Panel Discussion

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Panel Discussion "Opportunities In A Soft
Market"
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Jack Burke Jack is a marketing and
communications specialist and leading authority
on relationship-oriented marketing, customer
service and communication in the insurance
industry. jack_at_soundmarketing.com
Chris Amrhein Chris is the reigning king of fun
in the insurance industry. Chris has developed a
plan so audacious, that it is creating bold and
unique ways for agencies to pursue and attain
success. chris_at_insuranceisfun.com
Preston Diamond Preston is an invited speaker
and seminar leader for many state and national
meetings, and has consulted with over 400
independent agencies throughout the country. He
is currently Executive Director of the Institute
of WorkComp Advisors,
Paul McCord Paul is a nationally known author
and consultant. His expertise is helping
agencies create successful referral based
marketing campaigns. pmccord_at_mccordandassociates.c
om
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I know you work a lot with Workers Comp. Is
Workers Comp a good way to generate new leads for
our agency? And how can I get started?
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My first thought when you said that we find what
we are looking for was to leave the workshop.
But, the more I thought about it, it makes sense.
How can I communicate this to the staff in my
agency?
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We've used a number of different marketing
methods and none have really produced the results
we want.  For instance, I've belonged to a
networking group for almost 5 months and haven't
seen anything.  Last year we advertised in a
local newspaper a couple of times each month all
year and never received any response.  How long
does it take to see results from marketing and
when do you know when it's time to move to
something else? 
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Mark, I hear about different types of identity
protection. What do products such as Life Lock
offer customers, and how is it different from the
protection your company provides? Also, how can
offering identity protection and restoration help
me create new leads, and increase my revenue?
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I have heard so many great ideas, Im not sure
where to begin. Can you please give me a list
of the 2 or 3 most important thoughts you brought
up during the conference?
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I have heard you talk about making the workplace
fun. My thought has always been that work
should be taken seriously, and its not supposed
to be a place for fun. Arent you lowering the
professionalism of the agency if you try to make
it a fun place?
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You mentioned concentrating on niche marketing
and gave couple of examples such as trucking
companies, various types of retail stores, or
small to mid-size manufacturing companies.  If
we selected a one or even three or four niche
markets to concentrate in wouldn't we be ignoring
the vast majority of potential business? 
Why should we be willing to pass up all that
business?
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I am a CSR in my agency, and I loved the idea of
explaining the different types of needs described
in your presentation. The tough part is, How
do I let my agency owner in on the secret?
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I was very challenged by the thought of having to
earn my business. I guess I have just always
thought that I earn a clients business by having
the lowest price. I want to start earning
business on our ability to protect our customers.
Where do I start?
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I heard Ted talk one time about firing
customers, and I thought you brought out some
good points in your presentation. But I am having
a difficult time thinking about losing revenue.
Arent you just hurting your business if you
try to get rid of a customer?
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I heard you and Chris both mention something
called START. Exactly what is it and what can
it do for my agency?