January 2016 Wisconsin Professional Agent

professional agent JANUARY | 2016

What’s Inside?

Legislative Conduit............ 13 Learn From Irate................. 16 Customers Education Section.............. 18 (see yellow tab pages) Winter Get-Away............... 21 Get Ahead Faster............... 26 New Members.................... 28 Lost Your Largest............... 30 Account?

Mistakes That Will Get..... 34 You Fired 8 Steps To An..................... 36 Outstanding Sales Culture

Digital Editions of PIAW Magazine Available at www.piaw.org

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From the

President Rick Clements, LUTCF, MDRT — President, PIA of Wisconsin

Reflections and Projections Happy New Year! Wow, what a wonderful year 2015 was for both insurance agencies and companies. Overall loss ratios and combined ratios were excellent. That means rates for our customers remain stable and also keeps markets available that sometimes are not available in a hard market.

Oh yes, and the contingencies, great year for those as well.

2015 was also was great for the Professional Insurance Agents of Wisconsin. Great accomplishments were achieved thanks to the many committee members and staff that worked hard to provide the best benefits to members.

The Agent Services Committee worked on the updating the PIAW website and member resource page. They also donated several sample items and brochures with the PIA logo in a gift bag at the convention.

The Automation Committee provided information on agency management systems for those trying to decide on the best system for their agency.

The Public Relations Committee updated press releases and made them user friendly for Facebook, Twitter, agency websites and blogs. They, along with the YPC did a super job promoting the PIAW scholarship program to schools. There were a record number of applicants this year.

The Education Committee continued to monitor and provide high quality, professional education through CIC, Rubles, CISR, CRM, CPIA plus Hot Topic, William Hold and Dynamics of Service seminars.

The Convention Committee did another outstanding job planning the Wisconsin Dells convention and the February Winter Get-A-Way. Both had great turnouts and received a lot of positive feedback.

The Young Professional Committee does better and bigger events and scholarships every year. Last year they provided ten (10!) scholarships of $2,500 each to high school and col-

lege students expressing interest in pursuing an insurance related education.

The Legislative Committee kept updated on several dozen bills related to insurance and small business. Two that were supported by PIAW and signed by the Governor were the dog bite bill and the structured settlement bill. Overall legislation was quite positive last year.

The year 2016 promises to bring additional specialized benefits for our members. You will receive information on Cyber Liability, a hot subject in the industry. There will be more on-line education such as the Florida Insurance School webinars and new Hot Topic webinars. Social Media strategies as well as assistance to ‘Go Mobile’ for your websites and social media will be provided. You will also be sent bi-monthly press releases that you can personalize for your agencies and send to news media, your website, newsletters, Facebook and Twitter. We will continue to develop strategies to connect with young people to promote careers in insurance, your agencies and companies. The Board of Directors will recognize and give awards to the Outstanding CSR of the Year, Company Representative of the Year and Professional Agent of the Year. They will also recognize a member for their exceptional service to the PIA as a committee or Board member.

We are a ‘bottom up’ organization. That means member feedback is the driving force for all that the committees, board and staff do. Everything done is for the best interest of the members. Agent Services will be sending a short survey soon and your replies are vital. Please help us become a major resource for your business by giving us your feedback.

Looking forward to seeing you at the Winter Get-Away on February 3-5.

I wish all of you a very prosperous, healthy and happy 2016!

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JANUARY 16 3

Memos from

Madison Ron Von Haden, CIC — Executive Vice President, PIA of Wisconsin

First Impressions IT’S A NEW YEAR ….is your website ready for 2016? Like

FLOOD INSURANCE : Does your agency currently write flood

most Americans, I see hundreds of websites every year.

Whether I visit sites to find products and services, look up information, pay bills or check out competitors, the appearance and functionality of the sites is an all-important first impression.

insurance? Are you earning a high commission on that book

Is your web site stagnant and static or is it dynamic and vibrant? Does it portray your business as professional and competent…..or does it show that you are mired in the past?

Can your site be fully accessed from a mobile device? Does it explain who you are and what you offer?

you. They offer training, easy-to-use marketing and sales

When I visit insurance agency sites I am amazed by the poor design, incorrect staff information, lack of product references and lack of information for insurance consumers. Agents urge clients and prospects to visit their site but don’t make it a priority to keep the site fresh.

Products to Sell”.

PIA of Wisconsin partnered with a company called Project 42 Design to provide web sites and site upgrades to our members. The pricing is nearly ridiculously low and the quality of the work in incredibly high. You can have a professional, functional and dynamic site that will attract customers and welcome clients without having to know anything about web site development yourself.

(20-35 year olds) don’t have an insurance agent who has

The Project 42 Design staff can also create a new agency logo or a complete new look for your business. One call to (608) 556-3270, a visit to www.p42d.com or an email to seth@project42design.com will start you on your way to a more professional and successful 2016.

im

Insurance Marketing Partners

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of business? The Hartford has been partnered with PIA since 2004 to provide member agents the opportunity to offer customers flood insurance. The Hartford has a dedicated and knowledgeable book transfer team that can do the work for tools, online chat, 24/7 claims reporting, and an easy enrollment process. If this can make you some more money and make your life easier why not give this PIA-endorsed product a try? Click on “Member Benefits” and then on “Insurance

Life Happens and LIMRA recently completed a survey that showed 60% of the millennial generation prioritizes spending on internet access and smartphones over life insurance.

Part of the reason is that young people in this age group discussed life insurance with them. The survey shows that this age group thinks life insurance is way more expensive than it actually can be. You can throw long term care into the mix with this life insurance conversation as well. LTC is something that agents don’t discuss enough with their clients.

You insure their property and liability, why not insure ways to protect their assets and pay long term care expenses? Life insurance and LTC aren’t just meant for the elderly.

AND REMEMBER …..Nothing is more responsible for the good old days than a bad memory.

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From the

Boardroom Matthew Cranney, CIC, CRM — Secretary, PIA of Wisconsin

Maintain Focus Throughout the Year Happy New Year from me and my family to you and yours, and on behalf of the PIA organization to you and your agencies. I don’t know about you, but for me a new year always brings a sense of new beginnings, fresh energy and a renewed commitment to our personal success as well as that of our organizations. As we come off a busy 1/1 renewal season at our agencies, these thoughts power our business planning, prospecting and goal setting. However, we all know the challenge isn’t focusing on these things in January, it’s maintaining that focus throughout the year.

It’s the analogy of the new gym member; let’s call him Joe. Joe signs up for a new gym membership on January 1st with strong thoughts and great intentions of committing to regular workouts and maintaining a healthier lifestyle. All goes great in week one! Joe hits the gym regularly and has great success. However, the next week Joe needs to travel for work and doesn’t get to the gym as he would have liked. Joe berates himself for not meeting his own expectations. The next week Joe gets a cold and needs to rest and recover, so he goes to the gym even less than the week prior. Again, Joe isn’t pleased with himself and begins to think about whether a gym membership was a good idea in the first place.

The next week Joe is tired from a busy week at work and doesn’t get to the gym at all! This is the last straw for Joe as he starts to evaluate the money he’s losing having the membership, when he can’t even be successful in the first month. Suddenly in less than one month many of the positive thoughts, intentions and energy Joe had have dissolved in the face of challenges. While fictitious, it isn’t too much of a stretch to take this scenario and apply it to any of the goals we have for ourselves or our organizations.

What we know with certainty is that 2016 will be a year full of challenge and change. An election year. Further impact of the ACA. Continuing impact of new players in our market spaces (Google and Zenefits to name just two). A high level of legislative activity at both the State and Federal level.

Increasing competition and a continued high level of M&A activity.

As someone once said, “The only constant is change.” So, if change and challenge will be constant and out of our control, let’s bring our focus to what we can control. I read an article recently that shared the following quote: 6 JANUARY 16

“Our minds control everything about us. Our thoughts influence our feelings. Our feelings impact our actions. What you think matters, because everything starts in the mind. To be a responsible person, you have to control your thoughts.”

Essentially this quote reminds us that everything starts with what we allow ourselves to think and feel. We can take this concept and apply it to our example of Joe and his gym membership: If Joe had faced the obstacles to his goal and maintained a positive attitude throughout, it’s more likely he would have had longer term success because his actions would have been impacted by positive thoughts, not just negative ones.

So how do we avoid letting our thoughts sabotage our positivity? How can we maintain our energy and drive so that 2016 will be a great year for us and our organizations?

I don’t know what the answers are for each of you, but I know for me maintaining a positive attitude in the face of change and challenge is much easier when you have great people and organizations as part of your support team.

