshop or seminar with at least a dozen
tested-and-proven ideas to take their businesses to the next higher level of success.”
– Mark Victor Hansen
(Speaker, consultant, co-creator of the best-selling series Chicken Soup for the Soul®)
“After speaking with Ken Varga for only 14 minutes, I knew I was talking to an expert at
starting an insurance business from scratch and then taking it to the million-dollar mark in
record time. In the last ten years, I've spoken at dozens of insurance conventions, workshops,
and seminars, meeting hundreds of speakers and authors. But none of them have the success
records that Ken has. With 460,000 clients for his insurance agency, Ken no doubt is the most
successful insurance agent I’ve met. And, believe me, I’ve met thousands of agents during
my speaking career, including hundreds of Top of the Table members. Now that he has
started to offer his speaking engagements and consulting services to insurance companies and
associations, agents across the nation can learn and use his million-dollar ideas and secrets to
make a fortune in the insurance profession the quick and easy way.”
– Brian Tracy
(MDRT speaker, author, trainer, peak-performance expert)
“How would you like to pick the brain of the richest insurance agent in America? Ken Varga
is THE richest insurance agent in America! I’ve met Ken and visited with him a number of
times and he’s as sharp as you’d expect somebody with almost half a million clients to be.”
– Dan Kennedy
(Marketing genius, trainer, speaker, and author known as “The Millionaire-Maker”)
“Incredible book! I’m nearly at a loss for words and that doesn’t happen very often to me.
You have written a best seller. You instill a confidence in your reader, that if they follow
exactly what you say, then it will work for them. That’s powerful.”
– Robert Allen
(Trainer, speaker, and best-selling author, The One Minute Millionaire)
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Chapter One
Welcome To The Most Rewarding And
Fulfilling Profession In The World
D
espite the deteriorating image of the insurance industry, the insurance business or career is
still one of the most rewarding and fulfilling professions in the world.
This business is unique because it gives you an amazing opportunity to make a fortune, as well as to
help thousands of people protect their dreams and futures.
By choosing to be in the insurance profession, you’re contributing enormously to society.
It doesn’t matter what kind of insurance you sell – whether P&C, life, disability, health, LTC, or
even financial service products – if you’ve been in this profession for some time, then you probably
have seen the tremendous benefits an insurance policy can provide to the policyholder: protection,
security, and peace of mind.
Like most agents and financial advisors, I’ll bet you feel extremely good when someone buys a
policy from you or your agency… because you know you’ve helped another person protect himself
or herself from an unexpected disastrous financial loss.
Isn’t it wonderful to go to bed at night knowing you’re contributing positively to society each day
while you’re working toward achieving your aspirations at the same time?
Absolutely!
But unfortunately, in spite of the massive contributions insurance agents and financial advisors
(whom I refer to as Dream Protectors™) are making to our society, I have sad news to tell you:
The public’s perception of our industry is very negative; they have little or no respect for us.
In fact, a poll (featured in the San Francisco Chronicle, October 1, 1997) ranked insurance agents
at an all time low, rating them even less trustworthy than lawyers. And a poll in USA Today placed
insurance agents just slightly above car salespeople.
It’s scary, isn’t it?
You and I both know we don’t deserve this kind of treatment from the people we’re trying so hard
to serve. The public’s perception of our industry is definitely way off track.
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You know, because of the positive impact we’re making on so many lives, we should be respected
at least as highly as the medical professionals.
If our clients and prospects really understood the important role we play in their lives and in
society, they would respect and appreciate what we do.
Well, it’s my hope and also my goal that, through this book, you and I can change the public’s
misconceptions about insurance agents and improve the image of the insurance industry, gaining
their trust once and for all.
We can achieve this objective by educating our prospects and clients about the benefits of our
products and services, showing them how to protect themselves, their families, and their valuable
assets properly against unexpected disastrous events that could cause them major financial losses.
Sadly, because some agents are more concerned with closing the sale, they don’t take the time to
find out what their prospects’ or clients’ needs or wants are, nor educate them about the best
possible options available to them.
Worse, some of these agents have even used and are still using questionable methods to influence
their prospects or clients to buy policies from them. As a result, these unethical actions have
affected the overall image and reputation of the insurance profession, and the people who work in
it.
Another factor that has caused many consumers to have a negative perception of the insurance
industry is the nature of the insurance products themselves. They feel adversely about insurance for
three main reasons:
First, many people are uncomfortable talking about (or even thinking about) death or disasters. So,
they discuss little about insurance.
Second, for some kinds of insurance, such as life, the purchaser may not get to enjoy its benefits
directly, even though they have to pay the premium for a long time.
Third, if a person has a number of claims against a policy, such as homeowners or auto, even after
paying premiums for many years, their insurance company may still increase their rates, or, in some
cases, completely deny them coverage upon renewal.
Because of these reasons, it’s important for us to properly educate our prospects and clients about
the direct and indirect benefits of each insurance policy we offer. In addition, we need to show our
clients the various ways to protect their valuable assets and help them reduce the number of claims.
In Chapter Three, you’ll discover how to provide exceptional and “personal touch” service to your
clients, compelling them to do business with you for years to come and to give you an avalanche of
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qualified referrals on a regular basis.
Right now, I’d like to discuss with you...
Some Other Disturbing Realities Of The Insurance Industry
No doubt the deteriorating image of the insurance industry, alone, has made it very challenging for
many decent and hard-working agents to make a good living. A lot of them will be affected by this
negative image for years to come. No wonder most agents only earn an average income of $34,800
a year (according to Agents Insurance Marketing, the company that has analyzed more than
750,000 agent records).
I’m sad to tell you, the image problem of the insurance industry is just one of the many factors
affecting agents across the nation. Here are five other factors (mostly out of your control) that can
make it very difficult for you to make the kind of money you want from your insurance business or
career...
1. Your commissions may be shrinking further.
In the last ten years, agents across the nation have already lost 3 points. And because
carriers are pressured to produce higher profits, they’ll keep on slashing commissions,
reducing your income even further.
2. Insurance companies will keep on slashing costs by replacing people with technology,
such as the Internet.
Because insurance companies (both independent and captive) can now reach consumers or
buyers directly through the Internet and other technology, they’re cutting back on their
agency force. To accomplish this, companies use mergers, terminations, layoffs, normal
attrition (not replacing agents when they leave), and even changing agents’ contracts or
commission structures. So, unless you position yourself to be one of their top agents, your
career or job could very well be on the line.
Also, since prospects can get a quotation from several hundred insurance companies on the
Internet quickly, easily and effortlessly, they don’t need to buy insurance from an agent
anymore. And they won’t... unless you can give them an extremely good reason to do
business with you.
3. Direct writers are eating up more and more market share.
In the last decade, direct writers have eaten up 24% of the market (both personal and
commercial) that used to belong to the independent agents, and there’s no sign of letting up.
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One leading direct writer, in an effort to maintain market dominance, has cut auto insurance
premiums and has placed a temporary moratorium on future rate increases. They’re funding
their losses with investment income, rather than underwriting income.
4. Banks, credit card companies, stock-brokers, lawyers, accountants, and so on, are
muscling their way into the insurance industry, causing unbelievably fierce
competition.
In many cases, these businesses and professionals have an existing relationship of trust with
their clients (who also happen to be your clients and prospects). And, because of that
relationship (which may be stronger than the one you have with them), they are in an
excellent position to capture those people as clients at your expense.
Unless agents begin to aggressively take control of their situations, it’s going to be very
challenging for many of them to make a good income in the near future. In fact, many
of them won’t be able to survive at all.
With some of the direct writers getting into the banking business, their agents are becoming
“full service” and are offering “one-stop” shopping and added convenience to people who
might normally do business with you.
5. The costs of running your agency or practice have increased substantially and will keep
on increasing over the next several years.
This definitely is a double whammy. The decrease in commissions and the increase in
expenses will reduce your profit margin even more.
It seems like there’s never an end to inflation. Things simply cost more with time. Most
leases have built-in escalation clauses, utilities, phone expenses, and advertising rates go
up... and the most expensive part of your business: your employees cost more each year.
You know how difficult it is to find good help. Even after you’ve discovered that special
person, they’re probably making a decent income where they’re currently working. So, if
you want them to leave their present employment and work for you, you’ve got to make it
attractive for them – in terms of salary, benefits, and working conditions.
In addition, to keep them loyal, happy, and out of the clutches of your competition, you have
to reward them, make them feel special, and give them time off. Otherwise, you’ll spend
your time, money, and effort training them, only to have them leave your agency or practice
for a better, higher-paying position with one of your competitors.
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Well, as you can see, I could go on and on listing dozens of other factors that are affecting agents
across the country.
But, you know what?
As I said earlier, despite the deteriorating image of the insurance industry, and the many
unfavorable conditions that have made it very hard for many agents to make a good income, you’re
still in the best profession in the world right now.
Get excited, my friend! While today may seem like the worst time to be in the insurance
profession, I have wonderful news for you...
There Are More Opportunities To Make A Fortune
In The Insurance Industry Today Than There
Ever Has Been In The Last Three Decades!
After having worked in the insurance business for 33 years, I believe there are more opportunities
to build a super successful agency or practice today than there were when I first became an agent.
Here’s why...
When the industry is under so much pressure, many “average” agents won’t be able to survive.
And this will create an unparalleled opportunity for some “super-agents” to increase their market
share substantially.
Today your prospects and clients are facing more risks than ever and having fewer good people to
rely on to help them deal effectively with these risks. So, if you position yourself strategically,
you’ll capture a huge market share.
Your insurance or financial planning business or career certainly has the potential to make you a
fortune, just like mine did for me. And in this book, you’ll discover how to unleash the enormous
wealth hidden within your agency or practice.
In the next chapter, you’ll learn…
The #1 Secret Of Becoming Outrageously Successful
In The Insurance Profession!
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Success Journal For Chapter One
Today’s date: ________________________
Please answer these questions...
1. What’s the most profound idea or strategy you’ve learned from this Chapter?
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————————————————————————————————————–
2. How can you use it to increase your income, to grow your business, or to improve
your life?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
3. When will you start using the above idea or strategy?
————————————————————————————————————–
4. What else did you learn from Chapter One that could impact your business
enormously?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
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Chapter Two
The #1 Secret Of Becoming Outrageously Successful
In The Insurance Profession!
W
henever I ask agents what is the main purpose of their business, they usually reply: “To
make a profit.”
Do you agree with their answer? Please take a few moments to think about it before responding.
Interestingly, in the early years of my insurance career, I also thought the main purpose of my
agency was to make a profit. So I focused my time, energy, and effort figuring out ways to make
as much profit as I possibly could.
And you know what?
Unfortunately, just like many agents, no matter how hard I worked, I was only able to make
enough money just to get by. I didn’t understand it. If I was doing everything I knew to make a
profit, then how come I was making only peanuts?
Well, after struggling for several years, I eventually realized making money wasn’t the main
purpose of my agency at all. I reasoned there must be something in my business which, if I were to
learn how to do it extremely well, would allow me to produce the kind of income I wanted.
And I was right. There was. I then started studying many of the top agents in the country,
discovering they all had one thing in common:
They All Knew How To Get And Keep Lots Of Clients!
In the beginning, I didn’t believe becoming successful in the insurance business could be this
simple. So I thought, besides knowing how to attract and keep tons of customers, there must be
other factors that were responsible for these agents’ success.
And there were. For example, all of them knew how to manage their cash flow, their employees,
and their time very well. However, the main reason these agents stand head and shoulders above
and beyond everyone else was…
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They Knew How To Get And Keep Customers
Better Than Their Competitors!
After pondering on this idea for some time, I finally realized the primary key to making a fortune
in the insurance profession… is knowing how to get and keep an endless supply of clients.
The same thing is true with you. After you’ve learned how to acquire and maintain a large number
of clients, you’ll also be able to make the kind of income you want.
Over the years, I’ve met many agents who had hired agency consultants to help them turn their
businesses around. Sadly, although most of these “so-called” experts knew a lot about agency
management strategies and techniques, only a few actually knew how to get and keep truckloads of
clients.
As a result, without a steady supply of clients buying from them regularly, most of these agents still
find themselves in a very challenging situation today. (You may be one of them.)
Whenever an agent consults with me, the first thing I usually help him or her do is to set up an
effective system to get and keep tons of clients or policyholders. After that, I’d show them how to
manage their agency or practice better.
If you were to examine the most successful businesses – not just insurance agencies – in your town
or city, you’ll find all of them have effective systems for getting and keeping lots of clients.
Please keep this important fact in mind:
Your clients are your business and your agency exists for your clients. Without them, there is
nothing: No profit, no income, no college education for your children, no trips or vacations, no
new home or car, and, of course, no business!
Clients Are The Lifeblood Of Your Agency Or Practice!
As simple as this statement may sound, it’s incredibly profound.
You see, unless you understand and accept the fact that clients are the lifeblood of your
agency, you’ll never go the extra mile to make them feel special and appreciated.
Here’s another important fact you must understand…
Your Clients Are Your Greatest Business Asset!
Although these seven simple words sum up one of the single greatest keys to your long-term
business success, it never ceases to amaze me how many agents and financial advisors don’t even
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understand this basic fact.
When asked what’s the greatest asset of their business, they usually replied…
“The cash in our bank accounts.” Or…
“The real estate we own.” Or…
“Our employees.”
Well, even though these assets are very important to your business or mine, they are not the most
valuable. Because, without your clients, eventually the money in your bank accounts will be used
up, so the real estate will have to be sold to generate cash to pay the employees and other expenses.
Since most agents don’t realize their clients are their greatest business asset, they treat them poorly
or with indifference. This is why they don’t make the kind of income they want, no mater how hard
or long they work. Also, this is one of the reasons the insurance industry has such a poor image.
When you treat your clients with indifference or with the attitude that you don’t care
whether they do business with you…
7 Out Of 10 Of Them Will
Eventually Stop Buying From You!
Think about your own personal experience.
How many businesses have you stopped patronizing because they didn’t take care of you well
enough to keep you as a satisfied customer for life?
How many times did you leave an establishment and felt they didn’t care if you ever buy from
them again or not?
I bet this situation has happened to you more often than you care to remember, right?
In my case, I’ve stopped doing business with dozens of organizations in the last twelve months
alone. For example, I’ve discontinued patronizing several restaurants because the owners or the
employees, or both, didn’t treat me the way I’d like to be cared for. They didn’t make me feel
special and appreciated.
For some strange reason these restaurant owners just didn’t realize, by treating me with
indifference, they’d lose tens of thousands of dollars, instead of just the value of a few meals.
That’s right, by not understanding the simple fact that I, their customer, am their most valuable
business asset, they failed to take care of me well enough to keep my business for life. Let me put
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into perspective how much money these restaurants have lost for not treating me well.
My wife, Barbara, and I usually dine out three times a week, often at a different restaurant each
time.
Our average meal is about $50, which means each restaurant makes about $2,600.00 a year from us,
or about $26,000.00 in ten years. In addition, we usually tell 3 other people about the restaurants
we really like – the ones that treat us like royalty.
If only one of these three people dines once a week at the restaurant we recommend, with an
average value of say, $50, then this restaurant will also make $2,600.00 from that person in a year,
or $26,000.00 in ten years. This means, the restaurant will have earned a whopping $52,000.00 from
my friend and me over a ten-year period.
And this is not all. Because the restaurant also gives my friend the royal treatment, he or she will
also tell 3 other people about it. And this wonderful cycle repeats itself over and over.
What this means is, in just ten short years, this restaurant could have made several hundred
thousand dollars in gross income from me – directly and indirectly – all because it treated my wife
and me extremely well.
Now, let me ask you this…
If you were the owner of the restaurant I just described, knowing you could generate several
hundred thousand dollars from my wife and me in ten years (directly and indirectly) wouldn’t you
go the extra mile to make us feel like kings and queens every time we go to your restaurant?
You probably answered, “Of course!” right?
I’m sure every restaurant owner would reply the same way.
Unfortunately, in the real business world, the opposite is usually true. You see, since most
entrepreneurs, not just restaurant owners, don’t realize each one of their customers could be worth
tens of thousands, even hundreds of thousands, of dollars to them over a period of ten to twenty
years…
They Fail To Treat Their Customers Well Enough To Keep
Their Business For The Long Term!
I’m sad to say this is also true in the insurance industry.
Please answer these questions…
Do you know what’s the average number of years a client does business with you?
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Do you understand how much each one of your clients is worth to you or how much money you
can make from him or her during this period (which could be 10 to 20 years)?
If you’re like most agents, you probably answered “no” to the second question, right?
If so, I have bad news for you. By not knowing the lifetime profit value of your average client, just
like the restaurant owners…
You’re Losing Out On Hundreds Of Thousands To Millions Of Dollars
Over The Next Ten To Twenty Years!
Imagine how much money you’ll make if each one of your clients is worth say, $20,000.00 in gross
commission to you over the next ten years.
If you have 1,000 clients, this means, over the next 10 years, you’ll make $20,000,000.00 or
$2,000,000.00 annually!
Making this kind of money would allow you and your family to enjoy a great lifestyle, wouldn’t it?
Absolutely!
Now, if generating $20,000,000.00 in gross income in ten years is too big for you to relate to, let’s
use a smaller figure. Let’s say you only have 500 clients from whom you can earn just $10,000.00
each year, over the next ten years. This means, you will make $5,000,000.00! Or, in other words…
You’ll Produce $500,000.00 A Year, Each Year…
For The Next Ten Years!
You probably agree generating half a million a year would allow you and your family to enjoy an
extremely comfortable lifestyle, wouldn’t it?
No doubt.
I’m going to prove to you, with concrete numbers, why your clients are your greatest business
asset… and why it’s realistic for you to make at least $10,000.00 from each one of them over the
next ten years. To do this, we’ll use…
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The Formula For Calculating The Lifetime Profit Value
Of Your Average Client:
A. Average first year commission of policy
$
B. Renewal commission as % of first year’s commission
C. Renewal commission of policy (A x B)
%
$
D. Number of policies per year per client
E. Average number of years client buys from you
F. Renewal commission over the life of clients [C x D x (E – 1)]
$
G. Commissions earned over the life of client (A x D + F)
$
H. Number of referrals from client
I. Percentage of referrals that become a client
%
J. Number of referrals who become clients (H x I)
K. Commissions earned on referrals (G x J)
$
L. Total value of a loyal client (G + K)
$
Let me explain some of the above items:
A. Average value of policy – Add your total commissions for a year and divide that by the total
number of policies issued.
