Dec. 2012 IIAW Magazine

wisconsin

independent agent DECEMBER 2012

wisconsin

independent agent Open Door Policy Another Year In The Rearview Mirror . . . . . . . . . . . . . . . . . . . . 4

DECEMBER 2012 Eric Schwartz, Editor

On The Cover…

Member Profile The 2012-2013 Independent The IMT Group: A Throwback Company With A Sharp Eye On The Insurance Agents of Wisconsin Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Board of Directors. Front row: New IIAW Board Members . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Chairman of the Board Mike Hierl, State National Director Linda News From ACT Steiner, President Mike Froh, Building Engagement & Reach On Facebook . . . . . . . . . . . . . . 10 President-elect Dave Dunker, and Secretary-Treasurer John Wickhem.

Marketing Minute How To Avoid Messing Up Your Marketing . . . . . . . . . . . . . . . 14 Back row: Bruce Kommers, Matt Weimer, Cap Wallrich, Jeff Commentary From Counsel Rasmussen, Jason Bott, Mike Ansay, PPACA Implementation: Rough Water Ahead . . . . . . . . . . . . . 17 Don Williams, Tom Holter, and Lise Government Affairs Meyer Kobussen.

GOP Gains Control Of State Legislature . . . . . . . . . . . . . . . . . 22 Independent Insurance Agents of Wisconsin 725 John Nolen Drive, Madison, Wisconsin 53713 Phone: (608) 256-4429 or (800) 362-7441 ■ Fax: (608) 256-0170 ■ Web: www.iiaw.com Executive Vice President - Matt Banaszynski

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2012-2013 Executive Committee

2012-2013 Committee Chairs

President....................................................... Michael Froh P.O. Box 1320 Sheboygan, WI 53082-1320

Agency Operations....................................... Kim Dandrea 1300 South Green Bay Rd. #100, Racine, WI 53406

President-elect .............................................. Dave Dunker P.O. Box 443 Brookfield, WI 53008-0443

Automation/Technology ............... Cathleen Christensen P.O. Box 949, Fond du Lac, WI 54936-0949

ACUITY Insurance ........................................... 27

Secretary-Treasurer .................................... John Wickhem P.O. Box 1500, Janesville, WI 53547-1500

Employee Benefits............................................. Tim Bever 555 Main St. #320, Racine, WI 53403

Am Trust North America ..................................18

Chairman of the Board .....................................Mike Hierl P.O. Box 949 Fond du Lac, WI 54936-0949

Finance & Compensation ..............................Skip Hansen 100 North Corporate Drive #100 Brookfield, WI 53045

State National Director ................................ Linda Steiner 555 Main Street #320 Racine, WI 53403

Government Affairs .......................................Skip Hansen 100 North Corporate Drive #100 Brookfield, WI 53045

2012-2013 Board of Directors

Industry Relations ..............................................Ted Haase P.O Box 6, Seymour, WI 54165

Burns & Wilcox ................................................ 21

Membership Development ................................. Jeff Thiel P.O. Box 1610, Waukesha, WI 53187-1610

IMT Insurance .................................................. 15

Smaller Agencies .................................... Michael Walston P.O. Box 236, Kewaunee, WI 54216-0236

Partners Mutual ............................................. 22

Mike Ansay 101 East Grand Ave. #11, Port Washington, WI 53704 Jason Bott 330 East Kilbourn Avenue Milwaukee, WI 53202 Thomas Holter P.O. Box 938, Beloit, WI 53512-0938 Lise Meyer Kobussen P.O. Box 633, Sauk City, WI 53583 Bruce Kommers P.O. Box 66, Antigo, WI 54409-0066

Technical ......................................................Andy Burkart P.O. Box 1320, Sheboygan, WI 53081-1320 Young Agents .......................................... Derek Wickhem P.O. Box 1500, Janesville, WI 53547-1500

Badger Mutual ................................................ 22

Pekin Insurance.............................................. 24 SECURA Insurance ............................................ 5

Jeff Rasmussen 525 Junction Road, Madison, WI 53717

West Bend ........................................................ 2

Cap Wallrich P.O. Box 90, Shawano, WI 54166-0090

Western National Insurance ........................... 25

Matthew Weimer 100 North Corporate Drive #100, Brookfield, WI 53045

Wilson Mutual .................................................. 16

Donald Williams P.O. Box 595, Beaver Dam, WI 53916

DECEMBER 2012

AAE Consulting Group ......................................11

WISCONSIN INDEPENDENT AGENT

3

ANOTHER YEAR IN THE REARVIEW MIRROR This past year has certainly had its share of challenges and changes, but it has helped us define who and what you want us to be. This was a year of transition as our former, longtime association executive turned the reigns over to a young energetic individual who is determined to prove his weight in gold.

© 2011 SECURA Insurance

OPEN DOOR POLICY

are losing. The associations that will thrive not just survive are those that undertake these five radical changes: 1. Overhaul the governance model and committee operations.

2. Empower the CEO and enhance staff expertise.

3. Rigorously define the member/client market.

4. Rationalize programs and services.

5. Build a robust technology framework.

Thank you for your patience as we continue to re-work and re-evaluate various aspects and services of the association. We hope you are doing the same within your agency.

Revitalization doesn’t have to start with new ownership or staff.

and members expect value in return for membership or purchase of a product. And why shouldn’t they. We have a higher demand on our time and more choices on where we can find information due to rapid advances in technology and competition.

Today, associations and agencies alike face intense pressures that threaten our continued relevance. The days where customers automatically renew are gone as clients

We have and will continue to take a bold, no-nonsense look at the realities of today’s marketplace and what it will take for our association and your agency to prosper moving forward. In 2012, we took the first steps toward overhauling the association based on the feedback of all of our members. Together with the IIABA, 2013 will entail much of the same: gathering information, developing a strategic plan, and executing it from the top on down.

We need to take a serious look in the mirror at our association and adapt accordingly.

Hard work now will ensure your organization is poised for the future and will thrive - not just survive.

–Race for Relevance 4

According to the book, Race for Relevance: The trends affecting today’s trade associations and professional societies are similar. As a result, they are in the same race for relevance that many civic and community nonprofits

WISCONSIN INDEPENDENT AGENT

While the Race for Relevance is directed toward professional associations, agencies could learn a thing or two from it as well. We are in this rapidly changing marketplace together and face many of the same obstacles. Changing how we lead and manage, how we should look at markets and our clients, and how we might structure and deliver programs and services, all while implementing technology to remain competitive, are vital to our mutual survival.

Join us in our race for relevance as we take a candid, straightforward and realistic look at the way we run this association and the services and programs we provide. We have embarked on this journey together by recognizing the challenges facing today’s agencies and our association. Please provide us with important feedback as we work to make fundamental changes to offer valuable programs and services that will equip your agency with the > Matt Banaszynski is the tools you need Executive Vice President to be successful of the Independent and adapt to Insurance Agents of a changing Wisconsin. Contact him marketplace. at matt@iiaw.com.

DECEMBER 2012

Success is finding an advantage.

Intensity can set one apart from all others. Agents know this. That’s why so many choose SECURA to help their business grow. Call 1-800-558-3405. Write your own success story.SM

Commercial Personal

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MEMBER PROFILE

By Eric Schwartz

THE IMT GROUP:

A THROWBACK COMPANY WITH A SHARP EYE ON THE FUTURE Des Moines is not just the hub for insurance in Iowa — the city is a major player on the national stage.

I was a graduate, coming from a recession, the P&C industry would be attractive.”

Rich Nauman agreed and added, “It’s not the most glamorous industry but there’s money to be made.”

The IMT Group is headquartered at 4445 Corporate Drive

in West Des Moines, Iowa. The company’s products are offered by more than 800 independent insurance agencies in Iowa, Illinois, Minnesota, Nebraska, South Dakota, and Wisconsin. The IMT Group is an exclusive company sponsor of the Independent Insurance Agents of Wisconsin.

Find them on Web at imtins.com and facebook.com/ theimtgroup (and add to the 3,880 “likes”).

A 2012 Forbes magazine article ranked Des Moines in the top five in the country for doing business. With a population hovering just over 200,000 (by comparison, Madison is 233,000), Iowa’s capital (and largest) city has done an impressive job attracting and retaining business, including insurance companies.

