May 2014 Wisconsin Independent Agent Magazine

wisconsin

INDEPENDENT AGENT MAY 2014

IIAW SALES & LEADERSHIP CONFERENCE KALAHARI RESORT, WI DELLS JULY 23-25, 2014 REGISTER AT IIAW.COM

People who run a business know. The most valuable things

are also the hardest to get.

wisconsin

INDEPENDENT AGENT MAY 2014 Eric Schwartz, Editor

Open Door Policy Take Your Agency to The Next Level . . . . . . . . . . . . . . . . . . . . . 5

On The Cover…

News From ACT Electronic Policy Delivery: A Game Changer . . . . . . . . . . . . . . . 6

Last year, the Young Agents Conference

Commentary From Counsel Wisconsin Social Media Protection Act . . . . . . . . . . . . . . . . . . 10

Leadership Conference and the result

Marketing Minute The Real Marketing Revolution . . . . . . . . . . . . . . . . . . . . . . . . . 14

event. In 2014, we’ve built on last

Errors & Omissions Do You Know Your Legal Duties . . . . . . . . . . . . . . . . . . . . . . . . 16 Virtual University Why & How To Use A Consultant. . . . . . . . . . . . . . . . . . . . . . . . 20 Sales Success 90% Of Sales Success Is… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

was re-imagined as the Sales & was a more focused and professional year’s success and put together a stellar combination of breakout sessions, workshops, golf, and other entertainment. Check out the brochure inserted in this magazine for all the great Sales & Leadership Conference details and register now at iiaw.com.

Independent Insurance Agents of Wisconsin

Your customer’s business didn’t grow overnight. It came from years of hard work, confidence in what they could do, and making smart decisions.

That’s why an insurance policy from West Bend makes sense. It protects these valuable and hard-earned businesses so your customers can focus on doing what they do best: helping children, families, and individuals enjoy safe and fun sports and leisure activities.

And as an Official Supplier of The Silver Lining, it’s backed by your knowledge and experience.

725 John Nolen Drive, Madison, Wisconsin 53713 Phone: (608) 256-4429 or (800) 362-7441 ■ Fax: (608) 256-0170 ■ Web: www.iiaw.com Executive Vice President - Matt Banaszynski 2013-2014 Executive Committee

2013-2014 Committee Chairs

President....................................................... Dave Dunker P.O. Box 443, Brookfield, WI 53008-0443

Agency Operations....................................... Kim Dandrea 1300 South Green Bay Rd. #100, Racine, WI 53406

President-elect ........................................... John Wickhem P.O. Box 1500, Janesville, WI 53547-1500

Automation/Technology ............... Cathleen Christensen P.O. Box 949, Fond du Lac, WI 54936-0949

Secretary-Treasurer ......................................... Steve Leitch P.O. Box 85, River Falls, WI 54022

Employee Benefits............................................. Tim Bever 555 Main St. #320, Racine, WI 53403

Chairman of the Board ..................................... Mike Froh P.O. Box 1320, Sheboygan, WI 53082-1320

Finance & Compensation .............................. Steve Leitch P.O. Box 85, River Falls, WI 54022

State National Director ................................ Linda Steiner 555 Main Street #320, Racine, WI 53403

Government Affairs .......................................Skip Hansen 100 North Corporate Drive #100 Brookfield, WI 53045

2013-2014 Board of Directors

Industry Relations ............................................. Tom Sitter P.O. Box 2424, Oshkosh, WI 54903-2424

Mike Ansay 101 East Grand Ave. #11, Port Washington, WI 53704 Jason Bott 330 East Kilbourn Avenue, Milwaukee, WI 53202

West Bend. Insurance your customers buy when they can’t afford anything less.

Thomas Holter P.O. Box 938, Beloit, WI 53512-0938 Lise Meyer Kobussen P.O. Box 633, Sauk City, WI 53583 Bruce Kommers P.O. Box 66, Antigo, WI 54409-0066 Brian McClone 505 North Westfield Street, Oshkosh, WI 54902 Jeff Rasmussen 525 Junction Road, Madison, WI 53717 Michael Walston P.O. Box 236, Kewaunee, WI 54216-0236 Matthew Weimer 100 North Corporate Drive #100, Brookfield, WI 53045

2 | MAY 2014

WISCONSIN INDEPENDENT AGENT

WISCONSIN INDEPENDENT AGENT

Membership Development ................................. Jeff Thiel P.O. Box 1610, Waukesha, WI 53187-1610 Smaller Agencies .................................... Michael Walston P.O. Box 236, Kewaunee, WI 54216-0236 Technical ......................................................Andy Burkart P.O. Box 1320, Sheboygan, WI 53081-1320 Young Agents ............................................ Janelle Higgins 6200 Mineral Point Road, Madison, WI 53705-4504

> OUR ADVERTISERS AAA ................................................................ 30 ACUITY Insurance ............................................ 31 Applied Underwriters ........................Back Cover Axley Brynelson ............................................. 29 Badger Mutual ................................................ 29 Beazley Insurance ...........................................18 Burns & Wilcox .................................................11 Capital Remediation ....................................... 22 Erickson-Larsen, Inc....................................... 22 Guard Insurance ............................................. 24 IIAW Continuing Education ............................. 25 JM Wilson ....................................................... 27 Northern Underwriting Managers .................. 23 Pekin Insurance................................................ 9 Robertson Ryan.............................................. 28 SECURA Insurance ........................................... 13 Society Insurance............................................ 12 Swiss Re E&O ................................................... 16 The IMT Group .................................................. 8 West Bend ........................................................ 2 Western National Insurance ............................. 4 Wilson Mutual .................................................. 21 MAY 2014 | 3

OPEN DOOR POLICY

TAKE YOUR AGENCY TO THE NEXT LEVEL:

ATTEND THE 2014 SALES & LEADERSHIP CONFERENCE JULY 23 – 25 IN WISCONSIN DELLS The Importance of a Business Plan According to Stefan Töpfer, CEO of WinWeb.com, a leading cloud based small business infrastructure provider: “Planning is one of the most important parts of running a business, no matter whether it is a large corporation trying to plan an expansion or a small business launching an exciting new product.”

Western National Mutual Insurance Company Insurance Identification Card

Policy Number:

02 PAP 14755

Effective Date:

09/02/2013 - 03/02/2014

Insured(s):

JANE DOE

Agency:

ABC INSURANCE GROUP (555) 113-4567

Vehicle:

2011 HONDA PILOT UTL 5FNY4H23BB022433

As a small business owner it is very tempting to neglect planning altogether, especially if you are the only person in the company.

After all, planning can be a time-consuming process and for small business owners, time spent planning is likely time when they are not earning any money. But the benefits of good planning will far outweigh any temporary loss of earnings.

Please note that this digital proof is of insurance might not be accepted by law enforcement in all U.S. states.

Palo Alto Software founder Tim Berry recently reported on some new data showing the value of business plans. Palo Alto did a survey that asked thousands of its Business Plan Pro software users questions about their businesses, goals and business planning. The responses showed that those who completed business plans were nearly twice as likely to successfully grow their businesses or obtain capital as those who didn’t write a plan.

NO BUSINESS PLAN

Download it today!

SECURED INVESTMENT CAPITAL BUSINESS PLAN NO BUSINESS PLAN

SECURED A LOAN BUSINESS PLAN Western National’s free new mobile app, WN Mobile Assistant (now

NO BUSINESS PLAN

access their personal auto insurance ID cards anytime, anywhere.