C. Number of policies per year per client – Take the total number of policies issued for a year and
divide it by the total number of clients. (If you sell only one type of policy, ignore the
calculation and just use 1.)
E. Number of years client buys from you – Since about 20% of the population moves every year,
this number may be between 8 and 20 years, depending on how well you treat your clients.
(Because many agents don’t take excellent care of their clients, their number is less than 5.)
H. Number of referrals from client – How many other people does each loyal client tells about you?
If you’ve been treating your clients well, then you should be getting between 4 and 12 referrals.
On the other hand, if you’ve been treating them poorly, then, like many agents, you may be
getting no referrals at all.
J. % of referrals that become clients – This percent depends on how well you treat your clients and
how happy they are with your service. It usually is between 30 and 60%.
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Let’s plug the numbers into the formula and see what happens.
For our example, let’s say the average value (or commission) of a policy is $100. The renewal
commission is 100% of the first year commission. The number of policies per year is 2. The
number of years the client buys from you is 10. The number of referrals from each client is 8. And
the % of referrals that become clients is 50%.
After putting these numbers into the formula, we get…
A. Average first year commission of policy
$
B. Renewal commission as % of first year’s commission
C. Renewal commission of policy (A x B)
100
100
$
100
D. Number of policies per year per client
2
E. Average number of years client buys from you
10
F. Renewal commission over the life of clients [C x D x (E – 1)]
$ 1,800
G. Commissions earned over the life of client (A x D + F)
$ 2,000
H. Number of referrals from client
%
8
I. Percentage of referrals that become a client
J. Number of referrals who become clients (H x I)
.50
%
4
K. Commissions earned on referrals (G x J)
$ 8,000
L. Total value of a loyal client (G + K)
$ 10,000.00
As you can see, in this example, each client is worth $10,000.00 to you over a 10-year period. So,
having 500 clients will make you $5,000,000.00 over the next 10 years, or an average of
$500,000.00 per year.
Here’s more exciting news for you, this is the minimum amount.
I’m sure you realize making only $100 in commission on a policy is very conservative. For
instance, on some large accounts, such as commercial, life, health, or disability, you could earn
several thousand dollars a year on each policy. In this case, the total lifetime profit value of
your average client could be $100,000.00, $250,000.00, even $500,000.00 or more!
Okay, in the table on the next page, please calculate the lifetime profit value of your average
client…
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A. Average first year commission of policy
$
B. Renewal commission as % of first year’s commission
%
C. Renewal commission of policy (A x B)
$
D. Number of policies per year per client
E. Average number of years client buys from you
F. Renewal commission over the life of clients [C x D x (E – 1)]
$
G. Commissions earned over the life of client (A x D + F)
$
H. Number of referrals from client
I. Percentage of referrals that become a client
%
J. Number of referrals who become clients (H x I)
K. Commissions earned on referrals (G x J)
$
L. Total value of a loyal client (G + K)
$
If the average commission you make on each policy (line A) is about $100, the life time value of
your average client (line L) should at least be equal to $10,000.00. Or, if your average commission
is not $100, you can calculate the minimum lifetime profit value of your client using the following
formula:
Divide your average commission per policy (line A) by 100 and then multiply it by 10,000.
For example, if your average commission per policy is $225, the lifetime value of your client would
be $22,500.00 (225/100x10,000).
Or, if your average commission per policy is $1,000, the lifetime value of your client would be
$100,000.00 (1000/100x10,000).
Or, if your average commission per policy is $4,000, the lifetime value of your client would be
$400,000.00 (4,000/100x10,000).
Or, if your average commission per policy is only $50, the lifetime value of your client would be
$5,000.00 (50/100x10,000).
The potential lifetime profit value of your average client is...
(Your average commission per policy) $ ________________ / 100 x 10,000 =
$ __________________________________
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When you compare the lifetime profit value figure for your agency (line L) with the amount you
just calculated, you’ll find you have so much more money to make from each one of your clients
over the life of their buying cycle.
Let’s now examine…
Why Is It So Important For You To Know
The Lifetime Profit Value Of Your Average Client?
First of all, until you realize how much each one of your clients is worth over the course of his
or her patronage, you’ll never go the extra mile to treat that person like a king or a queen.
If you’re like many agents, you might also have set up an annual advertising or marketing budget
for getting new clients, but I bet you probably haven’t set up one for keeping your current clients
happy and compelling them to do more business with you for years to come, right?
Well, now that you know the enormous amount of money you could make from your clients, you’ll
go the extra mile to take extremely good care of them, won’t you?
OK, the second reason you should know the lifetime profit value of your average client… is so you
can figure out the right amount of money, time, and effort to invest on getting a prospect to become
your client.
For example, before calculating the lifetime profit value of your average client, if you thought each
one is worth say, $500, because that person may only buy from you once or twice, then you
probably spend only $50 or $100 to get a prospect to become your client.
On the other hand, if you knew each client is worth $10,000.00, $20,000.00 or more over a ten year
period, then you may be willing to invest as much as $500, or even $1,000, to get a prospect to
become your client, wouldn’t you?
Certainly!
Let me tell you about a company that makes millions of dollars each year by losing money getting
customers.
Have you ever heard of Columbia House Music Club?
They’re the organization that offers 12 music CDs for 1 penny (or 5 DVDs for just 49 cents each),
if you agree to buy a certain number of CDs over the next two or three years.
How could they afford to do that? They’re obviously losing a lot of money selling 12 CDs for just
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1 penny, when each one regularly sells for $12 to $15.
Yes, although they’re definitely losing money to get a customer, their marketing strategy is brilliant.
You see, because they know what the lifetime profit value of their average customer is, they actually
end up making millions and millions.
In marketing terms, Columbia House is said to be losing money on the front end and is
making all of their money on the back end.
Because Columbia House has done their math, they realize for so many people who have accepted
their offer, a number of them will buy the minimum requirement, and a number of them will buy a
certain quantity over the minimum requirement.
If you’ve signed up for Columbia House’s offer or a similar music or book offer, then you’ll know
after you’ve joined, they will keep on sending you special offers regularly, persuading you to buy
more and more CD’s or books.
In addition, they (or their joint-venture partners) will also be sending you special offers on other
products, such as CD players, credit cards, long distance telephone plans, cell phones, Internet
connection packages, and so on, making you irresistible offers. What’s more, they may rent your
name to other organizations, making at least $1 per year. So if they have 1,000,000 customers, they
can generate a million dollars a year in list rental revenue alone.
In short, by losing say, $50, on the front end to get a prospect to become their customer, they may
end up making $500 or even $1,000 or more from each one over the next several years.
As you can imagine, if Columbia House didn’t know each one of their customers could be worth
$500 or $1,000 to them over several years, then they wouldn’t have made their prospects such a
crazy offer (12 CDs for 1 penny).
What important lesson can you learn from Columbia House?
It’s this. To figure out the maximum amount to invest to get a client, you must know the
lifetime profit value of your average client.
Can you see the incredible advantage you’ll have over your competitors?
Because most of your competitors don’t know they could make $10,000.00 or more from each one
of their clients over the course of their patronage, they’ll usually invest only minimum effort and
money, say $10, to get a prospect to become their client.
On the other hand, since you know the lifetime profit value of your average client, you’ll be willing
to invest more effort and money, say, $100 or even $500, to get a client. So, you’ll end up acquiring
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more clients than the competition and securing a substantial market share.
In addition, now that you understand your clients are your greatest business asset, you’ll go the
extra mile to serve them to death, compelling them to do business with you for a lifetime... and to
refer everyone they know to you.
Please keep this important fact in mind…
It Costs At Least Six Times More To Sell To A New Client…
Than It Does To Resell To An Existing One!
In fact, sometimes you need to keep a client for 2 to 4 years just to break-even. This is especially
true if you sell only a single policy to them.
As you may be aware, it often costs $2 to $3 just to get $1 of revenue the first year. The initial sale
is almost always the most expensive. That’s why it’s crucial for you to have back-end products.
What are the back-end products for your agency?
Well, if you’re a P&C agency, your back-end products are the policies your clients haven’t bought
from you yet.
For example, if you sell auto, homeowners, business, health, marine insurance, and so on, then for
the clients whom you’ve written only an auto policy, your back-end products are the homeowners,
business, health, marine, and even life and LTC policies.
For the clients whom you’ve written only a commercial policy, your back-end products are the
auto, homeowners, health, marine, life, disability, and LTC policies.
If you’re a financial advisor, your back-end products could be annuities, mutual funds, CDs
(Certificates of Deposit), and many others. And if you’re a life agent, your back-end products could
be the P&C policies.
As a life agent, you may not be allowed to sell P&C policies directly to your clients. But this
doesn’t mean you can’t form a joint-venture or strategic alliance with a good P&C agent and refer
your clients to him or her, earning a referral fee per policy.
In addition, regardless of whether you sell multiple products or just single, your other back-end
products could be offering non-insurance related products to your clients through joint-venturing
with various organizations, such as accountants, flower shops, dentists, chiropractors, dry cleaners,
restaurants, and many others.
As you can see, the possibilities to round the account (or to up-sell, cross-sell, and back-end your
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clients)… are endless.
After you’ve gone the extra mile to serve your clients to death, you’ll be blown away at the extra
business and profits you can generate from them and their referrals. So, before you spend most of
your time, effort, and money trying to figure out ways to convince more prospects to become
your clients, it’s in your best interest to invest your valuable resources on your existing clients.
In the insurance business (or any business for that matter)…
Not Only Must You Sell The Clients To Get Them…
But You Must Also Keep On Selling Them In Order To Keep Them!
By this, I mean you must constantly and consistently keep on selling the value or benefits of your
agency or practice to your clients, eliminating any buyer’s remorse… and compelling them to do
more business with you and to give you referrals.
Unfortunately, for most agents, the sales process usually ends after they get a prospect to
become their client. In other words, they stop communicating to the customer they had invested so
much time, effort and money to acquire in the first place. That’s why they lose up to 19% of their
client base every year.
For some strange reason, many agents don’t do anything special for their clients after the first
transaction. Instead, they just hope their clients will renew with them the next year, which usually
doesn’t happen.
I’ve asked a lot of agents what they do to make their clients feel special and to motivate them to
renew their policies, and I was always surprised at their replies.
Many of them answered: “Nothing.” And some of them said: “I send my clients a birthday card
each year.”
Upon hearing this, I then inquired if they knew how much their average client could be worth to
them over a ten-year period. Many of them usually looked dumbfounded and stated, “No. I’ve never
thought about looking at my clients that way.”
I then asked if it was reasonable for them to make at least $5,000.00 from each of their clients over
a ten-year period, and most of them responded... “Yes.”
Upon hearing that, I then questioned: If you could make at least $5,000.00 from each one of your
clients in a ten-year period, doesn’t it make sense for you to spend say, $100, to do something
special for each one of your clients – besides a birthday card?
At this time they usually nodded their heads in agreement, finally understanding the important point
I was trying to make. And, after I showed them how to calculate the lifetime profit value of their
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average client, their eyes grew almost as large as saucers.
Believe me, after you’ve figured out the enormous potential profits you could make from each one
of your clients, you’ll wish you had treated them like kings and queens when you first started your
business or career.
In the next Chapter, you’ll discover...
A 12-Month Client-Building System You Can Use To Create
Loyal Clients For Life, Motivating Them To Do Business With You
For Years To Come, As Well As To Give You Lots Of Referrals!
Regardless of the types of insurance you sell, including financial service products, you can easily
use the above system to put an extra $25,000.00 or more into your bank account within the next
ninety days. So, turn to page 29 now.
(If you have any notes for this chapter that you’d like to jot down, write them below. And, if you
need more space, use the next page.)
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Success Journal For Chapter Two
Today’s date: ________________________
Please answer these questions...
1. What’s the most profound idea or strategy you’ve learned from this Chapter?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
2. How can you use it to increase your income, to grow your business, or to improve
your life?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
3. When will you start using the above idea or strategy?
————————————————————————————————————–
4. What else did you learn from Chapter Two that could impact your business
enormously?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
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Chapter Three
How To Build Loyal Clients For Life And Compel
Them To Give You Truckloads Of Referrals!
W
hat do you do, on a regular basis, to show your clients you really value their business or to
make them feel special and appreciated?
A large number of agents and financial advisors would send calendars, birthday cards, or an
occasional company-produced newsletter once in a while.
What about you? What do you do?
If you send birthday cards to your clients, do you also call them on their birthdays?
If you’re like most agents, you probably answered, “no,” right?
If so, why not? (If you do, you’re in the minority. Most agents and financial advisors have never
even thought of doing that.)
Think carefully about it for a minute. If you really wanted to make your clients feel special and
appreciated, in addition to sending them birthday cards, why wouldn’t you take a minute to phone
them on their birthdays to congratulate them personally?
Wouldn’t you agree doing so would show your clients you really care about them?
Of course!
Because your clients have received few, or even no, birthday calls from the other agents they’re
also currently doing business with, when they get a birthday call from you, they’ll be extremely
excited and appreciate your kind thoughts very much.
For some of your clients your call may be the only one they receive on their birthday. If so, this will
make you stand out even more.
Think about your last birthday. I bet you still remember all the people who phoned you on that
special day to congratulate you personally, don’t you?
And for those who actually took the time to call you as well as sending you a birthday card, didn’t
you appreciate their efforts more than the ones who just sent you a card?
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I’m sure you did. And your clients will feel the same way.
Unfortunately, even though sending calendars and birthday cards to your clients (even calling them
on their birthdays) are good ways to get them to remember you, it won’t be enough to gain their
loyalty. At least not in the long term anyway.
To make your clients remember you and motivate them to do business with you for years to come...
You Must Do Something That Will Astonish
Them…Several Times A Year!
That’s right, several times a year you must do something for your clients that’ll literally astound
them, making them say, “Wow, I can’t believe my insurance agent is doing all this for me!”
The great news is, it doesn’t take a lot of money, time, or effort to make your clients feel special or
appreciated. It’s the little things that make a big difference. You simply do something that most or
all of your competitors don’t do, won’t do, or don’t know how to do.
For example, for your commercial lines clients, you can send them a special report (or a series of
special reports) to teach them how to get free advertising, how to get more customers, how to save
on taxes, and so on.
And for your personal lines clients, you can mail them a special report (or a series of special reports)
to teach them how to improve their health, how to save money on gas, how to make their homes
safer, and many others.
Whenever you come across an article you think one of your clients would enjoy reading, send it to
him or her, with a note that says something like…
Linda,
I saw this the other day, and thought
you would enjoy reading it.
Your Name
If you have a regular and systematic method of keeping in touch with your clients and
providing them with good information that has a highly-perceived value, when it comes time
for them to renew their insurance they’ll do so without any hesitation. In addition, they’ll
brag about you to their family members, friends, neighbors, coworkers, and others.
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In a few moments I’ll share with you a powerful 12-month system you can use to cement your
relationship with your clients, motivating them to do business with you for decades to come and to
give you unlimited referrals. Right now, we’ll discuss…
The Biggest Mistake Most Agents And Financial Advisors Make!
After investing a large amount of money, time, and effort getting prospects to become their clients,
many agents and financial advisors usually don’t take good enough care of them to gain their
repeated business. (Does this sound familiar?)
In other words, they treat them with indifference.
Strangely enough, they take their current clients for granted. And, believe it or not, they actually
treat the people who haven’t done business with them – their prospects – better than the people
who already have – their current clients.
As a result, they end up losing the clients they’ve worked so hard to acquire in the first place. So
they constantly have to get more prospects to become their clients in order to replace the ones
they’ve lost. And this vicious cycle repeats itself.
If these agents only realized their existing clients are their best prospects, they would take care of
them a lot better.
How about you?
Have you also been committing the same mistake and treating your current clients with
indifference?
If so, this is one of the main reasons you’re not making the kind of income you want, no matter
how long or hard you’ve been working.
I suggest you do this…
Starting Tomorrow, Treat Each One Of Your Clients
As If He Or She Is Doing Business With You For The Last Time!
When you look at your clients this way, you’ll go the extra mile to take care of them extremely
well – the way they deserve to be treated.
Please remember, the kind of lifestyle you get to enjoy totally depends on how well you serve
your clients. The better you take care of your clients the more business they’ll do with you,
and so the more successful you’ll become.
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If you were to ask the top agents in our industry – (the ones who make at least $1,000,000.00 a year)
what’s the number one priority of their business, they will tell you:
To Focus On Their Clients And
Be Genuinely Concerned About Them
Believe me, after you’ve turned your agency or practice into a 100% customer-driven business,
you’ll be able to make more income while working fewer hours.
So always figure out ways to knock your clients socks off on a regular basis, making them say…
“Wow! I can’t believe my agent did that for me!”
When you do this, your clients will appreciate you and be compelled to do business with you for
years to come, and even brag about you to everyone they know.
Okay. I’m about to reveal to you a powerful, 12-month nurturing system for making your clients
feel so special, motivating them to do more business with you and to give you endless referrals.
To illustrate my client-building system, we’ll examine a case study. Let’s say Bill Brown is a P&C
agency owner, and Linda Dawson is his client who bought a term life policy from him five years
ago, and she just renewed it yesterday. Today’s date is September 26, 2003.
Here’s some other information about Linda: She’s 40 years old, owns a flower shop, and is married.
She and her husband, John, have two children, aged 12 and 14. Linda’s birth date is October 18, and
her wedding anniversary is March 15.
So far, the only thing Bill has been sending Linda each year is a standard birthday card. She hasn’t
given him any referrals because he’s been treating her with indifference.
Bill wants to change this situation around. His goal is to make Linda feel so special that she’ll be
compelled to:
1) Do business with him for at least twenty more years.
2) Buy other policies from him, such as auto, life, health, disability, and commercial.
3) Give him at least two referrals each month.
To accomplish the above, Bill has created a system for contacting Linda at least once a month,
providing her with valuable information she can use to improve various aspects of her life. He
wants to show her he’s more than just her insurance agent. This way, six months to a year from
now, she will think of him as her friend and trusted advisor.