That’s where the PIA comes in! One of the main reasons I choose to serve the PIA is that I continue to see the difference the organization makes to the members it serves. PIA exists to be a partner with you in your efforts to be successful in 2016. Whether that be through best-in-class educational programs or the suite of member benefits offered to you as part of your membership, including sample contracts, personalized news releases and great deals with vendors that can help improve your bottom line – PIA provides value.

Our organization exists to support your success in the face of an ever-changing, ever-challenging landscape, and we as a board will continue to have nothing but positive thoughts as we move through this year and continue to make sure we are providing you the value you need from your membership. My challenge to each of you is this: Will you do the same for yourselves and your agencies? Will you commit to understanding that change is constant and challenge will come, but through it all, choosing a positive attitude focused on success, growth and helping those around you will allow you to say next January that 2016 was a banner year for you and your agency? I hope you will. And please remember that PIA stands in your corner to help however possible. Again, Happy New Year! Let’s embrace the challenge, and thank you for the opportunity to serve you on your PIA Board.

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JANUARY 16 7

OCI Administrative

Actions Ted Nickel — Commissioner of the Office of Insurance

Madison, WI—OCI has taken the following administrative actions. In many of these cases the respondent denied the allegations but consented to the action taken. Any forfeitures paid in these administrative actions are deposited in the Common School Fund which is administered by the Board of Commissioners of Public Lands. The earnings from this fund are distributed to all public K-12 schools in Wisconsin and are used by school libraries to purchase books. Copies of the administrative action orders may be viewed online at https://ociaccess.oci.wi.gov/OrderInfo/OrdInfo.oci.

OCI is responsible for overseeing the operations and marketing of insurance companies and agents in Wisconsin. OCI encourages anyone with a question or a complaint regarding an insurance company or agent to contact the office at this tollfree telephone number: 1-800-236-8517.

Allegations

and

Actions Against Agents

Tyler A. Acham, 9756 Saddle Ct., Lake Worth, FL 33467, had

action was taken based on allegations of failing to disclose a

his application for an insurance license denied. This action

criminal conviction on a licensing application, having unpaid

was taken based on allegations of failing to provide evidence

civil money judgments, and failing to respond promptly to

of equivalent resident state licensure and failing to respond

inquiries from OCI.

promptly to inquiries from OCI.

Krista S. Boudreaux, 4000 Fort Campbell Blvd., Ste. D3,

Edward M. Banks, 3581 S.W. Kromrey St., Port Saint Lucie,

Hopkinsville, KY 42240, had her application for an insurance

FL 34953, had his application for an insurance license

license denied for 31 days. This action was taken based on

denied. This action was taken based on allegations of fail-

allegations of having a criminal conviction that may be sub-

ing to disclose an administrative action taken by the state of

stantially related to insurance marketing type conduct and

Wisconsin on a licensing application and failing to respond

failing to respond promptly to inquiries from OCI.

promptly to inquiries from OCI.

Chester R. Byrd, 13430 N. Black Canyon Hwy., Ste. 290,

Staci Jo Bankston, P.O. Box 2421, Red Oak, TX 54154, had her

Phoenix, AZ 85029, had his application for an insurance

application for an insurance license denied. This action was

license denied. This action was taken based on allegations

taken based on allegations of owing delinquent child support

of owing delinquent child support and failing to respond

and failing to respond promptly to inquiries from OCI.

promptly to inquiries from OCI.

Louise Bates, 5136 N. 54th St., Milwaukee, WI 53218, had her

Jodi S. Campbell, 1400 Ray Rd., Jacksonville, AR 72076, had

application for an insurance license denied for 31 days. This

her insurance license revoked. This action was taken based

action was taken based on allegations of failing to disclose

on allegations of owing delinquent Wisconsin taxes.

a criminal conviction and an administrative action taken by the state of Wisconsin on a licensing application.

Richard Carter, 4308 Rainier St., Apt. 402, Irving, TX 75062, had his application for an insurance license denied. This

Michael A. Belleggie, 2763 Quail Rd., Escondido, CA 92026,

action was taken based on allegations of failing to provide

had his application for an insurance license denied for 31

evidence of compliance with a child support order, failing

days. This action was taken based on allegations of having

to disclose an administrative action taken by the state of

a criminal conviction that may be substantially related to

Wisconsin on a licensing application, and failing to respond

insurance marketing type conduct and failing to disclose an

promptly to inquiries from OCI.

administrative action taken by the state of California on a licensing application.

Larry A. Clifford, 24691 New Haven Dr., Murrieta, CA 92562, had his application for an insurance license denied for

Charles M. Benford, 4197 N. 22nd St., Milwaukee, WI 53209,

31 days. This action was taken based on allegations of fail-

had his application for an insurance license denied. This

ing to disclose an administrative action taken by the state of OCI Administrative Actions

8 JANUARY 16

[continued on page 10]

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OCI Administrative Actions [continued from page 8] California on a licensing application.

Kimberly Y. Cross, 1070 4th Ave. W., Apt. 2, Monroe, WI 53566, had her application for an insurance license denied.

This action was taken based on allegations of failing to provide evidence of equivalent resident state licensure and failing to respond promptly to inquiries from OCI.

This action was taken based on allegations of having unpaid

Shunell Fregiste, 5150 Regent Blvd., Irving, TX 75063, had his

civil money judgments and failing to respond promptly to

application for an insurance license denied. This action was

inquiries from OCI.

taken based on allegations of failing to provide evidence of

Sheila M. Cruz, 102 Lakeview Ct., Tomah, WI 54660, agreed to the issuance of an insurance license with certain restrictions

eligibility to work in the United States and failing to respond promptly to inquiries from OCI.

and reporting requirements for a period of 18 months. This

David Fritz, 21957 Bug Scuffle Rd., West Fork, AR 72774, had

action was taken based on allegations of failing to disclose a

his application for an insurance license denied. This action

criminal conviction on a licensing application, having unpaid

was taken based on allegations of having a criminal convic-

civil money judgments, and failing to respond promptly to

tion that may be substantially related to insurance marketing

inquiries from OCI.

type conduct and failing to respond promptly to inquiries

Matthew J. Demuth, 301 N. Adams St., Ste. 200, Green Bay,

from OCI.

WI 54301, had his application for an insurance license denied

Marshayla Q. Frizell-Barnes, 1600 Aspen Commons, Ste. 600,

for 31 days. This action was taken based on allegations of fail-

Middleton, WI 53562, had her application for an insurance

ing to disclose criminal charges on a licensing application.

license denied. This action was taken based on allegations of

Jeffrey K. Eisenshtadt, 662 Woodward Ave., Detroit, MI 48226, had his application for an insurance license denied. This action was taken based on allegations of having an administrative action taken by another state and failing to respond promptly to inquiries from OCI. Etavious Emanuel, 11222 Quail Roost Dr., Miami, FL 33157, had his application for an insurance license denied and he is prohibited from reapplying for licensure until May 16, 2016. These actions were taken based on allegations of failing to disclose an administrative action taken by the state of

having criminal convictions that may be substantially related to insurance marketing type conduct, having employment terminations for cause, and failing to respond promptly to inquiries from OCI. Felix Garber, 7700 W. Bluemound Rd., Wauwatosa, WI 53213, had his application for an insurance license denied. This action was taken based on allegations of having a criminal conviction that may be substantially related to insurance marketing type conduct and failing to respond promptly to inquiries from OCI.

Wisconsin on a licensing application and failing to respond

Kane R. Goerke, 317 Sunset Dr., Antigo, WI 54409, had his

promptly to inquiries from OCI.

application for an insurance license denied. This action was

Michael C. Esser, 2500 N. 124th St., Apt. 101, Milwaukee, WI 53226, had his insurance license revoked. This action was taken based on allegations of owing delinquent Wisconsin taxes.

Ronald Felts, 2908 S. Caraway Rd., Ste. 100, Jonesboro, AR 72401, had his application for an insurance license denied.

This action was taken based on allegations of having criminal convictions that may be substantially related to insurance

taken based on allegations of failing to complete required prelicensing education and failing to respond promptly to inquiries from OCI. Lindsey Gordon, 2914 N. Main St., Upper, Racine, WI 53402, had her application for an insurance license denied for 31 days. This action was taken based on allegations of failing to disclose a criminal conviction on a licensing application.

marketing type conduct and failing to respond promptly to

Nicole Guizar, 8334 Clairemont Mesa Blvd., Ste. 110, San

inquiries from OCI.

Diego, CA 92111, had her application for an insurance license

Mary K. Fletcher, 301 Morgan Rd., Apt. F1, Italy, TX 76651, had her application for an insurance license denied. This action was taken based on allegations of failing to disclose an

denied. This action was taken based on allegations of failing to provide evidence of equivalent resident state licensure and failing to respond promptly to inquiries from OCI.

administrative action taken by the state of Texas on a licens-

Gregory P. Handel, 338 W. 4th St., New Richmond, WI 54017,

ing application and having a criminal conviction that may be

had his insurance license revoked. This action was taken

substantially related to insurance marketing type conduct.

based on allegations of owing delinquent Wisconsin taxes.