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to locate your nearest towing service, locksmith, gas station and more, and got another great resource to help protect you on the road.

4 you’ve | MAY 2014

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provide a reference point for you to return to at any point. Just looking at a plan and seeing how far you have come is a great motivational tool.

2nd Annual Sales & Leadership Conference As we work to build upon the theme and successes of our Annual Convention we are proud to introduce a star- studded lineup for the 2014 Sales & Leadership Conference. Our Emerging Leaders Committee has been hard at work planning a conference with timely workshops geared toward agency owners, managers, producers and CSRs. There is something for everyone, even your family.

The family friendly but professional focused conference kicks off on Wed., July 23 with an 18-hole shotgun scramble at the Wilderness Resort followed by a welcome reception and dinner. The next day the conference will dive into addressing some of the challenges independent agents are facing. Our industry, the insurance consumer and technology are rapidly changing and all of this is having a significant impact on your agency or book of business.

GROWN MY BUSINESS BUSINESS PLAN

Combine that with helpful roadside assistance tools, including the ability

As we have surveyed our members we discovered many of them do not have a business plan for their agency. As a result, we thought it would be timely to bring in Carl Rainey for our 2014 Sales & Leadership Conference to help our members create a business plan for their agency or book of business. It doesn’t matter whether you are the agency principal or a producer. Having a business plan in place is meant to help hold you accountable as you work toward the growth and success of your agency.

The great thing about a business plan is that it can

The great thing about a business plan is that it can provide a reference point for you to return to at any point during the project.

Just looking at a plan and seeing how far you have come is a great motivational tool. It can help you determine whether you have drifted too far away from your original vision and allow you to get back on track once again.”

available in iTunes and Google Play), gives policyholders the ability to

Töpfer said that writing a business plan will also help you to “think more analytically than ever before about your industry and the role of your business within it. It will help you to see correlations between the different parts of your business e.g., how decreasing the cost of a particular process will affect your overall profit margin.”

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Thursday morning kicks off with an underwriter panel forum consisting of Casey Haen of SECURA, Meggen Gagas of Burns and Wilcox, Geoff Upjohn of Philadelphia Insurance Companies, and Jake Hodgson of West Bend Mutual.

Effectively communicating with and understanding your underwriter can mean the difference in writing new business, getting a better price and even growing your book. Panel participants will provide 70% you with the insight to successfully CONTINUED ON PAGE 9

WISCONSIN INDEPENDENT AGENT

www.wnins.com

WISCONSIN INDEPENDENT AGENT

> Matt Banaszynski is the Executive Vice President of the Independent Insurance Agents of Wisconsin.

Contact him at matt@ iiaw.com.

MAY 2014 | 5

NEWS FROM ACT

NEWS FROM ACT

ELECTRONIC POLICY DELIVERY: A GAME CHANGER

The insurance industry is a paper hog. I dare say that insurance carriers probably generate and distribute more paper than any other industry, second only to publishers of books, magazines and newspapers. But even publishers are migrating more and more towards electronic platforms, and carriers are adapting, too.

When you compare our own industry’s dependence on paper documents five years ago to today, you generally see that most organizations have reduced their reliance on paper. With the introduction of dual monitors, smartphones and tablets, slowly we are adapting and realizing that we can effectively function without hitting “print” as often as we used to. It simply requires changing our mindsets and getting creative about how we exchange the information, while still remaining our client’s “trusted advisors.” If technology continues to advance as it has in the last five years, think about how delivery will likely change in the next five years.

D Compete more effectively with direct carriers.

Increasingly, consumers are demanding online access to their insurance information including auto ID cards, certificates of insurance, and copies of their insurance policies. This concerns some agents as they feel it will encourage consumers to “shop” for a better deal at renewal. However, many agents indicate that offering documents electronically has actually increased renewal retention and customer satisfaction.

can transition from paper to delivering documents electronically. ACT formed a work group in early 2013 to focus on issues associated with electronic document delivery, both from the carrier to the agent, as well as from the carrier or agent to the insured.

Agents, brokers, carriers and vendors all participated in the work group and spent the better part of a year considering the issues before publishing its report, “Best Practices” Recommendations for Delivery of Insurance Policies to Agents & Insureds.

Highlights of ACT’s Report Some agents also fear that many consumers are not ready to accept electronic delivery.

But in reality, when agents proactively offer policyholders the choice, many agents indicate that seven out of ten actually prefer electronic documents.

The work group hopes that the recommendations in its report will provide useful guidance to both carriers and agencies, and drive more consistency with respect to how carriers deliver electronic policies to their agents and what content and navigation capabilities they include in these policies.

Stepping Up to the Challenge Benefits of Electronic Policy Delivery Moving to electronic delivery is good for our planet. The average tree makes 16.67 reams of copy paper or 8,333.3 sheets, according to Conservatree.com. Increasingly, society is recognizing the need to reduce its carbon footprint, from individual consumers on up to corporations. The insurance industry generates billions of pages of paper documents annually at a significant cost. Reducing expenses by delivering policies electronically will enable us to reduce the cost of our policies, as well as preserve vital natural resources.

But it’s not all about carriers just wanting to save money. Dozens of agents tell me that when they “do the math,” reducing dependence on paper saves them time and money. These agencies want to receive their

Times are changing and our industry needs to step up to this challenge by setting a positive example while at the same time positioning ourselves to compete with direct carriers.

Independent agents, brokers, carriers and

Electronic Policy Delivery – A Game Changer for Agencies Many agencies have turned electronic delivery into a “game changer” for their firms. How do they do this? Methods vary; however, typical agency workflows include: 1 > Adopting ACORD® Activity Notes to receive policy copies electronically from their carriers directly into their agency management systems.

The migration from paper to electronic documents is an ‘evolution’ not a ‘revolution.’ By working together, we can do this right and create “win-wins” for carriers, agents, and vendors and create a value-added experience for our clients. policies electronically, so they can easily enter them into their agency management system and deliver them electronically to those clients who have agreed to receive them this way.

6 | MAY 2014

2 > Implementing a new process to obtain and retain the approval of clients to accept electronic versions of their policies and other insurance documents.

3 > Employing secure and registered e-mail or an e-Signature tool to send these electronic documents to their clients securely, or providing access to these documents through a secure, password-protected portal that the agency has set up for the client.

The highlights of the ACT report include: D Full copy of insured’s policy at new business and renewal. Historically, carriers have only sent complete policies at new

Times are changing and our industry needs to step up to this challenge by setting a positive example while at the same time positioning ourselves to compete with direct carriers.

Independent agents, brokers, carriers and vendors all need to work together in order to offer our customers an electronic experience that is better than paper.

Combined, these solutions enable the typical agency to: D Eliminate scanning and indexing paper copies of many documents D Significantly reduce printing and mailing costs D Reduce the “cycle time” to deliver a policy from weeks down to days or even minutes D Increase renewal retention

vendors all need to work together in order to offer our customers an electronic experience that is better than paper, if we are going to continue to thrive as an independent, valueadded distribution channel.

Just think about it: we have the opportunity to offer a first-class interactive online experience to our clients, while at the same time setting an example as good “corporate citizens” by preserving our planet’s resources for future generations.

