PRISMS for Agents

Best Practices
Sales System Unveiled

By Victoria Sonshine Pasher

As part of a continuing effort to help independent agencies and brokerages build effective and successful sales organizations, the Independent Insurance Agents of America unveiled a comprehensive "Best Practices Insurance Sales Development System."

When IIAA noticed that agency companies were cutting back on sales schools, the association decided to move "Best Practices" into the sales area, according to immediate past president Ronald A. Smith, of Smith Sawyer Smith Inc., in Rochester, Ind., who announced the sales system at a press conference during IIAA's recent annual convention in Hawaii.

The comprehensive system includes several different components and tools for helping the independent agency system become a truly sales-driven industry, Mr. Smith added in a prepared statement.

"This association recognizes that the future of the independent agency system rests with the ability to sell more effectively and efficiently," he said.  "If (the agents) don't start from the ground up to build an effective sales machine, the competition will be there to take over."

As the chair of IIAA's Commission to Enhance Agency Value, Jeanne M. Heisler, president of Brick, N.J.-based The Ronan Agency, stressed that this latest Best Practices program will be released in several steps, and the entire system is to be used together.

Ms. Heisler said during the press conference that the sales system is "not a one-day, rah-rah program" for producer(s) to come back, and get all excited, only to find that they don't have the necessary support and encouragement to ensure long-term success.  On the contrary, she said, this program has been designed for the long-term success of that producer.

"Producers need to understand that creating a successful sales organization is a process, not an event," Ms. Heisler also noted in a statement. "There is not one cure-all, or one class they can sit through to become world-class sales-people- it takes commitment from everyone in the organization."

IIAA said the complete system involves four main elements: building the foundation for a sales culture, which is based on IIAA's 1996 Sales Study; producer selection; producer motivation and producer development.  The tools to execute these elements include workshops, manuals, checklists, tapes, workbooks, software and models.

The initial portion of the system to be released is the sales skills-related program, which the Alexandria, Va.-based IIAA determined to be the area of largest need.  The Best Practices Insurance Sales Skills Module is a three-day program that focuses on helping insurance salespeople learn to partner, prospect, negotiate, set goals and close the sale.  It also includes a personal skills training that centers on communication skills, time management, and problem-solving issues.

One-day modules on sales management skills and customer service representative skills also will be available. "We believe that for this system to be successful, all levels of the agency need to participate," Ms. Heisler said.  "Involving principles in creating a sales culture ensures that the entire organization will follow through with a disciplined sales approach."

Vernell Hogan, IIAA agency management consultant, responsible for Best Practices implementation and development, explained during the press briefing that the Best Practices sales training for producers will cover skills such as goal setting, partnering, communicating, presenting solutions and negotiations, handling rejections, leadership and closing sales.

Ms. Hogan noted the three-day sales module is intended for new producers with an insurance license and some experience, as well as for producers with limited experience or who need to go "back to basics."  The first two seminars for producers and agency sales managers will be rolled out in different parts of the country in February 1998, she added.  The entire system will be completed by the end of 1998, according to the IIAA.

At $795 per student, the three-day seminar includes materials, meals, pre-work and action plan, Ms. Hogan said.  The programs are interactive, using videos, workbooks, and overhead slides.  Some insurance companies will be partnering with agencies to send agency employees to the seminars, she noted.

The system is available through a licensing agreement with Russell H. Granger, president of Whippany, N.J.-based ProEd Corp.  Speaking in an interview, Mr. Granger explained that the system brings a totally integrated program to the "four corners of the insurance marketing world"-namely, the agent, the agency sales manager, the customer service representative, and the marketing representative and underwriter-forming a "four corners training suite."

"If we as an industry can cover all four corners...we're going to become a stronger force in the marketplace," Mr. Granger said.  He pointed out that the programs can be purchased separately, or as a cohesive "suite" for all company and agency personnel.

For more information on the system, contact Shirley Lukens, vice president of technology, education and agency management, Independent Insurance Agents of America, 127 S. Peyton St., Alexandria, Va. 22314.  The association's Web site is http://www.iiaa.org.