Adam M. Foldes, 595 S. Federal Hwy., Ste. 400, Boca Raton,

Charles A. Hanson, 1022 Manson St., Wausau, WI 54403, had

FL 33432, had his application for an insurance license denied.

his application for an insurance license denied. This action

10 JANUARY 16

was taken based on allegations of having a criminal convic-

31 days. This action was taken based on allegations of fail-

tion that may be substantially related to insurance marketing

ing to disclose administrative actions taken by the states of

type conduct, having unpaid civil money judgments, and fail-

California and Virginia on a licensing application.

ing to respond promptly to inquiries from OCI.

Amy L. Kirk, 1513 E. Henry St., Appleton, WI 54915, had her

Vernon Hickman, 3438 Peachtree Rd. NE, Ste. 1200, Atlanta,

application for an insurance license denied for 31 days. This

GA 30326, had his application for an insurance license denied

action was taken based on allegations of failing to disclose

for 31 days. This action was taken based on allegations of fail-

an administrative action taken by the state of Wisconsin on a

ing to disclose administrative actions taken by the states of

licensing application.

Wisconsin and Illinois on a licensing application.

Andy Olivares, 544 Brockway Dr., Mukwonago, WI 53149,

Deney R. Hofmeister, 912 Lakeview Ave., Waseca, MN 56093,

agreed to the denial of his licensing application for 120 days

had his application for an insurance license denied for 31

and agreed to report any new criminal, civil, or administra-

days. This action was taken based on allegations of failing

tive charge in writing to OCI within 10 days. These actions

to disclose an administrative action taken by the state of

were taken based on allegations of failing to disclose a pend-

Minnesota on a licensing application.

ing criminal charge on a licensing application and failing to

William J. Holler, 5708 E. Bay Blvd., Gulf Breeze, FL 32563,

timely complete prelicensing education.

had his application for an insurance license denied. This

Paul J. Renard, 1781 Surrey Trl., Green Bay, WI 54313, had his

action was taken based on allegations of failing to disclose

insurance license revoked and was ordered to pay a forfeiture

administrative actions taken by the states of Colorado and

of $1,000.00. These actions were taken based on allegations of

Nevada on a licensing application and failing to respond

violating Wisconsin insurance laws by engaging in fraudulent

promptly to inquiries from OCI.

and dishonest business practices, having a regulatory action

David Housel, 408 Golfview Ln., Amery, WI 54001, had his application for an insurance license denied for 31 days. This action was taken based on allegations of failing to disclose a criminal conviction on a licensing application.

Derek A. Hughes, 219 E. Maple St., Ste. 3000, North Canton, OH 44720, had his application for an insurance license denied.

This action was taken based on allegations of owing delinquent child support and failing to respond promptly to inquiries from OCI. Ann M. Hustad, 5023 Wooddale Ln., Edina, MN 55424, had her application for an insurance license denied. This action was taken based on allegations of failing to provide evidence of equivalent resident state licensure and failing to respond promptly to inquiries from OCI. Andrew Huynh, 222 Ashford Cir., Atlanta, GA 30338, had his application for an insurance license denied for 31 days. This action was taken based on allegations of failing to disclose an administrative action taken by the state of Wisconsin on a licensing application.

Carli Jarman, 767 W. Grand Ave., Port Washington, WI 53074, had her application for an insurance license denied. This action was taken based on allegations of failing to complete the criminal background check/fingerprinting required for licensure and failing to respond promptly to inquiries from OCI.

taken by FINRA, failing to timely report the FINRA action to OCI, failing to disclose an employment termination for cause on a licensing application, and endangering the legitimate interests of consumers and the public.

Paul J. Renard, 1781 Surrey Trl., Green Bay, WI 54313, had his application for additional lines of insurance authority denied.

This action was taken based on allegations of incompetence and untrustworthiness and providing incorrect, misleading, incomplete or materially untrue information on a licensing application.

Maria S. Stanard, 3100 White Tail Ln., Oshkosh, WI 54904, had her insurance license permanently revoked and was ordered to pay a forfeiture of $50,000.00. These actions were taken based on allegations of making unsuitable annuity sales recommendations, failing to report replacement transactions, falsifying insurance applications, and failing to make required disclosures during home insurance sales solicitations.

Chong Y. Thao, 2810 Irving Ave. N., Minneapolis, MN 55411, had his insurance license revoked. This action was taken based on allegations of owing delinquent Wisconsin taxes.

Michael R. Utermoehl, 20515 July Ave. N., Forest Lake, MN 55025, had his insurance license revoked for a minimum period of five years and was ordered to pay a forfeiture of $20,000.00. These actions were taken based on allegations of using misleading marketing materials, soliciting insurance on behalf of an insurer when not appointed with that insurer,

Zach Jepperson, 1213 Jackson St., Apt. 209, Omaha, NE

representing another agent as the selling agent, and providing

68102, had his application for an insurance license denied for

false information on insurance applications.

JANUARY 16 11

OCI Administrative Actions [continued from page 11]

Stephen Zweig, 921 Habourn Ct., Apt. 4, Waukesha, WI 53189,

that may be substantially related to insurance marketing type

had his application for an insurance license denied. This action

conduct and having unpaid civil money judgments.

was taken based on allegations of having a criminal conviction

Allegations

and

Actions Against Companies

Goodwill Financial, 579 W. North Ave., Ste. 300, Elmhurst,

Safe Money Financial Group, LLC, P.O. Box 31087, Edmond,

IL 60126, had its application for an insurance license denied.

OK 73003, had its application for an insurance license denied.

This action was taken based on allegations of having a mis-

This action was taken based on allegations of failing to pro-

leading name.

Invida Financial Network LLC, P.O. Box 742852, Boynton Beach, FL 33474, had its application for an insurance license denied. This action was taken based on allegations of failing

vide evidence of equivalent resident state licensure and failing to respond promptly to inquiries from OCI. Strong Tower Financial LLC, 20515 July Ave. N., Forest Lake,

to provide evidence of equivalent resident state licensure and

MN 55025, had its application for an insurance license denied.

failing to respond promptly to inquiries from OCI.

This action was taken based on allegations of failing to dis-

Rural Trust Insurance Company, 6301 Ivy Ln., Ste. 506,

close administrative actions taken by the state of Wisconsin

Greenbelt, MD 20770, was ordered to pay a forfeiture of

against its owners, failing to provide evidence of equivalent

$1,000.00. This action was taken based on allegations of failing

resident state licensure, and failing to respond promptly to

to timely file financial information with OCI.

inquiries from OCI.

GERMANTOWN MUTUAL INSURANCE COMPANY W209 N11845 Insurance Place PO Box 1020 Germantown, WI 53022-8220 Phone (262) 251-6680 Fax (262) 623-3130 www.gmic.com

SERVING POLICYHOLDERS AND INDEPENDENT AGENTS IN WISCONSIN SINCE 1854

that's Wright!

Steven Wright is a comedian of the absurd. Here are a few of his off-center observations: • I almost had a psychic girlfriend, but she left me before we met.

• I intend to live forever—so far, so good.

• The problem with the gene pool is that there is no lifeguard.

• Plan to be spontaneous tomorrow.

• I'd kill for a Nobel Peace Prize.

• Bills travel through the mail at twice the speed of checks.

12 JANUARY 16



I realize the importance of political contributions to the future of the Professional Insurance Agents of Wisconsin and our customers. I want to be part of the process leading to success in achieving PIA’s goals in the Wisconsin Legislative arena. Please hold my contribution as a deposit in the PIA Legislative Conduit account to be used at my direction. I understand that I will be contacted in the future, by telephone, email or direct mail, to authorize the use of these contributions. I will be asked to respond with my signature on appropriate authorization forms.

Name:___________________________________________________________________________________ (Please Print)

Primary Employer:________________________________________________________________________ (required to disburse any contributions greater than $100, by Wisconsin Law)

Business Address:_____________________________ City:_____________ State:_______ Zip:__________ Home address:________________________________ City:____________ State:_______ Zip:___________ Business phone:______________________________ Home phone:_________________________________ Email address:_____________________________________ Contribution amount:____________________ Credit Card Payment Name on card:_________________________________ Signature:__________________________________ Amount:______________ Card Number:_________________________________ Exp. Date:____________ Billing address on card:_____________________________________________________________________ City

State

Zip

Contributions are NOT tax deductible for income tax purposes. Donations must be made from Personal accounts only.

