September La Voz 2010 by Independent Insurance Agents of NM

EXCELLENT CUSTOMER SERVICE

New Mexico’s Experts in Workers’ Compensation Insurance 3900 Singer Blvd. NE • Albuquerque, NM 87109 • 505.345.7260 or 800.788.8851 •

www.NewMexicoMutual.com

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â&#x20AC;&#x153;La Vozâ&#x20AC;? is the official monthly publication of the

Independent Insurance Agents of NM 1511 University Blvd. NE Albuquerque, NM 87102. (505) 843-7231. Fax (505) 243-3367. Web site www.iianm.org. This publication is intended to provide accurate and authoritative information on the subject matter covered, but is distributed with the understanding that neither IIANM, nor any contributing author, publisher, contributor or advertiser is rendering legal, accounting or any other professional service and assume no liability whatsoever in connection with its use. Further, the electronic links to our advertisers and/or contributors found in this publication are provided as a courtesy to our readers and do not necessarily indicate an endorsement by IIANM. News items from members of Independent Insurance Agents of New Mexico and the general insurance industry are encouraged. The advertising deadline is the fifteenth day of the month, preceding publication. Advertising rates are available upon request. Please contact Rachel Sheffield at rachel@iianm.org for details

Features

"The Voice" of Independent Agents since 1934

o VZ

IIANM 76th Annual Convention

Winning & Losing Key Accounts

Travelers Customers See Burglary, Stolen Wallets/IDs As Top Causes for ID Fraud

Independent Agents Can Capitalize on Declining Customer Satisfaction in Auto

Making Sure You Get the Sale

Broaden Your Agency's Online Reach

10 Most, Least Affordable States for Car Insurance

Are You Making the Most Out of This Business Time Frame

IIANM Staff President/CEO Thom Turbett, CIC VP Of Membership Services Lorri Gaffney Director Of Communications Rachel Sheffield

in the Insurance Industry?

What Do Customers Want?

Virtual Risk Consultant

In Every Issue Tech Talk

Director Of Insurance Programs Carmen Reese Porter, ACSR, CISR

Education Edge

Receptionist / Member Services Associate Renee Trujillo

September's Clickable Calendar

Odds n Ends

IIANM's Partners Program

2010-2010 Officers Chair Alma Franzoy-Capron

Advertiser Index Acuity

American Mining Insurance Company

Burns & Wilcox

Secretary/Treasurer Scott Jones

Colonial General Insurance Agency, Inc.

Infinisource Payroll

National Director Sam Conlee

Litchfield Special Risks, Inc.

Immediate Past Chair Angela Vasquez

Market Finders, Inc.

New Mexico Mutual

Risk Placement Services, Inc. (RPS)

Vice-Chair Kathy Yeager

TRADESHOW!

Your attendance helps the association by getting companies to exhibit there, but it is a benefit to your agency, as well. You will love the all the free food, free giveaways, and thousands of dollars in merchandise and money to be won at the tradeshow. As always, the tradeshow is FREE! But best of all, we consistently hear from attendees that the time spent was well worth it for the networking and ideas generated from visiting the vendors at over 60 booths. Chances are that you will find a new company or product that will enhance your agency's productivity for years to come.

D& inner D ance Sponsored by,

September 16th

This year our convention will be held at the beautiful Buffalo Thunder Resort & Casino, in Santa Fe, NM, on September 15th & 16th, 2010.

Agenda

W ednesday

(Tentative)

(September 15th, 2010) 9:30 am - 1 pm - 6 pm -

Annual Board Meeting Golf Tournament (Shot Gun Start) Chairman’s Reception

Thursday

(September 16th, 2010)

8 - 10 am -

Breakfast with nationally renowned agency management authority, Chris Burand (2 hours of CE)

10:15 - 11:30 am - “Weathering the Storm” presentation Noon -

Past Chair Luncheon with Awards & Induction Ceremony

1:30 - 6 pm - Tradeshow 7 pm -

Dinner / Dance (brought to you by, New Mexico Mutual)

Click here for more information.

The Anderson Agency Report

Evernote - Remembering Things (Like an Elephant) "What do you get if you cross an elephant with a jar of peanut butter?" This is one of the oldest jokes I know, one of the few I can remember from my childhood. The answer, in case you don't remember it from your childhood, is a pair of outrageous non-sequiturs: "You either get a jar of peanut butter that never forgets," (pause for effect), "or you get an elephant that sticks to the roof of your mouth."

Evernote, far and away the best program available for remembering things, capitalizes on the elephant's fabled memory by using a stylized image of the pachyderm as its logo. And that logo is pretty much available to you on any platform that you're using. Versions are available for PC and Mac computers, for BlackBerry, Android and iPhone mobile phones, iPads (and the coming iPad competitors), and they all sync with each other! Evernote is a place to store all kinds of random information. Your agency management system stores "structured" data, but Evernote is intended for all the random (unstructured) data in your life. And "data" means information—not necessarily just words. You can store whole Web sites, a photo of the label from a great bottle of wine or the menu from that terrific new Indian restaurant, and lots more. Page 6

In addition to the ability to quickly store and retrieve data, with full-text searching (meaning that it is fully indexed)—the primary feature of any information storage system—here are a few of the important, extra things that Evernote does: Optical Character Recognition (OCR): Photos, and especially the words within them, have been a strong feature of Evernote since its first introduction. When you take a picture, of course, you just get an image. After it syncs with the Evernote servers, however, Evernote will perform OCR and then index the words in the photo, just as it indexes all the words in your notes. The indexed photo will be updated on the next sync. Premium accounts ($45/year or $5/ month) get priority, but this capability is provided even for their free accounts. I have a premium account, and I demo this feature often when I'm