J.B. Herriman founded The Iowa Mutual Tornado, Cyclone and Windstorm Insurance Association in 1884. He served as the company’s president until 1919.

One of those companies is The IMT Group based in West Des Moines. The Iowa Mutual Tornado, Cyclone and Windstorm Insurance Association (as it was known in 1884) is a local company that has its vision focused on a positive future.

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WISCONSIN INDEPENDENT AGENT

Richard Keith has been IMT’s President and CEO since 2004.

Rich Nauman (left), VP of Marketing, and Sean Kennedy, Executive Vice President. “Property and casualty insurers seem to be insulated from the economic cycle,” said Sean. “If I was a graduate, coming from a recession, the P&C industry would be attractive.”

!

“I was talking with a 24-year-old agent who The IMT Group’s corporate headquarters in was thinking about West Des Moines, Iowa. The company has been doing business since 1884. getting out of the insurance business,” said Since 2009, Rich Nauman, Vice President of Marketing the company has added 48 employees. From at The IMT Group. “Now is not the time 2007 to 201l, IMT has managed consistent to get out. The average age in this industry growth of 3.1, 6.1, 8.1, 8.5 and 6.0 percent, is about 55. These people will be retiring respectively. Commercial lines alone grew in the next decade or so and there will from 2.6 percent in 2010 to 10.6 percent in an opportunity for young talent. Now is 2011. actually the time to get in.”

Wadena Insurance, under the umbrella The leadership at The IMT Group is keenly of The IMT Group, offers Auto, Workers’ aware of this trend and has been busy Comp, Businessowners, Boatowners and recruiting. In 2011, this regional property Power Sports coverage. Since its inception in and casualty insurer formed a Gen Y 2007, Wadena’s direct written premium has Committee staffed with 15 employees under rocketed to $59.9 million.

30 years of age. The committee is tasked with how to reach younger customers The company’s success has crossed over into and engage younger employees with tools Wisconsin. like Facebook and teams like the IMT Community Crew. The IMT Community In the Badger State, IMT has grown 76 Crew focuses on community involvement. percent in the last three years thanks in part to Wadena’s personal auto program. Two Roughly 40 percent of IMT’s 228 employees of the company’s top three agencies are in have been there for five years or less. This Wisconsin, including the peak performer in complements the 50 percent who have been all of IMT’s territory. The company currently there for 10 years or more. It’s this great does business in six states. mix of experience and fresh ideas that have propelled IMT’s growth.

Indianhead Insurance Agency based in

Eau Claire is number one and American Advantage Insurance Group in Green Bay is number three.

For personal insurance, Wisconsin is IMT’s second largest state behind only Iowa.

“We are actively seeking out new agencies in Wisconsin,” said Rich, who joined IMT right out of college in 1976. In the last five years, 75 agencies have been added to the roster (including 20 this year) to bring the total to 125 agencies.

“Bigger agencies are now coming to us at conventions asking for contracts,” said Troy Neil, Senior Manager of Marketing. “They have heard that we are a good company with good people and competitive rates.”

They are profitable, too. Last year, IMT paid $3 million in profit sharing to its top agencies.

“Property and casualty insurers seem to be insulated from the economic cycle,” said Sean Kennedy, Executive Vice President. “If

DECEMBER 2012

BE WORRY FREE WITH IMT! “Be Worry Free With IMT” is almost 50 years old.

The well known slogan was adopted in 1964 and remains a cornerstone of the company’s marketing effort.

and accounting, agent download, online quoting, and an online policy inquiry system designed for county mutual insurance companies (see imtapps.com for detailed information).

“It’s branding that stuck,” said Sean, a Mathematics and Economics major who has been with IMT since 2005. Current President and CEO, Richard Keith, originally recruited him to handle research and development for the company.

“The agents are the ones that use the system everyday,” said Troy. “It’s about ease of doing business.”

But make no mistake: IMT is not stuck in the past.

This is a forward thinking organization.

The company’s sophisticated and proprietary claims, policy and billing systems are built from the ground up with agent input on how to improve them. IMT APPS is a software suite that encompasses claims

DECEMBER 2012

Last year, IMT agents processed over 128,000 upload transactions and over 50,000 Wadena auto policy changes were recorded online.

On December 1, 2012, IMT rolled out a new Businessowner product through Wadena. On the agenda for revision are all of IMT’s commercial products and systems.

Also in the pipeline is a policy and claims app for

mobile phones and other devices.

Even the familiar slogan has been appropriated for a modern use. The Website amiworryfree.com targets the younger generation of customers, providing a needs assessment tool to help consumers select the best coverages and limits.

With all of these innovations, the goal is to provide an old-fashioned ideal: great customer service to agents and policyholders.

“We are a throwback company but we have a sharp eye on the future,” said Rich. “We have strong customer service and that’s where we really shine.

We are growing but we don’t want to get too big. When you get too big, the corporate culture changes. We are really here to help people.”

WISCONSIN INDEPENDENT AGENT

7

NEW IIAW BOARD MEMBERS

John Wickhem

Linda Steiner

Mike Ansay

Jason Bott

John Wickhem is the secretary-treasurer of the 2012-13 IIA of Wisconsin Board of Directors. In addition to his seat on the Executive Committee, John also serves on the Smaller Agencies and Nominating committees.

Linda Steiner is the new state national director of the Independent Insurance Agents & Brokers of America. This seat on the Executive Committee is not her only Association responsibility. She also serves on the Finance & Compensation, Automation/Technology, and Government Affairs committees.

Mike Ansay is new to the IIA of Wisconsin Board of Directors this year.

He is also a board member of Camp Vista and a board director and chairman of the Compensation Committee at Bank First National.

It is common for people to choose a profession based on a family member’s recommendation. That was the case for Jason Bott.

“I have had the privilege of being on numerous other committees over the years, including Agency Operations and the Automation/Technology, said John, a Big “I” member since 1985.

When not hard at work for the Association, John is the president of the John Wickhem Agency in Janesville.

John credits his Dad as an influence in getting started in the insurance industry.

“I was working for a retail store chain and they were sending me all over the Midwest to open stores. I wanted to be in control of my time and place of work and help people. My Dad said, ‘why not try insurance?’ I tried and now I have been in the industry for 35 years.”

Away from the office, John occupies his time with family and many hobbies.

“I have two fantastic sons and one daughter who are the circle of my life.

My daughter has given me the privilege of two wonderful granddaughters.”

Linda’s long affiliation with the Big “I” started in 1977 when she started working for Klipstein Insurance in Madison. Her first job in insurance was with the Sutton Agency back in 1973.

Today, Linda is the senior vice president and director of operations for Johnson Insurance Services in Racine. She has been with Johnson since 2000.

Her Dad acted as her mentor when she first entered the insurance industry.

“My father, George Sutton, had an agency in Prairie du Chien, I began my career at the family agency in January 1973.”

To relax, Linda enjoys reading, skiing, biking, walking, and her land outside of Prairie du Chien. She also loves traveling with her four daughters and her extended family.

John is an avid golfer, fisherman (he just caught a 41lb. muskie!), hunter and traveler. “I love all sports and am an avid Badger, Brewer and Packer fan.

For additional exercise I also walk and use the treadmill and bike on a weekly basis.”

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WISCONSIN INDEPENDENT AGENT

Mike is chairman and CEO of Ansay & Associates, headquartered in Port Washington, with offices in Green Bay, Mosinee, Manitowoc and Madison.

“My paternal great grandfather, Joseph Ansay, and his maternal great grandfather, Johann Krier, immigrated to Ozaukee County in the 1850s and became successful farmers,” said Mike.

“My great-grandfather John B. Krier, was a leading developer of the town of Belgium, building commercial establishments and founding a canning company that became one of the largest in the Midwest.”

Mike’s grandfather was also a successful farmer who provided loans to those in need of financing. His son Adolph — Mike’s father — became a banker after graduating from Marquette University in the 1930s. Adolph also founded an auction house and an independent insurance agency. Mike and his brother, John, developed that agency into Ansay & Associates, a leading independent insurance agency serving Wisconsin and the Midwest.

