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• Was there an underwriting guideline update (e.g., the roof was last replaced 20-25 years ago)

• Were there weather-related issues in the area?

Take the time to investigate the reason for the increase, reach out to the customer to review the reasoning, and then act. Ask questions to get a clear picture of any changes to the risk, and then present options. If clients decline to answer these questions, that’s OK, just remind them that you were trying to help, and move on. If they answer your questions, make sure that you follow through on your promise by setting a date and time to reach back out to review the options available to them.

It’s also a good idea to remind clients that if they only have one line of business with your agency, they miss out on the most significant discount most carriers offer—the multipolicy discount. Make every renewal call special by being professional, knowledgeable, Ask open-ended questions and wait for the answer. Don’t try to answer the questions for your clients. Bring up something you might remember about them, their kids, pets, hobbies, classic car, or the last place you saw them. Customize the conversation to the type of client with whom

Make sure to refer to the existing coverage they do have and then ask where their other policies are, or if there is a note in the file that they had auto insurance with Carrier XYZ, then ask if they still have that policy. Ask when the last time the other agent reached out to review their coverage options with them. Build the relationship and be the person they want to turn to with all their insurance questions and needs. If you never ask the question, you will never know the answer. One thing is for sure, someone else will ask and get the answer. Monoline business is a race to the finish. Generally, the first person to

Cross-selling is a unique sales situation. It’s not like you have only one chance to close a deal. You’ll have several opportunities to interact with a customer, so don’t stress trying to fit everything into one conversation. That’s a surefire way to make things harder on yourself and confuse your client at the same time. Instead, be patient. By taking a proactive approach to renewals—and making proactive retention calls—you can increase the opportunity to wow your client and open the door for cross-selling opportunity.

Remember to ask questions and plant seeds along the way. The more you talk about cross-selling opportunities with your clients, the more cross-sales you’ll make. It may take a little time, but it’s well worth the effort and patience. Shearon is a second-generation insurance professional, creator of the Insurance podcast. He built a successful agency before transitioning to the carrier side. Working with hundreds of insurance agencies throughout his career as a marketing representative and consultant, Shearon has a natural ability to network and build relationships. He has parlayed that into a career in consulting with agencies all over the country in the areas of sales strategies, niche marketing, relationshipbuilding, cross-selling, customer retention, mergers and acquisitions, developing culture, and brand-building. He is a strong believer of the accountability factor in coaching and enjoys working with agencies both large and small. Reach him at Heath@Agencyperformancepartners.com.

SAM FRIEDMAN & MICHELLE CANAAN Deloit te Center for Financial Ser vices