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

showing someone Evernote. I'll take a picture of a business card or menu, press Sync, take a minute to explain what OCR is and what it is doing (read: stall for time) and then re-sync, and the indexed photo is always there. Encryption: Encryption is an important feature, since one of the most common uses of any Personal Information Manager (the generic name for this class of programs) is to store sensitive data. Evernote's implementation of encryption has one very useful feature and, frankly, one drawback. Say you've signed up for a Web service and you received a welcome e-mail containing your ID, password, and some instructions. Print or save it to Evernote and you can highlight just the ID and password and encrypt them, leaving the rest of the text fully indexed and searchable. That's the positive part. The negative part is that you can only encrypt text, not images, so you can't encrypt a screenshot of the ID and password entry screen. Local copy: Having a local copy of anything that is stored on the Web is really important, since you don't always have access to the Web. Not all platform versions of Evernote support this capability, but the list will probably grow. My two primary devices, an iPad and an iPhone, both have it, and it's great. Evernote refers to this feature as "offline notes" and it is only available for premium subscribers. Tags: Putting tags (labels) on notes is a way of adding structure to what would otherwise be totally unstructured data. My experience is that, over time, random information tends to develop its own structure, and tagging notes encourages this. Two tags I use a lot are Travel and Business Cards. (Entering the first letter into the Tag field brings up the whole name, so I don't have to keep re-typing it.) In my case, I deal with so few business cards that a card scanner isn't worth it; I just snap a photo of the card (sometimes with the person showing behind it) and hand it back.

Audio notes: Some versions of Evernote let you record an audio note, up to 20 minutes long. Let's say that you just parked on the fourth level of a very large parking structure. You could always take a photo of nearby pole #4A24, but an alternative would be a voice note that says "I'm on the fourth level, on the side overlooking the lake, near pole #4A24." Search within PDFs: This feature, available only for their (low cost) premium service, is one of the most useful of them all. I regularly print PDFs of all hardware and software receipts to Evernote. If I'm back in the store with a problem, I can search and bring up an image of the full receiptâ&#x20AC;&#x201D;logo and allâ&#x20AC;&#x201D; right on my phone. Never again be flummoxed by a salesperson asking, "Do you have your receipt?"

Cost Like many services today, Evernote offers both a generous free service and a low-cost premium service. For most people, the free service will work just fine. You get unlimited storage, note size up to 25MB and an upload cap of 40MB/month, which is plenty for text notes but not for too many photos. The premium service is only $5/month or $45/year, increases the note size to 40MB and the upload cap to 500MB/month (12.5 times as much), searchable PDFs, local copies on selected hardware, and premium support. Both versions support every platform and have unlimited syncing. Prior to switching to Evernote, I was a very heavy user of another popular personal information manager, and I was very happy. The features of Evernote, however, were so compelling that I made the switch after only a week's worth of testing, and strongly recommend it to everyone.

by G. Barry Klein G. Barry Klein is a former insurance agent who maintains UltimateInsuranceLinks.com as an industry service.

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

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Winning and Losing by Paul Balbresky

Accounts Key accounts can be significant for a variety

of reasons: their premium volume, profitability, marquee status, relationship with producers or a combination of these factors. Losing them is never easy. In this article we discuss learning from the experience, replacing it, and preventing future losses. On the positive side we also talk about winning a new key account, maximizing the experience and replicating the success. WHEN YOU LOSE A KEY ACCOUNT UNDERSTANDING WHY Learning from the loss is vital to regain your momentum as well as to prevent further slides. Since this is a key account, you most likely have a relationship with people on the inside of their organization. Contact them, express regret you weren’t able to meet their needs this time around, but hope you will be back in contention in the future. Then ask for specific reasons why you lost the account. Position this as advice so you can do better next time. Interview your staff for their perspective as well. Make sure their view of why the account was lost is consistent with the account’s view as a reality check. If a key contact has left that company, try to find out where they went – it may be a good lead for new business opportunities. EMPLOYEE MORALE Staff, particularly those with direct contact with the lost account may react in any number of ways from disappointment, to surprise, to betrayal. As a significant relationship they may feel pressure on how this impacts overall results and their job. Often these discussions are called Post Mortems, an unfortunate choice of words, but somewhat accurate. Better to use this time as a Lessons Learned Meeting. The employee may need reassurance or motivation so they don’t fall into a slump. Getting them back on the horse is a priority.

REPLACING No one is insightful enough to accurately predict retention – there will always be surprises. But a lost account impacts both revenue and profitability. The revenue is obvious, profitability a little less so. New Business is generally less profitable than existing business due to acquisition costs and that you just don’t know an account as well in the first year as you do in the 5th. The longer an account is with you, the more profitable it should be, not to mention the opportunities to penetrate it better with more products and services, and get referrals. So when you replace a profitable key account with a less profitable piece of new business you impact your entire book of business. Of course it takes longer to obtain a piece of new business than it does to lose one, so you have to anticipate loses as well as new business growth by proper pipeline management. Go beyond your sales objectives with more targeted accounts, more producers and more submission flow. In any part of the market cycle, this is just good sense – in a market where you have significant adverse potential due to vulnerable key accounts – its even more important. PREVENTING FUTURE LOSSES One loss happens, 2 is a problem, 3 is a trend. Before that happens, make sure you use the information from your Lessons Learned Meeting. If it is a change in the competitive environment you may need to adjust your strategy, if it is a process problem – you may need to put resources together to address it, if it’s service, look at workloads, employee skills and attitudes. Training may be a solution to consider.

continued....

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

Page 9

Look at your book of business and objectively appraise which accounts are vulnerable, then do something about it. You account appraisal should be part of your annual review or forecast and its even more critical when you are beginning to see some indications of a trend. Make sure you have good points of contact with all accounts and redouble your efforts with ones who may be vulnerable. WHEN YOU WIN A KEY ACCOUNT Congratulations are in order for your entire team. Let them know your success and make use of the following tips in communicating with them. UNDERSTAND WHY As with a lost account, you need to understand why a piece of business came over to you. With lots of choice as to whom to do business with, the criteria a client uses to select you has implications on product and services you will provide them and the level and type of communication that should be part of the Account Plan. Use these successes as stories you can tell others (prospects and producers) who may have similar issues. USE PUBLIC RELATIONS Make sure everyone who is in contact with the new account – or who may be – is aware of the account’s critical

issues. It may be helpful to have a central control for all account contacts for anyone who may interact with them to get current on the account’s concerns. This internal communication keeps you on top of any changes. Externally you may wish to let others know about your new account. News releases, client lists etc, have their place, but beware the impact of such openness. In addition to it being a benefit to let other prospects know of your expertise, it also lets your competitors know whom they might be able to rustle come next year. REPLICATE SUCCESS Don’t rest on your laurels. Build on your momentum. A good win is the beginning of a good trend. Capitalize on the lessons learned from the success by communicating how it happened and any unusual aspect of your product and service offering that contributed to it. Use these as context for re-examining targeted accounts to see what similarities you might leverage.

