November 2014 Professional Agent

professional agent november | 2014

What’s Inside?

Committee Kick-off............11 Photos E&O Goals........................ 15 Save the Date....................17 Winning the Search........... 21 Battle Tactics to Improve............. 27 Sales 12 Commandments............ 33 of Selling New Members.................... 34

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

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2 NOVEMBER 14

From the

President LouAnn Herriges, CIC, CISR — President, PIA of Wisconsin

Passionate about PIA How can one be passionate about PIA? Passion is defined in Theauraus as “showing or expressing strong beliefs, interests or enthusiasm” or in the Urban Dictionary as “Passion is when you put more energy into something than is required to do it. It is more than just enthusiasm or excitement, passion is ambition that is materialized into action to put as much heart, and mind, body and soul into something as is possible.”

We are so fortunate to have many people in our organization who are passionate about PIA. In early September the PIA of Wisconsin had their fall Committee Kick-off Meeting and it brought together the many individuals that show or express strong beliefs but also the enthusiasm to make the PIA of Wisconsin a great organization.

Later in the month I had the pleasure of attending the PIA National Fall Governance Conference on behalf of the PIA of Wisconsin. While attending the conference I was reminded of how the attendees from all over the United States demonstrated their passion for the PIA. It was amazing to see how each person was willing to share their time, knowledge and talents. Competitors stopped competing for four days for the good of the Professional Insurance Agents.

Ideas were exchanged freely in an effort to better themselves and those around them. It was an honor to represent the PIA of Wisconsin as we are highly regarded by many other affiliates and agents.

PIA in action!!! The Committees set goals in September for the 2014-2015 PIA year. In early October I attended the first two committee meetings. The Convention Committee met

to continue to work on the Midwinter Get-Away to be held February 4th- 6th, 2015 at The Waters Resort in Minocqua and also to begin working on the convention to be held at Chula Vista Resort in the Wisconsin Dells on August 5th- 7th, 2015.

The committee’s enthusiasm was contagious. Ideas to make an exciting convention flowed freely. I can hardly wait for these two events. Be sure to put them on your calendars now.

The second committee meeting that I attended was the Public Relations Committee. This committee has been assigned the task of working on the “Youth Initiative Project”, reviewing public service announcements and finding ways to promote the PIA through social media.

The day was so inspiring. I went home from my day in Madison feeling excited to be on this journey but even more proud to lead this passionate group of individuals. In future articles we will be sharing with all of you the efforts of all of the committees.

I want to sincerely “thank” all of you for inspiring me and for your passion for PIA. This month I have two inspirational quotes to share with all of you: “Enthusiasm is the yeast that makes your hopes rise to the stars.

Enthusiasm is the sparkle in your eyes, the swing in your gait, the grip of your hand, the irresistible surge of will and energy to execute your ideas.” ­­—Henry Ford “Inspiration makes the impossible possible.“ —unknown With that, I want to take this opportunity to wish you all a Happy Thanksgiving.

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Memos from

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

Secure Personal Information AS CUSTOMERS, there is a reasonable expectation that our personal information will be secure when we do business with any vendor. Whether that information is gathered at the point of sale, via credit card usage or if it’s stored in a data base due to past interactions is immaterial. If that information is “hacked”, improperly disposed of (dumped into a dumpster) or exposed for any reason, we will expect redress. Secure is secure and we have a right to expect no less.

That’s what the customers of Target, Home Depot, J.P. Morgan Chase and others anticipated when they did business with those companies. And now we know that millions of consumers had their personal data breached by crooks who found a way around the security systems of those companies. I suspect the security systems of those huge organizations are far more sophisticated than the security most independent agents have in their office. Most agents rely on “off the shelf” security software or perhaps only what was sold to them with their management system.

It’s scary to think how vulnerable we are to someone who wants to invade our management systems and databases.

Many of us are not aware of the tremendous costs involved following a security breach, even if the number of affected individuals is relatively small in comparison to huge retailers. And don’t forget about the loss of credibility for your agency and hesitancy of prospects to work with you in the future. That could be devastating for an agency.

You can, and should, protect yourself and your customers.

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4 NOVEMBER 14

for insurance agencies. Coverage can be added as an endorsement to E&O policies or broader “stand-alone” policies can be purchased from many markets. At PIA, we have both options for our members. Utica has a cyber endorsement and we offer a “stand-alone” policy, developed

by PIA National, for those who want broader coverage. Give the PIA office a call to get a quote for your protection.

If you want more information and education about cyber liability, plan to attend one of our upcoming seminars: March 31 in Appleton or April 1 in Waukesha (6 CE’s).

Registration information is available on our web site at www.piaw.org or watch the magazine and weekly Newsline for materials.

ALLSTATE got tagged recently with the largest bad-faith judgment in Pennsylvania history. A jury awarded $22 Million dollars to a man who was injured in a crash back in July of 2009 and lost his right leg as a result. The monster award could have been settled for $250,000 following the accident. The details are too lengthy to relate in this article but after refusing to settle the $250,000 claim, lawsuits were filed against Allstate. As the case headed for trial, Allstate offered to settle for the original $250,000 but that offer was rejected by the injured man. Instead, the injured guy offered to settle for $5 million. That amount was rejected by Allstate. In September, the court awarded the $22 Million dollar settlement. Ouch!

AND REMEMBER…..It seems that those who know the least know it the loudest.