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Bill plans to contact Linda according to the following schedule:
1)
2)
3)
4)
5)
6)
7)
8)
9)
10)
11)
12)
13)
September: Send thank-you letter
October: Mail birthday letter and call on her birthday (Oct. 18)
November: Mail Thanksgiving Day letter
December: Send Christmas letter
December: Mail New Year’s Day letter
February: Send Valentine’s Day letter
March: Mail anniversary letter and call on her anniversary (March 15)
April: Send referral letter
May: Mail Memorial Day letter
June: Send Independence Day letter
July: Mail follow-up letter
August: Send Labor Day Letter
September: Mail Annual Review letter
Before I show you the first letter Bill will be sending to Linda, please keep this important fact in
mind…
Although the nurturing or client-building system I’m showing you is for a P&C agency,
regardless of the types of insurance you sell, including financial service products, you can
easily change the letters to suit your particular situation… and use it to generate at least
$25,000.00 in extra profits over the next few months... and to build a million-dollar agency or
practice in record time.
We’ll now examine Bill Brown’s nurturing system in detail.
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Linda... Thanks A Million!
September 26, 2003
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
Thanks a million for renewing your life insurance with us yesterday. We appreciate the
opportunity to help you protect yourself, your valuable assets, and your family’s dreams and
future.
We realize you have many insurance agencies to choose from, and by deciding to do
business with us, you’ve placed your trust in us… a trust we take very seriously. So I promise you
we’ll do everything we possibly can to provide you with the optimum insurance protection, giving
you more security and peace of mind.
Linda, the attached million-dollar bill is our special gift to you… to thank you for being our
client. While the bill is NOT real, you can use it to amaze and amuse your family members and
friends.
If you have any questions about your insurance policy, please call me at 123-4567.
Warmest regards,
Bill Brown
“Your Dream Protector”
P.S. By the way, if you’d like to get another $1,000,000 bill to give to your husband or another
special person in your life, please drop by my agency to pick up one. Or, if you prefer, call my
assistant, Julie Anderson, at 123-4567, and she’ll mail it to you.
Have a great day, Linda.
ABC Insurance Agency, Inc.
– Specializing In Protecting Your Dreams –
123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, Email: [email protected]
You Can Make More Money While Working Fewer Hours!
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When Linda receives the letter from Bill, she’ll be pleasantly surprised. In fact, she may even be a
little bit confused or shocked. After all, he’s never sent her any thank-you letters before except for
birthday cards.
Although Bill’s assistant, Julie Anderson, has already thanked Linda when she came to the agency
to renew her policy, getting such a warm and sincere thank-you letter from him make Linda feels
incredibly special.
Let me ask you this...
How many thank-you letters have you received from the organizations you’ve been doing business
with?
If you’re like most people, you probably answered, “very few” or even “none.”
Now, for the thank-you letters you had actually received, didn’t you feel good toward the people or
organizations that sent them to you?
Absolutely!
Interestingly, while many agents and financial advisors know the benefits of mailing thank-you
letters to their clients, only a small percentage of them actually do it. And for those who do,
because their letters are poorly written, they still make little or even no impact on their clients.
On the next page you’ll find a typical thank-you letter...
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XYZ Insurance Services
#103 - 1234 Zoo Avenue, San Diego, CA, 92345
Phone: 619-555-5555, Fax: 619-555-5556
[Date]
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Policyholder:
I would like to take this opportunity to thank you for choosing me to be your insurance
agent.
I have enjoyed filling your needs for your homeowners insurance.
If there’s anything further I can do for you, please don’t hesitate to call on me.
Sincerely,
James Timm, CLU, ChFC
Please take a few moments to compare the above letter and the one on page 34.
Which one do you think would make Linda Dawson feel more special?
The answer is obvious, isn’t it? Bill Brown’s. There’s no comparison. They’re like night and day.
In Bill’s letter, the first thing Linda sees is the headline with her name in it. The name and address
of his agency is printed at the bottom of the letterhead. So she doesn’t get to see it until she finishes
reading the P.S.
On the other hand, in James Timm’s letter, the first thing Linda sees is the name of his agency, the
address, and the phone number.
Can you believe what he did?
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For the salutation, James actually wrote, “Dear Policyholder,” instead of “Dear Linda” or “Dear
Mrs. Dawson.”
Who wants to be addressed as a “policyholder?”
No one, especially not your clients!
If you were Linda, I’ll bet getting a letter with your name in the headline would make you feel
extremely special, wouldn’t it?
No question!
And you know what?
Your clients will feel the same way when they receive a well-written and sincere thank-you letter
from you. And, if you were to include a million-dollar bill with it, they’ll be astonished even more.
(At the end of this book, you’ll find out where to order the million-dollar bill, for as low as 12
cents each).
Let’s get back to our example...
Although it will take more than one letter to turn Linda into a loyal client, it’s a good start.
(The same thing is true with you. If you haven’t been keeping in touch with your clients regularly,
you can modify the thank-you letter on page 34 to suit your specific situation… and then mail it to
them. And you’ll be blown away at the positive response you’ll receive from your clients.)
We’ll now examine…
The Second Follow Up Contact: Birthday Letter
Linda’s birthday is October 18. So, a week before that, Bill sends her the following letter…
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Linda…Happy Birthday!
October 18, 2003
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
Congratulations for getting one year wiser!
Each year is a new beginning. So we know the coming year will offer you even greater
joy, health, wealth, and happiness than the previous ones.
Here’s our birthday song to you…
Happy Birthday to You!
Happy Birthday to You!
Happy Birthday Dear Linda!
Happy Birthday to You!
Linda, as you celebrate your birthday with your family and friends, all of us at ABC
Insurance Agency wish this will be one of the best birthday celebrations you’ve ever had.
Warmest regards,
Bill
Julie
John
Leslie
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, Email: [email protected]
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In the past, Linda has been getting a birthday card from Bill. So, when she receives the birthday
letter, she’ll be amazed.
The reason a birthday letter has more impact on your client than a birthday card is the latter is very
common. This person may be getting several birthday cards – one from you and some from the
other agents he or she is currently doing business with.
Now, if you prefer to send a birthday card instead of a birthday letter, you can make yourself stand
head and shoulders above and beyond your competitors by doing this: Mail your birthday card so
your client gets it 2 or 3 days before their birthday. Then in the personalized note included with the
card, write this message:
“You’ll notice you’ve received this card a couple of days before your birthday. I just wanted to be
the first to wish you a happy birthday, and let you know how much I appreciate having you as my
client. May this be the very best year you’ve ever had.”
And on your client’s actual birthday, you phone them and say…
“Happy birthday, Linda. I’m calling to make sure you’ve received my card, and again to let you
know how much I appreciate your business, your friendship, and your referrals. I wish you an
incredibly happy birthday!”
Let’s look at what just happened. On your client’s birthday, they may receive a handful of cards
from friends and family members, and maybe a non-personalized card from another agent who
handles their other insurance policies. But guess how many birthday calls they’ll get?
Maybe only a couple… and they’ll be from family members or close friends as well.
By sending your clients a birthday card a few days before their birthday and then calling them on
their birthday, you’ve set yourself apart from any other agent(s) they may also be doing business
with. Believe me, your clients will appreciate this and they’ll tell their friends about it.
Like some agents and financial advisors, if you’ve never sent birthday cards to your clients, you
need to start doing so immediately. While it costs you about two bucks to mail a birthday card to
each of your clients, the goodwill you create will pay enormous dividends for you.
Listen, if you really want to knock your clients’ socks off, send them a birthday letter and
then call them on their birthday as well. You’ll build an incredible bond with them.
We’ll now get back to our example and talk about…
The Third Follow Up Contact: Thanksgiving Day Letter
About a week before Thanksgiving, Bill sends Linda the following letter…
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Linda... Happy Thanksgiving!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
Thanksgiving Day in America is a time to give thanks, to count our blessings, and to be with our
family members and close friends.
We give thanks for many things - our health, our family members, our relatives, our friends, our
businesses, our jobs, our homes, our country, and countless others.
Most Americans look forward to Thanksgiving Day each year. And, even for the ones who are
experiencing enormous challenges in their lives, they usually would put aside their troubles and be
grateful for what they have.
Linda, I’m sending you this letter to let you know I’m very thankful for having you as our client. I
appreciate your business very much, we’ll do whatever we can to make sure yourself, your
valuable assets, and your family’s dreams and future are protected properly.
I wish you and your family a safe and joyous Thanksgiving.
Best regards,
Bill Brown
“Your Dream Protector”
P.S. Linda, I have a special report titled, Forty-Eight Ways You Can Save Money On Gas. It’s
available in PDF. So, if you’re interested and have an email address, please ask my assistant,
Julie Anderson, to send it to you. Her e-mail address is [email protected] . If you’d like
a printed copy, let her know, and she’ll mail it to you.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, Email: [email protected]
You Can Make More Money While Working Fewer Hours!
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When Linda gets the above letter, she’ll be astounded again. Because that’s the third letter she’s
received from Bill in three months (one letter a month), she now realizes he has improved his
service tremendously.
Like most consumers, Linda wants to learn how to save money on gas. So she requests a copy of
Bill’s special report, Forty-Eight Ways You Can Save Money On Gas.
When his assistant, Julie, e-mails or mails the report to Linda, she offers to send a copy to some of
her friends and relatives. This is a unique way of getting referrals from Linda indirectly.
By sending Linda a special report, Bill is showing her that he’s much more than just an
insurance agent. So she’ll be grateful to him for providing such an outstanding level of service,
and will do business with him for a long time, as well as shower him with plenty of referrals.
Most agents and financial advisors simply don’t understand the true power of using special reports
to provide added value to their clients. Believe me, after using them for a few months, you’ll be
stunned at the compliments you’ll get from your clients and the extra business they’ll do with you.
Let’s get back to our example.
Instead of sending the Thanksgiving Day letter to Linda, Bill can mail her the Veterans’ Day
letter…
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Linda... Happy Veterans’ Day!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
On November 11, 1918, the world rejoiced and celebrated, for the Allies had signed a cease-fire agreement (an
armistice) with Germany at Rethondes, France. After four years of fighting and millions of lives lost, World
War I was finally over.
One year later, President Wilson proclaimed November 11, 1919, as “Armistice Day.” It was the first
nationwide commemoration of the war. On this day, soldiers who survived the war marched in a parade through
their home towns, and politicians and veteran officers gave speeches and held ceremonies.
Armistice Day officially received its name in 1926 through a Congressional resolution. And in 1938, it became
a federal holiday.
In 1939, the Second World War started and it lasted until 1945. After this war, we continued to observe
Armistice Day on November 11. And in 1953, people in Emporia, Kansas, called the holiday Veterans Day in
gratitude to the veterans in their town. Shortly after that, a Kansas congressman introduced a bill to rename
Armistice Day to Veterans’ Day… and Congress passed it.
Starting in 1954, America designated November 11 as Veterans’ Day to honor veterans of all U.S. wars. And in
1971, President Richard Nixon declared it a federal holiday the second Monday in November.
Today, on Veterans’ Day, we still give thanks for the peace we’ve enjoyed all these years. Various ceremonies
and speeches are held throughout the nation. And at 11:00 A.M., most Americans observe a moment of silence,
remembering those who have fought for peace.
Linda, I’m sending you this letter to share with you the history of Veterans’ Day … and to thank you for being
our valued client. Have a safe holiday.
Best regards,
Bill Brown
“Your Dream Protector”
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, Email: [email protected]
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Since Thanksgiving Day and Veterans’ Day both take place in November, you can send the former
to your clients this year and the latter the following year. Each one will impact them positively.
(If you’re not a U.S. citizen, you can modify one of the above letters so it will be appropriate for
you to mail to your clients. For example, if you’re a Canadian, you can easily change both letters
and send the Thanksgiving Day letter to your clients in October and the Veterans’ Day (or
Remembrance Day letter) to them in November.)
We’ll now discuss…
The Fourth Follow Up Contact: Christmas Letter
About ten days before Christmas, Bill sends Linda the following letter…
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Linda... Happy Holidays!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
Did you know Christmas is an old English word meaning “Christ’s Mass” that refers to the celebration of
the Lord’s Supper?
In 1038, Christians considered the Mass (Lord’s Supper) to be the most important part of the celebration of
Christ’s birth. So it came to be called Christmas.
If you’re like many people who celebrate this special occasion, you’re probably excited and can’t wait to
get together with your family members and friends… and share your joy, laughter, and delicious foods.
At ABC Insurance Agency, all of us also look forward to spending time with our loved ones during this
festivity. As our valued client, we consider you a part of our family. So we’re sending you this letter to
wish you and your loved ones a safe, fun, and Merry Christmas.
Best wishes,
Bill Brown
“Your Dream Protector”
P.S. Linda, you probably have been spending a lot of time at shopping malls and various stores, trying to
buy the perfect presents for your loved ones and friends. And, since you also have many other
activities to do during this busy period, you may feel exhausted at the end of each day.
We have a gift for you. It’s a special report titled, How To Keep Fit and Feel Better. It’s available in
both PDF and printed copy. So, if you’d like to get the report, let my assistant, Julie, know which
format you prefer, and she’ll send it to you.
Again, Happy Holidays to you and your family!
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, Email: [email protected]
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When Linda receives the above letter, she’ll be blown away. She’s been enjoying a level of service
no one has offered her before. So, if the subject of insurance should come up during one of her
conversations, Bill’s name will automatically pop into her mind.
Because she’s probably exhausted from doing so many different activities during Christmas, she
will likely request Bill’s special report, How To Keep Fit and Feel Better.
When Bill’s assistant, Julie, sends Linda the report, either via mail or email, in the cover letter, she
offers Linda the opportunity to give the report as a gift to some of her friends, relatives, or
neighbors. As I’ve mentioned earlier, this is an effective way of asking Linda for referrals
indirectly.
Now, like some people, perhaps you don’t celebrate Christmas. If so, change the above letter
before mailing it to your clients. You can make it general and don’t mention the name of any
festivity.
Next, we’ll look at…
The Fifth Follow Up Contact: New Year’s Day Letter
Shortly after Christmas, Bill mails Linda the following letter…
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Linda... Happy New Year!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
Like many people, you’ve probably made at least one New Year’s Resolution, such as exercising everyday,
eating healthier, starting a new job or career, spending more time with your children, or another worthwhile
goal.
If so, that’s wonderful. And if you’re committed to following through on your resolution, I know your life
will change for the better.
I also have several New Year’s Resolutions, both personal and professional. My business resolution is to
do my best to make sure yourself and your valuable assets are being protected fully with the right kind of
insurance at all times. To achieve this goal, I’m offering you the opportunity to have your other insurance
policies (such as homeowners, auto, health, commercial) reviewed by me to make sure they give you the
best protection and also for a competitive price.
Since we handle every type of property and casualty (P&C) insurance and have extensive knowledge of
each one, we’ll be able to provide you with important and timely information to make sound decisions.
Even if you believe you already have the best homeowners, auto, health, and other insurance policies,
getting a “professional second opinion” from me will give you more peace of mind.
Linda, if you’d like to accept my offer for a free analysis of your insurance policies, please contact my
assistant, Julie, and she’ll arrange a time for us to get together. During our meeting, which takes between
45 to 60 minutes, I promise I will not try to sell you anything… but only to give you valuable information.
In fact, I suggest you leave your checkbook at home… and bring only your insurance policies.
Best regards,
Bill Brown
“Your Dream Protector”
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, Email: [email protected]
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When Linda receives the above letter, she’ll be astounded again. And, because Bill has been
treating her like a queen, providing her with an outstanding level of service she’s not getting from
any of her other agents or brokers, she’ll likely let him evaluate her other insurance policies.
Even if she declines Bill’s offer, by giving her the opportunity to have her other insurance
policies examined by him to make sure they provide her with the right protection, he’s
fulfilling his responsibility as her agent or trusted advisor (or, better yet, her Dream
Protector).
If you sell multiple policies, such as homeowners, auto, life, health, disability, and others, for the
clients who buy only a single policy from you, it’s your responsibility to let them know about the
other products you offer… and let them decide whether to keep their current policies or to purchase
new ones from you.
One of the best ways to accomplish this objective is to offer your clients a free review or
analysis of their other insurance policies… without any obligations on their parts.
In trying to grow their businesses, many agents who sell multiple policies spend a lot of their
valuable resources on getting prospects to become their clients, instead of figuring out ways to
motivate their clients to buy multiple policies from them.
This is a big mistake! A deadly mistake you must avoid committing if you want to build a more
successful agency or practice!
As I’ve already shared with you...
It Costs At Least Six Times More To Sell To A New Client…
Than It Does To Resell To An Existing One!
Even if you sell just a single product, life insurance for example, you can form a strategic
alliance with a good local P&C agent and a financial advisor to offer other products and
services to your clients. This is a win-win-win arrangement.
We’ll now discuss…
The Sixth Follow Up Contact: Valentines Day Letter
About ten days before Valentines Day, Bill sends Linda the following letter…
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Linda... Happy Valentines Day!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
If you’re like most people, every February, you also celebrate Valentines Day by giving flowers, chocolates,
candies, cards, and other special gifts to your loved ones, especially your significant other.
Now, if you’re like some people, although you enjoy giving and receiving presents on Valentines Day, you may
not know the history of this festivity. If so, let me tell you how it began.
We actually celebrate Valentines Day in honor of Saint Valentine, a priest who lived during third century Rome.
At that time, an emperor named Claudius II reasoned that single men made better soldiers than married ones. So
he outlawed marriage for young men (the ones who would be his potential soldiers) in order to build a stronger
army.
Because Valentine thought the emperor’s decree was unjust, he continued performing marriage ceremonies for
young lovers in secrecy. When Claudius discovered the priest’s actions, he ordered Valentine to be put to death.
Well, according to legend, while in prison waiting to be executed, Valentine fell in love with a young girl who
was visiting him often. This girl may have been the jailor’s daughter. Anyway, before Valentine was put to
death, he wrote a letter to her and signed it: “From your Valentine.”
Isn’t it amazing that after all these years, many people still use this expression on their Valentines cards?
Linda, as you look forward to spending Valentines Day with your spouse or significant other, I want to let you
know I really appreciate your business. Thanks again for being our client.
Warmest regards,
Bill Brown
“Your Dream Protector”
P.S. Enclosed is a unique magazine called, Healthy, Wealthy & Wise. Please read it at your earliest convenience.
And, if you’d like us to send a complimentary copy to some of your friends and relatives, please let my
assistant, Julie, know. Again, have a wonderful Valentines Day, Linda.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
You Can Make More Money While Working Fewer Hours!
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When Linda receives the above letter and the Healthy, Wealthy & Wise magazine from Bill, how
do you think she would feel?
