Exclusivefocus Spring 2013 - National Association of Professional ...

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sales and marketing Are the Patients Running the Asylum By Bill Gough I get questions all the time about training staff, keeping them accountable, pushing them to close more sales, etc. Next to your book of business, your staff is the most important part of your agency and your biggest expense. As savvy business owners, we must do whatever we can to make our employees more productive by taking a proactive role in training them and setting them up for success, which will ultimately help our businesses thrive. “You are a direct reflection of your staff. If they stink, it’s because you stink. You’ve allowed them to become the way they are.” – Bill Eggar, Allstate Agency Owner & Green Sheet Process Creator Remember, it is your name on the front door, not your receptionist’s and not your office manager’s. Therefore, you are the one that is responsible for whether your staff sinks or floats. What are you doing to actively train your staff, hone your systems and processes, and create a team that consistently produces great results If your answer is “not much” or “nothing,” then the patients are running the asylum and it’s time for you to take control. In 2012, Wendy Murphy, who was the vice president of my agency, bought my book of business and became the agency owner of The All-American Agency. She now trains her staff – with my help – using the very best practiced, scripted processes and systems. She keeps her staff accountable by making every task measurable and setting high expectations. Following are two great examples of things Wendy is doing in her agency to take a proactive role in training her staff. See her results below… and remember, if we can do it, so can you! Every campaign Wendy runs has multiple steps across many media types… calls, postcards, emails, etc. In January 2013, Wendy started a new campaign to convert term life insurance customers to permanent life customers. One of the steps in this campaign is, of course, making a call to the customer. The script for this call is tailored to be a follow-up to the Allstate “Call Me” postcard and is designed to create curiosity so the customer will call back. The script itself is simple… “Hello Mr. Jones, this is Sarah with Wendy Murphy’s Allstate office. I was calling you today because it is time for us to do a review of the life insurance you have with us. I wonder if you could check your schedule to see if Monday or Tuesday of next week would work for Cecil to come out to your home. Which day would you prefer” If you need to leave a voice message, it’s simpler… “Hello, this is Sarah with your Allstate agency. I need you to call me about your life insurance. My number is _______.” Just from using these simple scripts in combination with the other steps and media, Wendy’s staff is getting amazing results. Initially, her staff made 12 calls, producing four appointments. But that’s not all; she received five call-backs from customers after leaving voice messages and wrote six policies totaling more than $7,000 in premium – and at the time she shared these numbers with me, they still had two appointments to go! This campaign, when thoroughly completed, is practically fail-safe. The second example I want to share with you is about the importance of building a solid “Referral Culture” in your business. Wendy’s staff is trained to ask for referrals within the first 30 seconds on customer calls. We use a full page in our printed monthly newsletter to promote our referral program and seek referrals at every possible opportunity. We don’t wait for the referrals to come to us… we take action and go out and get them! We started taking a proactive approach with our referral program at The All- American Agency in 2004 and it is now responsible for more than $1 million in annual auto and home premiums. Almost a third of Wendy’s new business today comes from referrals. We’ve generated $1 million in 7 years strictly from referrals! These pointers are simple to implement and cost-efficient. As long as your staff is in the office anyway, you might as well help them reach their full potential. With success come high-fives, enthusiasm, better attitudes and more income for all. Ef Bill Gough is a former multiple awardwinning Allstate agent and President of BGI Marketing Systems. BGI specializes in coaching and training agency staff. Don’t make the mistake of training by trial and error. If you want to significantly improve your staff ’s performance get the best from the 22 — Exclusivefocus Spring 2013
This Is For 25 Fast Acting, Lucky Allstate Agency Owners Who Want To Work Less And Make More $$$... bill gough has gone crazy!!! No One Is Quite Sure What Sent Him Over The Edge...HIS ACCOUNTANT IS BAFFLED. “Bill, You’re staff training program is by far the best training for my staff we’ve ever recieved. It gives my staff more confidence to close more sales & save more customers from leaving due to rate activity while freeing up my time We are writing at least 1 more policy per week and saved 5 customers last month!.” Have you tried (perhaps many times) to hire and train and keep good staff people only to find that you don’t have the time or the capacity to train them properly Have you been through several staff people already and been unable to find one that can actually close business Do you know that you NEED HELP, but have no idea where to begin or how to go about training your staff so you can leverage your time and devote more time and energy doing what you love and what you do best You Now Have A Solution To This Problem In Your Agency... Bill Gough is going to Teach, Coach, Train, And Develop Your Support Staff... Your staff is going to discover the same scripts, techniques, and sales stategies Bill uses in his agencies every day. He is going to walk your staff through every step-by step procedure to close more sales. No fluff, just the ‘meat and potatoes’ his staff use to convert more deals. He is going to dive into your staffs biggest challenges and frustrations, then deliver solid solutions based on his ‘front line’ experiences. Your staff will be taught ‘real-world’ techniques that no course, book, or seminar could ever replicate. Their skills will develop quickly ad efficiently. Joining Bill on all the sessions, Bill’s veteran support staff and now agency owner, Wendy Murphy. Wendy is a sales machine and ran Bill’s sales dept for 6 years of the 15 she worked for Bill. Wendy just finished her first year as agency owner and is quickly working her way through the ranks. She understands what your staff is thinking and still speaks “their language.” Bill Is Giving Your Staff Access To This Live, Monthly, Money Making Program For 2 Months FREE... We Are Limiting This Insane Offer To The First 25 Agencies Who Respond... Jason Juliano Allstate Agent Batavia, NY For Full Details Go To: www.BGISpecialOffer.com Or Call: 877-208-9649 Spring 2013 Exclusivefocus — 23
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