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NOVEMBER 14 5

From the

Boardroom Jodi Cordes CIC, CRM — Secretary, PIA of Wisconsin

How did you become an insurance agent?

Many agents say "Being an insurance agent was not where I thought I would be for a career.", "I fell into this business." or "My dad suggested I join the family business." I did not have a family business to join so my answer goes with the first two comments. So why are there so many agents 20-30 + years still in the business? I know for me it was mentors that pushed me, worked with me, and showed me a path to a rewarding career.

I joined an insurance agency in Minnesota at the age of 22.

I had some college but no degree, I basically had worked retail positions up to this point. I had just had my first child and went to work as a receptionist for an office of 10 people.

Soon after joining the agency, as I had time beyond my administrative duties, I began assisting the commercial lines account managers with filing, processing changes, reviewing endorsements and policies, submitting claims, etc. As the agency grew, I was moved into a full time position as a CSR for two account managers that handled large commercial lines accounts. These two people ended up to be my biggest influence in molding me into the person I am in my career today. They were my mentors.

I continued to move on to an account manager handling my own book of business. The agency and my mentors encouraged me to attend continuing education classes, and not just classes to get me through to my next license renewal, classes that would make me a better agent. I was also encouraged to get involved in associations, committees, networking events, and have fun with my peers in our industry. (This is how we fall into the business). I was pushed to work hard, but with that I also had opportunities to play hard. It has been a blast!

Agency owners struggle with questions; "How do we get new people interested in our business?" Or "Once we get them here, how do we keep them from leaving?". First thing is to get them involved! The PIAW has several committees that focus on this very issue of growing the interest and participation in the insurance industry because agents are asking questions like these. PIAW has developed flyers available for members to use for getting youth in insurance,

6 NOVEMBER 14

information on the benefits of hiring veterans, and salary ranges. The PIAW has the Annual Convention, Winter Get Away! And the YPC committee also puts together events all for networking with peers.

What I have found, in my 20+ years in this industry, is that it comes down to having great mentors and being involved with your peers. We as veterans of this industry should also be encouraging our employees and peers to embrace the education opportunities available. There is so much to learn and it never stops. We are in an industry that is changing constantly and it makes our day to day work more fun if we understand what is going on with our industry.

I enjoy sharing past experiences, information, ideas with those I work with in hopes to provide opportunities for improvement so we all can be the best we can for ourselves, the agency, and the professionalism of our industry. It seems just about every agency has or will be looking for new talent at some point, we need to embrace it, and have the passion to share! Encourage your employees to share and mentor. I also encourage you to talk with others outside of our industry to get to know more about what we do to let them know how rewarding and fun a little hard work can be.

Every so often, I reflect on where I am in my career, how I have grown, the different areas I have worked and volunteered. I am always brought back to how I began, I was fortunate in my first few influential years to have worked with an agency that provided me with the resources, the mentors that took the time to share, encourage, and push me to be the best at what we are here to do.

This is my story, and it doesn't end here! My plan is to encourage, share, and help teach others in this industry so maybe they too will find a 20+ year rewarding career to perpetuate our industry. I challenge you to do the same.

And . . . to start this challenge, join us for the Winter GetAway coming up in February. Encourage someone you work with to attend this event for some mentoring, education, and fun with peers in our industry.

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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 toll-free telephone number: 1-800-236-8517.

Allegations

and

Actions Against Agents

David P. Anderson, 5515 Cty. Rd. PP, De Pere, WI 54115, agreed to the 90-day suspension of his insurance license, agreed to pay a forfeiture of $20,000.00, and agreed to the summary suspension of his insurance license if he violates Wisconsin insurance laws during the twelve months following reinstatement. These actions were taken based on allegations of failing to timely secure a consumer's insurance policy; issuing binders without authority; misrepresenting policy information, including issuing binders that contained false policy numbers to consumers and others; and failing to timely disclose an administrative action taken by the state of Minnesota to OCI. Brett Coriden, 8300 Golden Valley Rd., Apt. 237, Golden Valley, MN 55427, had her application for an insurance license denied. This action was taken based on allegations of failing to respond promptly to inquiries from OCI and failing to provide evidence of resident state surplus lines licensure.

Stephen F. Fote, 4245 S. Ravinia Dr., Apt. 106, Milwaukee, WI 53221, had his insurance license revoked. This action was taken based on allegations of failing to pay delinquent Wisconsin taxes.

Carol L. Greethurst, 378 2nd Ave. S., Bayport, MN 55003, agreed to the revocation of her Wisconsin insurance license and agreed to provide copies of resolution documents in a pending criminal case. These actions were taken based on allegations of failing to respond promptly to inquiries from OCI and failing to timely report a felony charge to OCI. Majius Grove, 2020 W. Custer Ave., Milwaukee, WI 53209, had his application for an insurance license denied. This action was taken based on allegations of failing to disclose a criminal conviction on a licensing application, having a criminal conviction that may be substantially related to 8 NOVEMBER 14

insurance marketing type conduct, and failing to complete prelicensing requirements.

Majius Grove, 2020 W. Custer Ave., Milwaukee, WI 53209, 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.

Kathy D. Habron, 11267 Linderwood Dr., Mechanicsville, VA 23116, had her application for an insurance license denied. This action was taken based on allegations of failing to disclose an administrative action taken by the state of Wisconsin on a licensing application and failing to respond promptly to inquiries from OCI. Walter Hernandez, 8435 Cheyenne Pass, San Antonio, TX 78254, agreed to the 15-day denial of his application for an insurance license. This action was taken based on allegations of failing to timely provide documentation of eligibility to work in the United States.

