Placement Departments Can't Fix Agency Sales Problems
American Agent & Broker › Vol. 77 Nbr. 3, March 2005
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Summary
An agency's sales effort involves three distinct functions: 1. The agency needs a marketing department to market the agency's name, create a recognizable brand or reputation, and stimulate the interest and desire of sales prospects. 2. An agency's placement department markets agency-carrier relationships and places accounts with carriers. 3. The agency's sales department should be run by a leader who has the skills to implement a consistent sales process and use coaching and accountability to make sales superstars out of even moderately talented people. Some insurance agencies call their placement department the marketing department incorrectly, and thus blame the marketing department for sales problems. Such problems may not be caused by the marketing department at all, but rather by agents who aren't qualifying risks or following a sales process.
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Placement Departments Can't Fix Agency Sales Problems
A FEW weeks ago, a vice president of a large agency in New England called me to ask for help with her "wacko marketing manager." This VP and the agency owners were convinced that there was a correct method for making submissions attractive to their carriers, and that the...
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