Balbresky Consulting Services INSURANCE TRAINING FOR BOTTOM LINE RESULTS (856) 985 – 0955 visit our website at www.balbreskyconsulting.com a member of the Strategic Insurance Solutions Network

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Having a hard time getting out of the office to attend our seminars or classes? IIANM has joined forces with Big I National to offer you some great educational courses online. Many of these classes have already been approved by the state for CE! We take our commitment seriously to getting quality education into your hands. From educating your new employees in the basics of insurance to helping your seasoned CSR’s grow in knowledge, our on-line classes can help.

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Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

Colonial General Insurance Agency

Commercial Lines/Brokerage Department Founded in 1985, Colonial General Insurance Agency, Inc. is a wholesale General Agency providing quality insurance products to the Independent Insurance Agent. Colonial General specializes in both standard and non-standard business. Our Property and Casualty business includes:

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With 2,500 active producers under contract, Colonial General operates in eight states throughout the South-West. Our offices are located in Murray, Utah and Scottsdale, Arizona. Most of all, we pride ourselves in our friendly customer service and our ability to help our producing agents with their many insurance needs.

Please contact our Utah office for all your Transportation needs! P.O. Box 571770, Murray, Utah 84157 Phone: (801) 562-1188 Wats: (800) 594-8900 Fax: (801) 562-2218 Toll Free Fax: (800) 332-9285

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Preferred Commercial Lines Division P.O. Box 14770 Scottsdale, AZ 85267 8475 E. Hartford Drive, Suite #100 Scottsdale, AZ 85255 Phone: (480) 991-7889 You will never pay a fee to access our companies. Wats: (800) 848-8860 No volume or binding contracts. Fax: (480) 948-1394 www.colonialgeneral.com Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010 Page 11

www.RPSins.com/scottsdale

Source: Business Wire

Travelers Customers See Burglary, Stolen Wallets/IDs as Top Causes of ID Fraud National Study Reports Number of ID Fraud Victims Up 12 Percent in 2009

Burglary, stolen wallets and pilfered identifications con-

tinue to top the list of the most common known causes of identity fraud for Travelers customers, accounting for 76 percent of all cases, according to a comprehensive study of its 2009 claims data. The information was compiled by Travelers (NYSE: TRV), the first insurance carrier to offer identity fraud expense reimbursement insurance. The findings mirror last year’s report on Travelers’ 2008 claims data which indicated that the majority of identity fraud cases reported by customers were from burglaries and stolen wallets. This underscores how thieves still prefer more low-tech means of identity fraud over onlinerelated thefts and data breaches that garner significant media attention. “This study suggests once again that more traditional means of identity fraud are prevalent today and continue to pose significant risks to consumers,” said Joe Reynolds, Identity Fraud Product Manager for Travelers. “Knowing this, it is critical that consumers take steps to protect themselves and their property.” Travelers identified the following as the top known causes of identity fraud for its customers:

and make charges in the victim’s name, and 18 percent access and withdraw funds from existing checking, savings and online retail accounts. Travelers’ findings come at a time when identity fraud continues to plague consumers nationally. A study by Javelin Strategy & Research showed that the number of identity fraud victims jumped by 12 percent to 11.1 million adults in 2009, the biggest increase since the survey began in 2003. “Identity fraud is a crime that can happen to anyone, anywhere, and so it’s particularly important for people to exercise diligence in protecting their personal information,” noted Reynolds. Reynolds recommends taking a proactive approach to protecting your identity, including guarding Social Security numbers and financial information, shredding documents such as receipts, credit/insurance applications, medical records and bank statements and considering identity fraud expense reimbursement coverage, which can help someone recover from identity fraud.

• 76 percent - burglary and theft of wallet/purse/ personal identification/computer • 9 percent - online or data breach • 9 percent - forgery • 6 percent - change of address/postal fraud

Insurance protection for identity fraud from Travelers provides customers with access to a consumer fraud specialist, who can guide victims through the process of restoring their identity. Coverage includes reimbursement for the costs associated with identity restoration as well as providing the services required to help victims restore an identity.

The study also revealed what criminals do with the stolen information. According to the Travelers study, 74 percent of the time criminals use the stolen personal information from Travelers customers to open new credit card accounts or use the existing credit cards to make charges. Of that 74 percent, 26 percent of identity thieves access existing credit/debit cards, 21 percent open new cards

Identity Fraud Expense Reimbursement Coverage is available as an endorsement on a Travelers homeowners policy for $25 annually and offers protection up to $25,000 per insured person with no deductible. Travelers also offers Identity Fraud Expense Reimbursement Coverage to financial institutions and commercial entities as an employee, customer or membership benefit.

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

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Independent Agents Can Capitalize on Declining Customer Satisfaction in Auto Survey shows an increase in customers shopping for coverage.