Brian Hoch, 3360 Box Elder Ct., Plover, WI 54467, 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.

Lisa M. Kinjerski, 301 N. Adams St., Ste. 200, Green Bay, WI 54301, had her insurance license revoked. This action was taken based on allegations of failing to pay delinquent Wisconsin taxes.

John B. Leavitt, 302 E. John St., Nappanee, IN 46550, agreed to the 60-day denial of his application for an insurance license. This action was taken based on allegations of failing to respond promptly to inquiries from OCI and having an administrative action taken by the state of Indiana. [continued on page 10]

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OCI Administrative Actions [continued from page 8]

Richard Llamas, 1784 Sanctuary Ct., Apt. 10, Appleton, WI 54914, had his application for an insurance license denied.

This action was taken based on allegations of having a criminal conviction which may be substantially related to insurance marketing type conduct; having involvement in lawsuits alleging fraud, misrepresentation, misappropriation, or breach of fiduciary duty; owing delinquent child support payments; and having unpaid civil money judgments.

Alexandra Maahs, 1614 W. Kilbourn Ave., Milwaukee, WI 53233, had her application for an insurance license denied.

This action was taken based on allegations of failing to respond promptly to inquiries from OCI, failing to complete required prelicensing education, and failing to complete the required background check.

Patrick R. McGill, 2125 N. Riverboat Rd., Milwaukee, WI 53212, had his application for an insurance license denied.

This action was taken based on allegations of failing to respond promptly to inquiries from OCI and failing to provide evidence of required FINRA Series 6 or 7 licensure.

Hilario Morales, P.O. Box 785, Morenci, AZ 85540, agreed to the 60-day denial of his application for an insurance license, agreed to timely report any administrative action taken in any state, and agreed to respond promptly to all inquiries from OCI. These actions were taken based on allegations of failing to disclose an administrative action taken by the state of Wisconsin on a licensing application and failing to respond promptly to inquiries from OCI. Matthew Moskopf, 10902 75th St., Apt. 303, Kenosha, WI 53142, agreed to the 31-day denial of his application for an insurance license and agreed to maintain repayment plans related to civil money judgments. These actions were taken based on allegations of providing false information on a licensing application and having unsatisfied civil money judgments.

Gregory J. Oelerich, 9402 Eagle Nest Ln., Middleton, WI 53562, agreed to a minimum two-year suspension of his insurance license, agreed to pay a forfeiture of $5,000.00 and agreed to meet competence and trustworthiness conditions as determined

by OCI before license reinstatement. These actions were taken based on allegations of failing to timely report criminal charges to OCI, failing to timely report an address change, and failing to provide specific information requested by OCI. Jose Ortiz, 314 Rachelle Ave., Apt. 1025, Sanford, FL 32771,

Allegations

and

Joseph Renkas, 2172 U.S. Hwy. 8, Armstrong Creek, WI 54103, had his application for an insurance license denied. This action was taken based on allegations of making a material misrepresentation on a licensing application, having unpaid civil money judgments, and owing delinquent child support payments.

Brian Schmitz, 109 W. Cotton St., Fond du Lac, WI 54935, had his application for an insurance license denied. This action was taken based on allegations of having criminal convictions which may be substantially related to insurance marketing type conduct and having unpaid civil money judgments.

Stormie R. Super, 615 Talmadge St., Eau Claire, WI 54701, had his application for an insurance license denied. This action was taken based on allegations of having criminal convictions that may be related to insurance marketing type conduct and having multiple unpaid civil money judgments and court assessments.

Scott R. Turner, 611 K St., Ste. B 443, San Diego, CA 92101, had his application for an insurance license denied for 60 days. This action was taken based on allegations of failing to disclose criminal convictions and an administrative action taken by the state of California on a licensing application.

Benjamin Umphrey, 653 Shade Ave., Pittsburgh, PA 15202, had his application for an insurance license denied. This action was taken based on allegations of failing to respond promptly to inquiries from OCI and failing to provide evidence of equivalent resident state surplus lines licensure.

Eric Upchurch, 820 W. Wingra Dr., Madison, WI 53715, had his application for an insurance license denied. This action was taken based on allegations of having criminal convictions which may be substantially related to insurance marketing type conduct, having unpaid civil money judgments, being involved in lawsuits with insurance companies, and failing to respond promptly to inquiries from OCI. Richard P. Warren, 4904 Lindermann Ave., Racine, WI 53406, had his application for an insurance license denied. This action was taken based on allegations of failing to respond promptly to inquiries from OCI and failing to disclose criminal convictions on a licensing application.

Actions Against Companies

Healthsmart Benefit Solutions, 222 Las Colinas Blvd. W., Ste. 600N, Irving, TX 75039, had its application for an insurance license denied for 31 days. This action was taken based on

10 NOVEMBER 14

had his application for an insurance license denied. This action was taken based on allegations of owing delinquent child support payments and providing false information on a licensing application.

allegations of failing to disclose administrative actions taken by the states of Louisiana, Missouri, Nevada, and New York on a licensing application.

2014 Committee Kickoff meetings draw s volu nt ee r s f r om a c r os s the s ta te !

PIA has always been an organization driven from the ground up by committee volunteers. We are delighted that so many agents, associates and company members give their time to develop projects and services and set the direction of the association. At the annual Committee Kick-Off day in Wisconsin Dells, everyone comes together to share ideas and energy for the benefit of all members. And they have a great time together after the work is done! To volunteer, call the PIA office.

