Marketing to Agencies

Want the best premium from the best producers? Your marketing success - growth in quality premium - is dependent on the performance of your marketing reps.

Marketing to Agencies is a skills workshop to help your people earn the best premium from the best agents. Marketing to Agencies is the only program created and designed specifically for those who market insurance products through independent agents.

Marketing to Agencies benefits anyone working to develop quality premium from independent agents, producers, MGAs and brokers. Marketing Reps, Field Underwriters, marketing teams and their Managers are currently benefiting from this outstanding program.

Performance Results & Benefits: 
• Best premiums from the best agencies 
• Increased premium commitments 
• Better loss ratios 
• Increased productivity 
• Improved team leaderships and goal achievement 
• Competitive advantage

Course Overview 
 
Format: 3-Day Workshop
Learning points provided through three interrelated components: 
• Prework      
• Three-day workshop
• Action plan 

Summary: Marketing To Agencies empowers marketing reps, underwriters, and marketing underwriters to get the best premium from the best agencies.

Unit Summaries: 
 
Introduction & Objectives 
Marketing and underwriting teams have a unique and demanding selling situation.  In this unit, participants match their personal goals to company goals, and uncover the skills needed to partner with producers for the best premium and profit. 
 
Goals Setting & Planning 
Few people know the difference between mere "wishes" and well-stated, achievable goals.  Participants set action-oriented marketing goals using a four-step process; outline alternative strategies for achieving their goals; and map out tactical steps for implementing their strategies in the Action Plan. 
 
Leveraging Time 
Time and self-management is critical for success in sales and marketing. Participants explore the critical difference between merely managing time for efficiency and leveraging time toward achieving goals.  Participants then "grade" agency potential to determine producer priority. 
 
Partnering 
Creating business partnerships defines selling today. This unit demonstrates what it takes to be agency partners rather than insurance "peddlers."  When reps create partnerships, marketing becomes a cooperative process and the company becomes the preferred choice. 
 
Appointing New Agents 
By appointing agencies likely to generate the best business, reps leverage their efforts.  This unit provides tools to help reps set appointment goals and move new agents into profitable production quickly. 
 
Communication 
Partnership selling demands excellent questioning and active -- rather than passive -- listening skills.  By uncovering criteria and values through the use of a Needs Profile, reps can determine not only what an agent will buy, but precisely how to sell to them. 
 
Presenting Solutions 
To breathe life into insurance presentations, reps are taught how to use marketing collateral to its fullest advantage.  They learn how opening statements, content and gestures affect the presentation.  They're given a specific formula to present benefits and answer the agent's critical question, "What's in it for me?" 
 
Negotiating 
Participants prepare for negotiations using a unique three-tiered goal-analysis process.  Reps learn to apply different strategic approaches and use 13 negotiation strategies and tactics in specific insurance marketing situations. 
 
Handling Objections 
Participants learn that handling objections properly begins with understanding that objections are not obstacles but natural steps toward closing the sale. Six objection categories and a four-step process for dealing with each are presented. 
 
Teamwork & Leadership 
Partnering with agents means using skills and techniques developed for highly functional teams. Becoming and expert resource for agents often requires taking a leadership role in educating and guiding producers in profitable directions. In this unit, participants learn the principles of teamwork and leadership, and how to apply them to the real world of agency marketing. 
 
Putting It All Together 
In this final unit, skills are role-played in a relaxed yet realistic environment.  Skill application is evaluated and feedback is provided.  Reps leave the workshop armed with the skills, processes and practice to make marketing visions a reality. 
 
Click here for detailed information about PRISMS: Marketing to Agencies.

For pricing information or a program sample please contact Insurance Learning Systems.