Customer satisfaction with auto insurance has de-

creased considerably this year, according to a J.D. Power and Associates study released this week. The study examined five areas, but the most significant decline in customer satisfaction was with the price of auto insurance. In a single quarter, J.D. Powers observed that one in 10 households indicated they had shopped for comparison prices, which is double the normal rate going into the recession. “As an agent, if you know more people are actively looking, the rate of turn favors those who are looking to promote policies [and] products,” says Jeremy Bowler, senior director at J.D. Power and Associates. “Direct companies are trying to compete with the unique value proposition of an independent agent. Direct carrier[s], when they offer competitive price quotes, really they’re just trying to emulate the unique value that an independent agents can present to the customer.” by Diane Rusignola

Consumers are indeed going down that path, according to Bowler. They’re drawn in by the idea that they can see a number of carriers’ prices, but where Web pricing may fall short, independent agents have a distinctive advantage. “I can ask questions and the agent can sit down and explain to me why one company may be a little bit more expensive, but would be the one they recommend,” Bowler says. “You’re paying a little bit more… if you buy this policy from Company X; but Company X has a sterling record, it’s been around for 80 years [and] includes certain benefits. So the agent’s able to really sell the total value in a more meaningful way.” With customer close rates for an agent far higher than online close rates, the ability to capture the business of consumers dissatisfied with their auto offerings abounds. Once agents draw these shoppers in, keeping up with what direct and captive carriers can offer becomes important—especially in terms of technology. “While the agent may not be able to craft a [smart phone] application, I would be looking to see which independent agent carriers are offering that kind of competitive technology,” Bowler says. “It could be a differentiator. If I’m appointed to seven or eight different companies, and they’re priced competitively with each other…but one of them has a nifty application that I can tell my customer base about, that might be the tipping point.” Particularly with Generation Y customers, understanding what makes them tick is the key to keeping their business. According to the J.D. Power findings, Millennials tend to be hyper-critical, especially when it comes to the ability to reach a representative and have their policies explained clearly. “A Gen Y customer is looking for something that is competitive with Geico,” Bowler says. “And the agent is able to say, ‘I can offer you many of the same benefits of Geico, plus I have a local office, so if you need me, I’m right here.’”

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Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

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Making Sure You Get the Sale by John R. Graham

Selling in a broad swath of industries is arguably more difficult today than at any time in the last half century. No matter what the optimists may say, competition for customers is horrendous. Ask any salesperson. As one said recently, “I have never seen anything like it.”

type events, with the objective of getting the key players involved. You want to know what they’re thinking, what they want to accomplish, the problems they’re encountering, their opportunities and the hurdles they must get over.

Along with everyone else, those in sales constantly look for signs of hope from the latest economic reports, whether it’s relevant or not. Like everyone else, salespeople are faced with doing their job whatever the economic conditions.

3. Keep your priorities straight. Today’s customers can detect, instantly most of the time, if a salesperson’s only goal is to do whatever it takes to make the sale. It stick’s out like a sore thumb and it’s equally unpleasant. Perhaps more so than in the past. Salespeople may not wear their emotions on their sleeves, but their “intent” is more than evident.

Hoping for a better tomorrow is the right attitude, but it takes more than that to make sales. For that task, here are five concepts worth considering: 1. Challenge sales strategies. There’s hardly a week that goes by when someone isn’t tantalizing salespeople with what they call “the ultimate sales solution,” whether it’s how to get in the door, get endless referrals, making powerful presentations, closing the sale with one meeting, or connecting with endless prospects. On and on it goes. Now, here’s the point: Salespeople are easy targets. Like beagles, they’re always sniffing around for a new approach. They’ll try just about anything that offers hope for making selling easier. What they don’t do often enough is ask the one important question when they encounter the latest and greatest sales strategy or technique: “Does this really make sense? Or do I just want to believe that it will help me make more sales?” For example, every salesperson knows that if the customer or prospect calls them, they have a far greater chance of making the sale than if they make the contact. Yet, how much time do we spend chasing prospects rather than investing time in activities that result in getting more prospects and customers to contact us? Challenging every sales strategy is time well spent. 2. Never start out by talking about the company, yourself or your solution. Whether it’s a sales presentation or a first meeting, never make the fatal mistake of starting out by talking about your company. A marketing executive was invited to meet with key people of an insurance organization. The first words from the president were these: “It’s your meeting, tell us what we should do.” Fortunately, he avoided the trap. No one today will listen to a talking head and then sign the order. It may be helpful to think of sales meetings as seminarPage 16

As you respond and help clarify their thinking, they can determine if you’re on target, responsive to their situation and whether or not you are collegial in the way you work with customers. Ironically, when a sales meeting is the customer’s meeting, it becomes yours as well.

Every salesperson has the same objective. They want to get the business, the commission and to keep their job. Some want to qualify for an incentive trip. And there are those who are out to prove they’ve got what it takes. Unfortunately, all that often gets in the way and scuttles the chances of closing the sale. This happens when a salesperson attempts to figure out what the prospect will buy and settles for that instead of what the customer actually needs. A quick sale is better than no sale at all. Get in and get out, at least with something. If that’s the idea––it’s dead wrong. The customer figures it out soon enough and never wants to see that salesperson again. It takes time to gather information and prepare a proposal with thoughtful options. It takes time to discuss them with the customer and to listen to what they say. It takes time to show how one or two of the options may best align with the customer’s objectives. That’s keeping your priorities straight. That’s also what it takes to earn a customer’s trust––and business. 4. Be the producer as well as the presenter. After making a presentation, a salesperson will often say to an associate, “How did I do?” And the person replies, “Terrific. Just great.” That’s the wrong person to ask. It’s the “audience” that counts. Too many sales presentations fail because the focus is on the presenter instead of the participants. What do they look for in a presentation? What do they like and dislike in other salespeople? While it’s your presentation, they’re still the decision makers. No one listens to a “talking head.” Studies show that attention spans are very short. Listeners become bored. The first time you see a Blackberry appear, you’re through. It is a signal that all is not going well.