Fantastic!
With each contact, Bill builds a deeper and deeper bond with Linda. So, eventually, he makes her
feel extremely special that she won’t consider doing business with anybody else, even if their
prices are lower than Bill‘s.
The Healthy, Wealthy & Wise magazine is a unique marketing tool you can use not only to
nurture the relationships with your clients, but also to motivate them to give you lots of
referrals. At the end of this chapter, I’ll let you know how you can purchase the Healthy, Wealthy
& Wise magazine for as low as 25 cents a copy. At such a low price, this is the best tool you’ll ever
come across for nurturing relationships with your clients and for compelling them to shower you
with endless referrals.
Let’s now look at…
The Seventh Follow Up Contact: Anniversary Letter
Linda’s wedding anniversary is on March 15. So, about ten days before that date, Bill mails her
the following letter…
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Linda And John…
Happy Anniversary!
Linda and John Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda and John,
Congratulations on your 15th wedding anniversary!
All of us at ABC Insurance Agency extend our best wishes to you on this special occasion.
Your completion of fifteen years of marriage is a magnificent achievement.
May this anniversary be one of the best celebrations you’ve ever had… and may you enjoy
many more wonderful years together!
Best wishes,
Bill
Julie
John
Leslie
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
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When Linda and her husband, John, receive the above letter, they’ll be incredibly surprised.
Although they may have gotten birthday cards from their insurance agents or financial advisors,
Bill is the first person to mail them an anniversary letter.
Just like Linda’s birthday, on the date of her anniversary (March 15), Bill calls her personally to
wish her a fabulous anniversary. This will make her feel even more special.
If you know the anniversary date of your clients, I suggest you mail them the above letter and
phone them on the date of their anniversary. And you’ll be blown away by the positive
response from them.
For your “A” clients (these are your best clients), you may even consider sending them a present,
such as a gift certificate for a restaurant, movie, or theater.
If you’ve calculated the enormous potential profits you could make from each one of your clients
(see Chapter Two), especially your A’s, then you’ll realize giving a gift certificate (worth $10 to
$50) to a client on their birthday or anniversary… will be an excellent investment.
Let’s get back to our example and discuss…
The Eighth Follow Up Contact: Referral Letter
So far, Bill has sent Linda seven letters, one for each month, starting in September. He’s also given
her the following gifts:
September: a million-dollar bill
November: a special report, Forty-Eight Ways You Can Save Money On Gas
December: a special report, How To Keep Fit and Feel Better
February: a magazine, Healthy, Wealthy & Wise
Bill has also offered to send each of the above products to Linda’s relatives, friends, and neighbors
for free. This, as you’ve learned, is his way of asking for referrals indirectly.
Because he’s been going the extra mile to treat her like a queen, educating and providing her with
added value, Bill now can start asking Linda for referrals directly. Before I show you the letter he
sends to her, I’d like to discuss referral marketing with you.
If you’ve been in the insurance or financial planning business for at least six months, you
should be getting most of your new clients through referrals.
To maximize your marketing dollars, you should first set up a system to compel your existing
clients to give you lots of referrals, instead of trying to get new clients through other methods, such
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as cold calling, direct mail, telemarketing, advertising, and so on.
When you acquire new clients through referrals, your acquisition costs are only a fraction of
what it costs to obtain them via any other method.
Like most agents, you may have been told referral marketing is one of the most effective methods
for generating new business. But I bet you probably haven’t been taught how to set up an effective
system to generate truckloads of referrals consistently and regularly, right?
Some “so-called” experts say you should first try to get referrals from professionals like
accountants, bankers, realtors, or lawyers, before asking your existing clients. This is because, in
their own words: “Clients, even satisfied clients, don’t give referrals when you ask them.”
And you know what?
They’re absolutely right. Satisfied clients usually don’t give referrals even when you ask them.
Only Your Loyal Clients Or Advocates Will Give You Referrals!
If you think about it carefully, you’ll realize, even though accountants, bankers, realtors, or lawyers
can give you good referrals, your existing clients (especially your advocates) can provide you with
the best and most qualified referrals of all.
Interestingly, although most agents tell me they get the majority of their new business from
referrals, they don’t have a system for obtaining referrals regularly.
It always baffles me why agents and also financial advisors don’t set up a system to get referrals on
a regular basis when they already understand referral marketing is so profitable.
Please pay close attention…
The key to compelling your clients to shower you with unlimited referrals… is to consistently give
them outstanding service, astonishing them at least four times a year!
In fact, when you go the extra mile to serve your clients better than their greatest
expectations, they’ll brag about you to everyone they know, giving you more referrals than
you can possibly handle.
Now, the reason many agents get little or no referrals from their existing clients is they don’t
deserve to. Let me repeat: they don’t deserve to get any referrals from their existing clients.
While some agents do send birthday cards to their clients, most of them communicate with them
only at renewal times (when they want more money from their clients). So by providing such poor
services, no wonder they obtain little or no referrals.
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Believe me, when you constantly go the extra mile to serve your clients like kings and queens
(using the outstanding and “personal touch” services I’m sharing with you in this book)... they’ll
provide you with tons of referrals if you just ask them.
Here Are The Two Main Reasons Your Clients
Want To Give You Lots Of Referrals:
First, by telling their friends about you and letting them benefit from your products and superior
services, your clients will get to look like heroes to their friends. It makes them feel good to hear
their friends say to them: “Thanks very much for referring such and such person (YOU) to me,
helping my family protect our valuable assets, dreams and future.”
Second, when you go the extra mile to serve your clients better than their wildest expectations,
they’ll want to return a favor to you. By telling others about you, your clients derive great pleasure
from helping you become more successful.
Now, the challenge is, while some of your clients may already have been referring other
people to you without your request, most of them won’t think of doing so unless you ask
them.
That’s right, just like you need to educate your clients on the importance of having enough
insurance protection for themselves, their families, and their assets, you also need to teach them
about the value of referring their relatives, friends, neighbors, and others to you.
Super satisfied clients may tell a few people about you on their own initiative. But if you ask them
for referrals, they will likely give you five, ten, or even twenty times more.
Some agents have asked me: “I don’t understand it. I offer great products and outstanding service.
But somehow, I hardly get any referrals. Please give me some advice.”
“Have you been asking your clients for referrals?” I inquired.
After pausing for a few moments, they said quietly, “No.” I then told them:
“Even if you have been providing your clients with great products and fabulous service, if you
don’t ask them for referrals, most of them won’t volunteer to give you any. Unless somebody
happens to ask them if they know a good insurance agent or if the subject of insurance comes up
during a conversation, they won’t automatically tell others about you.”
This is also true with you. If you want your clients to give you lots of referrals, you must ask them.
Now, if you’ve been asking your clients for referrals but you still aren’t getting enough or even
any, it’s probably because you haven’t been asking them properly. Please keep this important fact
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in mind:
The Reason Many Agents Who Ask For Referrals Get
Few Or No Referrals… Is They Make It Too Hard
For Their Clients To Give Them Referrals!
Many agents usually ask for referrals by saying something like the following:
“Do you know anyone who may be able to benefit from my product or service?” Or…
“I get paid in two ways: By the commissions I make on the policies I sell, and the referrals my
clients send me. Can you think of anyone who may be able to benefit from my product or service?”
If you’ve ever asked a client one of these (or similar) questions, you know they normally would
answer: “No, I can’t think of anybody right now. But, when I do, I’ll let you know.”
How often do their clients call those agents back to give them referrals?
They usually don’t.
When you say to your clients, “Do you know anyone who may be able to benefit from my product
or service?” you’re making them do too much work.
You’re forcing them to think too much! And since thinking means they have to work, they usually
just tell you, “No, I don’t know anyone who can use your product or service right now.”
This question, “Do you know anyone who may be able to benefit from my product or service?” is a
closed-ended yes-or-no question. And the easiest answer is “No.”
When you ask your clients this question, you’re forcing them to think of everybody they know to
come up with a name for you. This is simply too much work for them, so they just give you an
automatic reply: “No.”
The Key To Getting Your Clients To Give You Unlimited Referrals
Is To Make It As Easy As Possible For Them To Give You Referrals!
That’s right, it doesn’t matter whether you ask your clients for referrals over the telephone,
in person, or in writing, you must make it effortless for them to give you some. In other
words, you need to lead them by the hand and tell them specifically what kind of people you
want them to refer to you.
For example: Instead of stating, “Do you know anyone who may be able to benefit from my product
or service?” say…
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“Whom do you know who may be able to benefit from the same outstanding product and service
that you’re getting from me, such as a family member, a brother, a sister, a cousin, an uncle, a
friend, a neighbor, a co-worker?”
When you ask your clients this question, you’re making it very easy for them to come up with the
names. This is an open-ended question that can’t be answered with a “yes” or a “no.” They have to
provide you with a name.
Here’s another example: If your target market is business owners who have between five and ten
employees and annual sales of $1,000,000.00, instead of asking your clients, “Whom do you know
who may be able to benefit from my product or service?” say...
“Whom do you know who runs a small business with five to ten employees and has yearly sales of
about $1,000,000.00, such as an accountant, a lawyer, a dentist, a pharmacist, a doctor, a
contractor, a landscaper, a consultant, a restaurant owner, and so on?”
When you mention “accountant,” they’ll think of an accountant they know. And when you point
out a “restaurant owner,” they’ll picture one they know.
Here’s another example: Instead of asking, “Do you know anyone in your chamber of commerce
who may be able to benefit from my product or service?” say… “Whom do you sit next to at your
chamber of commerce meeting that may be able to benefit from my product or service?”
As you can see, if someone were to ask you the first question, you may not be able to think of
anyone. But if they were to ask you the second question, you’ll have no trouble coming up with
some names. This is because the second one allows them to visualize who sits to their left, who sits
to their right, who sits in front of them, and who sits behind them at their chamber of commerce
meetings.
Because the first question is vague, you’re forcing your clients to think too hard to come up with a
name. And since they don’t want to put in the effort to think of one, they simply tell you, “No, I
can’t think of anyone right now.”
As human beings, we think in pictures. So the clearer and more specific you tell your clients what
type of people you want them to refer to you, the easier it is for them to visualize someone.
Okay. Now that you know the secret of getting referrals is to make it as easy as possible for them
to give you referrals, let’s examine:
Two Ways To Ask Your Clients For Referrals
You can ask them for referrals verbally (in person or over the telephone) or in writing using letters.
While most agents ask for referrals in person or over the phone, it often is even more powerful to
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request for them via a letter. Besides, like many agents, you also may not like people saying “no”
to you personally in a face-to-face meeting or over the telephone, right?
And even though you realize you can get referrals simply by asking your clients for them, you may
be reluctant to do so because you don’t think you’re good at schmoozing or do small talk well. Or
maybe you just feel uncomfortable asking your clients for referrals, period.
If so, you’re not alone. In the early years of my insurance career, I also felt awkward asking my
clients for referrals in person and on the telephone. That’s why I invested many years and a small
fortune to create effective systems for getting tons of referrals through the mail.
Because you and other agents have different personality types, a referral system that teaches you
only how to get referrals in person may not work well for you. So if you’ve invested in such a
system and have gotten little or no results from it, now you know the reason.
Although some agents do ask their clients for referrals in writing, because their letters are so poorly
written they still get few or no referrals.
In a few moments, you’ll discover a powerful referral letter you can use to add an extra $25,000.00
or more to your income within the next few months.
Before you check out that letter, let me illustrate how easy it is for you to double your client base
within the next twelve months using one of my powerful referral systems.
Let’s say you currently have 500 clients, so doubling it means you will have 1,000 a year from
now. You probably agree this would be an incredible accomplishment, especially if it has taken
you many years to acquire the 500 policyholders, right?
Well, with my referral systems, you can achieve this goal faster and easier than you can imagine. In
fact, you’ll be blown away with the results!
Anyway, to double your client base from 500 to 1,000 over the next twelve months, all you
need to do is get each one of your existing clients to give you one referral that becomes your
policyholder within this period. That’s it!
If you commit to using the outstanding and “personal touch” services I’m revealing to you in this
book, several months from now, when you ask your clients for referrals, they will be thrilled to
give them to you.
We’ll now get back to our example.
On the next page is the letter Bill sends to Linda to ask her for referrals...
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Linda... Your Help Will Be
Greatly Appreciated!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
Thanks again for your business and continued support. Because of valued clients like you, my
agency has grown substantially.
As you may have noticed, as my business has grown, I’ve been able to offer you a better level of
service. And to serve you even better, I’m presently figuring out ways to take my agency to the next higher
level. After considering all the options, I feel you, as one of my valued clients, would be the best person to
help me do it.
Would you please help me extend my products (life insurance, auto, homeowners, health, and
others) and “personal touch” services to your family members, relatives, friends, co-workers, neighbors,
business associates, and other people whom you have a trustworthy relationship with?
You can use the enclosed Tell-A-Friend Certificate to record the names of the people whom you
think would benefit from my products. Please mail the Tell-A-Friend Certificate in the enclosed postagepaid envelope.
Linda, thanks for helping me grow my business.
Best regards,
Bill Brown
“Your Dream Protector”
P.S. Have a fantastic day!
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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Tell-A-Friend Certificate
ˆ YES! I’d like you to extend your products and outstanding service to my family members, friends, coworkers, and neighbors. So they can also protect themselves, their valuable assets, and their
dreams better. By helping you grow your business to the next higher level, you’ll be able to
provide me with an even better level of service.
Your Name: ___________________________________________________________________
Please note: I’m looking for people who are between 30 and 50 years old, have children, and own their
own homes. If you have more than three names, please write them on the back of this form.
Name: ________________________________________________________________________
Address: ______________________________________________________________________
City: _____________________________ State: __________________ Zip: _______________
Phone: ____________________ Fax: _______________ Email: _________________________
Name: ________________________________________________________________________
Address: ______________________________________________________________________
City: _____________________________ State: __________________ Zip: _______________
Phone: ____________________ Fax: _______________ Email: _________________________
Name: ________________________________________________________________________
Address: ______________________________________________________________________
City: _____________________________ State: __________________ Zip: _______________
Phone: ____________________ Fax: _______________ Email: _________________________
Please Fax this certificate to 123-4567. Or Mail it in the postage-paid envelope provided.
ABC Insurance Agency, Inc.
123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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After reading Bill’s letter and thinking about the incredible services he’ been providing her in the
last seven months, Linda no doubt will give him a ton of referrals.
By mentioning the kind of people he wants her to refer to him (between 30 and 50 years old, have
children, and own their own homes), Linda will only give him the names of those who meet this
requirement.
Please pay close attention. To get the highest-quality referrals (the best prospects), you must
explain to your clients the type of people you want them to refer to you.
If you’ve categorized your clients into three groups (A, B, and C) and have identified their
moments of truth, then you know your “A” clients are the most profitable and the most enjoyable to
work with. So your goal is to get these clients to refer the people who have similar characteristics
as them.
Because we usually hang out with those who have similar or common interests, values, and
standard of living (for example, the ones who make $500,000.00 a year and live in a certain
kind of house, and drive a certain type of car, typically have friends who earn about the same
income, live in similar houses, and drive comparable cars), by asking your “A” clients for
referrals, you’ll get the most qualified prospects.
Now, if you have only a few or even no “A” clients, then ask your “B’s” for referrals before your
“C’s.”
Back to our example...
Even though Bill sells multiple policies, it’s better for him to contact Linda’s referrals about life
insurance and then offer them other policies after they’ve become his clients.
Let’s say Susan Gray is one of the people listed on the Tell-A-Friend certificate Linda sent back to
Bill. Within 48 hours of receiving it, he mails Susan the following letter…
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Susan...
Linda Dawson Has Given You A Fabulous Gift!
Susan Gray
9999 Ironwood Ct.
San Diego, CA 92131
Dear Susan,
In the last five years, we’ve been helping Linda protect herself, her other valuable assets, and her
family’s dreams with the right type of life insurance.
As your friend, she wants to make sure your life insurance policy (if you have one) gives you the
best protection and also for a competitive price. That’s why she’s asked us to offer you a special report
titled, How To Make Sure Your Loved Ones Don’t Have To Suffer Financial Hardships In Case You Die
Prematurely.
In this revealing, 20-page report, you’ll discover valuable information about life insurance that
your present insurance agent may not have told you about.
Susan, to get a copy of this special report, please call my assistant, Julie Anderson, at 123-4567. If
you have an e-mail address, she can e-mail you the report immediately. This way, you can start benefiting
from it.
Best regards,
Bill Brown
“The Dream Protector”
P.S. The sooner you get your hands on our special report, How To Make Sure Your Loved Ones Don’t
Have To Suffer Financial Hardships In Case You Die Prematurely, the quicker you’ll be able find out
whether your present life insurance policy gives you the best protection and for a competitive price. If
you presently don’t have a life insurance policy, you’ll discover how you can use one to protect
yourself, your valuable assets, and your family’s dreams and future.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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When Susan calls Julie to ask for a copy of the report, How To Make Sure Your Loved Ones Don’t
Have To Suffer Financial Hardships In Case You Die Prematurely, Julie e-mails or mails it to her
right away.
At the end of the report, Bill offers Susan a free No-Risk and No-Obligation Life Insurance
Analysis, in which he examines her current life policy (if she has one) and tells her whether it gives
her the right protection for her particular situation.
If Susan requests the free analysis, the chance of her doing business with Bill is very high.
Now, if Susan doesn’t ask for the special report after reading Bill’s letter, two weeks later, he
would send her a follow-up letter. This is another system Bill has implemented in his agency.
We’ll now examine…
The Ninth Follow Up Contact: Mother’s Day Letter
About ten days before Mother’s Day, Bill sends Linda the following letter…
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Linda... Happy Mother’s Day!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
Mother’s Day is just around the corner. What are you planning to do for your mom to show her how much you
love her and how much you appreciate everything she’s done for you? And, as a mother yourself, what special
things would you like your children to do for you on this special day?
Perhaps you want them to:
•
•
•
•
Give you flowers and a card.
Make you breakfast in bed.
Leave a love letter on your pillow.
Do your chores secretly, such as washing the dishes, cleaning the house, or buying groceries.
It doesn’t matter how you plan to celebrate this Mother’s Day, if you’re like most people, just being with your
mom will give you a lot of joy and happiness.
Now, if you’re like some people, although you may have been celebrating Mother’s Day for many years, you
may not have learned who came up with the idea of honoring mothers on the second Sunday in May, do you?