D Be alerted to transactions before clients are (for example, non-payment of premium or claim settlements)

ACT’s Electronic Policy Delivery Work Group

D Free-up staff to acquire new business, crosssell, and service existing accounts

ACT is working to bring all stakeholders together to provide recommendations and guidance on how our distribution system

WISCONSIN INDEPENDENT AGENT

WISCONSIN INDEPENDENT AGENT

business issuance to reduce the cost of printing and mailing. However, with electronic delivery, this restriction is no longer necessary. Agents want to receive a complete copy of the insured’s policy at both new business issuance and at each subsequent renewal. In addition, the insured should be sent the entire policy whether it is new business or a renewal.

D “Agent” copies are no longer required with electronic delivery. Agents should be provided, however, a full copy of what the insured receives, along with any “agent only” documents like information on commission or premium worksheets.

D Print and delivery preferences for personal

and small commercial policies differ from mid- to large commercial. This is probably the most controversial part of the ACT recommendations because agents currently differ on whether small commercial policies will go the way of personal policies and be delivered directly to the policyholder through the carrier. This means the carrier would also be responsible for keeping track of which small commercial clients have elected to receive their policies electronically. Of course, even if the carrier takes over responsibility for delivering small commercial policies to an agency’s insureds, the agent can still personally deliver a copy of the policy to those clients when it is important to the relationship.

The agents participating in the work group agreed with the consensus that the carriers be responsible for the electronic delivery for both personal lines and small commercial policies, as well as the tracking of policyholders’ preferences.

The work group also agreed that the responsibility to deliver mid to large commercial policies to clients should remain the responsibility of agents and brokers. They would also be responsible for keeping track of those clients who have elected to receive their policies electronically. This enables the agent to check these policies for accuracy and to meet with clients to review and explain coverage.

Carrier delivery of small commercial policies directly to insureds may not happen overnight since many agents disagree on this point. The important take-away here is that carriers offer their agents flexible delivery options and that we all work towards migrating to electronic delivery by proactively offering this as an option to our policyholders.

CONTINUED ON NEXT PAGE

> Susan LaBarre is Director, Agency Automation & Quoting, Customer Experience, at Liberty Mutual, Commercial Insurance.

She also is Chair of ACT’s Policy Delivery Work Group. Susan wrote this article for ACT and can be reached at Susan.LaBarre@ LibertyMutual.com.

This article reflects the views of the author and should not be construed as an official statement

by ACT.

MAY 2014 | 7

OPEN DOOR POLICY

NEWS FROM ACT

ELECTRONIC POLICY DELIVERY: A GAME CHANGER

TAKE YOUR AGENCY TO THE NEXT LEVEL:

D Document delivery to policyholders needs to be done securely and in compliance with ESIGN & UETA laws.

JULY 23 – 25 IN WISCONSIN DELLS

CONTINUED FROM PREVIOUS PAGE

easy to use and navigate, as well as be mobile compatible. We have the opportunity using the technology that exists today to build an electronic “document” that offers our clients real value, peace of mind, and financial security. At a minimum these electronic policies should have a hyperlinked Table of Contents and be searchable, so that they are easy for agents and insureds to navigate. In this way, the electronic version starts to add more value than the paper copy. Of course, electronic policies should be sent in a form that permits saving and forwarding to another party.

These methods include using secure registered e-mail, E-Signature tools that include the document as a secure attachment, a password protected client portal or storing the document on a portable form of electronic media (CD, flash drive), which is hand delivered to the client.

The agent or carrier should also: obtain the policyholder’s written consent to receive the policy electronically and confirm that he or she is able to access the electronic documents in the file format that is being used; advise the insured that he or she can change this election at any time or request a paper copy at no cost; deliver the document securely; and receive acknowledgement of receipt that the policyholder has received the electronic policy.

But let’s think about creating a whole new customer experience that helps consumers understand their policies better than ever before and gives them the capability to access this insurance content through their mobile devices in innovative ways. Think of the electronic “document” with built-in “widgets” that can be used to explain coverage, limits, deductibles, exclusions and special conditions, including audio and video options. The

D Electronic delivery options need to be

possibilities are endless.

The migration from paper to electronic documents is an “evolution” not a “revolution.” By working together, we can do this right and create “win-wins” for carriers, agents, and vendors and create a value-added experience for our clients. This will take some time for all to agree and to modify systems and workflows to fully support electronic delivery. Some consumers may never fully embrace electronic documents, but the overwhelming majority will, and they will receive their documents faster and at much lower cost. So, let’s treat the exceptions as just that – exceptions.

The time is now to prepare for this inevitable direction and turn it into a competitive differentiator. It will be important for agents, brokers and carriers to work together and be proactive in encouraging their policyholders to move to electronic document delivery.

ATTEND THE 2014 SALES & LEADERSHIP CONFERENCE communicate with your underwriter to help you achieve your desired outcome.

Next, attendees will break into two separate groups: Management and Emerging Leaders.

The Management Breakout session, Bypassing the Bottlenecks to Growth, features Chad

Jenkins and his discussion of some of the most common hindrances to agency growth and some practical strategies and tools to maximize your potential of growing your agency or book. The Emerging Leaders Breakout session features Michelle Gleeson.

She seeks to motivate agents and rising agency leaders and covers essential skills needed to

successfully lead and grow an agency. Michelle teaches how to create a strategic road map for your agency and how to achieve those objectives and drive growth by creating a strong sales culture.

After dinner, the Emerging Leaders Committee is hosting a night out at Marley’s with transportation provided to and from the club.

After the breakout sessions there will be some free time for attendees to spend with their families before embarking on a special cruise. No dinner out can compare to an evening aboard our Sunset Dinner Cruise — Wisconsin Dells’ premier choice for spectacular scenery and cuisine. Dells Boats offers the unparalleled combination of beautiful scenery, delicious food, the musical talents of Dan Soma and an exclusive shore landing featuring a stroll through the torchlit paths of Witches Gulch. This will be a unique and memorable experience for all ages.

Friday morning’s session with Carl Rainey will focus strictly on helping attendees create a business plan for their agency or book of business. Carl has taught similar seminars for the UW-Madison School of Business and the Wisconsin business community. After that, you are free to join your families for a nice relaxing day at the waterpark. Be sure and visit our cabana for refreshments and a place to relax with your family. Discounted room rates have been extended to our attendees throughout the weekend so that you may take some extra time to have fun with your family.

We look forward to seeing you at the 2nd Annual Sales and Leadership Conference.

This is truly an event you won’t want to miss.

Create your agency’s blueprint for success.

WE DON’T TAKE A BACKSEAT

ARE YOU

TO INNOVATION WE UNDERSTAND WHAT YOUR CLIENTS NEED AND GO BEYOND THE EXPECTED® TO GIVE IT TO THEM

totally

EQUIPMENT BREAKDOWN

WORRY FREE?

It’s easy for homeowners to take their heating, cooling, and electricity for granted. And if this equipment breaks down, many insureds assume that they’re already covered with insurance—but that’s not always the case. Should a breakdown happen, we have the coverage your clients need for just pennies a day.

®

®

CONTINUED FROM PAGE 5

®

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WEST DES MOINES, IOWA • 800.274.3531 • WWW.IMTINS.COM

WATER & SEWER LINE BREAKAGE/ WATER BACK-UP OF SEWERS & DRAINS Should the unexpected happen, we will cover costs associated with leaks or breaks to water and sewer lines caused by normal wear and usage or water back-up through sewers or drains—valuable coverage at an affordable price.