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

Since the objective of a presentation is to move people to action––to approve your proposal––your “production” will be much more compelling if the participants are involved. Here are three ways to achieve this goal: • Use carefully crafted stories. Experience may not be the only teacher, but it’s certainly the best one if it involves stories that touch the emotions. Doug Nielsen, an insurance salesperson at Archibald Insurance Center in Rexburg, ID, is often asked why he’s so passionate about workplace safety. He replies, “Years ago, I was a foreman for a big printing company. One day, a new pressman’s arm was severed in a press accident. I was to blame because I hadn’t trained him properly.” Doug never has trouble getting business owners, managers and workers to listen to what he has to say. He speaks with personal authority. • Forget about paper presentations. You might as well give everyone the sports section of the newspaper or a movie to watch. Keep them focused on you by saving the paper until the end. • Change the way you use PowerPoint. Follow Steve Jobs’ lead and have a few slides with a word or two accompanied with great graphics and a few video clips that illustrate your message. The success or failure of a sales presentation is never out of your hands. You’re the producer, so it’s your show. No

matter the conditions or circumstances, you must come through. 5. The action step. You want feedback from the participants. In other words, you want them to tell you what they would otherwise tell each other after you’re gone. To do this, here are questions you can ask: Does this solution meet your expectations? What are its strengths? How can it be improved? What did you like or dislike? What wasn’t clear? What did you like best? A feedback discussion also sends a powerful message to the participants. It says that you’re open, you really want to know what they’re thinking and you want your proposal to be right for them. Remember, your competition in a sales meeting isn’t just other presenters. It’s what the people listening to you have on their minds. One may be thinking about a customer crisis, while others are preoccupied with an argument with a spouse, a job-related problem, a financial concern or a sick kid. You’re competing with all this! You don’t have anyone’s undivided attention. It’s your job to make a successful sales presentation in spite of it all. John R. Graham is president of Graham Communications, a marketing services and sales consulting firm. Blog: grahamcomm. com/wordpress. Website: grahamcomm.com

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

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by Matthew Marko

Broaden Your Agency’s Online Reach Using Search Engine Optimization and other online tools can help customers find your agency on the Web.

A quality Web site is a necessary first step to online success, since it is the agency’s Internet “hub” that Web users should eventually reach whether they get there from an Internet yellow pages listing, a search engine, a carrier site or a social media site like Facebook. But, it’s equally important that agencies constantly work to attract people to their sites. When someone types in a business name or a city name and the search term “insurance” into Google or Yahoo, some of the top listings that show up are “local listings.” Local listings are like Internet phone books that show a company’s phone number, address (sometimes including a visible map of the area), background information and Web site. These listings are free, but businesses have to claim them and check them for accuracy and consistency. Progressive has run agent surveys indicating that fewer than one in five independent agencies have claimed free online local listings. Don’t miss this highimpact opportunity. To start, claim free local listings at Google, Yahoo! and Bing. To get started on Google, for example, type “Google local listing” into the Google search engine and select the Google Local Business Center. Make sure all agency information is consistent and accurate and that each listing links back to the agency’s Web site. Also, be sure to choose appropriate business categories and keywords. Take note of how the highest-ranking local competitors are listed and mirror that format. The agency also should claim free listings at localeze.com, infousa.com, yellowpages.com and superpages.com – the more listings, the better. Next, help people find the agency’s Web site when they perform searches on sites like Google and Yahoo for common insurance terms. That’s called “Search Engine Opti-

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mization” and it’s driven by two main factors: a Web site’s content and the other sites that link to it. Web users can control both. Use Google Analytics and Google Keywords to better understand the words people use to search for insurance in your local area. For example, an agency in Boca Raton, Fla., might discover that people search for “Boca Raton insurance” the most. Therefore, those three words need to be integrated into the agency’s home page copy. To boost SEO, create separate pages for each product line. Also, remember to write for humans. Tell people exactly what the agency offers and why it’s the best. Integrate search terms, but don’t repeat them. - Work with a local Web development partner that can improve the agency’s SEO. Behind-the-scenes metatags, link-building strategies, keyword optimization and other tactics can improve search engine rankings. Ask for local references of any partners being considered. Next, link to carrier sites and ask carriers to link to the agency’s site. For example, all of Progressive’s agents can be linked to and from the company’s agent locator site. Finally, start a Facebook “fan” page and be sure to have a listing on LinkedIn. These social networking sites also feed search engines. The most successful agents on the Internet are those who invest ongoing time and money in their online presence. These agents respond quickly to online inquiries. They designate team members to keep content fresh and regularly check online listings for consistency. And, most of all, they measure their results with online analytics and by the business generated through Internet activities.

Matthew Marko is a Marketing Process Manager for Progressive Insurance. He works to provide local marketing strategies, tools and co-branded collateral to help independent agencies grow their businesses.

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

trust. acuity.com

www.scottsdale.burnsandwilcox.com

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10 Most, Least Affordable States for Car Insurance Massachusetts, often rapped as a costly state for drivers, is actually the most affordable state for auto insurance while Louisiana is the least affordable, according to one insurance provider's research that considers how much of a family's income goes to pay for car insurance. InsWeb, an online insurance comparison provider, recently released its 2010 Car Insurance Affordability Index -- a list of the most and least affordable states in which to insure a vehicle. To develop the list, InsWeb said it ranked all 50 states and Washington D.C. according to affordability factor. A state's affordability factor is determined by dividing its median household car insurance rate by its median household income. The lower the factor, the less a typical family in that state tends to spend on car insurance relative to its budget, says InsWeb. Read more...

The 10 most affordable states are: 1. Massachusetts 1.84% 2. New Hampshire 2.23% 3. Vermont 2.39%

SOURCE: InsWeb.com

4. Minnesota 2.39% 5. Utah 2.43% 6. Nebraska 2.43% 7. Hawaii 2.44% 8. Indiana 2.45% 9. North Carolina 2.52% 10. Virginia 2.53% Read more...

"Comparing median car insurance rates by state gives us a good sense of where drivers are paying higher and lower premiums, but it doesn't necessarily tell us where states rank in terms of affordability," said Brad Cooper, senior vice president of product, site and marketing at InsWeb. "To really get a sense of where car insurance is the most and least affordable, you have to consider how much of a typical family's income goes towards premiums, and that's what our affordability factor measures." Read more...

The 10 least affordable states include: 1. Louisiana 6.93% 2. Oklahoma 4.94% 3. Missouri 4.86% 4. Washington D.C. 4.77% 5. New York 4.54% 6. West Virginia 4.51% 7. New Mexico 4.37% 8. Kentucky 4.27% 9. Arizona 4.14% 10. Florida 4.10% Read more...