“My wife’s uncle was a successful State Farm agent and encouraged me to interview to become a State Farm agent,” he said. “After six months in the field, I realized I needed to be an independent agent.”

Jason’s realization that independence suited him better than working for a direct writer has led him to Robertson Ryan & Associates, the Milwaukee-based independent agency. Jason has been with the agency for eight years.

Jason is serving his first term on the IIA of Wisconsin Board of Directors. He also serves on the Young Agents Committee as the board liaison.

When not working, Jason loves to travel and spend time outdoors with his wife Rhianon, daughters Addison (6) and Avery (4), and son Brody (2). Jason and Rhianon will be adding to their family very soon. They are expecting child number four in January.

Before Green Bay took on the Arizona Cardinals at Lambeau Field on Nov. 3, Big “I” State National Director Linda Steiner (she’s also the director of operations for Johnson Insurance Services) tailgated with Gov. Scott Walker and other

Away from the office, Mike enjoys spending time with his family, golfing, fishing, traveling, and Marquette basketball.

DECEMBER 2011

TA I L G AT I N G I N T I T L E T O W N

DECEMBER 2011

WISCONSIN INDEPENDENT AGENT

supporters of Rep. Paul Ryan, the eightterm congressman from Janesville and VP candidate. Sen. Ron Johnson and Matt and Josh Romney (Gov. Romney’s sons) were also in attendance. As for the game, the Packers beat the Cardinals, 31-17.

9

NEWS FROM ACT

NEWS FROM ACT

BUILDING

ENGAGEMENT & REACH ON FACEBOOK

At Facebook’s first-ever Marketing Conference in February 2012, the company released a startling number that quickly found its way into social media consultants’ Twitter streams and new business pitch decks: 84 percent of business page fans do not see the page’s posts in their Facebook news feeds.

For agencies that are exploring social media’s potential (and asking tough questions about ROI), this number is alarming. Why should resource-strapped agents put energy into creating Facebook content when so few of their hard-earned fans are seeing the final product?

It’s a fair question, but before you shutter your Facebook page, you should understand what’s behind this number, and what you can do about it. With a few simple changes to your posts, you’ll be reaching more fans and building more engagement with minimal effort.

WHY IT HAPPENS Just as Google uses an algorithm to pull the most relevant Web content to the top of your search results list, Facebook uses an algorithm called EdgeRank to choose which status updates to display in your fans’ news feeds.

The more friends they have and business pages they “like,” the more posts are competing for limited space. EdgeRank filters out all but the most relevant, and business page posts often don’t make the cut.

! = Ue x We x De Don’t let the sigma scare you. Put simply, EdgeRank ranks your post based on three criteria:

1. The relationship between your page and the individual fan (Affinity) 2. The value of the individual post (Weight), 3. The timeliness of the individual post (Decay).

1. Affinity. The first criterion is an individual

3. Decay. The third factor, decay, is the most straightforward. Fans who are on Facebook during or shortly after you post are more likely to see your content. Fans who log in hours later have more (and more timely) content competing for their news feed, so there’s a lower chance your posts will break through.

3. Be provocative. Posting on topics that people disagree on can drive up engagement, and every like, comment and share increases

The most common problem I see on active agency Facebook pages is an over-reliance on text-only status updates. Posting more

Facebook Insights has helpful dashboards so you can track your progress and refine your strategy. If you’re not seeing traction (particularly if you’ve had an idle page for months, have a new strategy and want to give your page a jump start) you can ensure all of your fans have an opportunity to see your post in their feed by using the “promote” tool. For a small fee, Facebook will add the post to a larger percentage of your fans’ news feeds, up to 100 percent.

KEEPING UP WITH EDGERANK

With a little planning and a few best practices, you should see your Facebook engagement and reach rise over time. That’s the first step to achieving your goals, whether they’re acquisition, retention, public relations or a mix.

Once you understand how to engage more > Kevin Ament is agency of the fans you’ve marketing manager at already earned, take Progressive Insurance. another step forward Kevin prepared this by learning to use the article for ACT and he can additional Facebook be reached at John_K_ Ament@progressive.com. your reach further, More Facebook and social to the hundreds networking tips from and thousands of Progressive and others prospects in your are available on the ACT Website at the Websites & fans’ social networks.

WHAT YOU CAN DO ABOUT IT

2. Weight. The second criterion, weight,

Here are three simple tactics to help you reach more fans with your Facebook posts.

Replacement Cost Appraisals

1. Use more photos. The most common problem I see on active agency Facebook pages is an over-reliance on text-only status updates.

Posting more photos is an easy* way to increase engagement and post weight. Photos grab audience attention and, given their size in the news feed, block out competing posts on the screen.

2E-<E-'%F07%('-%(<<-=;<+)G%<0%9-:7'-%)-C%:8+-)<9%0'%'-)-C+ng an already existing client, accurate replacement cost placement is important to the insured’9%;-(:-%0B%=+)*H%%I'0>+*+)G%(::7'(<-%replacement costs can keep both sides out of the grey area of not knowing if%<E-%;'0;-'<F%+9%+)97'-*%<0%>(87-H%

*One important caveat: pulling pictures from Google Images to use with your status updates is easy, but many of the images are copyrighted. To avoid potential legal exposure, consider creating an account with an inexpensive stock photography Website like Shutterstock (you can purchase a quality pic for as little as 24 cents), or take your own pics and use a free app like Instagram to create a polished and consistent look for your pictures.

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A 2011 study from Momentus Media analyzing nearly 50,000 status updates found that directly asking fans for a “like” increased post

HOW IT WORKS

engagement by 216 percent! Yet

To outsmart the algorithm, it helps to understand it. That’s easier than it sounds.

Vendors will often use the following formula to send you scrambling for your checkbook:

only 1.3 percent of posts include

10

The type of post can significantly influence fan engagement. Third party Website EdgeRank Checker evaluates posts from more than 1,000 pages monthly and has found that photos drive more engagement than any other post type, followed by video, links and text-only status updates.

Use these three tips together to see the greatest gains in engagement and post reach, and be sure to track how fans are responding. Your Facebook page administrators can see real-time reach data at the bottom of every post.

for greatest engagement (Wednesday and weekends are the current leaders. You can even use the post scheduler feature on the bottom left of the status update window to schedule updates to post when you’re out of the office.)

fan’s relationship with your page. Fans who regularly engage with your posts by clicking, liking, sharing, or commenting have a stronger “affinity” than fans who have stopped engaging (or who never engaged) with your posts. Unfortunately, this penalizes Facebook fans who want to read your agency posts but don’t actively engage with them. I’ll share some tips for moving more of these passive readers into active fans later in this article.

creates a unique value for each post based on how much and what type of engagement your fans have with it. As more of your fans click, like, comment and share your post, its weight and reach increase. Higher-value engagement

So which posts does EdgeRank usher through, and how do you get your posts on the shortlist?

includes sharing and commenting, but even likes and clicks boost post weight.

2. Ask for likes and shares. A 2011 study from Momentus Media analyzing nearly 50,000 status updates found that directly asking fans for a “like” increased post engagement by 216 percent! Yet only 1.3 percent of posts include this specific call to action. We’ve seen this best practice dramatically increase engagement on our consumer Facebook pages.

affinity and post weight. Religion and polarizing political topics remain danger areas, but asking for fan opinions on texting legislation, driving age minimums or limits, car seat age and weight guidelines, or product preferences (Harley or Honda: which has the superior engineering?) can generate strong opinions on either side. Even sillier questions that tap into strongly held opinions can have the desired effect. Get creative.

this specific call to action.

WISCONSIN INDEPENDENT AGENT

photos is an easy way to increase engagement and post weight.

Sites like EdgeRank Checker report regularly on any changes in the algorithm and provide additional tips on how and when to post

Social Media link.

Together, these three factors determine which posts show up in an individual fan’s news feed. So how can you use this information to create more impactful posts?

DECEMBER 2012

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DECEMBER 2012

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WISCONSIN INDEPENDENT AGENT

11

S W E N E H T N I S R E B MEM SECURA Earns Top Ten Ranking In Deep Customer Connections Survey More than 7,000 insurance agents assessed the performance of over 200 property and casualty carriers in Deep Customer Connections, Inc.’s 10th year of surveying agents. Deep Customer Connections is proud to recognize SECURA Insurance for achieving Top Ten status overall in 2012. This is the seventh consecutive year the company has received this ranking.