NO Corporate or Business Checks or Credit Cards accepted Return to: PIAW Legislative Conduit Account PIA of Wisconsin, Inc. ● 6401 Odana Rd. ● Madison, WI 53719 Fax: 608-274-8195 ● www.piaw.org ● Email: rvonhaden@piaw.org

JANUARY 16 13

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Lessons in

Communication

Learned from Irate Customers

By Joe Curcillo

Boss Deborah is sitting in her office reviewing monthly reports as she listens to routine bustling of her staff.

Suddenly, she hears a single voice amidst the regular noise.

It is Mary, her secretary, attempting to get a word in as she deals with a rather stubborn and authoritative customer.

The call is placed on hold and is transferred into her office.

Mary announces “Mr. Money is on the phone; he is angry and is demanding your help.”

As Deborah reaches for her phone, she recognizes that how she handles the next few seconds will determine whether Mr. Money will raise or lower the bottom line on the next monthly report.

In the time it takes to reach for the phone and say “Hello,” you must have the focus and knowledge necessary to take control and lead the caller back into your corner.

Preparedness comes by having the structure in mind that will allow your persuasive and reassuring abilities to control the situation. Maybe it was your staff, your management team or a salesman, but the buck stops with you. As you listen to the complaint, pay attention to how the caller became disgruntled, and match their words to the organizational structure and discipline that you have in place. Many times the caller has reached your desk because someone in the chain of command failed to listen and address their concerns.

Let’s begin with the approach; how you manage the window between the “ring” and the “answer” will define the experience as educational, confrontational or successful.

In the seconds before answering the call or meeting, keep in mind that the best way to initiate control is to take the high ground. Not just the high road of virtue and doing the right thing, but the high ground as a vantage point to observe the situation as a whole. Prepare to remove yourself from the fray and look at the big picture. The best means of accomplishing this is to remember 4 rules.

1. Do not speak until you have truly listened.

The opposite of speaking is not listening—it is waiting to speak. Listening is a separate task, and in fact is an art. If you’re waiting to speak, you are preparing to address the other person with words.

16 JANUARY 16

The easiest of all customers to deal with in the world of irate customers is the one that just wants to be heard. Everyone has dealt with someone who expressed every detail of their complaint to every person in their organization. They have begun to tell their story to the parking lot attendant as they parked their car, and each person they encountered en route to the manager’s office.

Their repeated rehearsal of the story should be your first indication that all they need is understanding and reassurance. They want someone to listen; step up and make that person you.

2. Do not defend, until you have heard the attack.

Step back, and allow the speaker to talk. As you listen, do not formulate your responses, but follow the speaker with an eye towards understanding the nature of their accusations and allegations. The ability to effectively challenge someone’s argument hinges upon your understanding of their argument, not on the merits of your own.

Taking control of a situation requires you to pay attention to what is being said so that you may take all you’ve heard and use it collectively as you map out your proposed solution.

Adopting the other person’s arguments in your solution will make it much more difficult for a person to logically rebuff your offer of resolution.

3. Identify the true nature of the complaint and the complainant.

There are many reasons why a person will complain.

Dissatisfaction with a product or service is obvious, but some complaints are born and nurtured in environments outside of your control. Taking control of these types of complaints require you to listen and explore with questions the circum-

stances leading the customer to your door.

Some people are simply disappointed with your entire industry. Lawyers and mechanics will identify with this. It is necessary to set yourself apart from the herd and let the speaker know that you care.

Some complaints are born from a lack of clear expectations.

Explore their concerns and guide them back to a more realistic path.

The most difficult of all complaints is the person who, due to their own shortcomings, has an inability to understand that the reason your products or service is failing, is their inability to follow instructions or guidance. It is essential that you speak to these people as you would to a friend. There is no need to use industry jargon or million-dollar words. Make sure that your vocabulary and speech is simple enough that they can follow your directions to the letter. But do not allow yourself to come across condescending. This can be avoided by remaining social and human as you address your customer.

4. Focus on areas in which you and your company can improve.

Learn. Even the most irrational or self-absorbed customers can teach you valuable tools to improve service. As you listen, pigeonhole some of their thoughts and complaints into the recesses of your mind. By looking for areas of improvement in each and every conversation, you will not only actively listen, but you will enjoy the opportunity to grow and become better.

Consider the following checklist as a starting point. Obviously, your industry may have specific questions or concerns that

you should include. Allow these thoughts to operate as a springboard dive into your next irate customer moment. √ With whom have they spoken? √ What remedies have failed? √ Is the problem real or imagined? √ Is it related to a personality conflict with the representative with whom they have been working? √ What are their expectations? √ Are the expectations something you can address? √ Are their expectations reasonable? √ How many people have they spoken with at your company? √ Has everyone given them sound advice or bad advice? √ Is the disappointment with your company and you? √ Have they allowed their anger with the industry to fester? √ Have they been given sound advice but the problem rests with their inability to understand and listen? √ What can I learn from the situation to improve my bottom line?

Joe Curcillo, The Mindshark, is a speaker, entertainer, lawyer and communications expert. As an Adjunct Professor at Widener University School of Law, Mr. Curcillo developed a hands-on course, based on the use of storytelling as a persuasive weapon. He has been a professional entertainer helping corporations and associations improve their communication techniques since 1979. For more information on bringing Joe Curcillo in for your next event, please visit www.TheMindShark.com.

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Keep your book Remain a trusted advisor to your clients to give them peace of mind Continue working until you decide to retire Find the right buyer for your book within Robertson Ryan to maximize your return Be in the 30% that have a plan

For more information call Gary Burton, Chief Operating Officer, at 414.221.0386. All calls will be kept in the strictest confidence.

JANUARY 16 17

education

Certified Insurance Counselor Each Approved for 20 Wisconsin CE Credits

COMMERCIAL PROPERTY

life & health

February 24-26, 2016 Crowne Plaza­– Madison, WI 888-233-9527 $103 single rate through 1/24/16

March 9-11, 2016 Radisson/Oneida Casino – Green Bay, WI 920-494-7300 $99 rate through 2/6/16 includes full breakfast

• commercial property coverages & endorsements • COMMERCIAL PROPERTY CAUSE OF LOSS FORMS & ENDORSEMENTS Robert Ford, CIC, CISR, CPIA, CLCS

• Life INSURANCE CONCEPTS • HEALTH INSURANCE CONCEPTS John Bennett, CIC, CPCU • LONG TERM CARE INSURANCE • DISABILITY INCOME INSURANCE • BUSINESS CONTINUATION AND SUCCESSION PLANNING Dennis Stone, CIC, CPCU, CLU

• TIME ELEMENT COVERGES John Dismukes, CIC, CPCU, AAI, AIS • COMMERCIAL INLAND MARINE COVERAGES • EDP • BUSINESSOWNERS POLICIES Bernie Neff, CIC, CPCU

• RETIREMENT PLANNING AND ANUITIES • PLANNING FOR PERSONAL NEEDS Fred Stoor, CIC

WI CE Course # 69300

Day One: 8:00 – 5:15

WI CE Course # 69162

Day Two: 8:00 – 5:00

Day Three: 8:00 – noon, Optional Exam 2:00 – 4:00

$405.00 per institute. Register at www.piaw.org or call 800-261-7429.

Utica

Gives You the Credit You Deserve!

The following PIAW education classes are approved for the Utica premium credit.

• Any CIC Update • CIC Agency Management • CISR Agency Operations • Dynamics of Service • Select PIAW Webinars • PIAW Conducted Ethics and E&O Seminars (classroom or in house) To register online and view upcoming CE courses visit www.piaw.org

18 JANUARY 16

Please contact Darcy at PIAW to find out how you can benefit from Utica’s E&O Loss Control Program. dbrown@piaw.org or 1-800-261-7429

Open to Anyone & Everyone ! www.piaw.org

For The New Employee - No CE 6-8 Week Virtual Classroom •

• • •

New Agency Employee Orientation Delivering Quality Service Personal Lines Coverage Basics Commercial Lines Coverage Basics

Pre-Licensing Education Webinars: 2-3 WI CE, No Exam, No Proctor •

Over 20 Topics

Hot Topics: 4 WI CE • • •

Variety of Coverage Topics Ethics Flood

All 9 CISR Courses – 8 WI CE All 5 CIC Institutes – 20 WI CE

There is

more than one thing

new at piaw.org

PIA of Wisconsin now offers: Certified Risk Manager (CRM) Courses and Ruble Specialty Seminars.

800-261-7429

JANUARY 16 19

education

O n -L i n e e d u c a t i O n

education

Certified Insurance Service Representative

Open to Anyone!

