Profit from Change
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Оглавление
Troy Korsgaden. Profit from Change
PART ONE: The Insurance Industry in the 21st Century. Chapter One: The Glass Is Full
Chapter Two: Take a New Look at Yourself—and Your Customers
Chapter Three: Leverage the Opportunities You See
PART TWO: Repositioning Your Agency. Chapter Four: Taking the First Steps
Chapter Five: Creating a Road Map for Success
Chapter Six: Use Technology for a Lightning-Speed Operation
PART THREE: Retooling Your Agency. Chapter Seven: Retooling Your Staff
Chapter Eight: Retooling Your Database
Chapter Nine: Retooling Your Customer Relationships
Chapter Ten: Retooling Your Staff Training and Recruiting
PART FOUR: Ensuring Your Future. Chapter Eleven: Jump-Start Your New Customer Growth
Chapter Twelve: Add Value with Financial Services Products
Chapter Thirteen: A Call to Arms
Appendix One. EXHIBIT A. Agency Evaluation Worksheet
Annual Agency Revenue by Product Line
Annual Agency Expenses
Learning from this Exercise
EXHIBIT B. Sample Road Map to Growing Your Agency (A View from 30,000 Feet)
EXHIBIT C. Creating an Agency Playbook
Appendix Two. EXHIBIT A. Household Update Sheet
Appendix Three. EXHIBIT A. Group A Gap Analysis, Part 1
Group A Gap Analysis, Part 2— What’s Missing?
EXHIBIT B. Marketing Letter: Auto, No Fire
Marketing Letter: Fire, No Auto
Marketing Letter: Auto/Fire, No Life
Marketing Letter: Auto/Fire, No Umbrella
Marketing Letter: Introducing Financial Services
Marketing Letter: Long-Term Care
EXHIBIT C. Account Plan Checklist
EXHIBIT D. Employee Evaluation Form
EXHIBIT E. COPS—Customer Opportunity Profile System
Отрывок из книги
It’s an age-old question we all contemplate at one time or another: Is my glass half empty or half full? On any given day you can probably tick off a dozen problems with our industry and your own agency. We all can. If you choose to focus on that, your glass is half full.
On the same day, I’m sure you can also find as many or more reasons why there has never been a better time to be in this business. That’s seeing the glass as not only half full, but overflowing.
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— Ditch the insurance jargon, and use a needs-based approach in helping your customers truly understand what they need to be protected.
— Customer-focused growth is a strategy to sell more products to existing customers, thereby filling more of their needs.
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