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2014 PIA National Agency Marketing Guide: Allied Insurance/Harleysville Insurance, Ezlynx, ITC and Rough Notes

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2014 PIA National Agency Marketing Guide: Allied Insurance/Harleysville Insurance, Ezlynx, ITC and Rough Notes Special Report: Successful Strategies Shared by Real Agents PIA National Agency Marketing Guide2014 Brought to you by these sponsors: A product of the PIA Branding Program “Higher When agents were asked about retention” 1 The Hanover’s Personal Lines… “Value-added Competespg against trusted services expertise “ perc”eptive Direct Writers distinctive ” “Auto& Home bright “Enhanced packages” coverages helpfuhlfll innovative responsi” ve dependable perceptive dynamic “One account, One bill, One effective date easy” specialized Our value-driven personal lines approach is helping independent agents attract and retain exceptional business. High quality, account oriented customers receive the protection they need in one convenient bundled package. One account, one bill, one effective date and world class claims service. Looking to give your customers a better experience? Creating VALUE together. 701-0596F (5/14) hanover.com © 2014 The Hanover Insurance Group, Inc. 701-0596F Word Bubble_PL 2.indd 1 5/15/14 8:44 AM eal successes from real independent agents. That’s the focus of this, the fifth edition of PIA’s annual Agency Marketing Guide. From grand strategy to battlefield tactics, we’ve asked your fellow agents and experts from across the country to share their ideas for suc- Rcess. The result is hundreds of great ideas for you to consider implementing in your agency. No one can do everything described in this publication, but if you’d like to grow over the next 1, 2, 3 years or more — and you’re looking for a little help — I encourage you to read on and select a few strategies that seem like a good fit for your agency. Then get out there, roll up your sleeves and put them to work. If you like this year’s Agency Marketing Guide, you may want to read previous editions of this publication. They are all online at www.PIAAgencyMarketingGuide.com. PIA National would like to extend a special thank you to the sponsors of the 2014 PIA National Agency Marketing Guide: Allied Insurance/Harleysville Insurance, EZLynx, ITC and Rough Notes. Please join me in thanking these sponsors. Best wishes and happy marketing! John G. Lee, CIC, CPIA, LUTCF President National Association of Professional Insurance Agents 2014 Table of Contents SPONSORS DIGITAL MARKETING Allied Insurance/Harleysville Insurance . page 4-5 3 Ways to Optimize Your e-Newsletter EZLynx . page 6-7 by Jennifer Davis . page 30 ITC . page 8-9 A New-fashioned Old Agency by George Nordhaus . page 32 Rough Notes. page 10-11 CROSS SELLING BIG IDEAS Blueprint for Cross-selling Personal Lines Can You “Cheat” Your Way Into More Customers, by Alan Shulman . page 34 More Revenue Per Customer and Better Retention? by Michael Jans . page 12 Building a Cross-selling Machine: Revenue From the Sale of Life Insurance by Tim Gilder. page 36 What It Takes to Be the Insurance Agent of Choice by John Graham . page 14 SALES STRATEGY Insurance Agency Sales Pipeline Management Just Do It! by Chris Dik . page 16 by John Boudreau . page 38 Reaching out to Your Customers by Bill Jenkins page 18 The Importance of Sales Meetings PERSONNEL MATTERS by David Connolly . page 39 “Shark Tank” Lessons by Nancy Doucette . page 20 OUTSOURCING YOUR MARKETING Essentials of Producer Hiring and Management Is It Possible to Make Cold Calls a Thing of the Past? by Al Diamond . page 22 by Donna Gray . page 40 SOCIAL MEDIA MARKETING REFERRAL MARKETING To Be Successful on Social Media: Just Be Yourself Is Referral Marketing Dead in a Digital World? by Ted Janusz. page 24 by Shaun Irwin . page 41 Social Media Can Combat Commoditization — OTHER ASPECTS OF THE SALES PROCESS Here’s How by Tom Wetzel . page 26 Your Insurance Proposals — Will They Help You or Hurt Why Your Small Business Should Be Using Social Media You in E&O Litigation by Curtis M. Pearsall . page 42 by Jim Mansfield . page 27 Leveraging Technology to Increase Agency Efficiency Social: The Must-Have Element of an Agency Growth by Bob, Craig and Eric Most. page 43 Strategy by Chris Paradiso . page 28 Stop Wasting Time on LinkedIn and Grow Your Business With Google+ by Ryan Hanley. page 29 2014 PIA Marketing Guide:03-17-14 5/30/2014 11:48 AM Page 1 Look at all you get with Allied and Harleysville … Upon becoming a member of the Nationwide family of companies in 2012, Harleysville Insurance joined Allied Insurance to create a national footprint for Nationwide in the independent agency channel. As illustrated below, Allied and Harleysville combine to offer a wide array of coverages for small to mid-sized businesses, as well as individuals and families. Plus, we give you and your customers access to many additional products, including those described on the next page. Property/Casualty and Flood Insurance Commercial lines—Primarily business owners, commercial multi- peril, property, general liability, automobile, workers compensation and commercial umbrella Personal lines—Auto, homeowners and dwelling fire policies