NOVEMBER 14 11

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Find an Agency Management System Vendor . . .

with help from Since our hugely successful and informational Automation Seminar in May, PIA of Wisconsin has been receiving many inquiries regarding the PIAW. 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.

NOVEMBER 14 13

Educate Your Customers

14 NOVEMBER 14

What's your 2015

E&O Goal?

by Curtis M. Pearsall, CPCU CPIA

With the 4th and final quarter of 2014 under way, most agencies are looking to finish strong and start goal setting for 2015. This goal setting should include some errors-and-omissions goals for agencies to be successful. It appears that those agencies that continually enhance their E&O culture and commitment are being rewarded by writing more business and protecting themselves when E&O litigation arises.

N

Now is an ideal time to begin the development of your E&O goals for 2015. This will enable your agency to implement new initiatives as early in the year as possible. A good starting point involves a “reality check” on how things are going. A review of issues, such as the following, is suggested: • Need for staff training • Review/update of the current agency procedures • A focus of customer education using various methods When setting your goal, it is best to focus on a handful of initiatives, at most. Trying to launch too many has the potential to result in doing an “okay” job on a significant number, as opposed to a solid job on a more manageable number. Here are some items to consider: • Enhance your staff education. After all, agencies don’t make mistakes, people do. A strong focus on ensuring that you have a technically proficient staff that possesses strong customer service and automation skills is recommended. Work individually with each staff member to identify those areas that need improvement.

Each employee’s annual performance review should include the specific goals that were agreed upon.

• Include a cover letter when sending out new and renewal policies. This ties in with the duty in most states for the customer to read his or her policy.

• Raise awareness of options and limits. Make sure your customers are aware of limit options and that higher limits are available.

• Get signatures. Be a fanatic about requiring the staff (producers, account managers, CSRs, etc.) to secure customers’ signatures on the various insurance applications.

• Secure the customer’s sign-off on all rejected coverages.

This is one aspect of an enhanced focus on documentation that will reap benefits if E&O litigation develops. There is a general feeling in the courts that “if it is not in the file, it didn’t happen,” so any initiative that strengthens the agency’s documentation culture and commitment is a good thing.

• Perform – or at least offer to perform – annual reviews with your customers. This could involve a live discussion or a form that is automatically sent to each personal and commercial lines customer 60-90 days prior to the expiration of his or her coverage. The goal is to secure an update of any changes in exposures so that some insurance discussions can take place. Include coverages for a customer to consider, such as flood, earthquake, home businesses, various types of personal articles floaters, umbrellas, etc. While some may believe that “it’s their job” for a CSR to identify gaps and round out the various accounts, consider an incentive or form of compensation for the staff. Many agencies have enjoyed solid success in this initiative by “rewarding” the staff.

• Educate your customers. Take some time and ask your staff what insurance issues are potentially misunderstood and need to be communicated. It is important to examine the issues by line of business and then develop a marketing/education campaign using the media that would be most effective. There have been a number of surveys that spoke to customers’ desire to understand the coverage they have and how it works. One of the biggest segments of the population that wants this education and advice is the 18-24 age group.

• Establish a strong quality control/audit process – or update your current one. The goal of an audit process is to verify that the staff meets the expectations established by the agency. Without this type of a process, how can any agency feel confident that the various tasks and requirements are being met? Maybe there is a need for further training. Be proactive – don’t wait for a claim to develop to discover some issues.

Good results don’t just happen. They involve a strong culture and commitment of management and every person in the agency. As you finish up 2014, dedicate some time and thought to how you can enhance the E&O culture in your agency. Establishing some well-thought-out attainable E&O initiatives is a step in the right direction and should pay solid benefits moving forward. You may just find your agency selling some more business, too.

Curtis M. Pearsall, CPCU, AIAF, CPIA President, Pearsall Associates Inc. and Special Consultant to the Utica National E&O Program NOVEMBER 14 15

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20 NOVEMBER 14

Winning the

Search Battle

by Mike Peterson, CIC PIAW Automation Committee

That phrase means a number of things to different people. For some it’s dollar signs, for others it’s a day’s worth of work trying to place a piece of business that nobody else has been able to find a home for. Regardless of what it means to you, I think that we can all agree that there is a lot of good business out there to be written, and being first in line to win the business is much better than being the third or fourth agent called, or not being called at all.

Y

Years ago the tactics to get first chance included showing up first in the yellow pages with a name like “A1 Insurance,” or taking out a full page color ad. Those tactics were somewhat sound at the time because when someone needed a service such as that of an insurance agent, they grabbed the yellow pages and began to shop around.

Today things are a bit different however, due to more and

When prospects go online to get a quote or find an agent, they usually begin with a search engine such as Google or Bing. After typing in a few words and hitting enter, Google or Bing show what they believe to be the most relevant results. Too often, however, that page is filled with direct writers and captive agents, leaving little chance for the independent agent to get a swing at winning that business.

more people going online to find an insurance agent, instead

Optimizing For Search Engines

of grabbing the yellow pages. In fact, the 2013 comScore U.S.

The reason that direct writers and captive agents typically show up more often than independent agents, is that they have large marketing departments to support them, optimizing their websites and online profiles for search engines. But don’t be discouraged, there are a few things that you can do to improve your chances, and depending on the market you compete in, your phone could be ringing sooner than you may think with “Hot Leads” as well.