CROSSROADS

PET INSURANCE

If you know someone with a less-than-perfect driving record due to serious auto accidents, multiple claims, or motor vehicle violations, we can help keep them in the driver’s seat. A Crossroads auto policy from Pekin Insurance ® will give your insureds reliable coverage at a reasonable price and get them back on the road driving worry-free.

Our pets are just like family. Offering companionship, unconditional love, and loyalty. Pet Insurance can easily be added to any homeowners policy so your policyholders won’t have to worry about their pet’s health again. Protect your clients’ four-legged friends, both cats and dogs, against accidental injury and illness at an affordable cost.

Talk to your clients today about protecting what’s important with these coverages and more!

2505 Court Street • Pekin, Illinois 61558 • 800-322-0160, Extension 2394 • www.pekininsurance.com 8 | MAY 2014

WISCONSIN INDEPENDENT AGENT

COMMENTARY FROM COUNSEL

THE WISCONSIN SOCIAL MEDIA PROTECTION ACT On April 8, 2014, Governor Scott Walker signed into law the Wisconsin Social Media Protection Act (2013 Wisconsin Act 208). As the thirteenth state to enact some measure of access protection, Wisconsin is neither alone, nor a pioneer, in this area of law (a total of 28 states have introduced or enacted similar social media legislation).

The Wisconsin Social Media Protection Act amends the Wisconsin Fair Employment Act (WFEA) and thus will be enforced by the Department of Workforce Development (DWD). The gist of the Act is to limit employers’ ability to request or require access information for employees’ (and applicants’) personal Internet accounts.

right to refuse to disclose personal Internet account access information. — Refusing to hire an applicant because the individual did not disclose personal Internet account access information.

The Act authorizes up to a $1,000 penalty for a violation, and aggrieved persons may

AB-737 would permit drivers cited for certain violations to attend a driver improvement course by a particular deadline and, upon successful completion of the course, its provider would provide notice to the court with jurisdiction over the citation.

What Does The Act Cover?

Under the Act, “access information� includes a password or other security details to permit access to any personal Internet account.

Access information does not include an email address, which is expressly reserved as available to employers. A “personal Internet account� is defined by the Act as an Internetbased account that is created and used by an individual exclusively for purposes of personal communications. This exclusivity requirement will no doubt spawn litigation over email and social media accounts that employees use for mixed purposes, such as professional networking, applying for positions and corresponding on business matters. In theory, this new law extends to all forms of social media, such as Facebook and Twitter, as well as blogs and, of course, basic electronic mail accounts.

What Does The Act Prohibit and Allow?

First, the “don’ts.� With the passage of the Act, employers are now restricted from: — Requesting or requiring an employee or applicant, as a condition of employment, to disclose access information to the individual’s personal Internet account or to ask the individual to grant access to or allow observation of that account. — Discharging or otherwise discriminating against an employee for exercising his/her

10 | MAY 2014

also pursue discrimination and retaliation remedies for violation of the Act, including scenarios involving discipline, discharge and/ or the failure to hire.

Now, the “dos.� The Act carves out a number of exceptions that provide employers some latitude with respect to the Internet accounts of employees and prospects. Under the Act, employers may still: + Request or require an employee to disclose access information to the employer in order for the employer to gain access to or operate an employer-provided (or employer paid) electronic communications device provided by virtue of the employee’s employment relationship or used for the employer’s business purposes. + Discharge or discipline employees for transferring proprietary or confidential information or financial data to the employee’s personal Internet account without the employer’s authorization. + Conduct an investigation or require an employee to cooperate in an investigation of any alleged unauthorized transfer of the employer’s proprietary or confidential information or financial data to the employee’s personal Internet account or to conduct an investigation of any other alleged employment-related misconduct, violation of the law or violation of the employer’s work

rules. During the investigation, the employer can require the employee to grant access to or allow observation of the employee’s personal Internet account, but may not require the employee to disclose access information for that account.

+ Restrict or prohibit an employee’s access to certain Internet sites, while using an employer-provided (or paid for) electronic communications device or while the employee is using the employer’s network or other resources. + View, access or use information about an employee or applicant that can be obtained without access information or that is available in the public domain.

These exceptions recognize and codify a number of legitimate reasons to need to access or monitor employee Internet activity, as well as the fact that employees have no reasonable expectation of privacy on devices supplied by their employers.

Does It Apply to My Business?

The Act applies to both public and private employers, with regard to the size of business, i.e., the number of employees. Thus, if you are an employer, you are subject to the above. And, while this column is devoted to the employment aspect of the Act, it has parallel provisions for landlords and their current and prospective tenants, as well as educational institutions and their current and prospective students.

As with any new law, there will be some kinks to work out regarding the overall scope of the Act, particularly regarding the “exclusively for personal use� Internet account requirement.

Enterprising plaintiff’s lawyers will no doubt test the Act’s limits in the discrimination and retaliation realm as well.

Employers of all types and > Josh Johanningmeier sizes must be aware of the is the IIAW’s General Act and tailor their human Counsel. Call the Legal resources functions to Services Hotline at (877) 236-1669. meet its requirements.

WISCONSIN INDEPENDENT AGENT

Placing insurance for different contractors can be a daunting project.

At Burns Wilcox, our network of domestic and international carriers opens doors to the broadest range of markets. Since time is of the essence, we deliver quotes and binders fast. When it comes to finding solutions for every stage of construction, contact the wholesale broker with the tools to make the hard-to-place easy – Burns Wilcox.

Milwaukee, Wisconsin | 262.347.0266 | toll free 800.544.5700 fax 262.347.0440 | milwaukee.burnsandwilcox.com Minneapolis, Minnesota | 612.564.1880 | toll free 800.328.1693 fax 612.564.1881 | minneapolis.burnsandwilcox.com WISCONSIN INDEPENDENT AGENT

MAY 2014 |Services 11 Commercial | Personal | Professional | Brokerage | Binding | Risk Management

© 2013 SECURA Insurance

© 2014 Society Insurance

Fine coverage instead of fine print.

Small detail. Big difference.

At Society, we keep it simple and protect your customer’s outdoor property the same way we do their building—

Let’s be there when they need that little push.

and that includes coverage for wind damage. In our experience, signage, fencing or satellite dishes are more likely to be damaged by wind than anything else. Ironically, some insurance companies don’t include this common risk in their outdoor property coverage. If you agree that details like these can make a big difference, give us a call at 888-5-SOCIETY or visit societyinsurance.com.

Loving every minute since 1900 Commercial • Personal • Farm-Ag • Specialty WISCONSIN INDEPENDENT AGENT

MAY 2014 | 13

MARKETING MINUTE

MARKETING MINUTE

THE REAL MARKETING REVOLUTION

IT’S ALL ABOUT TURNING CUSTOMERS INTO MARKETERS The idea that marketing is something that companies do is so ingrained in the business mindset that it’s impossible to think otherwise. Yet, that’s exactly what needs to happen.

It’s true that many marketers enthusiastically avoid the traditional marketing label with energetic efforts to recalibrate their careers.

No matter what you call it, pull the curtain back and marketing largely remains an “activity” or a “function” with the mission of engaging customers for the purpose of selling them a product or service.

a defective ignition that reportedly caused 31 deaths, a flaw the company knew about for more than a decade, but kept under wraps.

Why? Because it flew in the face of “making sales” and “making money.” All this led to the announcement that the newly minted CEO was, in effect, taking on the additional title of “Chief Defect Correction Officer.”

