PROFESSIONAL AGENT April 2019
Thank You to Our 2019 Platinum Sponsors!
What's Inside? Ordinance & Law Coverage ..............................11 Requests Relating to Certificates of Insurance .12 Traits of Successful Salespeople .........................14 Reel in the Media...............16 Past Presidents Club Awards Scholarship ..........19 New CICs, CISRs, CISR Elites .............................20 Education Section ...... 20-28 Sales Culture for Increased Profits ................34 SPOTLIGHT:
2018-2019 PIAW Board of Directors
Ron Von Haden's Retirement Party See details on page......4 FEATURED MEMBER BENEFIT:
Personalized Bottled Water See details on page ... 32 Digital Editions of PIAW Magazine Available at
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President Matt Cranney, CIC, CRM — President, PIA of Wisconsin
“And Remember…” For as long as I can remember, I have always enjoyed reading the PIA monthly magazine Wisconsin Professional Agent, the same one you have in your hands right now. Even before I was involved with the PIA, I always thought the magazine offered a lot of great industry information, along with great advice and guidance on how to grow in your career. One of the first things I read each month was “Memos From Madison”, the article written by PIA’s Executive Director, Ron Von Haden.
And remember… “It’s all about the members!” has always been Ron’s trademark phrase. He has constantly thought, in every arena, about what would make our lives as independent insurance agents easier and our businesses more profitable. He has taken every single decision you take to pay your annual dues to the PIA as his biggest burden. He has viewed your membership money as an investment that demands a return in terms of services offered, education available or advocacy on your behalf.
In his article, Ron always provided some really interesting insights on what's going on nationally in our industry, or locally here in WI. And he always finished every article with a “and Remember…” section, where he used his trademark wit to share a fun truth about life. I remember thinking back then, this guy seems really awesome.
And remember… more than any of his numerous and illustrious accomplishments, Ron will be remembered professionally not for what he did, but so much more for the way he did it. This year as I have interacted with so many of you at our events, I have asked, “what’s your Ron story?”
Fast forward to today and I have had the deep privilege of working alongside Ron in all things PIA for over 14 years, and more than that, the great honor to call him my friend. As you read this article, Ron will be entering his final few weeks as Executive Vice President of our association. As I thought about the best way to share my thoughts about Ron and the immense mark he has made on our industry and those who know him, I thought about “and Remember…” So here goes: And remember… Ron has led our association for over 25 years. Think about the change he has navigated in our space. Think about the issues that have come and stayed, and those that have come and gone. Through it all Ron has led our association to greater impact and growth each and every year. And remember… in a time of challenge for our national association, Ron stepped in as interim CEO and navigated an incredibly tough situation with steel-eyed determination to position national PIA for the future. In that time Ron literally flew hundreds of thousands of miles and spent time away from his family to serve PIA members across the country.
Each and every person has said they have two. One is a fun story that still makes the person telling it belly laugh when they are retelling it, even though it may have been from many years ago! The second is more serious. It’s how Ron has cared for them when they've been going through a hard time. It’s how Ron went above and beyond to resolve an issue. It’s a story of impact and serving others. I believe there can be no greater legacy than knowing you left an indelible mark on those you served. My challenge to you this month is to consider sharing your stories with Ron, either in person or via email at RVonHaden@ piaw.org and help him realize just how big a mark he has left on all of us. And remember… this is only the end of Ron’s PIA chapter of his story. I know you will all join me in wishing Ron a long, happy, healthy, restful and amazing next chapter of his bigger story. As the PIA, we will continue our story by honoring Ron’s legacy, but also in looking forward to the next great chapter under Pete Hanson's leadership.
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SERVING POLICYHOLDERS AND INDEPENDENT AGENTS IN WISCONSIN SINCE 1854 MARCH 19 PB
APRIL 19 3
Ron Von Haden, CIC — Executive Vice President, PIA of Wisconsin
All the best now and in the future. THANK YOU FOR A GREAT 25 YEARS! As I write this last article as your Executive Vice President, what better way to say goodbye than with a heart felt thank you to the many people who have made PIAW what it is today. To the hundreds of committee volunteers who have made such a tremendous impact on the products, services and operations of the association…Thank you. To the Board members who have dedicated countless hours attending Board meetings to set the direction and focus of the organization…Thank you. To the select 25 individuals who have risen to the Presidency of the organization during my tenure; have led with such vision and passion; have made a commitment to their association and their industry and have sometimes interrupted their agency operations to serve the common good of all PIAW members…Thank you. To the most talented and dedicated staff that anyone could have the pleasure of working with…Thank you. After 25 years as your Executive Ofﬁcer, preceded by eight years as your PIA National Director and six years as a member of your Board of Directors before that, it’s time for me to pass the baton to the new Executive Director, Pete Hanson, and leave you in the hands of a very capable and talented group of current volunteers and professional staff. With their enthusiasm, energetic thinking and your continued support, PIAW has a very bright future indeed.
4 APRIL 19
I have been asked “What will you miss the most when you retire?” That’s such an easy question because the answer is so obvious: It’s the people! Certainly, I will miss the challenges of overseeing the association with, by far, the largest number of independent agencies in Wisconsin. I will miss the opportunities to testify before the legislature on issues critical to agents. I will miss the trips to Washington D.C. to lobby our federal lawmakers and make them aware of the issues that impact us here and across the country. I will miss the amazing education and diversity I get when attending meetings or social events. But most of all, it is the people! I have also been asked “What will you miss the least when you retire?” That answer is also easy. After writing nearly 350 articles for Wisconsin Professional Agent magazine, facing a deadline each month and having to deliver timely and useful information (well, usually), it will be a delight to wake up on the 10th of each month and not have to stress about the topic of my article for the next issue. And so, as I step down, I do so with the conﬁdence that you will continue to be served with the professionalism, integrity and ﬁnancial consciousness that you have always expected of PIAW. All the best now and in the future. Ron Von Haden AND REMEMBER….. If the Ten Commandments were handed down today, they would be challenged in court as discriminating against sinners.
