Marketing Activity Routines
(outline of a client contact program for a Marketing Representative)
Frequency Label/Name Targeted personnel Effect(s)
|
daily |
Return Calls |
anyone leaving any message for me |
Callers who leave messages for me will be assured I care and be served quickly. |
|
daily |
Agency Visits |
five to seven agency principals and any staff they invite to join us |
Setting and keeping appointments for face-to-face time will help build loyalty and speed communication. I want to monitor the condition of their offices and see how they interact with our insureds. |
|
daily |
Sales Tip Email |
all agency contacts |
Sending suggestions concerning sales techniques and front-line underwriting tactics gives producers and CSRs new insights and encouragement. |
|
weekly |
Complements for Owners/Managers |
agency Owners/Managers |
This makes owners/managers feel appreciated when they succeed and reminds them we care when they falter. |
|
weekly |
Complements for Producers & CSRs |
Producers & CSRs |
Sending individuals emails recognizing their successes keeps the lines of communications open and encourages front-line employees to include me and my employer more often. |
|
monthly |
Newsletter Memo |
agency Owners/Managers |
This email correspondence makes them aware of what I have discovered (which can help them grow their books) during the week. This should also tell readers: “Take a look at some of our successful submissions…” |
|
monthly |
Conference Calls |
agency principals and any staff they invite to join us |
This telephone meeting will help me make announcements and encourage participants to discuss their hot topics. We will also have guest presenters from other departments (e.g., Claims, Underwriting, Loss Control). |
|
as needed |
Mediation of Negotiations |
Producers & CSRs who think underwriters are unsupportive |
Encouraging sales people and underwriters to dialogue and negotiate with each other whenever sales people offer risks our competitors are willing to accept will help us be more competitive and grow our PIF counts. |
|
quarterly |
Production Reports |
agency Owners/Managers |
This email, to each agency, with the attached agency report will help owners & managers know where they stand in relation to their production & profitability goals. |
|
quarterly |
Incentive Contests |
Producers & CSRs |
Encouraging sales people and underwriters to set goals and write personal prospecting plans to increase their sales production will keep people interested/enthused and communicating with us. |
|
quarterly |
Meeting to Update Agency’s Documentation |
agency Owners/Managers |
Reviewing the agency’s documentation of the insurer’s contact information, guidelines, and applications will give me the opportunity to make sure the agency is using our resources in the best ways. |
|
quarterly |
Questions for Unusual Risks |
Producers & CSRs |
Emailing updated editions of this document (with the month's newsletter memos) enables sales and service personnel to learn about their region and begin asking extra questions more quickly when more information is needed to supplement applications. |
|
semi-annually |
CE Approved Training |
Producers & CSRs |
Presenting state-approved training, from my employer's point of view, will encourage licensees to learn and use what I present. |
|
annually |
Conventions |
attendees |
Staffing booths at PIA, Big I, and other conventions should be used to accomplish several goals such as setting follow-up appointments with attendees. |
|
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