And, there’s the rub. Contrary to popular thought, the heartbeat of a business enterprise is neither “making sales” nor “making money,” although this is why

Steve’s Dad Got It Right Steve Jobs understood this better than just about anyone. He tells of how he came to appreciate perfection by watching his adoptive father, a skilled mechanic and handyman, build a bookcase and giving the back of the bookcase the same attention, care and finish as the front. This was why Jobs always showed us the inside of Apple products, not just the outside. It was all about excellence.

It doesn’t make any difference whether it’s a product or a service, excellence inspires confidence — and that’s the secret ingredient for turning customers into marketers. many of us continue to think that is why businesses exist.

All of that is dead — and for one reason: it doesn’t work today. In fact, it hasn’t for quite awhile. It’s exactly what occurs when a company such as General Motors is forced to recall nearly 1.37 million vehicles because of

This is also what it takes to turn customers into marketers. It negates the need to keep pumping out “new” whiz-bang products every 90-days to beef up sales.

It’s about taking customers seriously, bashing barriers of access and answering inquiries promptly to the customer’s satisfaction. It’s about keeping promises and not making customers chase you. It’s about meeting challenges with grace and transparency. It’s about creating confidence and making a company believable.

Turning Customers into Marketers The real Marketing Revolution rejects the idea that marketing is something companies do and embraces the view that the business

14 | MAY 2014

of business is turning customers into marketers.

Why are Apple customers so loyal that they’ll wait two years for the next iPhone, while other tech firms shout “get ours now”?

Why is it that Whole Foods, Trader Joe’s and Wegmans customers are always ready to tell others where they shop? How often do Safeway, Kroger or Stop & Shop customers speak so passionately about where they buy groceries? Why do so many customers drive past a half-dozen other coffee shops to get to a Starbucks and then queue up in a slow moving line, all-the-while talking to people they’ve never seen before as if they’re old friends?

Starbucks’ Founder Eric Schmidt offers a clue to why this happens, when he states ever so boldly that the company isn’t in the business of selling coffee. In fact, he goes so far as to say that there are plenty of places to get good coffee in Seattle (and elsewhere, we assume).

employees and companies alike — angle for the top prize in the game of survivor. And in spite of all the claims that companies are “customerfocused” and “customer-centric,” the evidence suggests that such rhetoric is far more hype than reality.

Marketing is not about selling more. It is about finding those people who resonate deeply with your brand and forging a joyful connection with them.

So what can be done to turn customers into marketers?

1. Make embracing customers a company’s reason for being.

“Marketing is not about selling more,” states Kaila Colbin, a serial entrepreneur. “It is about finding those people who resonate deeply with your brand and forging a joyful connection with them. It is about a meeting of the minds, the hearts, and, then and only then, the wallets.”

Only when customers feel deeply that a company is serious about understanding them and is passionate about satisfying them do they become believers.

2. Make a commitment to excellence. Not only have most consumers

come to accept watered down quality as a fact of life, they feel helpless to do anything but live with it. When we can’t understand why we need to buy a new washer and dryer, the well-trained salesperson reminds us that the average washer and dryer have a life expectancy of about 10 years. “I always thought it was longer,” we say. But, wait a minute. Why is it that some European brands last for 20-years and longer? They may cost more, but their owners are active marketers, unafraid to recommend them to anyone who will listen.

It doesn’t make any difference whether it’s a product or a service, excellence inspires confidence — and that’s the secret ingredient for turning customers into marketers.

3. Make doubt the long-term plan. Unfortunately, understanding customers is always a snapshot and only accurate for a moment. This is why employees roll their eyes and share knowing glances with colleagues as the boss drones on with the “vision.”

Because they’re constantly interacting with > John Graham of customers, they recognize the huge disconnect.

Even though it’s absolutely critical to get it right today, it’s naïve (or even disastrous) to believe that we will get it right tomorrow. Where will today’s customer-marketers be tomorrow? What will they be thinking? What will they expect of us? Will we be ready? In the final analysis, doubt determines destiny.

GrahamComm is a marketing and sales consultant and business writer.

He publishes a free monthly eBulletin, “No Nonsense Marketing & Sales.” Contact him at johnrg31@me.com, 617.774.9759, or johnrgraham.com.

FROM THE ARCHIVES

It’s clear that Starbucks is at a different place. Each of the company’s 170,000-plus employees worldwide has the mission of turning Starbucks’ customers into marketers for the company. This happens when there’s consistency between customer expectation and customer experience. There’s no mistaking the fact that it works since the number of stores keeps growing, as does Starbucks’ annual revenue.

Turning It Around Unlike Starbucks, Whole Foods and Apple customers, most companies are in full battle mode as they fight to make every sale, engaging in a never-ending struggle to make the numbers. While there’s endless talk about it being a jungle out there, the situation is quite different today. The jungle is now inside the company, as everyone — WISCONSIN INDEPENDENT AGENT

In September 1988, the IIA of Dodge County Board of Directors held their annual golf outing. After a round of eagles and birdies, it was time to get down to business. From left: Jim Schinderle, Mayville;

WISCONSIN INDEPENDENT AGENT

Neal Rehse, Horicon; Larry Lloyd, Beaver Dam; Dan Kenevan, Beaver Dam; and Pete Rehse, Horicon.

MAY 2014 | 15

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DO YOU KNOW YOUR LEGAL DUTIES? An agency’s ability to balance its legal duties to its customers while maintaining or exceeding their expectations is critical to surviving an errors & omissions claim. In a customer-driven profession, an independent agency’s success is tied to the relationship it fosters with its customers.

These relationships must be tempered with a respect and understanding of the fundamental legal duties — broken into the concepts of reasonability, promptness and consistency — imposed on an agency’s business.

REASONABILITY. Agents’ livelihoods are determined by their ability to develop and maintain strong working relationships with customers. An agent’s primary duty is to conduct his or her business with the reasonable skill and diligence that can be fairly expected from a person in that profession or situation. Although nebulous, this duty — defined by its core concept of reasonability — instills an obligation to treat customers with the same attention and thoroughness as their peers. The courts generally characterize reasonability as decisions that are suitable under the circumstances and which can be generally expected by a person of like profession or situation. As a result, this duty sets a level playing field for all agents to conduct their business.

PROMPTNESS. After deciding to provide their services, agents must act on clients’ applications with a reasonable promptness, either by obtaining the desired coverage or by issuing a rejection of the risk so that clients will not be lulled into a false sense

of security or be prejudiced by the delay from seeking coverage elsewhere. This duty does not impose any extraordinary burdens on agents, but serves as a great starting point to set the tone of customer relationships. An agency’s customer service reputation largely comes from the perceived attention that the agency pays to their clients’ needs. By quickly and effectively placing clients’ policies, agents can capitalize on that perceived attention and lay the groundwork for the future relationship.

CONSISTENCY. Although not codified or tangibly laid out by case law, courts expect agents to treat their clients in a consistent

manner. In treating clients consistently, accommodations made for one client will likely need to be made for all future clients as well. In addition, providing preferential treatment to a client will likely necessitate that the treatment be maintained throughout the tenure of the agent/client relationship. For example, if an agent pays a client’s premium for one month because the client cannot make the payment, it is likely to create a reliance interest by the client. That client will be able to credibly argue that any subsequent cancellation of the policy for non-payment was improper because it reasonably relied on the agent to pay the premium to the carrier.