7 WI CE Credits New Course #69357

Elements of Risk Management

Insurance professionals need training in the risk management process for two reasons. First, insurance is an integral part of their client’s overall risk management program. Second, services provided by carriers, agencies and brokerages are often significant items in the organization’s cost of risk. In this course we will cover each of the five powerful steps in this process, which protects not only the organization’s assets, but also its mission and its brand.

• • • * • •

The Risk Management Process & Risk Terms Risk Identification Risk Analysis Risk Control Risk Finance Risk Administration

Feb 17 • Waukesha Feb 18 • Madison $170 Per Course

CLASS SCHEDULE Course Instructor Patti Gardner CIC, CRM, CPCU

Instruction Group Lunch Optional Exam

Includes Lunch

8:00 a.m. – 3:45 p.m.

12:00 p.m. – 12:45 p.m.

Register at www.piaw.org

4:15 p.m. – 5:15 p.m.

or call 800-261-7429

Attention CICs!

Exciting update options; they fill up quickly.

CIC Ruble Seminars January 20 & 21 | Graduate | Crowne Plaza – Milwaukee, WI May 17 & 18 | Graduate | Crowne Plaza – Madison, WI 16 WI CE (Includes 4 optional Ethics)

visit www.piaw.org or call PIA at 1-800-261-7429

You guys do a great job with the CIC classes.

Well organized and great instructors.

Assuming I passed this last one, I am looking forward even more to my next CIC or Ruble – when I won’t have to take the exam at the end!

Leah Burbach, CPCU Business Relationship Manager Church Mutual Insurance Company

20 JANUARY 16

Registration Fee Only $99.00 Spouse/Guest $59

February 3-5, 2016 The Waters of Minocqua $59.99 Two Queens Includes Deluxe Continental Breakfast 715-358-4000

Wednesday, Feb. 3

2:00 – 5:00

“How to Create Engaging & Effective Online Content” (no CE) Mike Peterson, CIC - Insurance Marketing Partners

5:30

Get-Away Fun at Island City Lanes Appetizers / Buffet Dinner / Free Beer & Soda to 7:30 p.m. / DJ Trivia Bowling / Bar Fun / Prizes / Shuttle to and from Hotel

Thursday, Feb. 4 9:00 – noon

Live Webinar “Seven Ways to Get Sued and How to Avoid Them” (3 WI CE, # 70963 & Utica Approved) Chris Amrhein, AAI

1:30

Northwoods Pub Adventure – Long Sleeved T-Shirts Provided Refreshment Stocked Bus Fun - Featuring “Chicken S %!#?! Bingo” / Prizes Pub beverages on your own.

Bus options to return to hotel or directly to Whitetail Inn will be offered.

6:45 – 7:45

Buffet Dinner at Beautiful Whitetail Inn Buses provided to and from hotel. Cash bar.

Additional Sponsors - Thank you!

Friday, Feb. 5 9:00 – noon

“Ethics” (3 WI CE # 45852) Ron Von Haden, CIC – PIAW

Visit www.piaw.org to register.

Western National Insurance Group Utica National Insurance Group EMC Insurance Companies 1752 Club JANUARY 16 21

education

7th Annual PIAW Winter Get-Away

education

S TA N D O U T Set yourself apart with a CPIA professional designation Insurance Success Seminars that lead to the designation help you prepare for, implement and sustain successful insurance programs. They’re CE-qualified in many states, and, best of all, they come with a money-back guarantee.

Ask your boss or HR department about it today.

www.piaw.org www.aimssociety.org 877-674-CPIA(2742) 1-800-261-7429 Fax: 703-579-8896

AIMS Society PO Box 35718 Richmond, VA 23235

Certified Insurance Service Representative Open to Anyone!

8 WI CE Credits Course #69334

COMMERCIAL CASUALTY 1

This course strengthens your ability to have productive, assured interactions with your commercial customers in the area of commercial casualty exposures and coverages.

• Essentials of Legal Liability • CGL Introduction

Course Instructor

John Dismukes CIC, CPCU, AAI, AIS 3/8 Instructor

• Commercial General Liability Coverage Parts • CGL Other Provisions

March 8 • Green Bay March 16 • Madison

• Additional Insureds

CLASS SCHEDULE

Instruction 8:00 a.m. – 3:45 p.m.

Group Lunch 12:00 p.m. – 12:45 p.m.

Optional Exam 4:15 p.m. – 5:15 p.m.

$170 Per Course Includes Lunch Register at www.piaw.org or call 800-261-7429

Course Instructor Patti Gardner CIC, CRM, CPCU 3/16 Instructor

22 JANUARY 16

As a PIAW Member you can receive FREE sample producer contracts and employee contracts from PIAW! Developed for PIAW by an employment law attorney, these contracts contain non-compete and non-piracy clauses as well as other standard employment provisions.

We can send them to you via email as word documents so you can customize them with your agency information.

Call or email Mandy at (800) 261-7429; mpenn@piaw.org for information or to order.

Tools & Solutions that work for your business

Step Up To Elite Status CISR Elite, That is.

For CISRs who aspire to be more-who seek to distinguish themselves as Elite.

When you love what you do, and want to be the best, It’s time to step up. it time to Become a CISR Elite.

www.piaw.org 800-261-7429

Choose 5 of 9 to improve your 9 to 5.

CISR EDUCATION FOR INSURANCE & RISK MANAGEMENT PROFESSIONALS

It still takes 5 courses to earn a CISR designation but now you have the flexibility of 9 course options. This allows you to focus on what’s important to you. We understand not everyone learns the same way or even at the same pace, so we offer courses in the classroom, online and in-house.

Find out how CISR can improve your 9 to 5. Call or visit us on the web today.

• Commercial Casualty I • Commercial Casualty II • Insuring Commercial Property • Insuring Personal Auto Exposures • Insuring Personal Residential Property • Personal Lines Miscellaneous • Agency Operations • Elements of Risk Management • Life & Health Essentials

www.piaw.org 1-800-261-7429 JANUARY 16 23

education

PIAW Member Benefit

education

www.piaw.org

20 + Topics! Each Approved for 2-3 WI CE Credits. Live. No Test. No Proctor.

Visit the Education tab at www.piaw.org for a complete list of topics, descriptions, webinar demo, and to register.

Ethics is offered each month. Several approved for Utica credit.

Fee per Webinar: $55 PIAW Member, $70 Non Member – includes WI CE fees.

January 2016 Webinar Schedule TITLE & WI CE

DATE

TIME (CST)

INSTRUCTOR

Life Insurance Concepts for the P&C Agent 3 CE # 70600

1/12

12-3p

Jerry Rhinehart, CIC, CLU, ChFC, RHU

Contractors: Insuring the Property Exposures 3 CE # 70836

1/19

12-3p

Catherine Trischan, CPCU, CRM, CIC, ARM, AU, AAI, CRIS, MLIS

Ethics: Taking it to the Streets

1/20

1-4p

Chris Amrhein, AAI

Food Borne Illness and Insurance Coverage 3 CE # 71001

1/22

8-11a

Jerry Hargrove, J.D., CIC, CPIA, SCLA, FCLA, PICS, LICS

Get in the Ring: Property Claims, Fights and Decisions 3 CE # 71014

1/25

8-11a

David Viola, CIC

Words Mean Things and Insurance is a Foreign Language 3 CE # 71019,

1/25

12-3p

Jerry Hargrove, J.D., CIC, CPIA, SCLA, FCLA, PICS, LICS

The Human Asset Puzzle: Risk Managing Life, Health and Disability Insurance

1/26

12-3p

Chris Amrhein, AAI

Group Insurance and Pensions

1/27

8-11a

Karin Klaassen, CLU, LUTCF

Social Networking: OMG or E&O

1/27

12-3p

Chris Amrhein, AAI

Lawn Care to Lipstick: Coverage Concerns for the Self-Employed

1/28

1-3p

Kevin Amrhein, CIC

3 CE # 70999, Utica Approved

Utica Approved

3 CE # 70961

3 CE # 70986

3 CE # 69871, Utica Approved

2 CE # 71015

Register online at www.piaw.org or call 1-800-261-7429.

Contact Brenda at 1-800-261-7429 or bsteinbach@piaw.org for in-house webinar opportunities.

24 JANUARY 16

education

PEOPLE WHO EARNED THIS ALSO EARNED MORE

30,900 MORE OF THESE

PER YEAR.

If you’re looking to jump start a new career or make more with the one you are in, education is your best investment. Now, more than ever, it is important to invest in your greatest assets—yourself and your people. According to The National Alliance Producer Profile, commercial lines producers with the Certified Insurance Counselor (CIC) designation earn 30% more than those without the designation. To learn more about the CIC Program, call or visit us on the web.