“Our business is about building relationships with our agent partners, knowing them and working with them in a way that makes their lives easier. They can then focus on caring for our mutual policyholders,” said John Bykowski, President and CEO of SECURA Insurance. “It’s nice to be named a Top Ten carrier, but the real reward is the acknowledgement that our customers feel our dedication to them.”

In the survey, agents rated how easy it is to place business with carriers based on 11 unique factors. The factors were developed and validated with agents. The Deep Customer Connections Opportunity Index gauges a carrier’s performance against what independent agents rate as most important when choosing the carrier with whom they will write business.

Find SECURA at secura.net.

ACUITY Named Business of the Year ACUITY received the Business of the Year Award from Marian University. The Business of the Year Award is given to a public or private company that is a leader and innovator in its field of endeavor.

The university selected ACUITY because of the insurer’s workplace, benefits, and community reputation.

“The Business of the Year Award recognizes companies that see building relationships as more important than individual sales of products or services,” explained Jeffrey G. Reed, Ph.D., Dean and Professor of the School of Business and Public Safety, Marian University. “We’ve watched what ACUITY has done in terms of service, employee relationships, and financial performance, as well as their outstanding reputation in the community.”

“ACUITY’s strong growth was a key factor we considered in our selection as well,” Reed added. “Businesses of the Year are known for taking successful risks in meeting customer and market needs and in growing their companies, even far beyond where the company originated.”

is proud to recognize Integrity Insurance for their outstanding performance.

In the survey, agents rated how easy it is to place business with carriers based on 11 different factors.

The factors were developed and validated with agents. Deep Customer Connections’ Opportunity Index gauges a carrier’s performance against what independent agents rate as most important when choosing the carrier with whom they will write business.

“Our aggressive service standards and focus on delivering the Ultimate Customer Experience provide Integrity Insurance with the foundation to be a top performer,” said Integrity President and CEO Joe DiMartino.

“We put a priority on building strong partnerships with our agents and are pleased that our efforts are reflected in Top Ten recognition for both Integrity and our affiliate partner, Grange Insurance.”

More than 7,000 agents assessed the performance of over 200 property and casualty carriers in Deep Customer Connections, Inc.’s 10th year of surveying agents. In the survey, agents rated how easy it is to place business with carriers based on 11 factors. Deep Customer Connections

12

The remaining 25% of the evaluation was based on the company’s workplace policies, practices, and demographics.

West Bend offers their associates many amenities including continuing education courses held in a state-of-the-art training facility; an on-site bank; dry cleaning services; a 7,100-square-foot fitness center; three miles of walking trails; 20 different fitness classes; on-site massage therapist; wellness programs that include health risk assessments; and Take Your Child to Work Day. finance and business from Grand Valley State University in Grand Rapids, Mich. He also has his CIC, AU and AIS designations.

Find Integrity on the Web at integrityinsurance.com.

The Horton Group Announces Merger With Cassady Neeser & Brasseur Orland Park, Illinois-based The Horton Group (with Wisconsin offices in Wausau and Waukesha) announced a strategic merger agreement with Cassady Neeser & Brasseur of

Find Integrity on the Web at integrityinsurance.com.

Capitol Names Rzepinski VP Capitol Insurance Companies announced the appointment of John E. Rzepinski as vice president – finance. John has almost 30 years experience in the insurance industry. He joined Capitol Insurance Companies in 2005 as director of internal audit, accepted the director of business excellence role in 2010, and was promoted to director of staff services & BISAT in April 2011. In his new role as VP, John will directly manage the Finance Department as well as continue to be responsible for the staff services and BISAT teams.

John has a Masters in Business Administration from Duke University and obtained his Bachelors of Science in Accounting from the University of Wisconsin – Milwaukee.

Find Capitol on the Web at capitol.net.

ACUITY Underwriter Earns Top Industry Designation ACUITY’s Kelly Jelinek earned the Chartered Property Casualty Underwriter (CPCU) designation, the insurance industry’s highest professional certification.

South Bend, Indiana.

The merger, effective October 31, 2012, combines two leading independent agencies providing a full-range of insurance, risk management and employee benefits services. Clients of both agencies will benefit immediately from the collective talent and expertise of the group.

Cassady Neeser & Brasseur will retain their name and client service teams will remain consistent through the merger process. The current partners, Tom Cassady, Gregg Brasseur and Tricia Mentock, will remain and become shareholders of The Horton Group focused on growing the business. The agency will continue its 90-year history of leadership in the communities it serves.

“I’m delighted Cassady Neeser & Brasseur will join us in our journey to become the leading independent insurance agency in the Midwest” remarked Glenn Horton, CEO of The Horton Group. “Their reputation for integrity and commitment to clients, employees and community is unmatched in northern Indiana and southwest Michigan.”

Find The Horton Group on the Web at thehortongroup.com and Cassady Neeser & Brasseur at cassady.net.

A native of Manitowoc, Kelly is a commercial field underwriter for Tennessee. She earned a bachelor’s degree from UW-Green Bay in accounting. Kelly also holds the Associate in Underwriting (AU) and Associate in General Insurance (AINS) designations.

West Bend Wins National Workplace Award

Find ACUITY on the Web at acuity.com.

Integrity Insurance Earns Deep Customer Connections’ Top Ten Ranking

“It’s such an honor to receive this award three years in a row,” said Kevin Steiner, West Bend president and CEO. “Since 75% of the Workplace Award evaluation was based on confidential employee surveys, this recognition is strong evidence that our associates value what we offer and make us the company of choice. I’m proud of all we’ve accomplished, and am especially proud of our 1000-plus associates and their great work.”

For the third straight year, Business Insurance magazine and the Best Companies Group have named West Bend Mutual Insurance Company the nation’s top place to work in the large property/casualty insurer category. West Bend was one of 50 companies nationally recognized in the 2012 Best Places to Work in Insurance program.

WISCONSIN INDEPENDENT AGENT

DECEMBER 2012

In Business: JC Rose Associates Best Company To Work For In its Nov. 2012 edition, In Business (IB) magazine named its first-ever Best Companies to Work For and JC Rose Associates made the cut. All of the organizations certified by IB as a “Best Company” scored very highly in the health care section of the survey, where the magazine measured commitment to individual and family coverage and spouse and domestic partner benefits, plus dental and vision insurance and the depth of wellness programs.

For Barbara Schlaefer, owner-president of JC Rose Associates, being named an In Business Best Company is especially gratifying, not

DECEMBER 2012

only because it demonstrates that small companies can provide competitive benefits but because she’s in the business of reducing benefit costs for small to mid-sized clients.

JC Rose serves clients by shopping the market, negotiating, designing benefits that make sense for their workforce, and keeping up with constant change.

“When JC Rose advises clients on their employee benefits packages, it does so with an eye toward helping a company accomplish its mission. “Your employee benefits package is really a reflection of the rest of your organization,” Schlaefer stated. “It’s not the only component for making a business a good place to work, but it’s definitely an indication of that.”

Find JC Rose Associates on the Web at Web at jc-rose.com.

Schmitz Honored For 30 Years Of Dedication To Advanced Education The Society of Certified Insurance Counselors (CIC) recently recognized Philip J. Schmitz of Schmitz Insurance LLC with a certificate honoring his 30 years of faithful participation in advanced education. Making CIC history by being among the first group of CICs to reach this 30-year milestone, Philip Schmitz earned the designation through a series of examinations and has maintained his CIC designation by annual attendance at an approved CIC continuing education program.

“The professional dedication and commitment represented by Philip Schmitz sets the standard within our industry,” said Dr. William T. Hold, President of the Society of CIC. “This 30-year accomplishment signifies a career of active involvement in advanced education.

Philip Schmitz’s emphasis on professional development positively reflects on the insurance profession as a whole.”

Find Schmitz Insurance on the Web at schmitzinsurance.com.

Integrity: Klingemann Named VP Of Personal Lines Integrity Insurance named Steve Klingemann as Vice President of Personal Lines effective November 12, 2012.

“I’m pleased to announce that Steve Klingemann has joined the Integrity team,” said Joe DiMartino, President & CEO of Integrity Insurance. “We believe Steve’s blend of education, professional experience and track record of success position him well for this key leadership role.”