Additionally, if an agent provides one client with preferential treatment regarding notice of an impending renewal, it will likely result in the expectation that the agent inform all clients of their policy renewals. Therefore, agents who strive to provide exceptional customer service must be conscious of their decisions to provide individual concessions to their clients as those actions may have unintended and burdensome results.

An independent agency’s success is tied to the relationship it fosters with customers. These relationships

Guided by these three fundamental concepts, agents can establish a solid foundation to meet their clients’ reasonable service expectations in a consistent manner.

must be tempered with a respect and understanding of the fundamental legal duties imposed on an agency’s business.

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> Matt Rengel is General Counsel for Capital Resources in Overland Park, Kansas.

MAY 2014 | 17

PE Data Breach Could your insurance agency weather a data security breach?

A full 80 percent of businesses that experience one donâ&#x20AC;&#x2122;t.1 The right insurance can keep your agency from becoming part of this startling statistic. If that is not enough reason to consider purchasing data breach protection for your business, here are six more: 3

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VIRTUAL UNIVERSITY

VIRTUAL UNIVERSITY

WHY AND HOW TO USE A CONSULTANT The question of why and how to select an outside consultant often arises in small closely-held companies like insurance agencies. The owners may be worried over the confidentiality of information, the sensitivity of their problems, or may be personal lines agency in the area. Remember, embarrassed that they have to use an outsider the “best” buggy whip manufacturers went out of business with the advent and success to solve the agencies problems or development of automobiles -- unless they changed their issues. They may also be worried that the business. These are the kinds of changes that consultants are unaffordable. can use outside intervention to help develop.

These issues have been overcome by the larger agencies and corporations that normally use outside consultants to solve problems that are too difficult, complex, or specialized for agency personnel to handle. I would like to explain the situations that justify use of outside consultants (and those that do not) and how to select the appropriate consultant.

There are five reasons to use a consultant and four rules for selecting a consultant. If your situation doesn’t fit one of these five reasons, you probably do not need to hire an outsider to help you. If the consultants that you interview fail any of the four tests, look for someone else.

Why Use A Consultant 1. AN AGENCY IN CRISIS Many reasons could cause crises in agencies. Financial failure is the most prevalent crisis in today’s insurance agency industry. The combination of increased overhead, soft markets and commission reductions have pushed many agencies over the edge of the break-even line. Most agencies, through poor fiscal habits, have few reserves to offset multiple years of losses. A qualified insurance agency consultant can help you

20 | MAY 2014

either take the hard steps to quickly turn your agency or to develop new marketing plans to generate sufficient income to return the company to profitability.

Other issues can be just as critical to your business as financial failure. Death or departure of a partner or key employee is an example of crises often requiring outside intervention.

3. NEW AND ARISING ORGANIZATIONS Most agency owners are experts in the products and sales techniques of insurance.

They have generally little experience constructing new companies or merging existing companies. Attempts to buy, sell, merge, or create organizations without any help is almost as smart as “Do It Yourself Surgery” in order to save the surgeon’s fees.

Chances are that the next doctor who works on you will be the coroner. Using your local accountant as your advisor is akin to turning the surgery over to your general practitioner, he knows the body parts, but is probably not acquainted enough with the specialized business of insurance agencies to conduct the surgery without help.

were working efficiently or professionally. The times have changed and those agencies that have remained undisciplined and freewheeling are suffering. A good consultant can help you

Seek and contact references. Clients are often brutally honest about the consultant’s shortcomings as well as their strengths.

establish that discipline and professionalism that will permit you to recognize your strengths and weaknesses and change your organization.

How To Select A Consultant 1. INTERVIEW Speak directly to the consultant that you would be using. Review your situation and ask for examples of similar situations that he has encountered and methods that he has used to assist the client. This interview, normally conducted by phone, establishes whether your consultant’s personality will match yours.

2. REFERENCES Seek and contact references.

A good consultant can help you establish that discipline and professionalism that will permit you to recognize your strengths and weaknesses and change your organization.

2. AN AGENCY IN CHANGE Change is always with us. However, many businesses have found their niche, their market and the method that is successful for them. As a wise man once said, “You don’t fix that which is not broke.” These agents may fine-tune their systems in reaction to market changes, automation, etc. but their basic operation is sound and should remain that way. On the other hand, if you sell personal lines in an area in which the companies have decided not to sell personal lines, you are in trouble.

It is no longer important that you are the best

Consultants feel that all of their clients are happy with their services. However, clients are often brutally honest about the consultant’s shortcomings as well as his strengths.

3. HISTORY AND DOCUMENTATION Ask for and read documentation describing the consultant’s activities and specialties.

agency analysis, and automation analysis can normally be firmly priced. Other activities like conflict resolution and merger negotiations are priced per diem. Many consultants will offer their services on retainer, permitting them more certainty of time commitment and the client a lower cost as a result.

4. CONSULTING PROPOSAL Once the consultant understands your problems and needs, ask for a proposal defining the services that he proposes, the time necessary to accomplish the solutions, and the costs associated with his activities.

Those costs can be stated as a guaranteed cost or an estimated cost. Expect to pay expenses in addition to the consulting fees.

Consider the use of a consultant with the same gravity as the use of a doctor.

A wrong choice in either case can worsen the situation. The right consultant can relieve the problems and set you on the right course for your business’ future.

Consulting costs are determined by the time needed to accomplish the task at hand.

Consultants should give you a good idea of the costs associated with a task or job from their experience doing similar jobs for other agents. Some products and modules such as valuations, Strategic Planning Sessions,

The Virtual University is a Big “I” members-only resource. Many articles are based on real-life questions received by the Ask an Expert service. This service ensures that the information is current and topical. Go to www.independentagent.com/ Education/VU/. You will need to login with your IIABA username and password before using the VU. The IIABA does not assume and has no responsibility for liability or damage which may result from the use of any of this information.

> Al Diamond has been president of Agency Consulting Group since 1985. Reach him at al@ agencyconsulting.com.

PLACED

4. ORGANIZATIONAL CONFLICT Who in the agency is suited to resolve conflicts among or between the owners or key managers? A professional consultant can act as mediator and can suggest methods of resolution to avoid resignations or even dissolution of a company.

5. UNDISCIPLINED ORGANIZATIONS Strategic Planning is the disciplined approach that we use to professionalize businesses. Most insurance agencies in the United States and Canada began and grew in the “boom times.”

Referrals, increasing rates, and growing public need kept agents busy, whether or not they WISCONSIN INDEPENDENT AGENT

WISCONSIN INDEPENDENT AGENT

MAY 2014 | 21

given for IIA OF WISCONSIN RECEIVES HERNDON AWARD Honor government affairs excellence The Independent Insurance Agents & Brokers of America (IIABA) bestowed a prestigious award to our state association at the annual Big â&#x20AC;&#x153;Iâ&#x20AC;? Legislative Conference in mid-April.

The Independent Insurance Agents of Wisconsin received the 2013 Herndon Award, an honor given to the state association whose legislative achievements the previous year on behalf of IIABA and its members have been deemed most outstanding. The award is presented annually by the Big â&#x20AC;&#x153;Iâ&#x20AC;? and the Independent Insurance Agents of Illinois (IIAI).

The honor is named after the former head of IIABAâ&#x20AC;&#x2122;s government affairs operation.