Online Auto Insurance Shopping Report found that nearly 50% of consumers shopped for insurance online in the past year. So while the strategy of showing up first when people are actively shopping for insurance is still sound, your agency’s tactics have to change if you’re going to be found online.

Before getting into the details of how you can increase your chance of showing up in Search, it’s important to recognize that there are other marketing channels that work quite well for some agencies including traditional marketing, email marketing, online ads, and social marketing. But all of these channels typically have a longer sales cycle, where over time you move people from a stage of “awareness” to “conversion” (sale). While it may not be true 100% of the time, if someone is searching for “home insurance quote”, they are actively shopping, and the opportunity to sell is imminent, hence the term “Hot Lead.”

Local Search is a term that has been getting a lot more attention over the years, and deservedly so. Local Search is the concept that the searcher’s intent is to find local product or service instead of something general in nature. Consider the search phrase “pizza delivery.” I think we would all conclude that the searcher’s intention is to find a local pizza delivery service, not a pizza joint in New York City.

Over the years, search engines such as Google have become much better at figuring out which search phrases have local intent, and which do not. They have also gained a better [continued on page 22] NOVEMBER 14 21

Search Battle . . . [continued from page 21]

understanding where a person is searching from. Therefore, when someone in Madison, WI searches for “auto insurance” or “Insurance agency,” they are likely wanting to find local options as well as national carriers.

To improve your chance of showing up as a local choice in a search for “auto insurance,” there are two areas you should focus on: On-Page optimization (your website), and Off-Page optimization (signals from other websites).

On-Page Optimization Your website is a big factor in whether or not you’re going to show up on page one of a Google search. A few things that you can do to improve your current website, and your chance of showing up in Google include: • Make sure that all of the pages on your website have a Page Title that include your agency name and the city you are located in.

• If you have multiple locations, have a page for each of your locations.

if your agency’s name is “ABC Insurance”, don’t allow it to be listed as “ABC Agency,” ABC Insurance Group,” or anything other than “ABC Insurance.” The same rule applies to your phone number. Include your local number as primary, not a toll-free number, and definitely a tracking number.

• Include a complete profile of your agency including a description, proper categorization of your business, hours of operation, and photos among other things.

Conclusion A good marketing plan should incorporate most, if not all of the marketing channels available. Doing so will systematically attract prospects, and over time, provide you with a steady flow of qualified prospects.

To capitalize on the prospects that are actively looking for a quote today, take the time to make basic improvements to your website and optimize your local search profiles as best possible.

Doing so will increase the chance of your agency showing-up, giving you the opportunity to close the “Hot Lead.”

• Make sure your name, address, and phone number are accurate and listed on each page.

• Publish original content from time-to-time including local terms and references.

While there are hundreds (yes hundreds) of other things that you could do to improve your chance of showing up in Search, these are a few that will get you started.

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Off-page signals include things such as links that point to your website, social profiles like your Facebook Business Page, your Google+ Page, business listings in various directories, and online reviews. There are a number of things that you can do to improve these signals and improve your chances of showing up in Google. These improvements include: • Claim or create a listing in as many online directories as possible. Start with the more popular ones such as Yelp, Superpages, and YP.com. For a more complete listing, visit http://insurancemarketingpartners.com/citiations/.

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26 NOVEMBER 14

It takes the

Right Tactics

I

to Improve Sales Performance

In Lee Child’s Without Fail, a Secret Service official simplifies a disturbing problem. “If the Yankees come to town saying they’re going to beat the Orioles, does that mean it’s true?”

And then he adds, “Boasting about it is not the same thing as actually doing it.”

It’s the same with sales where there’s often too much boasting and not enough doing. Here are seven tactics to improve sales performance.

1. Use stories that make a difference to customers. While facts help support a sales presentation, they can also be confusing, create doubt and turn people off. Yet, many salespeople fill their presentations with ‘facts and figures’ and so-called ‘hard information’ to build a solid, compelling case with customers.

A simple, quick story that grabs interest may be far more effective in moving a customer to action, however. While salespeople love to tell stories, too often they shoot themselves in the foot with stories about themselves or whatever comes to mind at the moment, failing to sense the effect on the customer.

Sales stories should be strategic, as marketer Jen Agustin suggests when she says, “If you think back to your favorite stories, the great ones are those that inform, educate and drive people to act.”

2. Forget about the ‘latest and the greatest’. “I’ve made a conscious choice to not spend all my time…looking down at a device,” says legendary motion picture director James Cameron of Avatar and Titanic fame in a recent USA Today interview. “I’m a Luddite. But a high-tech Luddite.” Referring to Twitter, “I hate it,” he says. “I hate everyone else’s tweets, too. They’re boring. What can you say in 140 characters? I can’t even clear my throat in 140 characters. Same goes for Facebook.” As the most techie director of all time, Cameron’s outburst sends a message to salespeople. It wasn’t so long ago that ‘cutting edge’ gave salespeople an advantage with customers, as they longed for ‘the next great thing’. But not now. The times have changed. It’s clear what moves them to action now: they want what works, what solves a problem, what gives them an edge.

by John Graham 3. Don’t talk about what you do. It may sound crazy to suggest that salespeople should avoid talking about what they do. Even so, it’s good advice. It’s tempting to talk about what we know best — what we do. We’re excited about we do and want to share ‘the good news’. No matter what anyone says, to talk about what we do is a huge turn off for customers.