Prior to joining Integrity, Klingemann was with Midwest Employers Casualty Company in St. Louis, where he was responsible for the pricing unit. He spent 11 years with the Auto Club of Missouri culminating in the Director of Product Management role that spanned eight states and included both auto and homeowners insurance. He also has held actuarial management and analyst roles during his 17 years in the insurance industry. Klingemann holds a Bachelor of Science degree in Actuarial Sciences from Maryville University in St. Louis and an ACAS designation from the Casualty Actuarial Society.

DiMartino shared, “Steve will play a vital role in ensuring our personal lines business continues to exceed the needs of our agents and policyholders through the introduction of new products, competitive pricing and profitable growth opportunities.”

WISCONSIN INDEPENDENT AGENT

13

MARKETING MINUTE

MARKETING MINUTE

A PRESCRIPTION FOR SUCCESS:

HOW TO AVOID MESSING UP YOUR MARKETING

“Just remember,” my mother reminded me more than once, “You can’t turn a sow’s ear into a silk purse.” Perhaps not, but over the past 50 years, the marketing, advertising and public relations industry has been highly successful in doing just that.

But no longer. At least that’s the view of Alex Bogusky, the former CP&B agency executive who had a leading role in creating the film, “The Naked Brand.” Speaking about it to Ad Age, he says, “Being a great company is the new brand because there isn’t going to be anything between you and the reality of that company.”

While a child pricked the public’s pretension in Hans Christian Andersen’s fairy tale, “The Emperor Has No Clothes,” in the current viral environment, it’s the public that’s skewering company claims and pretenses. While Febreze’s advertising says it “eliminates odors and freshens,” Consumer Reports’ research challenges the claim. Today’s marketing, advertising, social media and public relations messages are fully exposed.

There’s no place to hide.

Here are six ways to avoid embarrassing and harmful marketing actions that can menace any company.

1. Worry about what you don’t know. Marketing can be an exciting part of a business. Those involved get a kick out of coming up with new ideas and initiatives — and many find themselves in the trap of thinking they know more than they do.

Home Depot, Mattel and Best Buy learned this lesson the hard way when they took China by storm. Home Depot opened a string of big box stores and then closed them down just as quickly, after losing millions of dollars.

They “misread” the Chinese appetite for home improvement products, as Laurie Burkitt points out in a Wall Street Journal article. Too, late, they discovered that China is a “do it to me” culture.

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Mattel made the same mistake when the company opened a major Barbie doll store in China. To their surprise, it didn’t go well.

They found that Chinese parents wanted their children to read books, not play with dolls.

Best Buy also figured out too late that Chinese consumers were looking for washing machines and air conditioners, rather than surround sound stereo systems.

How could it happen? It’s easy, particularly when we get caught up in new initiatives and suspend the thinking process — when we assume that we know more than we do.

2. Make sure to get the message right.

Most of the time, companies don’t.

So preoccupied with themselves, they preen before their customers. Their taglines are a good example. “We care about our customers” or “No one does it better,” they tell us proudly.

Once a company uses “we,” it’s over. From then on, it’s “all about us.” Whether they know it or not (it’s safe to conclude they don’t), there’s nothing there for customers.

The financial services arena is filled with similar examples. One company claims “There’s wealth in our approachTM,” leaving one asking, “Wealth for whom?”

Honda, on the other hand, moves in the right direction by focusing on the customer: “It starts with you. The all-new Accord.”

The only correct message is the one that connects with customers.

3. Make planning primary. It seems that planning is out of style in most businesses and is replaced with an endless stream of meaningless meetings that are often little more than personal opinion sessions.

Planning is work. It’s disciplined and demands accountability. Most of all, it’s not fun and it’s not exciting. The heart of good planning is taking care of the details — and where most planning goes wrong. “What

WISCONSIN INDEPENDENT AGENT

haven’t we thought about?” should be the most important question.

The value of Brazilian soccer star Ronaldinho’s Coca-Cola sponsorship deal went from $750,000 a year to zero after he drank a Pepsi at a Coke press conference.

Should he have known better? Of course. But those who planned and managed the event didn’t take care of that critical detail.

When so little attention is given to serious planning, allowing a can of Pepsi to be frontand-center at a Coke press conference is no accident.

4. Stay focused on strategy. Newspapers have been falling faster than fall leaves in New England. But some are fighting back, including USA Today. It’s new layout has an Internet look, feel and flow. A recent New York Times article quoted USA Today’s president and publisher, “We are really trying to reinvent a news business…We are trying to think of USA Today not as a newspaper, but as a news company.”

Planning is work.

It’s disciplined and demands accountability. Most of all, it’s not fun and it’s not exciting.

But it’s important.

brand’s mission is to “help everyone around the world celebrate the kid inside.”

Any and all proposed activities must pass the “mission” test. It’s the only way to make sure that the sum of the parts is greater than the whole.

5. Make engagement the goal. Nothing connects customers to products better than stories, and some of today’s best storytellers can be found among the several thousand craft breweries.

Visit just about any of their websites and you’ll find compelling stories. Portsmouth, New Hampshire’s Smuttynose brewery is a case in point. Like so many others, its website is a “story” board. One has to do with the brewery’s dog, Olive. Its Old Brown Dog ale is named for her. They also ask visitors to send a photo (“pin-up”) and a story of their own old brown dogs (others qualify, too). They say they’ve received hundreds of pics over the years –– including one of an old brown chicken.

Toyota has changed its tagline from “Moving Forward” to “Let’s go places.” At first glance they seem much alike. But there’s a subtle –– and significant –– difference. The first is about the vehicle, while the second is about the

6. The personal trumps everything. Supermarket clerks have one of the toughest jobs and one that’s low on the “rewarding” scale. Putting up with customers is a constant challenge.

There are plenty of other jobs that are equally unpleasant and poorly paid. Ironically, they’re also the jobs that have perhaps the greatest influence on shaping a customer’s image of a company.

“Good morning. It’s good seeing you today.”

The words caught me off guard. They came from a smiling, enthusiastic clerk at a Stop ‘n Shop supermarket. Almost speechless, I mumbled a quick “thank you.” This woman is an incredibly valuable asset because she understands that her job is not just being efficient, but keeping customers happy.

Apple understands it, too. The stores’ Genius Bar Geniuses (technicians) are trained to keep customers happy by empathizing with customers, using the “three Fs” – “feel, felt and found.” As Gizmodo reports, for the customer who feels that a Mac computer is too costly,

a Genius might say, “I can see how you feel this way. I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities.” A follow up survey of Apple customers by NPD Group revealed that almost 60% said they lean to buy another Apple product as a result of their experience with the company’s technical support.

The quality of customer contact is the true measure of a company’s marketing.

No company gets a pass when it makes a marketing > John R. Graham mistake. To try of GrahamComm to hide it is an is a marketing and exercise in selfsales consultant and deception. The business writer. He only acceptable publishes a monthly eNewsletter, “No course of action is Nonsense Marketing to be aware of the & Sales.” Contact him pitfalls and to be at johnrg31@me.com, prepared to avoid (617) 774-9759 or johnrgraham.com. them.

We are seeking quality agency appointments to become part of our “Worry Free” family.

Simply bundle your customer’s auto, home and business insurance into IMT’s “Worry Free” bucket, and you will be worry free too.

When the strategy is correct, tactics will be as well. Too many companies start with the goal of selling more product, but have no idea how they are going to reach the finish line.

In recognition of the 100th anniversary of the Oreo cookie, Kraft Foods’ team planned a yearlong celebration. The marketing director makes it clear that, as reported by AdAge, the

DECEMBER 2012

driver. “Let’s go places” is about stories.

Stories sell because they engage. It’s engagement that missing from most marketing.

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DECEMBER 2012

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15

ERRORS & OMISSIONS

HOW TO RAISE A MILLENNIAL

COMMENTARY FROM COUNSEL

AFFORDABLE CARE ACT IMPLEMENTATION: People often ask me how I gained so much knowledge in commercial insurance at such a young age.

My answer is always that I was raised by the best.

As the old adage goes, it takes a village to raise a child; it also takes a village to raise a professional.