Maurice Herndon, who died in January at age 91, directed the Associationâ&#x20AC;&#x2122;s Washington D.C. office from 1949 to 1976 and was known as â&#x20AC;&#x153;Mr. Washingtonâ&#x20AC;? to agents and brokers across America. He is fondly remembered as an extremely effective leader of the Big â&#x20AC;&#x153;Iâ&#x20AC;? government affairs and grassroots operations. â&#x20AC;&#x153;In large part due to the tireless efforts by the Independent Insurance Agents of Wisconsin to significantly increase its outreach and

relationship building with federal and state legislators in the past few years, particularly with their Governor, the state proactively passed one of the stronger navigator oversight laws in the country,â&#x20AC;? said Robert Rusbuldt, Big â&#x20AC;&#x153;Iâ&#x20AC;? president & CEO. â&#x20AC;&#x153;The new law established requirements that include pre-licensing training, licensure or registration as well as regulatory oversight for navigators and those who assist navigators.â&#x20AC;?

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MAY 2014 | 23

Our Role in Your Office ! !

I NSURANCE A GENTS OF W ISCONSIN

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Complementary coverages in select states

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Direct written premium of $500 million Doubled in size in recent years Active in 37 states (many with our BizGUARD Plus BOP product)

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carrier resource in your office. We have a well-defined focus that has

Weâ&#x20AC;&#x2122;re competitive. ! ! !

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S W E N E H T N I S R E B MEM

WS E N E H T N I S R E B MEM Sean Kennedy New President and CEO of The IMT Group The IMT Group is excited to announce that the IMT Board of Directors has elected Sean Kennedy to serve as the President and Chief Executive Officer of The IMT Group Companies effective April 17, 2014.

Sean Kennedy

With over 21 years of experience in the insurance industry, Sean started his career with IMT Insurance Company in 1993. He later left IMT to pursue his Actuarial designations and rejoined The IMT Group in 2005, where he served as the Vice President of Research and Development for seven years and Executive Vice President for the past two years.

As part of this change, the company is realigning its sales territories.

Regional Vice President – Sales Shane Roh will add Illinois and Indiana to his Wisconsin market; Regional Vice President – Sales Glen Dye will add Kentucky to his Arizona, Colorado, Missouri, and Kansas markets; and Regional Vice President – Sales Harvey Enerson will retain his current Minnesota, North Dakota, Iowa, and Michigan markets.

For more information about SECURA, please visit secura.net.

ACUITY Insurance Company to Raise World’s Tallest Symbol of Freedom ACUITY announced that it has begun construction on a project to fly the world’s tallest symbol of freedom at the insurer’s corporate headquarters in Sheboygan.

Richard Keith retires after 36 years of service to the company, including the past 10 years as President and CEO. He will continue to serve on the IMT Board of Directors as Chairman of the Board.

Richard Keith

For more information about The IMT Group, please visit imtins.com.

SECURA promotes Heyroth to VP – Sales SECURA Insurance promotes Tim Heyroth to Vice President – Sales, effective April 14, 2014.

In this newly created position, Heyroth will be responsible for developing and implementing sales strategies for property and casualty insurance through independent agents throughout the company’s 12 states of operation.

“Tim’s strong collaboration skills and accomplished Tim Heyroth history with our agency partners position him well for this challenge,” said Dave Gross, President and COO. “Tim has worked for SECURA for more than 17 years. During that time, he made a name for himself by tackling any challenge extended to him. This true drive and passion is what we want our agents and policyholders to feel from our people.”

Heyroth joined SECURA in 1997 and achieved success in his diverse roles in IT, Agency Automation, as a market manager in Missouri and Illinois, and most recently as Sales Director for Illinois, Indiana, and Kentucky. He earned a bachelor’s degree from the University of Wisconsin – La Crosse, and his MBA from Cardinal Stritch University. Heyroth also holds the CIC designation. He and his wife Rita, and their three children will move to Appleton, Wis., where the company’s home office is located.

26 | MAY 2014

From left to right: Peter Duprey, President and CEO, Broadwind Energy; Tom Jordan, President, U.S. Flag & Flagpole Supply; Sheri Murphy, Vice President - Services and Administration, ACUITY; Ben Goetter, Construction Executive, M.A. Mortenson Company; and Ben Salzmann, President and CEO ACUITY.

By Memorial Day 2014, ACUITY will erect a 400-foot pole that will bear an American flag measuring 60 feet high by 120 feet long. The flagpole will be one of the most visible landmarks on the Interstate 43 corridor and is being raised as a symbol of gratitude to our country and those who defend it.

“We are fulfilling our promise to raise the world’s tallest symbol of freedom to pay tribute to the service and sacrifice of American Veterans,” said Sheri Murphy, Vice President - Services and Administration.

To construct a flagpole of this size, ACUITY has contracted over a dozen specialists from within Wisconsin and across the country to ensure that the project creates a safe, lasting, and fitting tribute. The pole requires a foundation over 10 feet deep containing nearly 700 yards of concrete, with enough embedded reinforcing steel to stretch nearly 6 miles if laid end to end. The pole itself, 11 feet in diameter at the base and over 5 feet at the top, will include a custom-tuned mass damper system to minimize sway.

The flagpole will be accompanied by a veterans’ memorial, which is in the final stages of design.

WISCONSIN INDEPENDENT AGENT

“ZOMBACUITY” Film Earns Best Workplace Video Award ACUITY is the winner of the 2014 “We Love Our Workplace” video contest from Great Place to Work®. As the Grand Prize Winner, ACUITY earned $5,000 for Aurora Behavioral Health Services.

ACUITY’s entry, titled ZOMBACUITY, was chosen from videos submitted by companies in different industries and from across the United States.

Filmed at ACUITY’s corporate headquarters in Sheboygan, Wisconsin, and utilizing ACUITY staff members for all actors in the production, ZOMBACUITY chronicles life at the company in a future after the “zombie apocalypse” through the eyes of Jane, one of the “undead” that roam the building. Through Jane’s memories, illustrated vividly with flashback scenes utilizing footage from now-current events and activities, ACUITY’s workplace is highlighted in an engaging, unique format.

“We wanted to tell the story of ACUITY’s great workplace in a way that reflects the type of company we are,” said Ben Salzmann, ACUITY President and CEO. “Insurance is a serious business, but ACUITY isn’t

afraid to have fun. By having fun, we’ve created a work environment where our employees feel valued and have a high level of job satisfaction, which directly relates to the world-class service we provide our policyholders and independent agents.”

In the 2014 contest, five finalists were chosen from among nearly 100 entries based on a combination of online voting and evaluation by Great Place to Work judges of each film’s creativity and how well it reflects the company’s pride, camaraderie, and core values of being a great workplace. From among the finalists, the Grand Prize Winner was selected by live audience vote at the Great Place to Work Conference on April 4.

The four-minute ZOMBACUITY film was created by ACUITY, DuFour Advertising, and LAUNCH Photography, Film, & Video. It is available for viewing at www.acuity.com/zombie.

“Along with our marketing partners, ACUITY has always been willing to push the envelope compared to other insurance companies when it comes to the creativity of our marketing materials,” Salzmann said.

For more information about ACUITY, please visit acuity.com.

COMMITMENT A PROMISE WE DON’T TAKE LIGHTLY “With 37 years in the bond business, I know our response time can be the difference between our agent writing a new piece of business or not. I don’t go home at night until every phone call and email has been answered. ”

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Managing General Agency Since 1920 Property/Casualty • Professional Liability • Commercial Transportation • Surety • Personal Lines • Premium Finance WISCONSIN INDEPENDENT AGENT

MAY 2014 | 27

SALES SUCCESS

SALES SUCCESS

90% OF SALES SUCCESS ISâ&#x20AC;Ś

Much of life and business success is so simple it borders on clichĂŠ. While the expression, â&#x20AC;&#x153;90% of success is just showing upâ&#x20AC;? is true, thereâ&#x20AC;&#x2122;s a whole lot behind that 90%.