If you ask Sally what she does and she tells you she sells insurance, that’s all it takes — you shut down. However, when Sally recognizes that you’re ‘fiftyish’, you might feel different if she said, “I help people make sure they have enough money for a great retirement.” If you’re someone with a young family, Sally might say, “I help make the dream of going to college a reality.” It’s an approach that gives new meaning to ‘the customer comes first’.

4. Be careful when you make promises. There’s always a temptation to tell customers what they want to hear and it leads to trouble. “It will be here in about three weeks,” said the contractor, referring to the bathroom accessory selected by the customer. Well after the due date, the customer was upset because it still was unavailable, and was then told the expected delivery was several months later.

It’s a familiar story and it points how out salespeople disappoint customers by making promises they can’t keep. It’s a deadly scenario. Once disappointment sets in, satisfaction begins unraveling.

To maintain customer confidence if a problem may occur, tell them about it upfront, keep them informed, and have options ready if they’re needed.

5. Don’t overstate. In other words, don’t exaggerate. It’s the curse that many salespeople fall prey to time-and-again so that it becomes second nature — and it always causes trouble.

They can’t have a conversation or make a presentation without ‘gilding the lily’, as they say. Salespeople want to look good to their customers so they stretch the truth, embellish the facts, and are even misleading.

It’s a dangerous practice. For today’s customers, it’s one strike and we’re out. No one understands this better than Amazon. [continued on page 28]

NOVEMBER 14 27

Sales Performance . . . [continued from page 27]

And few companies do a better job communicating with

7. Reinforce the customer’s buying decision. It’s just after

customers, particularly when it comes to on time deliveries,

the sale — when salespeople revel in their success — that

accurate product descriptions, and reliable customer comments.

the customer relationship is most vulnerable. This is when

Unlike other retailers who try to lure customers with exaggerated claims, Amazon’s goal is to build trust so customers come back again and again, even when a competitor may have a lower price. It starts with a ‘no exaggeration’ policy. Salespeople can learn from companies

post-sale doubts set in and questions arise. Perhaps they are getting more familiar with a purchase, encounter an unexpected issue, or discover that what they bought isn’t what they expected. Whether it’s a beer or Lexus, customers want to feel good when they make a purchase.

The savvy salesperson, knowing what can occur, takes the

like Amazon.

6. Explore vulnerabilities. Salespeople can perform a significant service to customers by showing them where they may be losing business, how they might improve a procedure, have a product or service weakness, or any other exposure.

Because business owners and managers can be so caught up in daily operations that they fail to see potential threats, salespeople can be the extra set of eyes to provide valuable feedback. The owner of a retail chain was ready to buy

initiative and contacts customers to understand how they are feeling about their purchase and to reinforce why their buying decision was prudent. The person who made the sale should make the contact, otherwise the value of the call is diminished in the customer’s mind. The customer wants to know that the salesperson cares.

When salespeople use the right tactics, they boast less, do more and improve their sales performance.

another store when a salesperson pointed out that significant

John Graham of GrahamComm is a marketing and sales strategist-

changes in the area could have a negative impact on the

consultant and business writer. He publishes a free monthly

business. The owner heeded the salesperson’s advice and

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avoided making a costly mistake.

jgraham@grahamcomm.com, 617-774-9759 or johnrgraham.com.

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—Buddha

NOVEMBER 14 29

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32 NOVEMBER 14

Selling

by N. Stephen Ruchman, CPIA (Ruchman is past president of PIANY and a retired partner of B&B Coverage LLC)

As professional independent agents, we each have our own unique selling style. What works for me may not work for the agent down the street, and neither approach may work for the next person. In fact, a singular sales approach often is what sets us apart from our competition. But, over the years I have found certain tried-and-true sales techniques, which are common to all successful salespeople.

A

As for me, I started out selling life and health. Disability coverage was a new concept at the time, and people couldn’t visualize the loss of their paycheck. One of my most successful promotions was a letter accompanied by a pay envelope.

The letter simply asked, “What would happen if this pay envelope stopped coming in?” It worked pretty well because we sell an intangible product. The pay envelope was tangible and important to my customers: It got their attention, and it helped to make the benefit they needed more real and understandable.

As my business grew, I found more ways to ensure I gave my clients and prospects something tangible. I’ll never forget the first time I got a call from someone in my hometown who read one of my agency newsletters at one of my client’s offices. I used PIA’s newsletter service to print and mail my quarterly newsletter. This third-party reader liked it enough that he asked me to write his office building policy! Never underestimate the power of a leave-behind newsletter. They keep you in front of your clients whether you can get to them in person or not. Contacting clients more than once a year during an annual policy review, is another sales approach that can work for all of us. (Always try to communicate with your client on a regular basis—even if its via newsletter.)

Now, I’m not as old as Moses, but I’ve been around for a while, and I know some things to be true. Here are 12 additional tenants I’ve learned over more than four decades in the sales business: 1.) Always speak to the client, not above them. Show your knowledge, but don’t make them feel less than you.

2.) Stay upbeat. Whenever I was asked, “How’s business?”

I always said, “Great!” even if I hadn’t sold anything in a month. You can’t make every sale you go for, but you still always have to have an upbeat attitude.

3.) Talk about your successes. Remember, you are your best PR person.

4.) Respect the confidentiality of your clients. For example, partnerships dissolve. Even when my client was experiencing a partnership split, I often kept both partners and never again mentioned one to the other. Once privacy has been violated, you lose your relationship.