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

Page 21

Are You Making The Most Out Of This Business Time Frame in the Insurance Industry? Most individuals and organizations are very concerned over the short term business outlook in the Insurance industry. Today is the day to look beyond… to look at the many opportunities and the open horizons that can be in store for you and your organization. This is the time to rally the people that you work with and begin to collaborate and gather ideas in the following areas: • • • • • • •

Improving efficiency Marketing and sales Opportunities for acquisitions Operational processes Cost efficient ways to do things differently Identify specific traits that you’d like to add to your team How to better mentor staff members

Those are just a few areas to explore. Looking out into the future you’ll want to take advantage of some of the fresh talent that will be available. However, you’ll need to be very selective as to who you’ll want on your team. Managing down just doesn’t work any longer. Understanding the strengths of an individual will help to promote a positive environment where people will want to share ideas that might not have been considered in the past. This is the time to build a positive reputation so your company is a magnet for attracting top talent.

Thinking Outside of the Box I was at a restaurant recently and asked to see if an item that I didn’t see on the menu was available or if I had overlooked it on the menu. The restaurant didn’t have the item, but the staff response set me back. The server stated, “Our goal is to think out of the box. To do what we can to please the customer so that positive word of mouth is shared and that will result in more business for us! They prepared the item just for me!” Isn’t that what we all want… team members that will think out of the box… positive word of mouth about our business… to increase revenue? What we all need are people like that on our team. So the million dollar question is… how do we get staff members to think along those lines and how can we attract people like that?

What is Driving Your Top People Learn what is driving your top talent people. If you help them to succeed you’ll create a high level of retention and become a magnet for recruiting. Here are some action items for you to consider: • Use an in-depth work style and personality assessment during the hiring process and for current staff. • Use the data to manage, which in turn will reduce the learning curve for new hires and help to better understand current staff members. • Place individuals in positions that they can succeed in based on their strengths. • Take the time to constantly mentor and create plans to help individuals grow. • Identify traits of individuals that you want in your organization and target those individuals through specific messages in ads, on the web, through networking and association gatherings. For your A players (your major contributors), play to their strengths and help them grow. Don’t ignore them just because they are doing well. These are the individuals that if they don’t feel engaged in helping the organization to continue to grow and improve, they’ll leave. For your B players, nurture them through mentoring so they can become A players down the road. For your C players, measure and possibly remove them if they are eating up your time. Never spend 80 percent of your time and energy on the people who are producing 20 percent of your results.

By Dana Borowka, MA, CEO of Lighthouse Consulting Services, LLC

Peel the Onion But don’t write those C players off too fast. A small hotel chain had reservation reps that were not meeting the volume level that was being required. The manager thought they were just C players and was a very unhappy camper with his team. That person was placed in a different department and a new manager came in who sat down with each individual and then with the group. She discovered that 24 hours before a guest was going to arrive at the hotel property that a high percentage were calling in to verify the reservation and to get directions. This used up valuable call time, so as a team they brainstormed together and came up with a brilliant idea. Since the reps were asking for email addresses why not send an email confirmation 24-48 hours prior with a fun page welcoming the individuals and include links for weather and directions. Guess what happened? Calls were reduced and the reps were able to take more calls for new reservations with less hold time. All because the manager took the time to ask questions to peel the onion back to identify the un-

derlying issue. When the reps were asked why this topic hadn’t been addressed in the past they simply responded, “No one asked and we never thought of it”.

Set Your Sights on the Future Make the most out of this business time frame by helping others in your team to be successful, build a positive reputation, ask your team for ideas and contribute to the well being of the entire organization, train staff to mentor others and be on the look out for adding fresh talent to your team! Remember, it is important to be precise in what you are looking for and do a thorough job interview by asking probing questions, doing reference and background checks and utilizing an in-depth work style and personality assessment. This is the time to set your sights on the future of the Insurance industry, deal with the present by supporting your team and ask for input. Set your organization on a course for long term success by using proactive and collaborative mentoring, management and vision. We’d love to hear about your successes.

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For more information, contact Bryant Brown, V.P. Marketing • 1.800.448.5621, x 249. 3490 Independence Drive • Birmingham, Alabama 35209 WWW.AMERICANMINING.COM Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

Page 23

What do Customers Want? by Chris Burand

According to a poll by Ebix, an Internet insurance

portal (with links to thousands of agencies), 56% of the respondents cited paying too much as their top concern. In a related poll, 47% said they shop for cheaper rates at each renewal and 66% use their current premium as a benchmark for buying insurance from a different source. These polls make it sound as though about half the population wants low prices with little concern for anything else. These results are quite different from those found in many other recent surveys that suggest price is not quite so important. Therefore, it appears these results may only be applicable to a specific set of consumers.

Pure price shoppers make poor customers

Another interesting result of this poll is that 21% were most troubled because they did not understand what is/isn’t covered . . . and 15% worry they do not have enough insurance. Only 10% want to hear from their agent at renewal yet 21% do not know what they bought and 15% worry they do not have enough coverage!

What can we learn from this poll?

I have noticed what appears to be selective polling with regard to various e-retailers (which an insurance portal is). The demographics of the people polled appear to be known beforehand and therefore, the probable answers to specific questions are also known beforehand. Another possibility is that they phrase the questions in such a way to elicit specific answers. This is very smart marketing (something independent agents could use) because the results can make powerful advertising. Based on the results of the Ebix survey though, do you really want these consumers to be your customers? I wouldn’t! Pure price shoppers make poor customers because the insurance carrier you place them with today may not be the cheapest next. Also, we know these people are going to be shopping, we can be pretty confident they will probably Page 24

go elsewhere before we can make a profit. They also do not care about coverages or claims service until it is too late. Then they become your worst nightmare. A nightmare so bad, you would rather have Freddy Krueger as your client. In fact, the same poll showed 90% of the respondents said they did not want advice from their agent when it’s time to renew their policies. (Before taking this to heart, remember these respondents are likely not representative of a pure sample.)

First, independent agencies should work to funnel these consumers to other agencies and distributors of insurance by not advertising in the yellow pages, not doing phone quotes, and not soliciting business from strangers over the Internet (using the Internet for sales though is another story). Second, after avoiding these people, recognize

who wants your advice and make sure you provide it. These are very valuable customers. They are not as numerous but they are more profitable.