Well, let me tell you briefly about the story of Mother’s Day.
In ancient Greek, every spring, they held big celebrations in honor of Rhea, the Mother of the Gods. And
during the 1600’s, the English celebrated a day called “Mothering Sunday” to pay tribute to mothers.
Here’s how this festivity got started. During that time, many of England’s poor worked as servants for the
wealthy. And since most jobs were located far from the servants’ homes, they would live on their employers’
properties. On Mothering Sunday the servants didn’t have to work, so most of them returned home and spent
the day with their mothers. They often would bring to their mothers small gifts like trinkets or a “mothering
cake.”
How Did Mother’s Day Start In America?
Anna M. Jarvis (1864-1948) is credited with originating our Mother’s Day holiday. She never married and was
very attached to her mother, Mrs. Anna Reese Jarvis (who was the daughter of a minister who taught Sunday
School at the Andrews Methodist Church of Grafton, West Virginia, for 20 years).
In May 1905, the elder Jarvis passed away, leaving her two daughters, Ann M. and Elsinore behind. They
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were living in Philadelphia at that time.
Two years after her mother’s death, in 1907, Miss Jarvis started a campaign to establish a national Mother’s
Day. She eventually persuaded her mother’s church (in Grafton, West Virginia) to celebrate Mother’s Day on
the second anniversary of her mother’s death, which was the second Sunday in May.
At that first service, Miss Jarvis provided her mother with carnations because they were her mom’s favorite
flowers. White carnations were chosen because they represented the sweetness, purity, and endurance of a
mother’s love. Today, red carnations indicate a living mother, and white ones signify one’s mother has died.
Anyway, in 1908, some people living in Philadelphia also began commemorating Mother’s Day. At the same
time, Miss Jarvis and her supporters began writing to ministers, businessman, and politicians to persuade them
to establish a national Mother’s Day. In their campaign, they explained how children often neglect to
appreciate their mother while she was still alive. So by establishing a national Mother’s Day, sons and
daughters would respect their mothers more, thus strengthening family bonds.
In 1911, people from almost every state observed Mother’s Day. And in 1914, President Woodrow Wilson
proclaimed Mother’s Day as a national holiday to be held each year on the second Sunday in May.
Today, people from many countries celebrate their own Mother’s Day at different times throughout the year.
The following countries also observe Mother’s Day on the same day as the United States: Canada, Denmark,
Finland, Italy, Turkey, Australia, and Belgium.
Linda, I trust you find the above information enlightening.
I sent you this letter for two reasons: First, to share with you the story of Mother’s Day. And second, to let you
know that just like you appreciate everything your mom has done for you, I’m grateful to have you as our
client.
Thanks again for choosing us to take care of your life insurance needs, giving us the opportunity to protect
yourself, your valuable assets, and your family’s dreams.
Sincerely,
Bill Brown
“Your Dream Protector”
P.S. As a special gift, I’m sending you a report called, Sixty Seven Ways To Save Money. Please read it at your
earliest convenience… and then start using the suggestions to save money.
ABC Insurance Agency, Inc.
123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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When Linda gets the above letter, she’ll be amazed. And, when she finds out Bills has sent her
another special report, she will be very grateful.
In May, Bill can mail the Mother’s Day letter to all of his female clients who are mothers. And, for
his other female clients who are not mothers and all his male clients, he can send them the Memorial
Day letter…
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Keith... Happy Memorial Day!
Keith Nicholas
264 La Jolla Village Drive
La Jolla, CA 92039
Dear Keith,
To many Americans, especially our combat veterans, Memorial Day is more than just a three-day weekend
indicating the beginning of summer. On this special day, we remember those who have died in the battle fields.
Let me share with you briefly the history of Memorial Day.
On May 5, 1868, General John Logan, national commander of the Grand Army of the Republic, officially
proclaimed Memorial Day in his General Order No. 11. This special day was first observed on May 30, 1868,
when flowers were placed on the graves of Union and Confederate soldiers at Arlington National Cemetery.
In 1873, New York was the first state to officially recognize Memorial Day. And, by 1890, this occasion was
celebrated by all of the northern states. The southern states, however, refused to acknowledge Memorial Day, so
they observed it on different days until after World War I (when it changed from honoring just those who died
fighting in the Civil War to remembering Americans who died in any war).
In 1971, Congress declared Memorial Day a national holiday to be celebrated the last Monday in May. (Veterans
Day, a day set aside to honor all veterans, both living and dead, is celebrated each year on November 11.)
Keith, on this Memorial Day, in addition to remembering the courageous men and women who had died fighting
for our freedom, I will think of you… and will be grateful for having you as one of my valued clients.
Sincerely,
Bill Brown
“Your Dream Protector”
P.S. As a special gift, I’m sending you a report called, Sixty Seven Ways To Save Money. Please read it at your
earliest convenience… and then start using the suggestions to save money.
I wish you and your family a safe, fun, and exciting Memorial Day weekend.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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A special note for non U.S. residents
If you don’t have a Memorial Day celebration in your country, but do have a special day to honor
your soldiers, find out the history of this occasion… and change the above letter. If your Memorial
Day (or whatever you call it in your country) takes place in another month, send the letter to your
clients at that time.
If you’re a Canadian, you can write a Victoria Day letter and send it to your clients in May.
Let’s now look at…
The Tenth Follow Up Contact: Independence Day Letter
In the last week of June, Bill mails Linda the following letter...
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Linda… Happy Independence Day!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
If you’re like most Americans, you’ve probably learned the basic history of the events surrounding the Fourth
of July. In case you don’t remember the details of this monumental occasion in our history, please allow me to
refresh your mind.
By the middle of the 1700s, the thirteen colonies that made up part of the British Empire in the New World
found it difficult to be ruled by a king 3,000 miles away (King George III). They were sick and tired of the
taxes imposed upon them. The colonists objected paying taxes to England while they had no say in the
decisions of the British Parliament.
They voiced their grievances with England. But rather than negotiating, King George sent extra soldiers to the
colonies to help control any rebellion that might take place. The following timeline explains the important
events that lead to the signing of the Declaration of Independence and America’s split from England’s rule.
September 1774: The 13 colonies sent delegates to Philadelphia, Pennsylvania, to form the First Continental
Congress. At this time, although they were frustrated with England, the colonies were not ready to break away
from the mother land.
April 1775: British troops advanced on Concord, Massachusetts, motivating Paul Revere to ride across the
land to warn about the approaching English soldiers, announcing: “The British are coming, the British are
coming.” The battle of Concord became known as the “shot heard round the world” and marked the unofficial
beginning of the American Revolution.
May 1776: After trying to work out their differences with England for almost a year without any success, the
colonies again sent delegates to the Second Continental Congress.
June 1776: Realizing their efforts were hopeless, Congress decided to become free from British rule. So they
formed a committee to create a document declaring independence from the crown – the Declaration of
Independence. Thomas Jefferson headed this committee, which also included John Adams, Benjamin
Franklin, Philip Livingston, and Roger Sherman.
June 28, 1776: Jefferson presented the first draft of the Declaration of Independence to Congress.
July 4, 1776: After various changes to Jefferson’s original draft, Congress voted in the afternoon on that day.
And, of the 13 colonies, 9 voted in favor of the Declaration; 2 (Pennsylvania and South Carolina) voted
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- Page 2 No; Delaware was undecided; and New York abstained. John Hancock, President of the Continental Congress,
was the first to sign the Declaration of Independence.
July 6, 1776: The Pennsylvania Evening Post printed the Declaration of Independence.
July 8, 1776: In Philadelphia’s Independence Square, the first public reading of the declaration took place.
The colonists rejoiced when they heard it. The bell in Independence Hall (then known as the “Province Bell”)
would later be renamed the “Liberty Bell” after its inscription: “Proclaim Liberty Throughout All the Land
Unto All the Inhabitants Thereof.”
August 1776: While the signing of the Declaration of Independence started on July 4th, it was completed in
August. Even so, the Fourth of July was accepted as the official anniversary of United States’ independence
from England. A new nation was born.
July 4, 1777: The first Independence Day celebration took place in Philadelphia. People rang bells and lit
candles and firecrackers. Now, although the colonists started celebrating their independence from Britain in
1777, the War of Independence lasted until 1783. And while Congress made Independence Day an official
holiday that year, it wasn’t until 1941 that the Fourth of July was declared a federal holiday.
During our Independence Day celebrations, while we enjoy spending time with our family members and
friends, we also take time to think how fortunate we are to be living in our great country.
Linda, I’m also grateful to be living in America and am extremely thankful to have you as our client. As you
celebrate the Fourth of July with your loved ones, I wish you a safe and joyous holiday.
Best regards,
Bill Brown
“Your Dream Protector”
P.S. To thank you for being our client, I’d like to give you a gift. It’s a special report titled, How To Make
Your Home Safer. If you’re interested, please let my assistant, Julie, know. And she’ll send it to you right
away.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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After reading Bill’s letter, Linda may request the special report, How To Make Your Home Safer.
If she does, Julie can offer to mail it to some of Linda’s relatives and friends. Again, this is a great
way for getting referrals indirectly.
If you’re not a U.S. citizen, it’s not appropriate for you to send the Independence Day letter. So you
can change one of the other letters I’ve shared with you and mail it to your clients. If you live in
Canada, you can write your own “Happy Canada Day” letter.
Okay. For Bill’s male clients who are fathers, a week before Father’s Day, he sends them the
following letter...
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Keith… Happy Father’s Day!
Keith Nicholas
264 La Jolla Village Drive
La Jolla, CA 92039
Dear Keith,
Contrary to popular belief, greeting card manufacturers did not establish Father’s Day in order to sell more
cards. Let me share with you how this festivity started.
In 1909, while listening to a Mother’s Day sermon, Mrs. John B. Dodd (of Washington) thought it would be
wonderful to have a day to honor fathers. So she asked her minister to give a church service dedicated to
fathers on June 5th (her father’s birthday). He agreed. But because that date was too soon for him to prepare
the service, he spoke two weeks later on June 19th. From then on, people in Washington State celebrated
Father’s Day on the third Sunday in June. In those days, wearing flowers was a traditional way of celebrating
Father’s Day – a red rose to honor a father who’s still living, while a white flower to pay tribute to a dad who’s
passed away.
States and various organizations began lobbying Congress to declare an annual Father’s Day. And in 1924,
President Calvin Coolidge supported the idea of a national Father’s Day. Since then, fathers had been revered
and recognized by their families throughout the nation on the third Sunday in June. And in 1966, President
Lyndon Johnson signed a presidential proclamation to make it official.
It doesn’t matter how you plan to celebrate Father’s Day this year, if you’re like most people, just being with
your dad will bring you a tremendous amount of joy and happiness. If you’re a father yourself, you’ll likely
spend this special day with your children.
Keith, I sent you this letter for two reasons: First, to share with you the story of Father’s Day. And second, to
let you know that just like you appreciate everything your dad has done for you, I’m grateful to have you as our
client. Thanks again for choosing us to take care of your life insurance needs, giving us the opportunity to
protect your valuable assets and your family’s dreams.
Warmly,
Bill Brown
“Your Dream Protector”
P.S. Again, have a wonderful Father’s Day!
ABC Insurance Agency, Inc.
123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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We’ll now talk about…
The Eleventh Follow Up Contact: Labor Day Letter
In the last week of August, Bill sends Linda the following letter…
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Linda... Have A Fantastic Labor Day!
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
For many people, Labor Day means two things: a day off and the end of summer.
What about you? What does Labor Day mean to you?
Here’s a little history: The first Labor Day parade took place in New York City in September 1882. The two
men who were credited with playing an important role in bringing about the parade and also the holiday were
Matthew Maguire (a machinist from Patrickerson, N.J) and Peter J. McGuire (a New York City carpenter who
helped found the United Brotherhood of Carpenters and Joiners). They suggested a holiday to honor working
people in America.
In 1887, Oregon became the first state to declare Labor Day a legal holiday and, in 1894, President Grover
Cleveland signed a bill making Labor Day a national holiday.
Besides the United States, two other countries also celebrate Labor Day on the first Monday in September:
Canada and Puerto Rico. In Australia, Labor Day is October 1st. And in Europe, it’s May 1 (also known as
May Day). In China, people actually commemorate Labor Week (May 1 to 7) instead of just Labor Day.
If you’re like many people, during the Labor Day weekend, you may go on a picnic with your family, swim in
a lake or ocean, play golf or tennis, or do some other fun activities. Well, regardless of what you plan to do
this Labor Day weekend, I wish you a safe, fun, and exciting holiday.
Best regards,
Bill Brown
“Your Dream Protector”
P.S. As always, Linda, thanks again for being our client.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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For our next letter, let’s say Linda’s 5-year term life policy is up for renewal.
About three weeks before the expiration date, Bill mails her the following letter...
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Linda… Here’s How To Make Sure You Still
Have The Best Life Insurance Protection!
{Date}
Linda Dawson
7008 Seaworld Drive
San Diego, CA 92109
Dear Linda,
By now, you may have received a renewal letter for your life insurance policy, letting you know your
policy will expire on September 30, 2004.
When you purchased the policy from us five years ago, it was the best insurance protection for your
particular situation, giving you maximum coverage at a competitive price.
Like most people, you may have gone through some major changes in the last several years (the birth
of another child, the purchase of a home or boat, the creation of another business, or some other
significant events). So your current policy may not be giving you the best protection right now.
In order to determine whether your present life insurance policy still gives you the maximum
protection and for a competitive price, I’m offering you a Life Insurance Analysis. Here’s how this
works...
We’ll get together for about half an hour, and I’ll ask you some questions about your present situation
and, based on your answers, I’ll let you know whether your policy still provides you with the optimal
protection. If it does, that’s wonderful. But if it doesn’t, I’ll recommend one that will be the most
suitable for you. And let you decide whether to keep the current policy as is or to change certain
aspects of it.
Now Linda, let me emphasize a very important point. During our meeting, I will NOT try to sell you
anything. In fact, I suggest you keep your checkbook at home. The purpose of the Life Insurance
Analysis is for me to provide you with valuable information to let you make the most appropriate
decisions regarding your life insurance.
If you’re like most people, you probably visit your dentist at least once a year for a check up even
(Please go to page 2…)
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- Page 2 though you think your teeth are fine, right?
In most dental visits, what you usually get done is a cleaning and to hear your dentist say everything
is OK with your teeth. And in some cases, your dentist may discover a cavity or something else more
serious. If so, he or she will recommend the appropriate treatment(s) for you… and let you decide
whether to go ahead with it.
This is the same way I operate. As your Financial Doctor, I will analyze your life insurance policy to
make sure it still protects you and your other valuable assets properly. And if it doesn’t, I’ll suggest
the appropriate actions for you to take.
Linda, to get your Life Insurance Analysis, please call my assistant, Julie, at 123-4567, and she’ll
arrange a time for us to get together. If you prefer, please fill out the enclosed Life Insurance
Analysis Certificate (the green paper) and mail it in the postage-paid envelope. When we receive it,
Julie will call you to set up an appointment.
I look forward to seeing you again soon.
Best regards,
Bill Brown
“Your Dream Protector”
P.S. By the way, Linda, now that I’ve explained the importance of the Life Insurance Analysis, if you
decide NOT to get it for whatever reason, please complete the enclosed Life Insurance Analysis
Refusal Certificate (the yellow paper)… and mail it in the postage-paid envelope.
By knowing you have the right life insurance protection, you’ll gain more peace of mind,
allowing you to sleep better at night. So, I urge you to take advantage of our Life Insurance
Analysis. Call Julie at 123-34567 to reserve your space today.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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The Life Insurance Analysis Request Certificate
ˆ YES Bill! I’ve read your letter explaining the importance of the Life Insurance Analysis… and would like
to take advantage of it. This way, I can gain more security and peace of mind, knowing myself, my
valuable assets, and my family’s dreams are protected properly.
I understand, during our meeting, which takes about half an hour, you won’t ask me to buy anything,
and there will be no pressure and absolutely no obligation whatsoever. The purpose of our gettogether is simply for you to review my current life insurance policy and to let me know whether it
still gives me the maximum protection for my present situation. If it doesn’t, you’ll suggest the
appropriate actions for me to take… and it will be completely up to me to decide whether to accept
your recommendations. On this basis, I accept your offer.
Please fill out your contact information so we can have your current information on file.
Your Full Name: _______________________________________________________________
Address: ______________________________________________________________________
City: _____________________________ State: _____________ Zip Code: _______________
Phone: _______________ Fax: _______________ Email: _____________________________
The best day and time to reach you is: Day: __________________ Time: __________________
The best way to contact you is: ________ by phone _________ by fax _________ by email
Comments: ____________________________________________________________________
______________________________________________________________________________
Please fax this certificate to 123-4568 or mail it in the postage-paid envelope provided. When we receive it,
Julie will contact you to set up an appointment.
As mentioned, if you decide not to accept our Life Insurance Analysis, please fill out the enclosed Life
Insurance Analysis Refusal Certificate and mail it in the postage-paid envelope.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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The Life Insurance Analysis Refusal Certificate
ˆ Bill, thanks, but no thanks. I’ve read your letter explaining the importance of the Life Insurance Analysis
and, while I realize the enormous benefits of this service to me, I would like to decline it.
Without your Life Insurance Analysis, I understand you will NOT be able to tell me whether my current
life insurance policy still gives me the maximum protection for my present circumstances and for the best
price. I’m going to take a risk and assume it still provides me with adequate protection. If my family
members or I have to make a claim in the future and find out the policy doesn’t cover me sufficiently, we
will NOT blame you for it.
Please fill out your contact information so we can have your current information on file.
Your Full Name: _______________________________________________________________
Address: ______________________________________________________________________
City: _____________________________ State: _____________ Zip Code: _______________
Your Signature: ________________________________ Date: __________________________
The main reason you’re declining the Life Insurance Analysis is:
1) ____ Nothing major has changed in my life since I bought the policy from you.
2) ____ The value of my house hasn’t changed since the last policy review.
3) ____ I don’t have time to meet with you before my policy expires.
4) ____ Another agent has reviewed my policy and he/she said it still protects me adequately.
5) ____ Other, please explain: ______________________________________________________
_______________________________________________________________________________
Please fax this certificate to 123-4568 or mail it in the postage-paid envelope provided.
ABC Insurance Agency, Inc.