The most successful training programs for insurance professionals

Register at www.piaw.org or call 1-800-261-7429

Find an Agency Management System Vendor . . .

with help from the PIAW.

Since our hugely successful and informational Automation Seminar in May, PIA of Wisconsin has been receiving many inquiries regarding Agency Management System vendors. As a service to our members, we have developed a special section on our web site to list the name, contact information and short description of vendors that agencies can contact for questions and inquires.

Please visit our website to view the list, www.piaw.org.

JANUARY 16 25

How to

Get Ahead Faster And Stay There

by John Graham

No matter what you do, getting ahead shouldn’t depend on lucky breaks, favoritism, or even hard work. It should be in our control. To make that happen, certain behaviors will help you stand out from the crowd. Here are eight of them.

1. Be suspicious. No one likes getting blindsided, yet it’s all-too-common in business. More than anything else, a little paranoia helps avoid the sucker punches.

Even when some coworkers are bracing for a layoff, others are shocked when it happens. “I didn’t see it coming,” they say. Is it possible that we can get so wrapped up in ourselves that our awareness evaporates, so that we can’t read customers, anticipate problems, or see opportunities?

Getting ahead means keeping your antennae up. It’s not being afraid to ask, “What does this mean?” It takes being suspicious. Just keeping your head down and “doing your job” doesn’t work. Remember, Beagles never make it across a busy street alive.

2. Make it easier. Complexity means confusion and that kills sales. It drives customers away. A woman arrived at the dealership to pick up her car after a recall repair. Even though she followed the signs, at first she couldn’t find the right counter since it was blocked from view by an open door.

“You’ll have to go upstairs and get the paperwork and bring it back here,” the clerk told her. Not very customer-friendly to say the least.

But her experience isn’t unusual. Why do companies put up with such nonsense? Coming up with ideas to improve processes, particularly those that make it easier for customers, is a great way to get ahead.

3. Express ideas clearly. What we write and say creates a legacy that stays with us — and one that influences how we’re perceived. Our emails, text messages, presentations, proposals, letters, memos, and conversations say something about us. “What’s she talking about?” “I couldn’t follow him,” “It didn’t make sense,” “What’s it mean?” or “Who cares!” They all tell a story.

In To Sell is Human,” Daniel H. Pink notes the comments of a former professor. “Don’t get lost in the crabgrass of details, he urged us. Instead, think about the essence of what you’re exploring” which he called the “1 percent.”

26 JANUARY 16

Great messaging comes down to always coming up with the one idea that makes sense to your recipients. If you do, you’ll be noticed.

4. Challenge assumptions. “I assumed….” are the most dangerous words in business, since they can derail companies and drive careers off a cliff. Yet, we hear them everyday.

Why? Assumptions save time by short-circuiting the thinking process.

For example, common sense may tell us that young people spend the most on Apple products. If so, it’s way off the mark. It turns out that men over 65 are the big Apple spenders, averaging $976, according to Slice Intelligence. Make it a rule never to get pushed into doing something before making sure it’s supported by the facts.

5. Find your ‘sweet spot. It’s where you’re an expert — where you’re known as the go-to person. To put it another way, it’s where you can showcase your competence.

Jason Fisher is an example. He went to work for a major life insurance company after college. After four years, he went out on his own. Selling life insurance is a tough business, particularly when starting out. To get the attention he needed to succeed, he decided to focus his business on clients other agents avoid, those who find it tough getting life insurance for medical or other reasons.

As Lori Widmer of LifeHealthPro points out, prospects “come to him via his website and not through lists and referrals.” A sweet spot can offer the sweet smell of success.

6. Cultivate creativity. Everyone has a creative potential, but most of us are afraid to let it show. We hold back, not sure what someone might think. When college senior Meredith Parmalee was getting ready to run the New York City Marathon, she wanted to do something that would help raise money for the Leukemia and Lymphoma Society.

Having worked for We Are Knitters, she lit onto the idea of knitting a scarf while running.

At first, everyone, including Meredith, saw it as a joke. It wasn’t. She let her creativity go to work, she attracted attention for We are Knitters with more than 49,000 Facebook “likes,” and raising 101% of her goal.

7. Consider the consequences. Far too many business decisions, initiatives, and campaigns self-destruct. When it happens, someone is sure to say, “Well, we can learn from our failures.” While that sounds good, it never happens and we get the same miserable results time-and-time again.

What goes wrong? In the excitement and enthusiasm of doing something new and different, we refuse to think about undesirable outcomes. That’s viewed as being negative or not being team players. It takes courage to ask “What if?” questions.

8. If there’s no plan, don’t do it. Here’s the rule: don’t get sucked into anything that doesn’t have a plan. If you do, your fingerprints will be on it, and that’s not how to get ahead.

“The military manuals say that no plan of action ever survives first contact with the enemy. One must be adaptable. One must allow the plan to evolve,” writes novelist Robert Crais in L.A. Requiem.

Too many marketing, sales, and promotional programs begin with a bang and die with a gasp, to paraphrase poet T.S. Eliot.

To put it another way, the electric car runs out of juice before it leaves the charging station. That’s why it’s important to ask, “Where are we going with this?” “How do we want it to end — and when?” And “How do we keep up the momentum?”

If your goal is getting ahead faster and making sure you stay there, standing out from the crowd is the best way to make it happen.

John Graham of GrahamComm is a marketing and sales strategistconsultant and business writer. He publishes a free monthly eBulletin, “No Nonsense Marketing & Sales Ideas.” Contact him at jgraham@grahamcomm.com, 617-774-9759 or johnrgraham.com.

the We look for the best independent agents and build relationships that last the duration. We are committed to the independent agency system as the only means to deliver our products. Because of that, we work hand-inhand to help our agencies grow profitably.

Our agents set us apart.

For information about becoming a Partners Mutual Insurance Agent please contact Brian Martin at 262.432.3439; Martin.Brian@PartnersMutual.com or Mike Ottman at 262.432.3418; Ottman.Michael@PartnersMutual.com.

JANUARY 16 27

newM E M B E R S

PIA of Wisconsin

AGENCY Boll Insurance Agency Inc. Sheboygan, WI

Lee & Associates Woodruff, WI

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Filipiak Insurance Agency LLC Hudson, WI

Longhorn Insurance Service, Inc. Elkhorn, WI

Rattunde-Ott Agency Necedah, WI

Fuerst Insurance Services, LLC Franklin, WI

Marinette Insurance and Financial Services LLC Marinette, WI

Sutton Insurance Prairie du Chien, WI

Hartlage Insurance Agency, LLC Union Grove, WI Insurance Center of Milwaukee Milwaukee, WI Kussmaul Ins & Financial Services Prairie du Chien, WI

Monty Insurance Solutions Elkhorn, WI NEW Insurance Concepts Sturgeon Bay, WI Philleo Ins. Agency Inc. Brookfield, WI

BECOME A BWO ASSOCIATE

proudly building relationships throughout Wisconsin Find out why many of our industry’s most reputable companies have partnered with BWO, an insurance group proudly serving all of Wisconsin. We are continually investing in our independent agents to better serve you and your clients, NO MATTER WHERE YOU ARE LOCATED. We recognize that our mutual success is based on how hard we are working for you – providing the tools, products and support to help you succeed.

Ty Tokheim – River Falls Insurance River Falls, WI Winstanley Insurance Agency Inc. Hales Corners, WI

Associate AFCO Credit Corporation Northbrook, IL

“Good People to Know”

BUDZISZ WRUCK OSBORNE

INSURANCE GROUP, LLC

Contact: Tom Budzisz at tom@bwoinsurance.com 414-768-8100 • 800-924-6155 • Fax: 414-768-8110 2111 E. Rawson Ave., Oak Creek, WI 53154-0065

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No, You Didn't Lose

Your Largest Account Because of Price

By John Chapin

This past week an insurance agency called me for help because they just lost their largest account that they’ve had for the past 24 years. When I asked how that happened, the clear, confident response was, “Price!” The only piece of good news I could glean from this initial exchange was that my gag reflex is working perfectly.

If you think you lost your great, long-term customer based upon price…

First, understand that people don’t change for the sake of changing…especially if they’ve been with you for a substantial amount of time. The only way a long-term customer will change is if they see significant pain to staying with you coupled with significant benefit to moving. You blew it somewhere.

Somewhere you dropped the ball related to the relationship, value, or both.

30 JANUARY 16

Possible solution: You have to get into that account and do anything to save it. In the process, find out why you lost it and start to correct the problem in the accounts you still have left.

Second, understand that if someone’s price is significantly better than yours, there’s a reason that you’d better make clear to the customer because they are in danger.