Third, recognize that almost all customers want

a good price and they associate having a choice of companies as guaranteeing them the best price (regardless of whether it does or not). This is why Progressive’s TV adds have been so successful. Progressive touts, If you call Progressive for a quote, we will quote you three other companies too

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

and tell you who has the best rate even if it is not Progressive! The choice of companies also explains why people are so drawn to buying insurance over the Web. They can get quotes from a bunch of companies and then choose the lowest rate. Independent agencies have had this ability for a century and yet when surveyed, less than half of independent agenciesâ&#x20AC;&#x2122; own customers knew their agent represented multiple companies. Independent agencies have failed to capitalize on the one benefit so many customers desire. Do not wait any longer. Do it now!

Fourth, most consumers obviously do not know

that differences exist between insurance companies other than price. While some do not care, and will never care, others will be grateful to find out. Let your customers know differences exist in claims practices and services. Aftermarket auto parts is a great example.

quote them with multiple companies. Also, let them know you will even read the fine print for them so they do not have to do it and make sure they know you will do their shopping for them, saving them time and money! Chris Burand is president of Burand & Associates, LLC, an insurance agency consulting firm. Readers may contact Chris by e-mail at chris@ burand-associates.com. NOTE: None of the materials in this article should be construed as offering legal advice, and the specific advice of legal counsel is recommended before acting on any matter discussed in this article.

Fifth, as difficult as it may be, teach your custom-

ers the importance of periodic coverage reviews. Accounts change with time, usually resulting in inadequate insurance. Think of all the stories you have experienced with customers forgetting to tell you about tractors, cars, jewelry, art, buildings, and building additions. Let your clients know the risk associated with not being adequately covered.

Sixth, insurance is complex. I think 99%, rather

than 21%, of consumers should be troubled about understanding what is/isnâ&#x20AC;&#x2122;t covered in their policies. Many years ago I calculated that at least 30,000,000 combinations of homeowners endorsements existed using straight ISO forms. People that think they do not need assistance buying insurance either have had lousy agents in the past that did not provide adequate advice (think about whether your CSRs and producers fall into this trap) or they are truly overconfident. For independent agencies, the keys are to not bother with customers that only want a low price. Next, service the other customers very well. Provide advice, educate them about the differences between companies, help them understand what coverages are important, and make sure they know you will Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

Page 25

IIANM’s

EducationEDGE Insurance Education Programs in New Mexico are critical to a successful and profitable career in the insurance industry. Every year, we offer exciting opportunities to expand your professional horizons. All of these education programs are designed to help insurance agents thrive in the most competitive of marketplaces. The pre-licensing classes are designed to be a review for the state licensing examination. We recommend that students be familiar with the study material prior to attending class.

Pre-Licensing Study Materials

Pre-Licensing Classes

To see a list of what is available and to purchase your study materials online, click here.

Study materials are NOT included in class prices. Property & Casualty Review Class (2 days)

Life & Health Review Class (1 day)

Regular Price: $150 Member Price: $120

Regular Price: $115 Member Price: $90

Instructor: Instructor:

Kitty Leslie Kitty Leslie

- September 21 - 22 8am - 5pm - October 12 - 13 8am - 5pm

Instructor: Instructor:

Click here for a full listing of our education program.

Manny Mansour - September 23 8am - 5pm Bob Ouellette - October 14 8am - 5pm

The FINE PRINT: IIANM reserves the right to cancel/reschedule classes. Please call ahead to verify when classes will run. Decisions will be made three days prior to class. Cancellations received after 5 business days, will be assessed a $50.00 cancellation fee. Cancellations received on or after deadline and ‘no shows’ will forfeit the registration fee altogether. A substitute is always welcome, with no extra fee, but prior notification would be appreciated.

Class Name/Date: Full Name:

Method of Payment:  Bill Agency (Members Only)

First Name for Badge:

 Check Enclosed (Payable to IIANM)

Agency / Company:

 M/C  Visa  Disc  Amex

Address:

Amount:

(all prices include tax)

Card No:

City, State, Zip:

Exp. Date:

Telephone: ( Fax: ( Send in your registration:

)

Signature:

E-Mail:

) Go on-line: www.iianm.org or E-mail: jeff@iianm.org

Page 26

Give us a call: (505) 843-7231 (800) 621-3978

Mail in: 1511 University Blvd. NE Albuquerque, NM 87102

Fax in: (505) 243-3367

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

September's Clickable Calendar - Click on a class to register online -

Sunday

Monday

Tuesday

e Offic sed Clo

Wednesday

CE = continuing education hours

Thursday

Friday

Saturday

CONVENTION

Classifieds

P&C Pre-licensing Class

15 P&C Pre-licensing Class

16 L&H Pre-licensing Class

New Mexico’s Job Bank We’ve re-vamped our Job Bank. Looking to fill a position within your agency? Trying to find a job but don’t know where to look? Whether you are looking for somewhere new to share your special skills or an employer looking for quality, professional employees, we are there to lend a helping hand. Click here to take advantage of IIANM’s Career Center. Do you have an agency you’re trying to sell, or in the market to buy one? Check out our Classifieds!

Independent Insurance Agents of New Mexico - www.iianm.org - * September 2010

Page 27

Virtual Risk Consultant a “No-Brainer for Most Agencies” Decrease E&O exposure and increase sales with this valuable tool. The benefits of increasing sales while lowering E&O exposure have Big “I” members from across the country flocking to purchase the Big I Advantage® Virtual Risk Consultant Powered by Rough Notes (VRC). And those who have purchased it are glad they did. A recent survey of registered VRC users found that 92% were extremely satisfied and would recommend VRC to other agents. Starting at $250 a year, the VRC is an easy-to-use agency resource website offering:

Risk Exposure Analysis Tools:

Commercial and personal risk exposure analysis information at your fingertips with hundreds of industries, including narrative descriptions, minimum coverages and suggested WC, ISO GL, SIC and NAIC codes. The popular “Coverages Applicable” material, customized questionnaires and E&O coverage checklists are also included.

Reference and Proposal Tools:

Reference materials to make sure agency staff understands the product they are selling and help create winning proposals. Included are access to ACORD forms, PF&M and a glossary of insurance terms.