-- Specializing In Protecting Your Dreams -123 Main Street, San Diego, CA, 94000
Phone: 619-123-4567, Fax: 619-123-4568, E-mail: [email protected]
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When Linda receives the above letter from Bill, she’ll be stunned at his professionalism and
outstanding level of service. He’s the first agent to explain to her the importance of the annual
policy review in such a compelling way.
Regardless of the types of insurance you sell, you absolutely must offer each of your clients the
opportunity to get their policy or policies reviewed by you to make sure they have the best
insurance protection for their current situation.
Unfortunately, as important as an annual policy review is, only a few agents and financial advisors
offer it to their clients.
This is a big mistake!
You see, if you want to do the greatest service for your clients and to fulfill your responsibility as a
financial professional, you must offer them an annual review, and let them choose whether to accept
it.
For the clients who may not be interested in your annual review initially, after reading the Life
Insurance Analysis Refusal Certificate, they will understand the importance of this service… and
so likely will change their minds.
Do you see another advantage of having the Life Insurance Analysis Refusal Certificate?
It gives you great protection from any law suits some of your clients may file against you in the
future.
Okay, in this chapter you’ve learned a powerful system for keeping in touch with your clients
monthly, providing them with added value and motivating them to do business with you for decades
to come… and to shower you with endless referrals.
As I’ve mentioned, regardless of the types of insurance you sell, including financial service
products, you can easily change the letters to suit your particular situation… and then use them to
generate tens of thousands of dollars in extra income each year.
Now, like some agents and financial advisors who have read this far, you may be saying to
yourself…
“Ken Varga’s client-building system seems so simple. I don’t see how it can produce the kind of
profits he claimed it could.”
If you’ve actually stated that, I understand how you feel.
Please keep this important truth in mind…
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Some Of The Most Powerful Systems And Ideas
In The World… Are Also The Simplest!
No matter how simple my systems, ideas, strategies, or techniques may seem to you, remember,
they had made millions of dollars for me and have helped thousands of agents and financial
advisors become outrageously successful. So, if you were to apply them in your agency or practice,
not only will you reap enormous results, you’ll produce benefits that will astound you!
If you were Linda Dawson and Bill Brown was your agent, how would you answer the following
questions?
1) Will you do business with Bill for at least ten more years? Yes ____ No ____
2) Will you buy other insurance policies from him? Yes ____ No ____
3) Will you give him lots of referrals when he asks for them? Yes ____ No ____
You probably answered “yes” to each of these questions, right?
Believe me, your clients will reply the same way after you’ve used my client-building system to
serve them.
At the beginning of this chapter, I told you that you could easily use my system to generate
$25,000.00 or more in extra profits within just the next few months. So, if you want to make this
happen as soon as possible, start setting up the system immediately.
To make it easy for you to implement my client-building system in your agency or practice, you can
purchase the 18 letters and certificates shown in this chapter for just $1 each, for a total of $18.
You can have the files in MS Word and RTF (Rich Text Format, which means you can use on
either a PC or a MAC computer).
To purchase the client-building letters and certificates, go to…
www.sellinsurancelikecrazy.com/products/1051.php
Now, if you’re thinking it’s more economical for you to type the letters and certificates into your
word processing program yourself, please read the following carefully.
If you’re like many agents and financial advisors who type with two fingers, it could take you hours
or even days to input the letters and certificates in your computer.
Wouldn’t you agree it’s better for you to invest just $18 to get these tools from us... and then use
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your valuable time to talk to or see more clients and prospects?
Please keep this important fact in mind...
To Build A Super Successful Agency Or Practice, You Must Spend
Most Of Your Time, Energy, Effort, And Money On The
Activities That Will Produce The Greatest Results For You!
In your business, marketing-related activities (such as prospecting and seeing clients) will
produce the highest-payoffs. So you should focus most or even all of your time, effort, and
money in this area.
Let’s figure out how much you make per hour.
If you presently earn $100,000.00 a year, working 5 days a week, 8 hours a day, then…
Your Hourly Income Is $50!
(100,000 / 250 x 8 (250 is the approximate number of working days in a year))
So, if you waste just an hour a day, you’re throwing away $12,500.00 a year! That’s why it’s
extremely important to make sure you spend each one of your working hours as productively as you
possibly can.
In the table below, figure out how much money you made per hour last year. You can get the
information from your tax return. If you operate your business as a “C” corporation, then add your
income back to your corporation’s income to get the total for the year.
My Gross Income
For Last Year
No. of Hours Worked
Last Year
My Hourly Rate
$ ____________________
________________
$ __________________
My Net Income
For Last Year
No. of Hours Worked
Last Year
My Hourly Rate
$ ____________________
________________
$ __________________
Now that you know how much money you earned per hour last year, you can reasonably assume
that’s the amount you’re making right now.
If you’d like to calculate your hourly rate for last month, divide your total income into the number
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of hours you worked.
Your last month’s total income:
$ _____________________ (A)
The approximate number of hours you worked: ______________________ (B)
Your hourly income for last month:
$______________________ (A/B)
If this was the first time you’ve done this exercise, you may be surprised or even shocked to find
out your hourly income.
Let me share some interesting statistics with you…
If you’re in the life insurance field, you may be interested in knowing the average MDRT member
earns about $55 an hour in gross commission income; Court of the Table member produces about
$150 an hour; and the average Top of the Table member makes about $300 per hour.
What this means is, if you consistently make about $300 an hour (which can be easily achieved if
you focus on your highest-payoff activities each day), very soon you’ll be among the top 1% of
insurance agents in the world.
The agents who have qualified for the Top of the Table have learned how to use their time more
productively than the ones who have only qualified for the Court of the Table. Similarly, the Court
of the Table members spend their time more wisely than the MDRT members.
In short, the more productively you use your time the more successful you’ll become.
If you’re currently an MDRT or Court of the Table member and want to qualify for the Top of the
Table, the first thing you must do is learn how to use your time more productively.
Before you start doing an activity, ask yourself these questions…
“Is this the best use of my time right now?” Or…
“Will doing this activity get me closer to my goal?”
If the answer is “yes,” then go ahead and perform the activity. Otherwise do something else that’ll
get you closer to your objective.
Because time is your most valuable resource, you’ll need to learn how to use it efficiently in order
to become as successful as possible in the insurance profession (and also in your personal life).
My friend, as I mentioned, if you want to implement my client-building system in your agency or
practice but are considering typing the letters and certificates into your word processing program
yourself, I’m afraid you’re trying to save money the wrong way!
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Even if you’re a fast typist, it will take you at least three hours to input the letters and set up the
certificates. So, if you’re hourly income is, say $50, you would be spending $132 ($150-18) for the
letters.
Would this be a good use of your time (which is your most valuable resource)?
Of course not!
Listen, even if you have an assistant whom you pay only $10 an hour, it’s still better for you to buy
the letters and certificates from us rather than getting your staff to enter them in the computer.
You may be saying…
“Wait a minute Ken, you’re telling me all this because you just want me to buy the letters and
certificates from you so you can make $18 in pure profit?”
If you’ve actually uttered the above or something similar to it, I’m afraid you didn’t understand the
important lesson I’m trying to teach you. In this case, please re-read pages 79 and 80.
Now, if you actually understood my point and will accept my advice, you can order the clientbuilding letters and certificates at: www.sellinsurancelikecrazy.com/products/1051.php
You’ll receive these profit-generating tools within 60 seconds of placing your order. So you can
start using them to take your income to new heights.
Here Are The Other Tools You Need To Set Up My
Client-Building System In Your Agency Or Practice
1. The Million-Dollar Bills
2. The Special Reports
2. The Healthy, Wealthy & Wise Magazine
Let’s talk about each one in detail.
1. The Million-Dollar Bill
In the letter on page 34, Bill Brown sent a million-dollar bill to his client, Linda Dawson, to thank
her for her business. If you haven’t used this unique marketing tool, you’ll be blown away at the
positive reactions from your clients when they receive a $1,000,000 bill from you.
The reason the million-dollar bill can create so much “instant excitement” is that being a
millionaire has always been the underlying dream of financial freedom, security, and personal
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achievement. It serves as a symbol of success. So, they will keep it for a long time. And whenever
they see it, they will remember who gave it to them – YOU.
Best of all, when others ask them where they got the million-dollar bill from, they will say, “My
insurance agent (financial advisor) gave it to me, to thank me for doing business with him (her).”
Upon hearing this, their friends may exclaim, “Wow! Your insurance agent (financial advisor)
really treats you so much better than my agent treats me. The only thing I’ve ever received from my
agent is a birthday card.”
“Well, I’ll ask my agent to send you a million-dollar bill,” your client replies.
When you mail a $1,000,000 bill to your client’s friends, you’ll have the opportunity to introduce
your products and services to them. Keep them on your mailing list and send them an issue of the
Healthy, Wealthy & Wise magazine (which we’ll discuss in a few moments) every two months.
This way, after receiving several copies of this unique magazine, they will feel positively about
you. And when they compare the mediocre services they’re getting from their present agent(s),
they’ll probably let you quote on their policy or policies... and will likely end up doing business
with you.
To purchase the million-dollar bill (for as low as 12 cents each) or to see what it looks like, go to:
http://sellinsurancelikecrazy.com/products/1052.php
2. The Special Reports
As you may recall, Bill Brown sent the following special reports to his client, Linda Dawson, to
provide her with added value:
1. Forty-Eight Ways You Can Save Money On Gas (page 40).
2. How To Keep Fit and Feel Better (page 44).
3. Sixty Seven Ways To Save Money (page 63)
4. How To Make Your Home Safer (page 68)
If you were to mail the above reports to your clients, wouldn’t you agree many of them would find
the information valuable and be grateful to you?
Of course!
While the chance of your clients buying their other insurance policies from other agents (your
competitors ) is high, guess how many of those agents have sent special reports to their clients (who
are also your clients)?
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Probably none.
So, since you’re the only agent who’s sending special reports to your clients to help them improve
various aspects of their lives, they will be compelled to do business with you for years to come and
to give you truckloads of referrals.
In the letter on page 60, Bill Brown offers the special report, How To Make Sure Your Loved Ones
Don’t Have To Suffer Financial Hardships In Case You Die Prematurely, to Susan Gray (the
referral that Linda gave him).
In this 20-page special report, in addition to teaching Susan the importance of having life insurance
and which type is best for her particular situation, it creates a sales opportunity for Bill. The report
actually acts as a powerful salesperson or producer.
Have you ever wondered how much more money you would make and how much more successful
you would become if you could hire a salesperson who could sell as well as you?
You probably have, right?
But, unfortunately, no matter how hard you’ve looked, you haven’t been able to find that person.
Get excited, my friend. You’re about to discover how to effectively clone yourself so you can make
two to five times your present income, while working fewer hours.
If you’re like many agents, you probably already know exactly how to sell your products or services
when you’re talking to your prospect during a one-on-one situation.
It doesn’t matter if you’re talking to someone in person or on the telephone, I’ll bet you know
exactly what words to use and what buttons to push to persuade your prospective customer to do
business with you.
That’s wonderful.
However, the bad news is this. No matter how well you can close your prospects, even if you could
sell every one you see or talk to, you’re still limited by the number of hours in a day.
So, to leverage yourself, you can put your sales presentation on paper and let your sales letter, in the
form of a special report, close some of the prospects for you.
Depending on the types of insurance products or services you offer, in many cases, you can use
special reports to sell your prospects just as well as you can in person.
When powerfully written, even if your special report doesn’t close a prospect, it will provide
enough useful information to motivate him or her to set up an appointment with you.
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And, when they phone you to set up an appointment after reading your special report, they will be
much more receptive to do business with you than the ones who haven’t read your report.
In How To Use Special Reports To Get New Clients And To Compel Existing Ones To Do More
Business With You, I’ll show you how to write powerful special reports and use them to get
prospects to call you for appointments, or, in some cases, to buy your product or service directly.
To put it another way, you can use special reports to position yourself as an expert in your
field, separating yourself from your competitors.
If you sell one or all of these eight types of policies – life, health, LTC, disability, auto,
homeowners, commercial, keyperson – then I’ve already written the reports for you. And since
they’re stored on a CD-ROM, in MS Word and RTF (so you can use them on a PC or a MAC
computer), all you need to do is open the files in your word processing program, make a few minor
changes to suit your particular situation, insert your name and address, send them to your clients,
and just sit back and watch your profits soar to new heights.
In addition to using the reports to generate appointments or to sell your products or services
directly, you can also use them to cross-sell to your existing clients.
For example, let’s say you sell auto, homeowners, life, disability, and commercial insurance. Then,
for the clients who only buy an auto policy from you, you can use special reports to educate them
about the other four types of insurance – homeowners, life, disability, and business.
Chances are good that many of your auto policyholders also need or want a life, a homeowners, a
disability, or a business policy, or even all four.
While they may have already bought some of these policies from other agents, as their professional
advisor, you need to make sure they’re getting the right insurance protection for all of their assets.
This means, you must educate and let your clients know about the different kinds of policies you
write – or the ones you can get someone else to write – and then let them decide whether to buy
from you or from your associate or joint venture partners (or even from somebody else).
If you don’t do this, you’re doing a great disservice for your clients, because you’re denying them
the opportunity to get the best insurance protection for their families' valuable assets.
Now, in addition to educating your clients about insurance with special reports, to provide the
greatest service to them, you should also use special reports to help them improve other aspects of
their lives.
On this CD-ROM, in addition to the eight insurance reports and the four non-insurance reports
mentioned earlier, you’ll also have 15 other non-insurance reports covering many different topics,
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such as how to get a low-interest mortgage or how to buy a car without getting ripped off, and
many others. What’s more, you’ll get a 74-page manual showing you, step-by-step, how to use the
reports to generate additional profits.
By providing your clients with so much added value, they’ll consider you as a friend and
professional advisor, instead of as another “me too” insurance agent or financial advisor.
Remember, as you’ve learned, because your clients are the lifeblood of your business, you must go
the extra mile to serve them like kings and queens. And in return, in addition to doing business with
you for years to come, they’ll shower you with unlimited referrals.
The price of this profit-producing CD-ROM is only $117. If you’re familiar with downloading files
and opening them, you can save $20 by investing in the Download version of this program, for only
$97. To order either format, please go to: www.sellinsurancelikecrazy.com/products/1053.php
Listen, if you’re reluctant to invest $117 (or $97 for the Download Version) because you think it’s a
lot of money to pay for just a CD-ROM, remember, you’re NOT buying a CD-ROM. Instead,
you’re investing in the valuable information contained on the CD-ROM, which you can use to
make tens of thousands of dollars in extra income over the next twelve months.
Let me explain the value of information to you this way...
If you came across a safe that has $5,000,000.00 locked inside of it, and you were told you can
open it with a simple seven-digit combination, written on a post-it note, how much would you be
willing to pay for that piece of paper?
$1,000? $5,000? $10,000? $100,000?
Well, your insurance agency, practice, or career also has millions of dollars locked inside of it...
and, for just $117 (or $97 for the Download Version), you can use our information to unlock its
HUGE hidden wealth!
Again, to purchase either format, go to: www.sellinsurancelikecrazy.com/products/1053.php
3. The Healthy, Wealthy & Wise Magazine
In the letter on page 48, Bill Brown sent a magazine called, Healthy, Wealthy & Wise, to his client,
Linda Dawson, providing her with added value and motivating her to give him referrals.
As the name, Healthy, Wealthy & Wise, implies, it’s a magazine about health, wealth, and success.
In other words, it’s a monthly 16-page mini-magazine focusing on topics of interest to the average
person, such as home improvements, health, business, finance, investing, cooking, gardening,
parenting, pets, and many others, as well as fun things like cross word puzzles and cartoons.
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Contributing columnists include motivational guru Zig Ziglar, investment advisor Bruce Williams,
medical doctor John Walker, "60-Minutes" humorist Andy Rooney, plus many others. This means,
the quality of the articles in Healthy, Wealthy & Wise is fantastic. To see a few sample copies, go
to: www.sellinsurancelikecrazy.com/products/hww/
If you’ve visited the above webpage, you can see this magazine looks very professional and has a
highly-perceived value. And because every issue covers so many different topics, each one of your
clients will find at least a few things interesting, exciting, or useful in it.
Let me ask you this question...
If one of the people you’re presently doing business with (perhaps your doctor or dentist) sends you
an issue of Healthy, Wealthy & Wise every month, doesn’t this tell you he or she really cares about
you and is going the extra mile to serve you like royalty? So to return a favor, wouldn’t you do
business with them for a long time, as well as give them lots of referrals?
Absolutely! And that’s exactly how your clients will feel about you after you've sent them several
issues of Healthy, Wealthy & Wise.
Regardless of the types of policies you sell, including financial services, you can use Healthy,
Wealthy & Wise to build-client loyalty, showing them you’re their Dream Protector™. After
receiving this unique and informative magazine for several months, your clients can’t help but give
you an avalanche of referrals... skyrocketing your income to the roof!
In this book, I’ve shared with you a nurturing system for twelve months. To continue keeping in
touch with your clients after this period, you can send them a copy of Healthy, Wealthy & Wise
magazine every month. Also, to get referrals, offer your clients the opportunity to have the
magazine sent to some of their relatives, friends, and neighbors.
Here’s the great news for you...
Healthy, Wealthy & Wise Costs Just 25 Cents Per Issue!
That’s right, each issue of this profit-generating 16-page mini-magazine costs less than a first class
stamp. With the envelope and postage, you can get it into the hands of each of your clients for
about a buck.
We’re presently only offering the Healthy, Wealthy & Wise magazine to our clients. So, if you want
to use this unique marketing tool in your business, you need to become our client in order to
purchase it.
It’s very easy to become our client. All you need to do is invest in one of our products. And the
least expensive item we’re offering right now is the 18 letters and certificates, for $18.
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Here’s How To Order Our Products:
1) The 18 letters and certificates: www.sellinsurancelikecrazy.com/products/1051.php
2) Million-dollar bills: http://sellinsurancelikecrazy.com/products/1052.php
3) Special Reports: www.sellinsurancelikecrazy.com/products/1053.php
After becoming our client, e-mail my business associate, Larry Lee, and he’ll tell you how to get
the Healthy, Wealthy & Wise magazine directly from the publisher for only a quarter each. His
email is [email protected] .
Okay. In this chapter, I’ve given you all the tools you need to implement my million-dollar clientbuilding system in your agency or practice. And if you were to use it, you’ll produce results that
will astound you.