A lot of buzz lately indicates that industries in all sectors of business are in a race to bridge the gap between soon-to-be retirees and up and coming talent. The shrewd among the pack realize that the key to this is raising strong Millennials (people born between 1980 and 2000) as successors.

One of the most cherished roles in my life is serving as an advisor to one of the sororities at UNLV. In this position I get to connect with some bright, talented, and incredibly driven people.

Given this unique connection to these young minds coupled with my amazing experiences working with some seasoned professionals I have grown a propensity for serving as a translator between the two generations.

The following are the best tips I can give for raising Millennial professionals in a way that meets their needs while extracting the best talent they have to offer.

Change YOUR Mindset The current executives in control of the industry, Baby Boomers (people born between 1945 and 1965), typically provide overwhelming negative generalizations about Millennials with specific emphasis on a perceived lack of commitment and loyalty. Nothing could be further from the truth.

While Millennials enjoy the perks of money, they recognize the value of a balanced life and will gladly sacrifice riches and accolades for the type of fortune that money can’t buy – a happy work environment, vacation time, feeling that their work means something, or the ability to spend time with their family and friends.

Einstein defined insanity as doing the same thing over and over again and expecting different results.

In this case Millennials aren’t broken, but rather the ideologies of older generations. It is through evolution of generations throughout history that progress is made. Doing things the way they worked for your generation is not the same way it works for Millennials. Stop trying to fit a square peg into a round hole. Learn about and from

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them instead of trying to change them to fit the previously used patterns.

Quality Over Quantity As the generation following the wrath of The Great Depression, Baby Boomers became ravenous in their appetite for everything – in particular amassing wealth. Working 50, 60 or even 80 hour work weeks became the norm as it afforded the ability to meet these goals. While Millennials enjoy the perks of money, they recognize the value of a balanced life and will gladly sacrifice riches and accolades for the type of fortune that money can’t buy – a happy work environment, vacation time, feeling that their work means something, or the ability to spend time with their family and friends.

Bring It On! One of the biggest myths out there is that Millennials are not capable of being loyal and staying with a company. While I am confident that raw statistical data on average tenures would support this position it is not for the reasons you may think. Millennials thrive on challenge and the opportunity to contribute in a way with which they connect. In other words, they don’t want to be good at doing the same thing for the rest of their lives like their predecessors. They want to be challenged. This doesn’t mean that they have to change positions or even companies. On the contrary, Millennials will follow you into battle, guns blazing, for the duration of the war IF they are part of the challenge. Change their goals, charge them with finding a solution to a productivity issue, cross-train them in another department, or elicit their help in innovating in technology. Get creative and think outside of your box!

Embrace The Triple Bottom Line In addition to a lack of connection to their personal responsibilities in a company, nothing will get a Millennial to jump ship faster than a company whose focus is primarily on profits. As a generation Millennials are very conscientious about the environment as well as the way people are treated. They will band together at the speed of light to boycott both products and employers whose gains are attained through exploitation or any perceived wrongdoing. Companies who balance environmental and social responsibilities with fiscal ones have a much higher likelihood of keeping employees committed, as there is nothing Millennials love more than a cause (or in this case) a company to stand behind.

Mentor To Motivation First, you have to be crystal clear on the fact that

WISCONSIN INDEPENDENT AGENT

Millennials do not revere or respect those who have gotten their positions based on paying their dues. While they will respect those who are talented and have earned their stature, they pay respect in a different currency. For these young, talented workers respect should be given based on the merits of your work rather than entitlement.

They will work hard when they know that their work will be weighed as equally as others in their position.

It is necessary to mentor rather than simply train.

When they receive knowledge and wisdom rather than proficiencies and processes, they flourish.

On a very basic level you have to provide as much insight as to the philosophy and reasoning of a skill as you do to teaching the skill itself. This seems like a “duh” kind of statement, but for many the reality of today’s busy world is that we teach to check a box, not why the box was created. The bottom line – they have to connect to their work and feel the purpose they are serving in their role.

Bend Like A Pretzel This generation has grown up with the best of ever changing technology. They are adaptable and productive in ways that workers in other generations cannot fathom. Unleash this productivity by providing the tools and autonomy they need to succeed.

The current confines of corporate America stifle Millennials – from the rigid 40-hour work week to the required daily appearance in a brick and mortar office. With their technological savvy, Millennials can often complete in 2 hours what may take workers in other generations four hours to do. Given this predisposed ability to reap results quickly and through alternative, more efficient means, Millennials crave the ability to direct their remaining time in a way that works for them – be it starting on another project or skipping out early for happy hour.

In short, Millennials are redefining the path to achieving the American dream to fit their ideals, just as the generations before them did and the generations after them will do. Just like adapting to changes in technology, companies who do not change to meet > Rachael Rizzi is a the changing of the commercial insurance generational tide will broker at Orgill/Singer & Assocs. in Las Vegas. fall by the wayside.

DECEMBER 2012

ROUGH WATER AHEAD With the election behind us, the only thing that is clear about the Affordable Care Act (ACA) is that, in varying forms from state-to-state and likely behind schedule, it will be implemented. The establishment of exchanges, discussed in several previous columns and seminars, will likely be a patchwork quilt of different programs. Navigators — the new kids on the insurance block, regulated by state insurance authorities in some states and not in others — will be involved in the health insurance marketplace.

The IIAW is taking a very active role in working with Gov. Walker, the Wisconsin legislature and the Office of the Commissioner of Insurance OCI to ensure that independent agents’ vital role in the health insurance marketplace is preserved and that consumers are protected by regulation of navigators.

For more details on IIAW efforts, keep an eye on the new and improved Association Website.

I would refer you to specific content, but the lag between writing this and its publication would have me pointing at old news. For this month, I will highlight some of the challenges employers are facing as they attempt to comply with the ACA. Employers subject to the ACA face numerous

business questions as well as compliance challenges. One of the greatest compliance challenges is the failure of the federal government to formalize key requirements left open to interpretation and rulemaking by the statute itself.

The bulk of the ACA requirements take effect in January 2014 — but that may be in the middle of a benefit plan year for many companies. If so, and without adequate guidance and regulations, many employers will struggle to put in place ACAcompliant benefits plans.

Some details have been the subject of informal guidance, others have not, but formal regulations will be needed to define such critical terms as “full-time employee”, “seasonal employee” and “dependent.” Not surprisingly, there are varying definitions of these terms under a variety of federal laws and regulations, but nothing formal yet for the purpose of compliance with the ACA. Once threshold requirements are met, certain employers must establish that an offer of coverage has been made to their eligible employees. So what constitutes an “offer” under the ACA? Is it the common, open enrollment process that most benefit plans conduct now, or something different?

For small employers that are eligible to have their employees procure mandatory health insurance through exchanges, rulemaking is just underway to establish requirements for qualified health plans in exchanges (including essential health benefits that must be included under ACA). As a general matter, guidance on ACA-compliant plans — particularly when it comes to defining minimum coverage and essential health benefits — has been sorely lacking. Previous guidance on essential health benefits dates back to December 16, 2011, when a bulletin was issued by the Department of Health and Human Services. This informal guidance hinted at the establishment of benchmark plans on a state-by-state basis and highlighted the ten “categories of [healthcare] services” that the ACA requires. As soon as there is greater clarity on this and other important issues > Josh Johanningmeier related to the ACA, I will is the IIAW’s General provide an update in this Counsel. Call the Legal column, and likely on the Services Hotline at (877) Big “I” Website.

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If your e-mail looks too long or too involved, people won’t read it, even if they are interested.

1) Understand the three-to-sevensecond rule. You

only have three to seven seconds to catch someone’s attention with an e-mail. Most people are looking to delete your e-mail as quickly as possible because they are busier than ever these days. A quick check of the “from” e-mail address and the subject line is all it takes to determine whether to keep or delete your e-mail. If neither of those strike an “interest” chord, you’re e-mail is gone. Even if you pass that initial check, you have to continue to keep the prospect’s > John Chapin has more interest at least than 21 years of sales every seven experience and is the co-founder of Complete seconds to keep Selling Inc. For free access from being deleted. to John’s whitepaper on what it takes to be successful in sales, visit completeselling.com.

