Client Focused Marketing

Module II - The System

Module I Quiz

1. Time is a _____________.resource

2. In order to spend time efficiently, have as many appointments as you can in your _________________.office

3. Goal setting provides:

claritydirection

motivationassistance in selling

4. Time is a resource it cannot be saved. It can only be _________ and invested. spent

Module I Quiz

5. The retention rate for an auto with no supporting business is _____________.1.5 years

6. The retention rate for an auto with a second policy in force is: _________________.7 years

7. Retention of auto and fire is best when _________ is written in the household.

life

8. To free your time for yourself to make sales, learn to _________ parts of the workload to others.delegate

Module II The System

A SEAMLESS PROCESS

Relaxed total account cross-selling is a seamless process. The skills build upon one another and lead to the goal of becoming a professional, total account, cross selling Agent with Farmers.

By using this system, you can develop long-term clients instead of simply peddling policies. Consumers do not want a peddler; they want an understanding, long-term relationship with someone who they trust, someone who adds value to the services they provide.

The System - Lesson 1

Long-Term Relationships

• Become a Farmer, as well as a Hunter

Why a SYSTEM is Required

• Enhance critical activity recognition• Improve communication• Call reluctance management• “Distress” management• Develop strengths and manage

weaknesses• Service management• Grow a profitable agency

Research tells us that all successful salespeople, regardless of what they are selling, utilize some type of system. Their systems may be more or less detailed than this one, but these successful salespeople have learned one important thing: A well-designed system, properly followed, is essential to productive, profitable career management.

The System and Control

• Total Account Cross Selling = Water Purification System– River = Leads– Pipelines= Selection and Contact– Pumping Station= Proactive Activity– Holding Tank= Prospecting Files– Filtering Plant= Prospect filtering

River of Leads.

The River of leads is the initial source of leads. These leads will come from:

Printed Sources:

• Telephone directory

• Cross city.

• Closing list.

• Newspaper.

• Associations

The System 4 Lesson 1

River of Leads

The River of leads is the initial source of leads. These leads will come from:

Acquaintances:

• Friends and Relatives

• Clubs or other affiliations you belong to

• Those in whom you do business with

Referrals

Face-to-face contacts

The System 4 Lesson 1

Pipelines- Selection and Contact

• Pipelines represent not only the selection of which leads to contact, but also how

• Contacting methods include:– X-Dating– Referrals– Cold Calls– Direct Mail

Prospect Pumping StationThe most important activity any agent

performs is prospecting. Without someone to sell to, there cannot be a sale! You must make it a part of your everyday procedure.

Prospect pumping is the proactive action that must be applied to leads to become prospects. Mastery of telephone skills, scripts and handling objections is necessary to convert the leads to prospects.

The System 6 Lesson 1

Prospect Holding Tank

Once a lead has been contacted and has become a qualified prospect they are stored in the holding tank.

To make the best use of the holding tank:• Maintain a quality filing system• Stay in touch with your X-dates• Recontact at the appropriate time.

The System 6 Lesson 1

Prospect Filtering Plant

• Acquisition InterviewDuring this interview, you meet the prospect in

person, complete the positioning statement and write the first line of business.

The objective is not only to write a line of business but to gain agreement to proceed with the steps necessary to build the relationship.

The System 7 Lesson 1

Prospect Filtering Plant

• Steps to be mastered:– The positioning statement.– Buyer - Seller feud dissolution.– Question and objection handling techniques.– Auto, Home, Life presentations.– Set follow-up visits when needed

• Filtering is the key to relationships

The System 7 Lesson 1

Policyholder Information Skills

Keep your reservoir filled with quality inventory and you will remain in a position of strength.

Once solutions to the policyholder’s objectives and goals have been determined, the next step is to arrange an appropriate time to present the prescriptive presentation.

The System 9 Lesson 1

Scheduled Presentations

Prescriptive Presentation

This is the plan developed from the analysis of the policyholder’s insurance and/or financial concerns.

Additional lines of business and quality referrals are vital to the growth of your agency. Remember: Repeat sales, retained business, and quality referrals are where you reap the real profits!

The System 10 Lesson 1

Prescriptive Presentation Skills• Master additional communication

skills

• Master additional words in the Action Vocabulary

• Master referral gathering and following up

• Repeat sales, retained business, and quality referrals are where you reap the real profits!!

Conservation Skills

• To become a master at policy conservation techniques:– Master and use a reservoir and record system– Master and use a variety of recontact methods– Make superior service your agency’s attitude

• Policy conservation will enable the agent to move from cold-calling to “warm” recontacting

The Steps to Productivity

• 3 steps to establish the desired habit of doing the proper activities correctly– Step 1- Focusing on the proper

result-producing activities– Step 2- Doing the proper activities

correctly– Step 3- Doing the proper activities

often enough

The Activity Point System• To succeed, you must apply the

skills and USE THEM!– To assist in benefiting from the 3 steps, an

activity point system was created– The activity point system used in conjunction

with the production count program is designed to help achieve desired results

– The 2 systems together predict and assist in developing and maintaining production by managing and monitoring key activities

Focusing on the Important

Important andurgent

Important, but noturgent

Urgent, but notimportant

Neither urgent norimportant

Important Activities

• List X-Dating• Referral X-Dating• Casualty

presentations• Life presentations• Client folder

completions

Rating Activities

• Point assignments for key activities:– List X-Dates- 1 point– Referral X-Dates 4 points– Casualty Presentations 8 points– Life Presentations 16 points– Client Service Folders 20

points

Good self-management requires realizing that what is seen on the surface will not be the problem, but only the symptom. Agents and District Managers must review the activities and find out why the results are not being achieved. The task is to diagnose the problem and take the necessary steps to correct it.

Assignment Next Week

• Read Module III

• Be prepared to deliver positioning statement paragraph 1 and 2

• Start learning objections from flash cards.

Quote of the Day..

“You cannot start a business venture without proper planning - and you will not succeed without a wholehearted commitment.”

Jeff Hastings