In the next chapter, on page 91, you’ll discover...
How To Build A Million-Dollar Agency Or Practice Within The Next
Five Years… Even If You Just Started Your Business Yesterday!
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Notes:
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Success Journal For Chapter Three
Today’s date: ________________________
Please answer these questions...
1. What’s the most profound idea or strategy you’ve learned from this chapter?
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2. How can you use it to increase your income, to grow your business, or to improve
your life?
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3. When will you start using the above idea or strategy?
————————————————————————————————————–
4. What else did you learn from Chapter Three that could impact your business
enormously?
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Chapter Four
How To Build A Million-Dollar Agency Or Practice
Within The Next Five Years… Even If You
Just Started Your Business Yesterday!
I
n the last chapter, I shared with you my million-dollar client-building system. And if you’re
going to use it in your agency or practice, you’ll be on the way to becoming one of the most
successful agents or financial advisors in the country.
At the beginning of this book, I stated that the insurance business is unique because it gives you an
amazing opportunity to make a fortune. And this is absolutely true.
Even though the average income for insurance agents is a dismal $34,800 a year, making five to ten
or more times this amount, or even a million dollars annually… is within your grasp.
Believe it or not, your insurance agency or financial practice has the potential to generate a
fortune for you… if you have the right systems to unleash its enormous hidden wealth.
Let me tell you about a business that operates on incredible systems to help fully understand the
importance and appreciate the tremendous benefits that systems can provide.
Have you been to McDonald’s lately?
Here’s a multi-billion dollar international business operated, efficiently and profitably, by a bunch
of teenagers who are no more intelligent or disciplined than the teenage children you know.
Have you ever wondered how these kids could prepare food that tastes exactly the same and provide
the same level of service every single time – regardless of which McDonald’s restaurant you go to,
whether in California, New York, England, Australia, or Japan?
The answer is, you guessed it, they have SYSTEMS to perform the various activities in their
business. And because these systems work so well, any teenager can operate them and the results
will be the same every time.
The same thing is true with your business.
If you want to build a super successful and profitable agency or practice…
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You Absolutely Must Set Up Effective Systems!
What is a system?
A system is a way of doing things by following a set of rules or procedures that produces
predictable and consistent results every time.
To put it another way…
A System Allows You To Consistently Deliver
A Minimum Standard Or Level Of Performance!
After you’ve created a system or a series of systems to at least meet your clients’ expectations,
you’ll be able to deliver a great level of service every time they do business with you.
To build a million-dollar insurance agency or financial planning practice, you’ll need to set up
systems to perform the following activities:
1. Answering the phone
2. Greeting clients
3. Processing policies
4. Providing quotes
5. Following up on quotes
6. Resolving customer complaints
7. Hiring, training, evaluating, and compensating employees
8. Submitting proposals to your carriers
9. Processing claims
10. Collecting premiums
11. Managing cash flow
12. Building rewarding relationships with your carriers
13. Thanking clients for their business
14. Astonishing your clients several times a year
15. Renewing policies
16. Tracking marketing campaigns
17. Getting an abundance of qualified leads
18. Turning prospects into customers
19. Converting customers into clients
20. Transforming clients into advocates
21. Nurturing clients, and
22. Getting referrals
Just like effective systems have made McDonald’s the most profitable and successful restaurant
chain in the world, great systems can make your agency or practice one of the most profitable and
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How To Make A Fortune In The Insurance Profession!
successful insurance operations in the nation.
In my case, because of my effective systems, I was running my multi-million dollar agency (which,
as I’ve already shared with you, had almost half a million clients) with just four full-time and five
part-time employees.
In the last chapter, I revealed to you my powerful nurturing or client-building system you can use to
provide exceptional and “personal touch” service to your clients, compelling them to do business
with you for years to come… and to give you unlimited referrals.
In my profit-generating, 602-page manual, 11 Amazing Secrets of Outrageously Successful
Insurance Agents, you’ll discover systems for performing the following activities:
1. Answering the phone
2. Greeting clients
3. Providing quotes
4. Following up on quotes
5. Thanking clients for their business
6. Astonishing your clients several times a year
7. Renewing policies
8. Tracking marketing campaigns
9. Getting an abundance of qualified leads
10. Turning prospects into customers
11. Converting customers into clients
12. Transforming clients into advocates
13. Nurturing clients
14. Getting referrals
If you think about it carefully, you’ll realize this interesting fact. Out of the 22 systems I outlined on
the previous page, the above 14 are for getting and keeping clients.
As you may recall, in Chapter Two, I shared with you…
The Purpose Of Your Business Is To Get And Keep Clients!
What this means is, if you have efficient systems for acquiring plenty of clients and retaining
them for life, you’ll become massively successful in this business.
One way to obtain these systems is to spend decades and a small fortune of your own money to
create them yourself.
The second (and also the smarter) way is to find someone who has already developed the systems
you’re looking for and then borrow, lease, or buy them from him or her, for a tiny fraction of the
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money and time it would otherwise take if you were to try to create them on your own.
Let me ask you this…
If you were to develop a client-building system as profitable as the one I shared with you in the last
chapter, how many years and how much money would you have to spend?
You probably replied, “At least five years and a hundred thousand dollars.”
What about if you were to develop the 14 systems listed on the previous page? How long and how
much money would you have to invest before you can create successful systems?
You probably answered, “Too long and too much money,” right?
I totally agree with you. And the good news for you is, you don’t need to invest a lifetime and a
fortune to figure out those systems on your own.
In my case, I had to spend more than three decades and $10.2 million dollars of my own money to
discover, create, and perfect my systems.
The reason I had to do it the long, hard, and expensive way was that I didn’t have anyone to share
his or her powerful systems with me.
You’re very lucky! Because you can obtain these systems from me by simply investing in my
manual, 11 Amazing Secrets of Outrageously Successful Insurance Agents.
In the last three years, thousands of agents and financial advisors have used the marketing systems,
strategies, and techniques from 11 Amazing Secrets of Outrageously Successful Insurance Agents to
take their agencies and practices to new heights.
Believe me, after you’ve implemented the above systems, you’ll be on your way to building a
million-dollar agency or practice... quicker and easier than you can imagine.
Here’s my business associate, Larry Lee, to tell you about my profit-producing manual in detail.
Hi, this is Larry. Before I tell you about 11 Amazing Secrets of Outrageously Successful Insurance
Agents and how you can get it, let me first share with you what some of our clients (insurance
agents and financial advisors) have said about it:
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What Agents And Financial Advisors Are Saying About
11 Amazing Secrets of Outrageously Successful Insurance Agents...
“I’ve applied only four strategies from his manual, and have increased my commissions by more
than 100% in just four months.”
– Larry Lenamon
O’fallon, MO
(Life insurance, annuities, mutual funds, mortgages, estate planning)
“Using just three of your ideas, I've written an additional $3,000.00 in commissions in the last
two months. Your manual is agent oriented with real life action plans. It should be handed out to
every new agent as soon as they get their license, so they can quit trying to reinvent the wheel.”
– Alan Anderson
State College, PA
(P&C, life, health, mutual funds, variable life and annuity)
“My income has almost tripled to $176,000.00 in the last 9 months. And I can confidently say
the information you have provided to me via your book has without doubt secured my future and
financial success. I'll be continuing to expand on the strategies I've just described, plus add more,
with my goal being to triple my income in the next 18 months. And I have the utmost confidence
that I will achieve that goal thanks to the information you have provided.”
– Greg Hoolem, CFP
Australia
“Two techniques from this manual have increased my income by $10,000.00 in 6 months.”
– Gilbert Valenzuela
Visalia, CA
“Your birthday idea has increased the amount of referrals I am getting from my current clients. I
have several appointments set up from this one method. My average case size runs around $650.00,
and if this one method keeps working this well, I conservatively estimate another 15-20 cases from
these referrals, generating between $9,750.00 to $13,000.00.”
– Roger Lo Pilato
Waltham, MA
(Life insurance, LTC, Annuities, and IRA's)
“Thanks. Your system is giving me added confidence in contacting people, asking for referrals, and
asking for the order. My appointments have increased 95% since using your system. My referrals
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have skyrocketed. I am getting 3 to 5 referrals per contact.”
– Clair Smith
Smithfield, UT
“I just finished reading your entire book and now we are going back to the first chapter to start
implementing the ideas you have shared with us. I think we will generate at least $100,000.00
more income this year with just several of your ideas. As we implement more of them, I think we
can get to $1,000,000.00.”
– Richard D. Miller
Emporia, KS
(Life, health, annuity, variable, funds, stock, bonds, financial, retirement and estate planning)
“Having been in Health Insurance business for over 6 years, I have been doing my own mailings to
create leads. I used several ideas from your book to improve my prospecting letter and the results
were immediate. The number of reply cards from prospects more than doubled. The response to my
mailing is now 4 to 5% compared to 1 to 2% before. Needless to say that within 6 months of
reading your book my premium production more than doubled as well. The book contains a lot
of ideas which are simple and common sense, yet very few agents are using them. I know I didn't. I
recommend the book to any insurance agent looking for ways to increase his or her production.”
– Paul Dubsky
Delray Beach, FL
(Florida Health Insurance Associates)
“Your program was exactly what I was looking for and much more. By using your retention
strategies, I've increased my retention by 2 points in just three months. I believe the ideas I have
implemented will easily generate an extra $15,000.00 to $25,000.00 in extra profits this year. If I
had known your book could change my business the way it has, I would have paid ten times
more money for it. It's the best money I've ever spent on my agency.”
– Mike Lopez
Houston, TX
(P&C, life, health, LTC)
“Your ideas are simple and practical, and your marketing systems always focus on the clients. The
most important thing is that they are already proven to work. My cases have increased by 100%. I
had wasted a lot of time doing business using the old method and it did not work. I wish I have this
book the first day I joined the industry.”
– Yap Keong Foon
Malaysia
(Life insurance)
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“If I had this book or someone had introduced me to these ideas when I started a year and a half
ago, I would already be making a six-figure income and would have worked 10 less hours per week
doing it. This book brings a whole new meaning to the phrase paradigm shift. If I had known this
book could have this much impact, i.e. make this career fun again, I would have been willing to pay
$1,000.00 for it and that would still be a bargain.”
– Terry Harbert
Chicago, IL
(Auto, home, life, disability, and commercial insurance)
“I just started reading your manual. I have been in the insurance business for 16 years and I have
never been more excited about the future of my career than now. Even though my income has been
in the $175,000.00-$270,000.00 range for the last 3 years, I needed something to get me to the next
level, and I feel I've found it. I have set aside 15-30 minutes each morning to read your manual, and
this will be the most beneficial time I will spend. Thanks so much for your materials.”
– Matthew J. Koch
Vassar, MI
(Financial Advisor)
“When I came aboard at the agency, my father-in-law had been running it for the past 34 years the
same way he ran it 34 years ago! I recognized that our agency was not up with the times and we
needed to make some major changes to show our clients that we are all about customer service.
Believe it or not, our agency never had a written procedure manual. It has always been fly by the
seat of your pants and hope that it works. After reading your materials, we have developed and are
still developing a detailed Agency manual focusing on how we can provide better customer service
while attempting to eliminate the exposure for errors and omissions claims.
Our focus in the past has always been growing by adding new clients. By focusing on rounding out
the accounts that we currently have, we have probably added over $10,000.00 in commissions to the
bottom line in less than six months! I am projecting that just by using the ideas outlined in your
book, our agency will see an increase of income of over $50,000.00 this year.
Your book isn't just that, a book. It is a functional, instructional bible of improving the agency.
When I purchased the book, I thought that that was all that I was getting, just a book. To my
surprise, not a month goes by that I do not receive further offers and free materials from you that
supplement the book and your programs.
The benefits my agency has received from this program would justify paying over 10 times
what we did for it. Your book is a "program" or a "road map to success" not just a book!!!”
– Dan Sage
Middleburg Heights, OH
(P&C, life, health, variable products)
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“I just wanted to tell you that your book, “11 Amazing Secrets of Outrageously Successful
Insurance Agents” has been a tremendous boost to my business! One simple letter customized to
my specific practice was responsible for generating over $18,500.00 in commissions in one
month!!!
I’ve got to admit, I was skeptical at first. With almost two decades in this business I've seen all
kinds of systems and books out there designed to separate agents from their hard-earned cash
without providing the promised results. (I feel like I've earned a PHD from “Screw-U” after some of
them!) After downloading and reviewing the trial version of the book, I realized this was the REAL
THING!
I recognized many of the principles expounded in this book are the same as the ones I’ve been using
on a consistent basis. Many of them I had to learn the “hard way” by trial and error.
Obtaining this book early on in my career would have saved me valuable time and resources and
would have helped me achieve my goals much faster without all of the frustration!
The concepts and sales tools are first rate but the most important part is that they work! The fact that
they are all in one place and can be applied almost immediately is fabulous!
I’m looking forward to purchasing additional materials from your company and using them to help
both our clients and representatives Reach their Dreams & Goals!
P.S. I would have written sooner, but I’m too busy having fun and making money!”
– Walter Dobrowolski
Oceanside, CA
(Life and financial products)
“I did read the entire manual, and was really fired up, but I put off implementing any of the
techniques until recently. I am in a very competitive market here in Sarasota FL. There are probably
15 or more seminars seniors can attend every week, so I wanted to be different. I like the chapter on
“How To Get Seniors To Call For Appointment” because it was the least invasive and was totally
different from anything I have seen.
I bought a list of senior’s birthdays and mailed a test of 250 letters. I had to use decal candles
because regular wax candles broke and got smashed. Anyway, I followed up with a post card to see
if they received their birthday letter and to offer my Free LTC report. Seven people requested the
free report, 3 called my toll free 800 number and 4 sent my reply post card back.
I called to let them know their report was on its way and to confirm their address. From the calls I
actually set 2 appointments because they were asking questions.
I always work on a two-appointment basis, first introducing myself and then making a proposal.
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But this time I made two sales on the first meeting.
The first prospect was trying to decide to renew her $35,000 CD that was paying less than 2%. She
was just leaving it to her two grandchildren so I suggested my SPWL product that doubled the
amount she could leave and gave her a nursing home benefit, just in case. She accepted my
advice… and I ended up making $5,250.00.
My second appointment resulted in a gentleman applying for a reverse mortgage. He should pull
about $60,000.00 out and really likes the SPWL with the nursing home benefit too. I will make
$9,000.00 from this transaction. WOW! I have sent 6 reports to the referrals from these two clients
and am still following up with people from my initial mailing.
Thank You, Thank You, Thank You. K.I.S.S. never made so much sense.”
– David W. Phillips
Sarasota, FL
(LTC and financial products)
—————————————————————————————————
As you can see, when you’re armed with 11 Amazing Secrets of Outrageously Successful Insurance
Agents, you’ll be able to achieve similar or even greater results than the above agents and financial
advisors.
Here’s more great news for you: Although some of our competitors are charging as much as several
thousand dollars for their programs...
Your Investment In 11 Amazing Secrets of Outrageously
Successful Insurance Agents Is Just $387!
That’s right, for just about a dollar a day, you can use our profit-producing systems to skyrocket
your income to the stratosphere… while working fewer hours.
In his classic success book, Think And Grow Rich, Napoleon Hill said one of the key characteristics
of successful people is they make decisions quickly and change them very slowly.
Ken Varga respects the people who act promptly. So, if you order 11 Amazing Secrets of
Outrageously Successful Insurance Agents immediately…
You’ll Receive 2 CD-ROMs Containing $438.00 Worth Of
Bonus Products For Absolutely FREE!
Let me tell you about them in detail…
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
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How To Make A Fortune In The Insurance Profession!
The First Bonus CD-ROM
The first CD contains a program called, How To Use Special Reports To Get New Clients And To
Compel Existing Ones To Do More Business With You. (A $117.00 value)
Ken told you about this program in the last chapter. So, if you don’t remember it, please re-read
pages 83-86, and then come back here… and we’ll continue.
We’re selling this profit-producing CD-ROM separately for $117. But you can get it for FREE by
investing in 11 Amazing Secrets of Outrageously Successful Insurance Agents, right away.
The Second Bonus CD-ROM
The second CD contains the following:
Product #1: A manual, How To Make Your Website More Effective… And Use Email Marketing
To Generate More Profits (a $127.00 value)
Product #2: A manual, How To Get Affluent Executives And Business Owners To Call You For
Appointments (a $97.00 value)
Product #3: A special report called, How To Put Your Agency Or Practice On Automatic Pilot
So You Can Make Money While Lying On The Beach (a $49.00 value)
Product #4: A special report, How to Produce Better Results While Working Fewer Hours (a
$29.00 value)
Product #5: A special report, How to Use Business Cards and Signs To Generate More Profits!
(a $19.00 value)
Let me tell you more about each one...
Product #1:
How To Make Your Website More Effective… And Use
Email Marketing To Generate More Profits!
After examining 73 agency websites, we found 71 of them don’t offer their visitors a
compelling reason to request more information or to leave their e-mail addresses. While 63 of
them do offer a free quote service, because they don’t give their visitors a powerful reason for
doing so, they still receive very few requests, if any.
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
Page 100
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How To Make A Fortune In The Insurance Profession!
You’ve invested a lot of time and money developing your site. Now you can use the strategies
and techniques from this manual to generate enormous profits from online.
If you currently don’t have a website, Ken will show you how to start a profitable one from
scratch and how to use e-mail to turn the leads or quotes you generated or purchased into sales.
You can use this manual to make at least $10,000.00 in extra income within the next six
months.
Product #2:
How To Get Affluent Executives And Business Owners
To Call You For Appointments!
Do you have any “affluent” prospects whom you’ve been trying to get an appointment with for
weeks or even months… and they still haven’t returned your phone call?
If so, you can use the creative prospecting techniques revealed in this manual to motivate your
prospects to call you for appointments. This manual is especially suitable for the agents who
sell high-value products, such as life, annuities, LTC, health, or disability.
You can use our creative-prospecting techniques to generate at least $20,000.00 in extra
income within the next six months.
Product #3:
A special report, How To Put Your Agency Or Practice On
Automatic Pilot So You Can Make Money While Lying On The Beach!
Does the idea of making a lot of money by working only the number of hours you want sound
appealing to you? If so, in this special report, you’ll discover how to put your agency or practice
on auto-pilot, allowing you to produce income without having to be at the office at all, if you
don’t want to.