Your Success is Our Policy.®

The five tips below will ensure your e-mails have the best chance of being read and acted upon.

DECEMBER 2012

2) Have an effective subject line. If you

have any leverage such as the name of a referral, or a company your prospect will recognize, use it. For example, your subject line might read, “Jim Jones suggested I contact you,” or, “We’re saving ABC Trucking Company 21.6% on truck/fleet insurance.” If you don’t have any names to drop, lead with your primary benefit. For example, “We’re saving trucking companies 21.6% on truck/fleet insurance.”

3) Your e-mail should be short, simple and to-the-point. The fewer words you can use to get your point across, the better. At most you want three or four lines with 15 to 25 words each. If your e-mail looks too long or too involved, people won’t read it, even if they are interested. At best they will save it for later. However, in 87% of the cases they will not get back to it. Again, you are writing to busy people trying to get through e-mails as quickly as possible.

5) Speak professionally and intelligently in your e-mails. Write your e-mails as if you are writing a professional letter to someone.

Make sure that spelling and grammar are correct and don’t use abbreviations unless they are standard and accepted. Use black and white print and standard text. Don’t use fancy colors or backgrounds. Also, speak intelligently in your e-mail. Let the prospect know that you know your business and that you understand them, their concerns, and their issues.

Note: While it’s okay to use a link to an article, white paper, and the like, do not include any attachments in your e-mails.

People are very wary of attachments. Also, attachments tend to get hung up in spam filters.

The following is an example of a good e-mail:

4) Don’t expect one-and-done. It is extremely rare that a prospect will respond to you after one e-mail. Generally speaking, you must reach out to a prospect at least nine times before your name starts to stick with them and you build some credibility. To be most effective, combine your e-mails with other forms of communication. The most successful combinations are e-mails, phone calls and physical letters. If possible, it’s also a great idea to stop by in-person. Follow-up on the original e-mail is crucial.

WISCONSIN INDEPENDENT AGENT

19

SUPERIOR CUSTOMER SERVICE IS NOT A MYTH Great customer service. These three words are talked about a lot but execution is difficult.

When we actually receive quality customer service, it is a pleasant surprise and something we remember and talk about.

Independent insurance agents are adept at providing superior customer service but it’s important to keep working on it. Appreciated customers are long-term customers. Here are 10 keys to providing fantastic customer service.

1. Know who is boss. You are in business to service customer needs, and you can only do that if you know what your customers want.

When you truly listen to your customers, they let you know what they want and how you can provide good service. Never forget that the customer pays our salary and makes our job possible.

2. Be a good listener. Take the time to identify customer needs by asking questions and concentrating on what the customer is really saying. Listen to their words, tone of voice, body language, and most importantly, how they feel. Beware of making assumptions — thinking you intuitively know what the customer wants. Do you know what three things are most important to your customer?

Ask the customer and pay attention.

Make customers feel important and appreciated.

Treat them as individuals.

Always use their name and find ways to compliment them. Be sincere. People value sincerity.

3. Identify and anticipate needs.

Customers don’t buy products or services; they buy good feelings and solutions to problems. Most customer needs are emotional rather than logical. The more you know your customers, the better you become at anticipating their needs. Communicate regularly so that you are aware of problems or upcoming needs.

20

4. Make customers feel important and appreciated. Treat them as individuals.

No one writes Excess/Umbrella with the capacity and speed of Burns & Wilcox.

Providing great customer service can be a challenge but it’s crucial to business success.

Always use their name and find ways to compliment them. Be sincere. People value sincerity. It creates good feelings and trust.

Think about ways to generate good feelings about doing business with you. Customers are very sensitive and know whether or not you really care about them. Thank them every time you get a chance. Be sure that your body language conveys sincerity. Your words should match your actions.

5. Help customers understand your systems. Your organization may have the world’s best systems for getting things done, but if customers don’t understand them, they will get confused, impatient and angry. Take time to explain how your systems work and how they simplify transactions. Be careful that your systems don’t reduce the human element of your organization.

> What can you give customers that they cannot get elsewhere?

> What can you do to follow-up and thank people even when they don’t buy?

> What can you give customers that is totally unexpected?

9. Get regular feedback. Encourage and welcome suggestions about how you could improve. There are several ways in which you can find out what customers think and feel about your services.

> Listen carefully to what they say. > Check back regularly to see how things are going.

> Provide a method that invites constructive 6. Appreciate the power of “Yes”. Always look for ways to help your customers. When they have a request (as long as it is reasonable) tell them that you can do it. Figure out how afterwards. Look for ways to make doing business with you easy. Always do what you say you are going to do.

7. Know how to apologize. When something goes wrong, apologize. It’s easy and customers like it. The customer may not always be right, but the customer must always win. Deal with problems immediately and let customers know what you have done. Make it simple for customers to complain. Value their complaints. As much as we dislike it, it gives us an opportunity to improve. Even if customers are having a bad day, go out of your way to make them feel comfortable.

8. Give more than expected. Since the future of all companies lies in keeping customers happy, think of ways to elevate yourself above the competition. Consider the following:

WISCONSIN INDEPENDENT AGENT

criticism, comments and suggestions.

10. Treat employees well.

Employees are your internal customers and need a regular dose of appreciation. Thank them and find ways to let them know how important they are. Treat your employees with respect and chances are they will have a higher regard for customers.

Appreciation stems from the top.

Treating customers and employees well is equally important.

> Laura Lake has over 13 years of online and traditional marketing experience. She is the VP of interactive and client services for Entrepreneur Advertising Group, a Kansas City advertising agency that specializes in marketing solutions for entrepreneurs and small businesses. EAG helps companies in the development of their marketing strategy and plans, brand identity, social media strategy, public relations, internet marketing, search engine marketing and more.

DECEMBER 2012

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FROM THE ARCHIVES

GOVERNMENT AFFAIRS

REPUBLICANS WIN CONTROL OF STATE LEGISLATURE IN FALL ELECTIONS Politically speaking, Wisconsin remains predictably unpredictable.

Back in June, Wisconsin voters reelected an embattled Gov. Scott Walker in a statewide recall election. Despite being under immense political fire, the Republican governor not only survived the election, but came out the other end with stronger support from voters.

In the 70s, even the podium was covered in shag carpet. At the 1976 annual convention, IIA of Wisconsin President Dave Rowland (at shag-covered podium)

announced the Project InVEST award winners Charlene Geir and Eldora Brecklind.

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M U T U A L

I N S U R A N C E

For information about becoming a Partners Mutual Insurance agent, please contact our marketing department at Schumann.Lyn@PartnersMutual.com 20935 Swenson Drive!Waukesha, WI 53186!www.partnersmutual.com an affiliate of Penn National Insurance

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22

WISCONSIN INDEPENDENT AGENT

DECEMBER 2012

Flash forward five months, and it’s evident that Wisconsin voters remain fiercely independent. Last month, in a fall general election that saw voter turnout hit roughly 70%, President Barack Obama easily won Wisconsin on the way to securing a second term in the White House.

The GOP’s success in state legislative races gives Republicans complete political control of state government for the next two years.

In addition to the presidential race, state Democrats also celebrated a win

by Congresswoman Tammy Baldwin (D-Madison), who defeated former Gov. Tommy Thompson in Wisconsin’s U.S. Senate race.

Despite big wins for Democrats at the top of the ticket, Wisconsin voters once again threw a political curveball, paving the way for the GOP to capture control of the entire state Legislature. Republicans not only increased their strong majority in the State Assembly, they wrestled control of the State Senate away from Democrats.

The GOP’s success in state legislative races, which was helped by once-in-a-decade

DECEMBER 2012

redistricting that redrew legislative maps in their favor, gave Republicans complete political control of state government for the next two years.

State Senate After losing control of the State Senate in last June’s recall elections, Republicans headed into Election Night as the minority party. Democrats controlled the 33-seat Senate with a slim 17-15 majority, with one vacancy in a heavy GOP-leaning district.

Republicans needed only one pick-up to win the majority, but they were able to win two additional seats. Entering the 2013-14 legislative session, the GOP will have an 1815 seat majority.

As expected, Republicans won the 12th Senate District, which had been in Democratic hands for 30 years. Due to redistricting and the retirement of Sen. Jim Holperin (D), the northeast Wisconsin district was considered the GOP’s to lose.