There is simply no way someone can deliver a superior product, superior service, and a much lower price. If someone is 33% cheaper (use this word when referring to the competition) than

you, as was the case with the insurance company, you are selling apples and they are selling oranges. There are holes in the policy that can hurt them.

Possible solution: You need to get in there and scare the Bejesus out of them. You have to raise doubt that they are getting what they expected. For example, with an insurance policy, you have to show them where the possible holes are and where they might be exposed.

Note: The above assumes you still have a strong enough relationship and they still like and trust you. If they trust (believe) you, and like you (aren’t changing out of spite), you can raise that shadow of a doubt and that is your objective here.

Third, you didn’t lose this customer overnight. It’s probably been over a series of years.

Solution: You need to make some changes, most likely significant ones, to how you deliver value and build long-term relationships.

How to Eliminate your “Price” Problem

Step 1: Accept that only about 7% of people buy primarily on price. Until you accept this fact, you’ll never be able to overcome the price problem. And no, your market isn’t different and the people you’re dealing with aren’t different.

This is another excuse I hear weekly and in each and every case I’ve ever encountered, the top performing companies and salespeople are always selling more expensive products to the people who supposedly buy on price. Think about it. How many things do you buy solely on the fact that they are the lowest price? Do you buy your fiancé the cheapest diamond?

Do you send your kids to the cheapest schools? Do you invest in the cheapest cancer treatment for your loved one? These are extreme examples but they highlight the point that if you’re like most people, the lowest price scares you. Dad was right, “you get what you pay for.”

If you truly believe people buy on price, you don’t have a price problem, you have a mindset and a sales problem.

“Price” is simply an easy, throw-away excuse to justify hanging out in your comfort zone and being mediocre while simultaneously avoiding the hard work and pain necessary for salvation. There’s pain in letting go of an old belief. The amount of work it takes to build sales skills, adjust mindset, and admit you’re wrong, is immense and the reality is: most people won’t do it. They will simply hide behind the price excuse and whine that their situation is different. It isn’t. And the faster you accept that reality, the faster you’ll begin to turn things around.

Step 2: Realize that selling on price is the surest way to go out of business. There can only be one low-price provider. If you are it today, you won’t be it tomorrow or when your customer is shopping the next time. There will always be someone willing to sell something cheaper and, in some cases, even give it away. Low price cheapens the marketplace and destroys loyalty, trust, credibility, and relationships.

Competing on price will ensure both you and your business live a shorter, more painful life.

Solution: Get great at building relationships and value. This is going to take some work, but it will be worth it. Look, is price important? Yes. Is it the most important? In 93% of the cases no. It’s funny that any time the subject of relationships comes up and I ask how important they are in the overall sales and business process, I usually get the answer that they are the most important part. When I later ask the same person why they didn’t get the business, they say “price.”

At the end of the day, whatever you believe to be true, will be true. While I can show you over and over again study after study that show that only 7% of people buy primarily on price, you won’t believe what you see, you’ll see what you believe. As we all know, the first sale is to yourself. If you don’t believe in your product and the price you’re asking for it, you either need to find that belief or leave your company and go work for the low-cost provider. Either way, if you’re going to survive long-term, feel good about yourself, and ultimately thrive in the market place, you have to let go of the price excuse and learn to sell value and relationships.

John Chapin is a sales and motivational speaker and trainer.

For his free newsletter, or if you would like him to speak at your next event, go to: www.completeselling.com <http:// www.completeselling.com. John has over 27 years of sales experience as a number one sales rep and is the author of the 2010 sales book of the year: Sales Encyclopedia. For permission to reprint, e-mail: johnchapin@completeselling.com.

# 1 Sales Rep w 27+ years experience, Author of the 2010 sales book of the year: SALES ENCYCLOPEDIA (Axiom Book Awards) - The largest sales book on the planet (678 pages).

508-243-7359 - 24/7 johnchapin@completeselling.com www.completeselling.com LINKEDIN: once logged in find me under: johnchapin1 FACEBOOK: http://www.facebook.com/johnjchapin TWITTER: http://twitter.com/johnjchapinw

JANUARY 16 31

here when it matters most there when it matters most there when it matters most there when i

Competitive

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Price - Personal and commercial lines rates consistently among the most competitive in the state.

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To learn more visit www.sheboyganfallsinsurance.com or call Connie Jones at 800-242-7698 ext. 2800

Remaining competitive in price, product and agency compensation… another way Sheboygan Falls is “There When It Matters Most.”

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32 JANUARY 16

who's smart now?

A group of boys at the local drugstore would always tease a little boy named Johnny. The manager of the drugstore felt sorry for the kid, and he noticed that the older boys liked to play a particular prank on Johnny:

They would hold out a dime and a nickel and tell him to take one.

Johnny always took the nickel, saying that coin had to be better because it was bigger.

Every day they played the same joke, over and over again, laughing when Johnny chose the nickel.

One day the manager took Johnny to one side. "Son, there's something you ought to know—those boys are tricking you. A dime is worth twice as much as a nickel."

"Quiet!" the little boy whispered. "I've already made 10 bucks off those idiots!"

Ellington Mutual

Since 1878

Insurance Company PO Box 356 • Hortonville, WI 54944 920-779-4515 • 800-953-4515

Proudly providing all of Wisconsin with prompt, personal service.

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BUSINESS JANUARY 16 33

Want to

Get Fired?

Just Make These Mistakes

Some people seem incapable of holding down a job. And they’ll probably tell you it’s not their fault. Many people sabotage their careers with bad habits and a poor attitude.

If you don't want to become one of them, steer clear of these mistakes that can land you on your employer’s short list of people to let go: • Chronic lateness. Showing up on time demonstrates reliability and commitment. If the boss doesn't know when to expect you, he or she may decide not to wait around for you to appear.

• Online antics. Resist the temptation to complain about your job online, or to post photos of yourself goofing off at work. They’re hard to keep hidden, and they indicate that you’re not serious about wanting to do the best job possible.

• Sloppy personal habits. Even in a “casual” workplace, appropriate dress and hygiene are important.

Unwashed T-shirts, beach sandals, and uncombed hair look unprofessional in any setting.

34 JANUARY 16

• Egotism. You may sincerely believe that you’re smarter and more capable than most of your co-workers, but if you refuse to compromise, ignore the chain of command, or otherwise behave arrogantly, you’ll alienate people whose support you need. Your skills may save you for a while, but in the long run, managers look for people they can enjoy working with.

• “It’s not my job.” A good work ethic tells supervisors and co-workers they can depend on you for results.

If you’re constantly trying to evade extra duties or responsibility, you’ll be seen as someone who doesn't care about the organization or its people.

• Dishonesty. A lie on your résumé can get you fired, but even casual lies in the workplace can gain you a reputation as someone who can’t be trusted. Make an effort to tell the truth in every situation, especially when it means admitting a mistake.

JANUARY 16 35

8 Steps to

Outstanding

Sales Structure

by Patricia Fripp, CSP, CPAE

You have great products and services, often complicated and technical, which require trust in order to sell them. Even if you’ve made a compelling presentation, it often takes weeks before you get a response. Therefore, you must burn vivid examples and key ideas into the prospect’s mind so they cannot forget how you’re different from your competition. This is critical if you are one of several individuals or teams competing for the same business.

The structure of your presentation is the skeleton under the flesh of your words. You must design and deliver your presentation to be remembered and repeated. What is the typical structure?

“Hi, I’m Fred Smith. Let me introduce my team: Tom, Dick, and Harriett.

Thanks for your time.

We’re from the ABC Company . . .

This is what we do . . .

This is how long we’ve been in business . . .

This is what we’re known for . . .

These are our clients . . .

36 JANUARY 16

We would like to work with you . . .”

That is a dreary presentation at its worst. What’s an effective structure? This simple, 8-step process frees you to make a seamless argument.

1. Sincere compliment. Start with something they’re proud of; that shows you’ve done your homework: • “Congratulations on your recent product launch.”

• “Your latest advertising campaign is spectacular.”

• “Your stock price is up three points while most of the market is down. Your strategy is on track.”

2. Introduction to their challenge or problem.

Do not mention your product or solution now. Instead, talk about their current responsibility, challenge, or opportunity.

Then, follow up: • “This is the time to make a bold move and . . .”

• “Your board of directors has challenged you with . . .

• “Your competition is increasing in . . .”

3. Differentiate from your competition. Everyone else thanks prospects for their time. Don’t. Instead, say, “Thanks for the opportunity to discuss how our company (be specific with your service or product) can . . .

• “help you accomplish your goals.”

• “minimize your risk in . . . ” • “expand your markets in . . . ” • “demonstrate how our technology will be able to . . . ”

4. Make heroes of your contacts. If you have a champion or if individuals have helped prepare you for the meeting or have taken you through the discovery process, thank them now.