Product #4:
How to Produce Better Results While Working Fewer Hours!
Most agents and financial advisors usually spend a lot of time each day putting out fires instead
of running and growing their businesses. So, at the end of the day, they find out they haven’t
made any progress toward their goals. In this special report, you’ll learn how to work
intelligently ON your business, rather than foolishly IN it, allowing you to control your
business... instead of it controlling you. In fact, you’ll discover how to DOUBLE your income
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
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How To Make A Fortune In The Insurance Profession!
without selling even a single new policy.
Product #5:
How to Use Business Cards and Signs To Generate More Profits!
For most agents, business cards are a necessary part of their business. They know they are
supposed to have them. They realize their customers expect them. And they know they come in
little square boxes with a little plastic holder to keep them in. Unfortunately, that’s about all
they understand about this powerful marketing tool.
In this special report, you’ll discover how to make your business card at least ten times more
effective and how to use it to generate a ton of new business.
As you can see, with the bonus products (worth $438.00), you’ll have even more powerful tools to
shoot your profits to an even higher level.
Here Are Three Easy And Convenient Ways To Order
11 Amazing Secrets of Outrageously Successful Insurance Agents:
1. Online:
Go to: www.sellinsurancelikecrazy.com/a/1070
This is the fastest way to order.
2. By Fax: Use the Risk-Free Investment Certificate, located on page 110.
3. By Phone: Call 800-436-6982. An operator is ready to take your order 24 hours a
day, 7 days a week. Please fill out the certificate on page 110 before you
call. This will speed up the ordering process.
Now, if you haven’t invested in our manual, it’s probably because you’re still not sure whether our
systems can actually work for your particular business.
Maybe you’re saying to yourself...
“Although Ken Varga’s manual and the bonus products sound like the tools that can help me create
my ultimate agency or practice and the testimonials are impressive, his strategies and systems may
not work for me. After all, I sell a different product than the agents in the testimonials. I don’t want
to spend my hard-earned money on the manual and produce no results with it. Since I’ve been
burned before, I don’t want this to happen again.”
If you’ve actually uttered something similar to the above, I understand why you felt that way. Both
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
Page 102
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How To Make A Fortune In The Insurance Profession!
Ken and I have bought many products that failed to deliver on their promises... and we got upset
with ourselves for making bad purchase decisions.
Because we don’t want you to regret investing in 11 Amazing Secrets of Outrageously Successful
Insurance Agents, we’re offering you the opportunity to “test-drive” it for one full year without any
risk on your part whatsoever.
Your Investment Will Be Protected By
This Unbelievable Guarantee:
Within 12 months from the date you've received 11 Amazing Secrets of Outrageously
Successful Insurance Agents, if you don’t generate at least $20,000.00 in extra income, or if
you’re not satisfied with the manual for any reason, or even if you’re happy with it but
simply change your mind, return it to us... and you’ll receive a prompt and courteous refund!
No questions asked. And you’ll still get to keep the 2 CDs containing the bonus products
(worth $438.00)!
Once again, your investment in our manual is just $387, and you can deduct it as a business
expense. (Please check with your CPA or accountant.)
Here Are Three Easy And Convenient Ways To Order
11 Amazing Secrets of Outrageously Successful Insurance Agents:
1. Online:
Go to: www.sellinsurancelikecrazy.com/a/1071
This is the fastest way to order.
2. By Fax: Use the Risk-Free Investment Certificate, located on page 110.
3. By Phone: Call 800-436-6982. An operator is ready to take your order 24 hours a
day, 7 days a week. Please fill out the certificate on page 110 before you
call. This will speed up the ordering process.
(Please note: If you’ve seen 11 Amazing Secrets of Outrageously Successful Insurance Agents
being advertised somewhere else for less, please keep in mind that’s for the OLD version. We’re
the only one selling the NEW edition of our manual (which has 602 pages) and offering you a OneYear Better-Than-Money-Back Guarantee. What’s more, by ordering from us. You’ll get the 2
bonus CDs, which are yours to keep even if you decide to return the manual for a full refund.)
Now, if you’re reluctant to invest in our manual even though you’re frustrated with not making
enough money, you need to understand this important fact:
While we can provide you with the most powerful vehicle on the planet to get your business or
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
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How To Make A Fortune In The Insurance Profession!
career from where it is now to where you want it to be...
You Must Be The Driver!
No one can do it for you. You and you alone control your future and destiny.
Since you’ve read this far, it tells me you’re NOT happy with some aspects of your business or
career. You may be frustrated because you’re not producing enough income or you have to
work very hard to earn it, or even both.
The way I see it, you have two options:
First, you can continue running your agency, practice, or career the same old ways... and keep
getting the same old results. So five to ten years from now, you’ll be in the same or even worse
situation than your present dilemma.
Think about how you and your loved ones would feel if this depressing event were to take place.
If you’re like many agents and financial advisors, I’ll bet there’s at least one thing (a decision or an
action) you’ve been wishing or wished you had done in the past if you could go back in time, right?
If so, what consequences or problems do you have to face right now because of your INACTION
then?
Take a few moments to imagine how different and better your business (and life) would be at
this time... if you had actually done it.
Wouldn’t it be wonderful if you could get a second chance to do that thing or to make that
decision?
Certainly! But sadly, you can’t turn back the clock and do the things you didn’t do.
There’s nothing we can do about the past... except to learn from our (painful) experiences and use
them to make better decisions and to take better actions in the present and future.
Some agents have asked Ken Varga this question…
“From your thirty-three year experience in the insurance industry, do you see a KEY difference
between successful agents and mediocre ones?”
He told them…
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
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How To Make A Fortune In The Insurance Profession!
“While successful agents usually know many things that mediocre ones don’t, what separates them
is that successful agents are willing to do the things mediocre ones are not willing to do.”
In other words, although a lot of average agents know just as much as their successful counterparts
with regards to sales, marketing, and other necessary skills, the reason they only earn an average
income is…
They Fail To Act On What They Know!
Interestingly, even though they realize doing the things they know would increase their income and
business enormously, they still get caught up in the daily activities of their business… and fail to
put their knowledge and skills into action. (Does this sound familiar?)
Somehow, they just don’t understand this important truth…
If They Keep Doing The Same Old Things…
They’ll Simply Keep Getting The Same Old Results!
Believe it or not, the agents or financial advisors who make $1,000,000.00 or more a year are NOT
any smarter or luckier than you.
The main difference between you and them is that they’ve developed the habit of doing the
things you and most other agents are not willing to do.
In Ken’s case, when he still had his agency, although he had many competitors selling the same
products, he did a totally different kind of marketing than them. He was willing to be different and
to experiment with different ideas, strategies, and techniques.
The reason he invested more than $10.2 million to discover, create, and perfect the secrets and
systems that had built an agency with almost half a million clients is…
Most Of The Ideas And Strategies He Tried Did Not Work!
What this means is, even though he had one of the largest and most successful agencies in the
world, he’s not any smarter or luckier than the agents who earn only an average income of $34,800
a year.
What separates him from most agents is…
He’s constantly figuring out ways to produce better results with the same effort. And to achieve this
goal, he will do things most agents are not willing to even try.
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
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How To Make A Fortune In The Insurance Profession!
The same thing is true with you...
If you want to make more than just an average income or to become one of the most
successful agents or financial advisors in the nation, you must commit to doing the things the
majority of agents are not willing to even try. When you do this, you’ll achieve incredible
success in this profession.
Even though some of the ideas and strategies Ken has shared with you in this book may not be new
to you, a few of them should cause you to think in a way you have never thought before. And if
you’re willing to use them, they will impact your business tremendously.
In 11 Amazing Secrets of Outrageously Successful Insurance Agents, Ken will reveal to you dozens
more of his million-dollar systems that you can use to build a massively successful business or
career... faster and easier than you can possibly imagine.
Here Are Three Easy And Convenient Ways To Order
11 Amazing Secrets of Outrageously Successful Insurance Agents:
1. Online:
Go to: www.sellinsurancelikecrazy.com/a/1072
This is the fastest way to order.
2. By Fax: Use the Risk-Free Investment Certificate, located on page 110.
3. By Phone: Call 800-436-6982. An operator is ready to take your order 24 hours a
day, 7 days a week. Please fill out the certificate on page 110 before you
call. This will speed up the ordering process.
If you’re still not willing to “test-drive” our manual even though you know you have absolutely NO
risk whatsoever on your part, I question how serious you are about making more money and
creating a more successful business or career.
Imagine what would happen if you don’t invest in our manual and some of your competitors do and
they use our secrets and systems against you.
Well, you know how difficult it is to find new prospects who don’t have any insurance at all.
Almost every agency’s growth comes from taking clients away from other agents. So, if your
competitors begin using our systems to gain market share, they will likely steal your clients. What
this means is…
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
Page 106
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How To Make A Fortune In The Insurance Profession!
You’ll End Up On The Losing End!
You’re already working so hard in your business to earn your current income. So, if your
competitors get their hands on 11 Amazing Secrets of Outrageously Successful Insurance Agents
before you do, you’ll be forced to work even longer hours.
You don’t want this terrible situation to happen, do you?
Wouldn’t you rather be the agent who has the advantage over your competitors… the one who’s
getting new clients like crazy and thriving spectacularly, while most other agents are still struggling
just to get by?
I bet you would, right? Otherwise, you wouldn’t have downloaded a copy of this book in the first
place, let alone have read this far.
I urge you to make a small and Risk-Free investment in 11 Amazing Secrets of Outrageously
Successful Insurance Agents and use it to blow away your competitors... and to create your ideal
agency or practice ... quicker than your wildest expectations!
Here Are Three Easy And Convenient Ways To Order
11 Amazing Secrets of Outrageously Successful Insurance Agents:
1. Online:
Go to: www.sellinsurancelikecrazy.com/a/1073
This is the fastest way to order.
2. By Fax: Use the Risk-Free Investment Certificate, located on page 110.
3. By Phone: Call 800-436-6982. An operator is ready to take your order 24 hours a
day, 7 days a week. Please fill out the certificate on page 110 before you
call. This will speed up the ordering process.
If you think about it, even if our manual doesn’t work for you, you have very little to lose. But if it
does (just like it has for thousands of agents and financial advisors), you’ll gain a lifetime of
wealth, success, and be able to enjoy a lifestyle most people can only dream about.
The best way to build your ultimate business or career... is to copy and use the success formulas of
the person who “has been there and done it.” There’s absolutely no sane reason why you should
want to spend the next decade and hundreds of thousands of your hard-earned dollars to discover
the same secrets Ken Varga reveals to you in his manual.
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
Page 107
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How To Make A Fortune In The Insurance Profession!
Ken has paid the price for his success, so you won’t have to. And since he’s willing to share his
million-dollar secrets with you (for just $387), why not let him be your Success Coach, teaching
you, step-by-step, how to become outrageously successful in this profession.
You really deserve to achieve more wealth and success, and to have the time to enjoy it.
Here Are Three Easy And Convenient Ways To Order
11 Amazing Secrets of Outrageously Successful Insurance Agents:
1. Online:
Go to: www.sellinsurancelikecrazy.com/a/1074
This is the fastest way to order.
2. By Fax: Use the Risk-Free Investment Certificate, located on page 110.
3. By Phone: Call 800-436-6982. An operator is ready to take your order 24 hours a
day, 7 days a week. Please fill out the certificate on page 110 before you
call. This will speed up the ordering process.
Remember, if you order our manual right away, you’ll receive the 2 bonus CD-ROMs containing
even more powerful tools you can use to grow your business at an even faster pace. The sooner you
get your hands on 11 Amazing Secrets of Outrageously Successful Insurance Agents, the quicker
you’ll be able to live the lifestyle of your dreams.
To Your Success,
Larry Lee
P.S. By the way, if money is really tight for you right now and you can’t afford to invest in 11
Amazing Secrets of Outrageously Successful Insurance Agents even though it’s only $387,
that’s fine. I understand your situation. Everyone has experienced a cash shortage at one time
or another in our lives, including Ken Varga and even Bill Gates.
Because we sincerely do have the desire to help you improve your financial situation and build
a super successful agency or practice, we’ll let you pay in two equal installments, 30 days
apart. If you’re interested in this option, e-mail me at [email protected] and
I’ll let you know how to order.
Now, if you’re in such a tight financial position that you can’t even take advantage of the two-
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
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How To Make A Fortune In The Insurance Profession!
payment plan, you can use the strategies and systems revealed in this book to start generating
more income. Just follow these simple directions:
Step #1: Re-read this book from beginning to end.
Step #2: Calculate the lifetime profit value of your average client, if you haven’t already done
so. See pages 20 to 23.
Step #3: Set up the client-building system that Ken revealed to you in Chapter Three. Even if
you’ve just started your business or career and have only a few policyholders, you still can use
it to begin building client loyalty for life and to motivate them to give you referrals.
If you commit to doing the above, a few months from now, you’ll produce thousands of
dollars in extra income and will have a more successful agency or practice. At that time,
you can invest in 11 Amazing Secrets of Outrageously Successful Insurance Agents… and
use more of our systems to skyrocket your profits to even greater heights.
P.P.S. If you’re like most of the agents and financial advisors who have purchased our manual, I’ll
bet you can easily afford to invest $387 in 11 Amazing Secrets of Outrageously Successful
Insurance Agents. The main reason you’re still undecided is that you just not sure whether
our systems will actually work for your business.
We understand your concern. That’s why we’re letting you “test-drive” our manual for one
year without any risk whatsoever on your part. Let me repeat our incredible guarantee:
Within 12 months from the date you've received 11 Amazing Secrets of Outrageously
Successful Insurance Agents, if you don’t generate at least $20,000.00 in extra income,
or if you’re not satisfied with the manual for any reason, or even if you’re happy with it
but simply change your mind, return it to us... and you’ll receive a prompt and
courteous refund! No questions asked. And you’ll still get to keep the 2 CDs containing
the bonus products (worth $438.00)!
Here Are Three Easy And Convenient Ways To Order
11 Amazing Secrets of Outrageously Successful Insurance Agents:
1. Online:
Go to: www.sellinsurancelikecrazy.com/a/1075
This is the fastest way to order.
2. By Fax: Use the Risk-Free Investment Certificate, located on page 110.
3. By Phone: Call 800-436-6982. An operator is ready to take your order 24
hours a day, 7 days a week. Please fill out the certificate on page
110 before you call. This will speed up the ordering process.
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
Page 109
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Your Risk-Free “Ticket To Success” Action Certificate
ˆ YES! I’m excited and can’t wait to use 11 Amazing Secrets of Outrageously Successful Insurance Agents
to build a million-dollar agency or practice in record time.
I understand I’m being protected by your One-Year Better-Than-Money-Back Guarantee, which
protects my investment as follows…
After using your strategies and systems in my business for one year, if I don’t at least double
my income during this period, or if I’m not happy with the manual for any reason, I can
return it to you... and you’ll give me a prompt and courteous refund. No questions asked. And
I’ll still get to keep the two bonus CD-ROMs worth $438.00.
Quantity: _____ @ $387 = $_________________ (A).
Shipping and handling:
Please choose one...
$10 each for UPS Ground (5-7 days) in USA/Canada:
$25 each for UPS 2 Days in USA/Canada:
$40 each for UPS Overnight in USA/Canada:
$45 each for DHL Express (5-7 days) for International:
____ @ $10 = $____________
____ @ $25 = $____________
____ @ $40 = $____________
____ @ $45 = $____________
TOTAL: $ __________________ (A + shipping)
First Name: ____________________________ Last Name: _________________________________
Agency: ______________________________________ Title: _______________________________
Phone #: (_________) __________ - _________ Fax #: (_________) ___________ - ___________
Address: ____________________________________________ City: ________________________
State: _________ Zip Code: ________________ Email:____________________________________
I’d like to pay by (please check one): ˆ Visa ˆ MasterCard ˆ American Express ˆ Discover
ˆ Money Order ˆ Check
(Please make check or money order to: Varga Success Systems)
Credit card #: ___________________________________ Expiration Date (MM/YY): _______/_______
Name on card: _______________________________ Signature: _______________________________
Four Easy Ways To Order:
1) Visit our website at: www.sellinsurancelikecrazy.com/a/1076/
2) Fill out this certificate completely and FAX it to: 1-775-201-0242
3) Call 1-800-436-6982, 24 hours, 7 days a week
4) Mail this certificate to:
Varga Success Systems, Dept. EB1
1733 H Street, #330-348
How To Make A Fortune In The Insurance Profession!
Success Journal For Chapter Four
Today’s date: ________________________
Please answer these questions...
1. What’s the most profound idea or strategy you’ve learned from this Chapter?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
2. How can you use it to increase your income, to grow your business, or to improve
your life?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
3. When will you start using the above idea or strategy?
————————————————————————————————————–
4. What else did you learn from Chapter Four that could impact your business
enormously?
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
————————————————————————————————————–
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
Page 111
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How To Make A Fortune In The Insurance Profession!
Here Are The Tools You Can Use To Build Your
Million-Dollar Agency Or Practice In Record Time
Tool #1:
On pages 93 to 109, you learned how you can use this
profit-generating manual to at least double your income
within the next 12 months… and to create your ultimate
agency or practice in record time.
If you haven’t invested in it, you can do so by:
1. Going to: www.sellinsurancelikecrazy.com/a/1077
2. Using the Risk-Free Investment Certificate, located
on page 110.
3. Calling 800-436-6982. An operator is ready to take
your order 24 hours a day, 7 days a week. Please fill
out the certificate on page 110 before you phone.
Tool #2:
In Chapter Three (pages 29-88), we revealed to you a powerful system you can use to create
loyal clients, motivating them to do business with you for decades to come... and to give you
truckloads of referrals. And, to make it easy for you to implement our system, you can get
the 18 client-building letters and certificates (in MS Word and RTF) for just a dollar each,
for a total of only $18. If you haven’t purchased them, you can do so by going to:
www.sellinsurancelikecrazy.com/products/1051.php
Tool #3:
To order the million-dollar bill (discussed on page 83), go to:
http://sellinsurancelikecrazy.com/products/1052.php
Tool #4:
To invest in the program, How To Use Special Reports To Get New Clients And To Compel
Existing Ones To Do More Business With You (see pages 83-86), visit our website at:
www.sellinsurancelikecrazy.com/products/1053.php
You Can Make More Money While Working Fewer Hours!
© 2000-2003 Varga Success Systems, Inc.
Page 112
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