Republican Tom Tiffany, a current member of the State Assembly, easily defeated Democrat Susan Sommer with 56% of the vote.

The GOP also picked up a second seat with a win in the 18th Senate District. Rick Gudex (R-Fond du Lac) narrowly defeated incumbent Sen. Jessica King (D-Oshkosh) by a mere 600 votes.

The win in the 18th SD, which gave the GOP a two-seat majority, was viewed as essential by Republican leadership, as GOP Sen. Dale Schultz (Richland Center) has a history of crossing party lines to vote with Democrats on major issues. That meant Republicans needed to capture a two-seat majority in order to move their policy agenda forward without opposition.

State Assembly Assembly Republicans also had a strong

WISCONSIN INDEPENDENT AGENT

showing on Election Night. Although most, if not all political insiders thought the GOP would retain their majority in the Assembly, they actually gained seats in the lower house of the Legislature.

Heading into the elections, Republicans held a 58 to 38 seat majority in the 99-seat Assembly, with one independent and two vacancies. On Election Night, the GOP was able to pick up two seats and will have a 6039 majority when the Legislature reconvenes in January.

Democrats were successful against a handful of GOP incumbents, picking-up three seats in the process, but those wins were not enough to overcome the Republicans’ success statewide and their road to a 60-seat majority.

Post-Election Now that election season has come to a close, the Big “I” Government Affairs Team has shifted its focus to the upcoming 201314 legislative session.

The IIAW will continue to advocate for and lobby on issues to improve the business climate in Wisconsin and reduce unnecessary regulations that hinder the success of the state’s insurance industry.

Each new legislative session brings with it new challenges, but it also provides exciting new opportunities. The IIAW looks forward to strong member participation in the government affairs program, which will allow the Association to take full advantage of all legislative opportunities.

> Tim Hoven is the founder of Hoven Consulting in Madison, Wisconsin. Tim also served in the Legislature from 1994 to 2002.

Hoven Consulting is the Government Affairs team for the IIA of Wisconsin.

23

SHEBOYGAN COUNTY COMMUNITY RAISES $250K FOR NEONATAL CARE The Sheboygan County community has responded to the need for neonatal care with over $250,000 to support the Aurora Sheboygan Memorial Medical Center’s new level IIb Neonatal Intensive Care Unit (NICU).

There is a strong need for neonatal care. Each year, 140 area newborn babies are transferred to NICU facilities in Milwaukee or Green Bay. Aurora, a nonprofit provider, began offering advanced neonatal care earlier this year within existing medical center facilities and has already cared for over 40 infants.

Recent fundraising events helped push Aurora’s campaign to the quarter-million-dollar mark. “Cirque du NICU,” held in conjunction with ACUITY at the insurer’s corporate headquarters on Oct. 13, raised over $130,000 alone. The ACUITY Health Challenge, held in July, raised over $15,000. The NICU also received support through the Aurora Partnership Campaign and private donations.

Funds raised will be used to construct a dedicated NICU within Aurora Sheboygan Memorial Medical Center and for new medical

equipment. The NICU will be available to serve not only babies born at Sheboygan Memorial, but at any facility in Sheboygan County.

For ACUITY, hosting both the Cirque du NICU and the ACUITY Health Challenge reflected the insurer’s tradition of community support and corporate philanthropy. For company president and CEO Ben Salzmann, the importance of a NICU to new parents is an issue that hits close to home.

“Two of my three grandchildren were born in a NICU,” he said.

“Having a NICU in the community fills a critical need for new parents and demonstrates the compassion of the community for newborns.”

Aurora hopes to still raise more for the NICU. For more information or to contribute, contact Jean McMurray, Aurora’s Manager of Growth and Development, at 920.451.5539, or jean.mcmurray@aurora.org.

ACUITY hosted the Cirque du NICU to raise funds for the Aurora Sheboygan Memorial Medical Center’s new Neonatal Intensive Care Unit. The event was a resounding success as it raised over $250,000. The event included a 1950s vintage “Big Eli” Ferris wheel from the Eli Bridge Company in Illinois.

ACUITY chose this model because its design best accommodated bringing the ride inside the insurer’s headquarters. “Unlike modern wheels, this Big Eli model comes apart in very small pieces. They were designed to be moved and reconstructed,” explained Marvin Smejkal, Owner of Round Concepts in Cedar Rapids, Iowa, which oversaw the construction.

Even so, unique construction techniques

had to be used to achieve the installation within ACUITY’s center galleria. Structural engineers and the original headquarters building architects were consulted, resulting in additional shoring and protection of ACUITY’s limestone floor. A large window had to be removed to allow the pieces to be brought in. And because a crane could not be used within the building, workers had to raise and assemble each piece by hand, from the central axle to individual carriages.

In addition to the marquee Ferris wheel ride, Cirque du NICU also featured circus acts, carnival games, food and music, and special presentations by renowned actor and writer John McGivern.

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beyondtheexpected.com

ONE DREAM ENDS ANOTHER BEGINS

“I actually had a bell on my fence. The neighbors said while the storm was going on, that’s all they heard. And, all of a sudden, that bell stopped ...”

- Policyholder who survived the Southern Illinois ‘hurricanado’

Going Beyond the expected ® in rebuilding lives. And dreams.

It’s what we do.

See Wyatt’s entire story at beyondtheexpected.com

AUTO

HOME

BUSINESS LIFE HEALTH

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From providing outstanding products at competitive rates to high-tech solutions that streamline business, we do whatever it takes to help our agents build their business … and customers like Wyatt build–or rebuild–their dreams. Going Beyond the expected.® That’s what you can expect. From Pekin Insurance.

Become a part of it. Call Pekin Insurance today at 800-322-0160, Extension 2394. Or visit pekininsurance.com.

CMY

K

FOOD FOR THOUGHT THOUGHT THIS WOULD HAVE BEEN INVENTED IN DAYTONA In 1912, Arthur P. Warner of Beloit invented the automobile speedometer, which became standard equipment on American cars. Warner was also a pioneer aviation enthusiast in Wisconsin. He purchased his first airplane in 1909 and was among the earliest fliers in the nation.

Source: wisconsinhistory.org

END OF YEAR ACCOMPLISHMENTS Christmas gets all the headlines in December (and rightfully so) but the month is noteworthy for other reasons including: > Ben Franklin began publishing Poor Richard’s Almanack in December 1732.

The Almanack contained calendar, weather, poems, sayings and astronomical and astrological information. Franklin borrowed the name “Richard Saunders” from the seventeenth-century author of the Apollo Anglicanus, a popular London almanac which continued to be published throughout the eighteenth century.

> On Dec. 28, 1832, John C. Calhoun became the first American ever to resign the office of vice president. He served under Presidents John Quincy Adams and Andrew Jackson and resigned after a series of political disagreements with President Jackson. He went on to become a U.S. Senator from South Carolina.

> On Dec. 23, 1947, the transistor was invented at Bell Laboratories by John Bardeen, Walter Brattain and William Shockley, who shared the Nobel Prize for their invention, which sparked a worldwide revolution in electronics.

Source: historyplace.com

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26

WISCONSIN INDEPENDENT AGENT

DECEMBER 2012

‘We love our Real Time agencies!’

Katie Herbst Web & Social Marketing Manager Westfield Insurance

“More and more carriers are offering Real Time and adding new functionality for more lines of business.

Vendors’ systems have improved, too. Agency technology interacts more smoothly with carrier systems, and Real Time is faster than ever. Even password management is getting easier!

“Agents and brokers are taking notice, and they’re making changes. Today, the majority of agencies use Real Time for service transactions, and the number using Real Time quoting and rating is on the rise.

“It only makes sense. As more companies offer Real Time, agents are better able to adopt the new workflows. The more agents use it, the more willing carriers and vendors are to expand functionality. It all works together. And better!”

Experience the power of Real Time. Start at getrealtime.org.

For a fun way to make Real Time a habit in your agency, visit getrealtime.org/21DC! This message brought to you by the Real-Time/Download Campaign, which is dedicated to improving the competitiveness of the independent agency distribution channel. Participants include independent agencies and brokers, carriers, technology providers, user groups, and agent and industry associations.