5.) Don’t try to “finesse” your way through an answer you don’t know. It’s best to get back to clients with a correct answer and demonstrate you are going to work on their behalf to get it right.

6.) Don’t be too technical. Avoid jargon. The KISS method (Keep It Simple, Stupid) is the best method in the world.

7.) Know when to stop. Once you’ve made the sale; don’t keep selling, just take out your pen and get the signature, or you’ll jeopardize the sale you’ve made. As a young salesperson, a rich and respected client once told me: “Steve, don’t say any more. Give me an application and the pen.”

8.) Don’t disparage the competition. Stay focused on the benefits you provide. Even if he’s been negative about you, don’t prove him right by lowering yourself to his level.

9.) Learn from your competitors. Borrowing an idea from one person is one thing; borrowing from many is research. If you have the opportunity to see a competitor’s proposal, use it: If you lose business to that person, make it a learning opportunity.

10.) Know your products. And, more importantly, know how your customers need them. Knowledge is knowing a tomato is a fruit. Wisdom is not putting it in a fruit salad.

11.) Most importantly, treat each client as if they were the most important client you have. I find today, many agents don’t treat their smaller accounts with the respect they deserve. Everyone is watching the minimum premium, and I understand the economics of it. However, you should still treat that person as if he or she is important to you. Your smallest policy could become a very large account as it grows.

12.) Always be out sowing seeds. You never know what will take hold. My father always said: “From small seeds, tall apple trees grow.”

While things always continue to change in our industry, certain things always will stay the same. This is particularly true about the most fundamental part of our job—Selling.

—Reprinted with permission from PIA Management Services Inc.—

NOVEMBER 14 33

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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.

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36 NOVEMBER 14

l/r: Brenda Steinbach, Mary Richter CISR, CPIA, Lisa Koss CPIA, Nancy Howard CISR, CPIA, Jeff Glass CPIA, Ryan Mulder CPIA, Nancy Wuenne CPIA, Diana O’Brien CISR, CPIA, instructor Angie Heavener CIC, CPIA, Erin Hale CPIA

STAND OUT! Set yourself apart with the CPIA designation.

The PIA of Wisconsin is a proud sponsor of the Certified Professional Insurance Agent (CPIA) professional designation program. The CPIA designation is comprised of a series of Insurance Success Seminars. These three, one-day workshops, teach practical "before", "during", and "after" the sale techniques for insurance producers, sales managers, account managers and company marketing representatives. Completion rule, 3 years from first course. No exams.

Participants leave with ideas that will produce increased sales results immediately. In fact, The Insurance Success Seminars are guaranteed: Implement the principles covered in these sessions and experience a 20% increase in personal production within six months, or your registration fee will be refunded!

To maintain the CPIA designation: fulfill a bi-annual update by attending one of the three core seminars, an Advanced Insurance Success Seminar, a Pro-to-Pro Retreat, or maintain an active Level 2 or Level 3 membership in the AIMS Society. The CPIA designation is approved by Utica Mutual as part of the premium discount program.

10/13/15 Advanced Insurance Success Seminar: “Prospecting” with Steve Anderson, CIC. Steve is the leading authority on Insurance Technology, Productivity & Profitability.

Open to Everyone. A CPIA update option. Utica approved for premium discount. Green Bay. (7 WI CE Pending) 

The AIMS Society is a national organization dedicated to providing interactive marketing and sales training, ongoing resources and networking opportunities to insurance professionals. www.aimssociety.org You can attend the CPIA courses in any order. No Test. Approved for 7 Wisconsin CE credits.

CPIA 1 - Position for Success

CPIA 2 - Implement for Success

CPIA 3 - Sustain Success

During this program, participants are encouraged to focus on internal and external factors affecting the development of effective business development plans.

Factors discussed include a review of the state of the insurance marketplace; analysis of competitive pressures; necessary insurance carrier underwriting criteria; and consumer expectations and understanding.

During this session participants will be provided with specific tools for analyzing consumer needs; will learn to utilize risk identification techniques to gather pertinent prospect information; will develop skills necessary to assimilate information gathered into a customized protection program; and will participate in exercises designed to promote effective delivery of proven solutions.

This program focuses on fulfilling the implied promises contained in the insuring agreement. Students will review methods of providing evidence of insurance coverage; will discuss policies and procedures for controlling E&O including policy review and delivery, endorsements, claimsprocessing, and handling of client complaints. This course includes a review of the Professional Expectations; the Law of Agency; and Legal and Ethical Standards.

WI CE Course # 65338

CPIA 1 – May 26, 2015 Radisson Green Bay

WI CE Course # 65340

CPIA 2 – May 27, 2015 Kelmann Restoration Wauwatosa

WI CE Course # 65339

CPIA 3 - May 28, 2015 Wisconsin Mutual Ins. Co./Madison

Course Schedule 8:30 – 4:00 Lunch On Your Own 12:00 – 12:45 Registration Fee Per Seminar: Includes Seminar Materials, Coffee a.m. & Soda p.m.  PIAW Member $155.00  Non Member $190.00 Register at www.piaw.org or call PIA at 1-800-261-7429 NOVEMBER 14 37