First, most people wonâ&#x20AC;&#x2122;t do the hard work necessary to show up where and when they need to. Second, it isnâ&#x20AC;&#x2122;t just showing up that matters, itâ&#x20AC;&#x2122;s how you show up.

What It Means to Show Up

How to Show Up 1) Show up prepared. Showing up prepared means being dressed right, being sold on your product, and being able to speak enthusiastically and intelligently about your product. Being prepared means you qualify the prospect, find out what is most important to her, and focus completely on doing whatâ&#x20AC;&#x2122;s best for her.

3) Work hard consistently and persistently. As Calvin Coolidge said regarding success, â&#x20AC;&#x153;Persistence and determination alone are omnipotent.â&#x20AC;?

You have to hang in there and be persistent, though not in an obnoxious, overbearing way. Regarding hard work, have you ever noticed that when youâ&#x20AC;&#x2122;re on a roll, you get all the breaks? You donâ&#x20AC;&#x2122;t get that random phone call with the â&#x20AC;&#x153;look-what-I-foundâ&#x20AC;? order when youâ&#x20AC;&#x2122;re sitting there hoping the phoneâ&#x20AC;&#x2122;s going to ring or playing Words with Friends. No, you get it when youâ&#x20AC;&#x2122;re calling people, chasing people down, working hard, pushing yourself and making it happen.

Thatâ&#x20AC;&#x2122;s when the breaks happen.

Showing up means your number shows up on caller ID. It means you physically show up on the doorstep. It means showing up at the places where your prospects and clients hang out and in the publications they read.

Being prepared means being ready when the It also means showing up in mailboxes, both opportunity arises at a networking event, or physical and e-mail, showing up when and you run into someone in an elevator or on where customers need you, and going above the street. Being prepared means youâ&#x20AC;&#x2122;re able and beyond and showing up in pleasant, to adjust and adapt to people and situations. unexpected ways. Showing up is keeping Youâ&#x20AC;&#x2122;re able to zig when you need to zig and communication open, giving clients gifts, zag when you need to zag. You need to be The successful and doing what you can to build solid prepared when the opportunities present keep showing up. $ # % # & # & relationships that the competition canâ&#x20AC;&#x2122;t themselves and then you need to make the They donâ&#x20AC;&#x2122;t call ( crack. most of them. Love or hate Brett Favre, he once and give up, %

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prospects & you interact with.

2) Donâ&#x20AC;&#x2122;t worry about showing up perfect. While you wrong during the completeselling.com.

In other words, showing up means doing want to show up prepared, realize that thereâ&#x20AC;&#x2122;s day. The successful With over 26 years of sales experience, he the hard work that most people avoid. This a fine line between prepared and perfect. To donâ&#x20AC;&#x2122;t wait for the is a number one sales includes cold calling and doing anything err is human and you can never be perfect. opportunities, rep in three industries,

else you need to do to have the number of Perfect is an excuse that the crowd uses to they make them. and author of the sales book of the year, Sales prospects needed # to exceed your business &) & # give into their fear and never take action.

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) ! ) 303+110+/254 Encyclopedia. Contact goals and have a huge network of people who Donâ&#x20AC;&#x2122;t worry about whatâ&#x20AC;&#x2122;s going to happen or doesnâ&#x20AC;&#x2122;t come in, John at johnchapin@ know who you are. having the perfect thing to say; just show up they swim out completeselling. com.â&#x20AC;&#x153;Sales Encyclopedia.â&#x20AC;? and let life take its course. to it.

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ROBERTSON RYAN & ASSOCIATES, INC. WISCONSIN INDEPENDENT AGENT

Ultimately, the reason why that 90% is so important is because the people who are willing to show up when and where they need to are simply willing to do what the unsuccessful wonâ&#x20AC;&#x2122;t. They make the calls and do the hard work. They have the attitude, persistence and drive to overcome any and all obstacles. Theyâ&#x20AC;&#x2122;re not making excuses, whining, or doing paperwork during prime calling hours. They â&#x20AC;&#x153;getâ&#x20AC;? that if your purpose, your WHY, is strong enough, youâ&#x20AC;&#x2122;ll figure out the HOW. They also know that, no matter how dark, dim, and hopeless it may seem, the hard work will eventually pay off. But youâ&#x20AC;&#x2122;ve got to have the self-discipline to stick to it and keep showing up until it pays.

Donâ&#x20AC;&#x2122;t worry about whatâ&#x20AC;&#x2122;s going to happen or having the perfect thing to say; just show up and let life take its course.

Right now thereâ&#x20AC;&#x2122;s a call you need to make. Itâ&#x20AC;&#x2122;s the one youâ&#x20AC;&#x2122;ve been putting off for weeks, maybe even months, that call youâ&#x20AC;&#x2122;ve been afraid to make. Make it. From a personal standpoint, thereâ&#x20AC;&#x2122;s that person youâ&#x20AC;&#x2122;ve wanted to ask out, that trip youâ&#x20AC;&#x2122;ve wanted to make, that new adventure that youâ&#x20AC;&#x2122;ve been talking about for five years but have been too afraid to take. Take it. For all of the above, schedule it and then show up. And while you want to be prepared and you want to be ready, for most people thatâ&#x20AC;&#x2122;s just an excuse to give into the fear and not do it. Donâ&#x20AC;&#x2122;t worry about what to say, or what to do, youâ&#x20AC;&#x2122;ll be 90% of the way there if you just show up.

FOOD FOR THOUGHT OH WELL...THAT’S LIFE

TAKE IT TO THE BANK

“We’ve Only Just Begun” was a huge hit in 1971 for The Carpenters, the brother and sister duo of Karen and Richard Carpenter. A then unknown songwriter named Paul Williams wrote the song and became his breakthrough hit. Paul would later go on to win a Grammy, Golden Globe and an Academy Award for his songwriting. He would be inducted into the Songwriters’ Hall of Fame in 2001. Williams originally wrote “We’ve Only…” as a jingle for a bank commercial. The Carpenters saw the commercial, loved the song and asked Williams to turn the minute-long jingle into a full composition. The song went to #2 in the charts and became a signature tune for The Carpenters.

Paul Williams

Source: Listverse.com

I’LL TAKE THAT BET, SAM I AM

Green Eggs and Ham is one of the best-known books in the world.

Theodor Geisel – Dr. Seuss – wrote the book with just 50 different words. Publisher Bennett Cerf bet him that he could not write with such economy but Seuss successfully pulled it off. In just 2009, Green Eggs and Ham sold 540,366 copies. As an aside, the book was banned in Maoist China because of its “portrayal of early Marxism,” and the ban was not lifted until Geisl’s death in 1991.

Source: New York Public Library

Dr. Seuss

A DAY TO REMEMBER

On May 5, 1865, Decoration Day was first observed in the U.S., with the tradition of decorating soldiers’ graves from the Civil War with flowers.

The observance date was later moved to May 30th and included American graves from World War I and World War II, and became better known as Memorial Day. In 1971, Congress moved Memorial Day to the last Monday in May. Source: Historyplace.com

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