• “Thank you, Mike and Theresa, for your time and knowledge to help us understand the ABC Company’s goals, commitments, and challenges.”

• “Mike tells us that your vision is to . . .” or “that your priorities are . . .”

• “In the next 30 minutes (60 minutes, three hours), you will hear (learn, discover, see demonstrated) how our solution (company, technology, unique methodology) can help you achieve that goal.”

• Never say, “I’m going to talk about . . .” or “What I would like to do . . .”

5. Provide examples, experience, and social proof.

Knowing your product or service isn’t enough. Your prospect must understand how it could improve their business and that you are not just a salesperson but also a trusted advisor.

Tell stories and case histories about satisfied clients.

6. Review key ideas. Do this with a rhetorical question or a simple statement based on your premise: • “How is ABC Company better off by doing business with us?”

• “As you heard, we would help you accomplish your goals by . . ."

• “Our technology would increase your efficiency by . . .”

• “Our training would improve your . . .”

7. Head into the close with confidence, not a question. Many of your competitors close on questions. No. No. No. Close on a high, and let your last words linger. Make sure they’re yours. The warm-up to that is a question: “Based on what you have heard, what are your specific questions?”

After you answer questions (and possibly objections), drive the sale forward. Depending on the complexity of your offering or how many people are involved, you may want to say, • “At this point, our most logical step is . . .”

• “At this point, may I recommend we . . .”

• “At this point, our best clients elect to . . .”

8. Reinforce your key idea. Your last words are the most important you’ll say, so never introduce a new idea that you have no time to develop. Good copywriters often write the P.S. of a sales letter first, because it confirms the key idea in the letter. Your approach might sound like this:

“Again, thank you for the opportunity to demonstrate how our approach could be what you’ve been searching for. We look forward to our next meeting. In your discussions, remember the results of [other successful clients].

Be secure in knowing we pioneered this industry.”

Depending on the situation, you could also say you “are more nimble than our competition,” “can get started as soon as you say yes,” or “are a one-stop shop.”

Most professionals are fairly smooth in the body of their presentation. Very few, however, open and close effectively and memorably. Take these eight steps, and apply or adapt what is appropriate to your situation. Script your opening and closing for specificity and brevity. You won’t read it, but work from an outline. In the middle of the night, if your spouse asked, “How will you open and close next week’s presentation,” your automatic response should be exactly what you will say.

For 25 years Patricia Fripp, CSP, CPAE, has taught individual salespeople and sales teams how to speak more powerfully and boost their sales beyond expectations. Patricia is trusted by clients such as Microsoft, ADP, Visa, Genentech, Wounded Warrior Project, and the American Payroll Association. Her interactive virtual training platform offers a surefire shortcut to becoming powerfully persuasive and successful in sales. For more information, go to www.FrippVT.com.

JANUARY 16 37

PROFESSIONAL INSURANCE AGENTS OF WISCONSIN, INC.

OFFICERS

DIRECTORS

Mr. Rick Clements, LUTCF, MDRT President Clements Ins. Agency, Inc. 317 N. 6th St. Wausau, WI 54402 Phone 715-842-1664 Fax 715-848-3337 rick@clementsagency.com

Mr. Thomas Budzisz BWO Insurance Group, LLC 2111 E Rawson Ave. Oak Creek, WI 53154 Phone 414-768-8100 Fax 414-768-8110 tom@bwoinsurance.com

Mr. Michael Keener, CIC Keener Insurance Solutions, LLC W 175 N11081 Stonewood Dr Ste 105 Germantown, WI Phone 262-293-9144 Fax 262-293-9254 michael@keenersolutions.com

Mr. Brian MacGillis, CPIA Vice President MacGillis Agency, Inc. W3934 County Highway H PO Box 100 Fredonia, WI 53021-0100 Phone 262-790-0000 Fax 262-790-0004 brian@macgillisinsurance.com

Mr. Jeremy Cordova, CIC Cordova Agency, Inc. 716 E 2nd St. Merrill, WI Phone 715-536-9576 Fax 715-539-3349 jeremy.cordova@cordovaagency.com

Mr. John W. Klinzing, CIC Affiliated Ins. Agencies of WI, LLC 3830 Atwood Ave. Madison, WI 53714 Phone 608-310-3924 Fax 608-441-8787 johnk@affiliatedllc.com

Ms. Sandy L. Hardrath, CIC, CPIA Ansay & Associates 4712 Expo Dr. Manitowoc, WI 54220 Phone 920-370-4283 Fax 920-682-7799 Sandy.Hardrath@Ansay.com

Mr. Dennis Kuhnke, CIC, CPIA PIAW National Director Robertson Ryan & Associates Inc. 330 E Kilbourn Ave. Suite 650 Milwaukee, WI 53202 414-271-1561 Fax 414-271-3012 dkuhnke@robertsonryan.com

Ms. Jodi Cordes, CIC, CRM Treasurer A.F. Glass Insurance Center P.O. Box 1149 Lake Geneva, WI 53147 Phone 262-248-5555 Fax 262-248-5544 jcordes@glassinsurancecenter.com

Ms. LouAnn Herriges, CIC, CISR Anderson's Insurance Associates 17500 W. Liberty Lane New Berlin, WI 53151 Phone 262-789-8500 Fax 262-754-6038 louannh@iaanetwork.com

Ronald Von Haden, CIC Executive Vice President rvonhaden@piaw.org Darcy Brown, CPIA Member Benefits Coordinator dbrown@piaw.org Heather Falk, CISR Bookkeeping hfalk@piaw.org Mandy Penn Executive Assistant mpenn@piaw.org Becca Prestbroten Administrative Assistant bprestbroten@piaw.org Brenda Steinbach Education & Convention Director bsteinbach@piaw.org

3-5

7th Annual Winter Get-Away Minocqua (9 hours of education, 6 WI CE)

17, 18

CISR ELEMENTS OF RISK MANAGEMENT Waukesha, Madison (7 WI CE)

24-26

CIC COMMERCIAL PROPERTY Madison (20 WI CE)

8

CISR COMMERCIAL CASUALTY 1 Green Bay (7 WI CE)

9-11

CIC LIFE & HEALTH Green Bay (20 WI CE)

16

CISR COMMERCIAL CASUALTY 1 Green Bay (7 WI CE)

12

CPIA 1 POSITION FOR SUCCESS Waukesha (7 WI CE)

13

CISR COMMERCIAL CASUALTY 1 Waukesha (7 WI CE)

14

HOT TOPIC/WILLIAM T HOLD Rothschild (7 WI CE, 3 are Ethics)

18

CISR COMMERCIAL CASUALTY 2 Eau Claire (7 WI CE)

19-21

CIC COMMERCIAL CASUALTY Eau Claire (20 WI CE)

16

CISR LIFE & HEALTH ESSENTIALS Waukesha (7 WI CE)

May 2016

March 2016

April 2016

February 2016

CIC JAMES K. RUBLE GRADUATE SEMINAR Milwaukee (16 WI CE, 4 of 16 are optional Ethics)

June 2016

Coming Events

PIA of Wisconsin, Inc. 6401 Odana Road Madison WI 53719 Phone: 608-274-8188 Toll Free: 800-261-7429 Fax: 608-274-8195 Toll Free Fax: 866-203-7461 www.piaw.org

20-21

38 JANUARY 16

January 2016

Mr. Matt Cranney, CIC, CRM Secretary M3 Insurance Solutions, Inc. 3133 W Beltline Hwy Madison, WI 53713 Phone 608-273-0655 Fax 608-273-7783 matt.cranney@m3ins.com

Mr. Sean M. Paterson, CIC Allied Insurance Centers, Inc. 12750 W. North Ave. Brookfield, WI 53005 Phone 262-782-5373 Fax 262-782-6327 spaterson@alliedinsurancecenters.com

STAFF

17-18

CIC JAMES K. RUBLE GRADUATE SEMINAR Madison (16 WI CE, 4 of 16 are optional Ethics)

19

CISR AGENCY OPERATIONS Madison (7 WI CE, 1 is Ethics)

14-16

CIC PERSONAL LINES Appleton (20 WI CE)

16

CPIA 3 SUSTAIN SUCCESS Appleton (7 WI CE)

22-23

cisr personal lines miscellaneous Rothschild, Tomah (7 WI CE)

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JANUARY 16 39

6401 Odana Road Madison, WI 53719 Change Service Requested

Professional Insurance Agents of Wisconsin, Inc. 6401 Odana Road • Madison, WI 53719 (608) 274-8188 • (800) 261-PIAW • FAX (608) 274-8195 • TOLL FREE FAX: (866) 203-7461 www.piaw.org

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