PROFESSIONAL INSURANCE AGENTS OF WISCONSIN, INC. OFFICERS

DIRECTORS

Ms. LouAnn Herriges, CIC, CISR President Anderson's Insurance Associates 17500 W. Liberty Lane New Berlin, WI 53151 Phone 262-789-8500 Fax 262-754-6038 louannh@iaanetwork.com Mr. Rick Clements, LUTCF, MDRT Vice President Clements Ins. Agency, Inc. 317 N. 6th St. Wausau, WI 54402 Phone 715-842-1664 Fax 715-848-3337 rick@clementsagency.com

38 NOVEMBER 14

December 2014 January 2015 February 2015

March 2015

April 2015

Coming Events

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. Dennis Kuhnke, CIC, CPIA PIAW National Director Jack C. Loyda & Associates, Ltd. 4414 N. Oakland Ave. Shorewood, WI 53211 Phone 414-332-5150 Fax 414-332-7267 dkuhnke@loyda.com

Mr. Jeff J. Glass A.F. Glass Insurance Agency PO Box 1149 Lake Geneva, WI 53147 Phone 262-248-5555 Fax 262-248-5544 jglass@glassinsurancecenter.com

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

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

Mr. Brian MacGillis, CPIA Treasurer 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. 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

Ms. Kathy M. Mulder Nolan Insurance Agency LLC PO Box 238 Brandon, WI 53919 Phone 920-346-2241 Fax 920-346-5600 kmulder@nolanins.com Mr. Trey Neher, CIC, CISR THZ Insurance Group 420 E. Northland Ave. Appleton, WI 54911 Phone 920-730-0123 Fax 920-833-6870 tneher@thzins.com

STAFF 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 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 Administrative Assistant mpenn@piaw.org Becca Prestbroten Special Project Coordinator bprestbroten@piaw.org Brenda Steinbach Education & Convention Director bsteinbach@piaw.org

3, 4

CISR PERSONAL AUTO Fond du Lac, Madison (7 WI CE)

9-11

CIC COMMERCIAL PROPERTY INSTITUTE Middelton (20 WI CE)

21-23

CIC COMMERCIAL PROPERTY INSTITUTE Green Bay (20 WI CE)

4-6 6 th Annual PIA Winter Get-Away Minocqua (9 WI CE, 3 of 9 Ethics) 11, 12

CISR PERSONAL LINES MISCELLANEOUS Brookfield, Green Bay (7 WI CE)

18

HOT TOPIC/WILLIAM T. HOLD SEMINAR Madison (7 WI CE, 3 are Ethics)

19-20

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

4-6

CIC COMMERCIAL CASUALTY Middleton (20 WI CE)

18, 19

CISR COMMERCIAL CASUALTY 1 Rothschild, Fond du Lac (7 WI CE)

31

CYBERTECH 2015 Appleton (6 WI CE)

1

CYBERTECH 2015 Waukesha (6 WI CE)

21

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

22-24

CIC LIFE & HEALTH Milwaukee (20 WI CE)

In a class by itself.

Over 5,000 Member Agencies Signed Over $5 Billion Written Premium

THE

TOTAL SOLUTION FOR THE

INDEPENDENT AGENT

info@siaa.net | www.siaa.net SIAAJL16312.indd 1

7/9/14 9:15 AM

NOVEMBER 14 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

MEMBERSHIP APPLICATION Agency Name_______________________________________________________________________________________________________________ Street Address_______________________________________________ PO Box_______________________________________________________ City, State, Zip_______________________________________________ County_______________________________________________________ Phone_______________________________________________________ FAX_________________________________________________________ E-mail Address_______________________________________________ Website Address______________________________________________

Primary Contact Information:

The Primary Contact will receive a copy of the Wisconsin Professional Agent magazine and all mailings from PIA State and National.

The Primary Contact will have voting privileges at both PIA State and National.

Name & Designation

DOB

Gender

Employment Status

Part-time

Magazine

Nat’l Voting

Privilege

o o

Male Female

o o

o

Corporation

Licensed Owner Licensed Producer

INCL INCL

o

Agency Information: Agency Type:o Sole Owner

o

Top 3 P&C Companies (list in order)

Partnership

Other Association affiliated with_____________________________

1)__________________________ 2)__________________________ 3)____________________________

Which Agency Management System are you using____________________ E&O Carrier_______________________________________Exp. Date______________ Annual P&C Prem. Vol._____________________________

Calculate Membership Amount Due:

Part-time employees count as one-half. If count ends in half, drop half. # Owners_________+ # Producers_________+ # Licensed staff_________+ # Unlicensed staff_________= Total Agency Size_______________ DUES SCHEDULE

Total Agency Size $Amount Total Agency Size $ Amount 1 385 16 1025 2 430 17 1070 3 475 18 1110 4 520 19 1155 5 565 20 1185 6 605 21 1230 7 655 22 1270 8 695 23 1320 9 735 24 1360 10 775 25 1405 11 820 26 1445 12 865 27 1490 13 900 28 1530 14 940 29 1575

15 985 30 & Over 1610 I certify that the information on this application is true and correct.

Signed_______________________________ Dated_______________________

Total Amount from Dues Schedule $_______________ Send:

o

Check

o

MC

o

VISA

o

DIS

o

AMEX

Card No._________________________________________________________ Exp. Date_________________________________________________________ Name as it appears on card:__________________________________________________ Billing address if different from above: __________________________________________________________________ __________________________________________________________________ Payments to PIA are not deductible as charitable contributions for federal income tax purposes. However, they may be deductible under the provisions of the Internal Revenue Code as a business expense.