for primary and secondary residences, pleasure boat, and personal umbrella Powersports—Boat, motorcycle and RV protection, available as stand-alone policies (instead of endorsements) for more complete coverage and customization Inland marine and specialty property—A solid portfolio of products including builder’s risk, motor truck cargo, contractor’s equipment, installation floaters, and much more Human services—Others First® Protection Package providing coverage tailored to organizations in the business of caring for others Flood—Coverage from one of the country’s largest providers that participates as a Write-Your-Own Carrier in FEMA’s National Flood Insurance Program Products underwritten by Nationwide Mutual Insurance Company and affiliated companies.Home office: Columbus, OH 43215.Subject to underwriting guidelines, review and approval.Products and discounts not available to all persons in all states. 4 2014 PIA National Agency Marketing Guide 2014 PIA Marketing Guide:03-17-14 7/7/2014 12:56 PM Page 2 … along with our Nationwide affiliates! Surety and Fidelity Bonds Nationwide Surety & Fidelity is a top 40 surety company that provides a market for contract and commercial surety bonds, as well as fidelity bonds, furthering agents’ ability to meet the diverse needs of their customers. Life Insurance/Financial Services Nationwide Financial® offers independent agencies strength, stability and true On Your Side® service, along with a competitive suite of life insurance products, annuities, retirement plans and mutual funds to help your clients prepare for and live in retirement. FOR INSURANCE PROFESSIONAL USE ONLY - NOT FOR DISTRIBUTION WITH THE PUBLIC Life insurance and annuities are issued by Nationwide Life Insurance Company or Nationwide Life and Annuity Insurance Company,Columbus,Ohio.Nationwide,Nationwide Financial and the Nationwide framemark are service marks of Nationwide Mutual Insurance Company. Group Employee Benefits Nationwide Employee Benefits® offers the convenience and flexibility of employer and employee benefits designed to suit the unique needs of a wide variety of business owners and their employees. Your customers receive competitive products with affordable coverage that allows them to protect what matters most—their health and financial well-being. 2014 PIA National Agency Marketing Guide 5 ARE YOU READY FOR YOUR NEXT SUPERPOWER? SECURE. EFFICIENT. CLOUD BASED. ITC technology is the superpower that allows agents to be smarter and more efficient with their time and money. Our products work together to automate the lifecycle of your clients. From getting the leads, to converting them, to retaining the clients, ITC has it covered so our agents can better meet the growing demands and needs of today’s consumer. Insurance Website Builder: Powerful online marketing to drive profitable growth. AgencyBuzz: Automated agency marketing to improve your close ratio, retention and referrals. TurboRater*: Personal lines rating solution with unmatched accuracy, quality and speed. InsurancePro: Agency management made easy. Are you ready to be your own superhero? Visit us online www.GetITC.com/PIA2014. Call us at (800) 383-3482 to schedule your free agency consultation. *TurboRater is only available in select states. MARKETING | RATING | MANAGEMENT ARE YOU READY FOR YOUR NEXT SUPERPOWER? SECURE. EFFICIENT. CLOUD BASED. ITC technology is the superpower that allows agents to be smarter and more efficient with their time and money. Our products work together to automate the lifecycle of your clients. From getting the leads, to converting them, to retaining the clients, ITC has it covered so our agents can better meet the growing demands and needs of today’s consumer. Insurance Website Builder: Powerful online marketing to drive profitable growth. AgencyBuzz: Automated agency marketing to improve your close ratio, retention and referrals. TurboRater*: Personal lines rating solution with unmatched accuracy, quality and speed. InsurancePro: Agency management made easy. Are you ready to be your own superhero? Visit us online www.GetITC.com/PIA2014. Call us at (800) 383-3482 to schedule your free agency consultation. *TurboRater is only available in select states. MARKETING | RATING | MANAGEMENT IS FOR EVERY AGENCY Producer Online-Plus is for the AGENCY committed to: n Practicing agency risk management n Offering insurance coverage training principles to its staff n Protecting itself from E&O exposures n Delivering account development n Providing faster access to coverage training to its producers and technical information to its staff n Creating effective mail or e-mail n Increasing revenue and profit campaigns n n Improving retention Having the best and most knowledgeable team of professionals n Using a consistent method for documenting client information n Providing easy to use tools that teach new producers the right way to collect all the critical data n Sending professionally written letters to prospects and clients n Providing customer focused content for its Web site For more information or a one-on-one demo contact: Nancy Lynch Margaret Rhodes 800.428.4384 ext.1096 800.428.4384 ext.1029 Service available Monday — Friday, 8 a.m.
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