Marketing and Prospecting Tools:

Access to articles on various insurance topics that the agency can share with customers, post on their websites or use to create a client newsletter. There are also hundreds of professionally-written building business letters so you can spend more time selling and less time writing. Gain a competitive advantage by purchasing the exclusive VRC today. Visit www.independentagent.com/VRC to learn more, view a product demo and purchase the tool.

Starbucks Expanding Mobile Payment Program Starbucks has been testing a program launched in September of last year for users with iPhones. The program allows customers to pay for their purchases via their mobile devices using a special Starbucks Card mobile application. The app was initially accepted at just 16 Seattle and San Francisco area stores. In March, the company expanded the program to include 1,000 Target stores across the United States. CEO Howard Schultz announced this week that they would soon be expanding its mobile payment program to more stores over the coming months. After entering a Starbucks card number in the application, the Starbucks Card app displays a barcode which can then be shown at checkout in lieu of handing over a physical card to be swiped. The app also allows customers to check their card's balance, view transactions, and reload the card with new funds. It will be interesting to watch this sort of mobile payment system as it expands outside of the very tech-savvy areas where it has been initially tested. Will mainstream users adopt this system in large numbers? Will it really be more efficient? Or will you be stuck in line behind folks who are fiddling with their phones? Time will tell.

Wind Farm Planned in Southern New Mexico A wind farm planned for Luna County in southern New Mexico could break ground in December. Project manager John Knight says construction of the Macho Springs Wind Energy Project could take six to seven months. Knight is with Element Power, the parent company of the wind project. The company plans to build 28 wind turbines on the Nutt grasslands in northeastern Luna County off N.M. 26. It plans 28 more turbines for Sierra County in a later phase of the project. The first phase is expected to generate about 50 megawatts, or enough for about 30,000 homes.

Do you recognize the symbol here? It lights up in your instrument panel and looks like a U-shaped pictograph with treads and an exclamation point in the middle. If you guessed a low tire-pressure warning, you are right. If you didn’t recognize the symbol, that’s also understandable because one out of three drivers do not, according to Schrader, a company that makes tire pressure monitoring systems.

The warning for the TPMS lights up when one or more of your vehicle’s tires is 25% below the manufacturer’s recommended pressure. The system is now required on all vehicles starting with the 2008 model year.

n Ends

The issue here seems to be that the public hasn’t been properly educated on the warning symbol, which is supposed to be “idiot proof” and understandable across a wide variety of cultures and languages. Yet 46% of drivers couldn’t figure out that the icon represents a tire and 14% thought the symbol represented another problem with the vehicle entirely, according to Schrader. As we said earlier in the week, properly inflated tires are vitally important to your safety. Low pressure will affect your braking, acceleration, stability, cornering and fuel economy. The government instituted the TPMS mandate after the Bridgestone/Firestone tire failures on the Ford Explorer in 2000, a controversy that was partly attributed to inadequately inflated tires.

a very special thank you to iianm’s partners The following companies have committed to support IIANM events throughout the year:

Diamond New Mexico Mutual is the state’s expert in workers’ compensation insurance and the preferred provider of the Independent Insurance Agents of New Mexico. New Mexico Mutual is recognized as an industry leader in customer service, advocacy, and integrity; providing protection for employees and security for New Mexico’s businesses. Adding three new companies in 2010 to the Group, New Mexico Mutual provides agents a comprehensive portfolio to meet your customers’ workers’ compensation insurance needs.

Gold ACUITY, headquartered in Sheboygan, Wisconsin, is a property and casualty insurer that operates in nineteen states, writes $750 million in premium through over 900 independent agencies, and manages $2 billion in assets. The only company in the nation to be named six consecutive years to the Great Place to Work Institute’s top five mid-sized companies, ACUITY employs 850 people. At Mountain States, we are dedicated to helping protect the assets of our policyholders by providing them with sound, affordable insurance products. We do this through an expanding network of professional independent agents. We believe in sustaining a strong chemistry with our agents and policyholders. It is our prime reason for narrowing our focus to the Mountain States/ Southwest region. The Republic Group offers personal property, dwelling fire, personal automobile and commercial lines of insurance through independent agents primarily in Texas, Oklahoma, Louisiana, Mississippi and New Mexico. Our companies have flexibility to offer the insurance coverage most insureds need, whether for home, automobile or business. Competitive rates and coverages are available for both standard and non-standard risks, which meet our underwriting criteria. Travelers Insurance Company is a National Company serving the needs of our Independent Agents’ all across America, from the East Coast to the West Cost and everything in between, we offer a wide variety of Commercial and Personal Lines products. We have an intimate knowledge of all lines of insurance and can offer solutions that are truly in-synch with the needs of your customers.

Silver

Letcher Golden & Assoc.

Bronze Colonial General Insurance Agency

♦

Preferred BOP

♦

Property

♦

Inland Marine

♦

Professional Liability

♦

Commercial Liability

♦

Workers Compensation

Transportation Department

♦

Commercial Auto

♦

Truckers

♦

Physical Damage

♦

Commercial Contract

♦

NB Mexican Truckers

♦

Local Radius

♦

Personal Lines

♦

Garage

♦

Intermediate Radius

♦

Professional Liability

Please contact our Utah office for all your Transportation needs! P.O. Box 571770, Murray, Utah 84157 Phone: (801) 562-1188 Wats: (800) 594-8900 Fax: (801) 562-2218 Toll Free Fax: (800) 332-9285

Personal Lines Department ♦

Masterpiece Company

♦

Standard Company

♦

Umbrellas

♦

Stand-alone Liability

♦

Vacant

♦

Seasonal

♦

Dwelling Fire

♦

Homeowners

Preferred Commercial Lines Division P.O. Box 14770 Scottsdale, AZ 85267 8475 E. Hartford Drive, Suite #100 Scottsdale, AZ 85255 Phone: (480) 991-7889 Wats: (800) 848-8860 Fax: (480) 948-1394

You will never pay a fee to access our companies. No volume or binding contracts.

More information can be found about IIANM’s Partner Program by visiting our website at iianm.org or calling Lorri Gaffney at (505) 999-5805.