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Boardroom Sandy Hardrath, CIC, CPIA, AAI, Director, PIA of Wisconsin
Invest in Education “If a man empties his purse into his head, no man can take it away from him. An investment in knowledge always pays the best interest.” -Ben Franklin Today, we are given so many opportunities to learn every day from many different sources. The Professional Insurance Agents offer many education options to fit the needs of everyone from new employees attempting to get their license to seasoned veterans that want to stay on the cutting edge with the newest policies, coverages and updated forms. Just as a reminder, in Wisconsin to keep your license current it is required to have 24 WI-approved continuing education credits every two years. The 24-month deadline falls at the end of your birth month. At least 3 of the 24 credits need to be Ethics, however it can be more than three. You are not allowed to repeat a course number more than once in 24 months. Professional Insurance Agents of WI (PIAW) offers over 35 live webinars by a variety of nationally acclaimed instructors offering 3 WI Continuing Education Credits. There is no exam and no proctor required. Shortly, four new courses will be available on the schedule from the legendary Bill Wilson. Bill developed a four-part series using content from his recent smash-hit book: “When Words Collide: Resolving Insurance Coverage and Claims Disputes.” There is, quite frankly, no one in this industry responsible for more claims dispute resolution in favor of insureds than Bill Wilson.
6 APRIL 19
The webinars can be taken in any order. The webinars allow a group within the agency or company to attend. The value of this content cannot be understated. In addition to the webinars many opportunities exist to obtain a designation such as CISR, CPIA, CRM and CIC to name a few. These educational opportunities are normally presented in a classroom setting with nationally known speakers at locations across WI and also across the United States. After you have received your designation, updates such as Graduate Rubles are available as one of the options to fulfill the update requirement. One of the many benefits of the classroom settings is the ability to clarify questions with the instructors on break and networking with other agents and company personnel from various positions. It is a great way to meet new people in our industry. Lastly, if you want to mix a little fun and education, join us for the Annual Convention scheduled on August 7-8, 2019 at Chula Vista in Wisconsin Dells. Some of the topics to be presented will be “Turning Your Technical Knowledge into Dollars” by Steve Becher and “Succession and Perpetuation Planning” by Axley Brynelson, LLP. Who wouldn’t want to get a little extra “bang” for their buck? Remember education is the investment that pays the best interest!
Actions Mark V. Afable - Commissioner of the Office of Insurance
Madison, WIâ€”OCI has taken the following administrative actions. In many of these cases the respondent denied the allegations but consented to the action taken. Any forfeitures paid in these administrative actions are deposited in the Common School Fund which is administered by the Board of Commissioners of Public Lands. The earnings from this fund are distributed to all public K-12 schools in Wisconsin and are used by school libraries to purchase books. Copies of the administrative action orders may be viewed online at https://ociaccess.oci.wi.gov/OrderInfo/OrdInfo.oci. OCI is responsible for overseeing the operations and marketing of insurance companies and agents in Wisconsin. OCI encourages anyone with a question or a complaint regarding an insurance company or agent to contact the office at this toll-free telephone number: 1-800-236-8517.
ALLEGATIONS AND ACTIONS AGAINST AGENTS Michael M. Hurtgen, Girard Securities, 5655 S. Yosemite St., Ste. 340, Greenwood Village, CO 80111, agreed to pay a forfeiture of $3,000.00 and agreed to certain reporting and licensing application disclosure requirements. This action was taken based on allegations of failing to timely disclose a FINRA action and an employment termination for cause to OCI and on a licensing renewal application. Patrick B. Lambo, P.O. Box 343, Brookfield, WI 53008, had his insurance license permanently revoked, was ordered to pay combined forfeitures of $115,488.68, and was ordered to pay consumer restitution of $106,562.31. These actions were taken based on allegations of committing prohibited personal financial transactions and making misrepresentations to an insurer. John B. Larkin, 2913 Lothair Way, Long Beach, IN 46360, had his application for an insurance license denied. This action was taken based on allegations of failing to disclose administrative actions on a licensing application; having administrative actions taken by the states of Montana, Florida, Georgia, Colorado, and Indiana; failing to respond promptly to inquiries from OCI; failing to complete a licensing application; and failing to timely disclose a pending criminal charge and administrative action while previously licensed. Richard S. Lentz, 821 12th Ave., Green Bay, WI 54304, had his application for an insurance license denied. This action was taken based on allegations of failing to disclose administrative actions taken by the states of Delaware, Georgia, North Dakota, Alaska, California, Alabama and Wisconsin on a licensing application; providing a false statement to OCI regarding administrative actions taken during a period of restricted licensure; violating the insurance laws of Wisconsin and other states; and providing incorrect, misleading, incomplete, and materially untrue information on a licensing application. 8 APRIL 19
Jessica C. Perold, 708 1/2 Jones St., Eau Claire, WI 54701, had her application for a federal crime waiver denied. This action was taken based on allegations of providing incomplete documentation and failing to respond promptly to inquiries from OCI. William G. Powell, 20685 E. Oxford Pl., Aurora, CO 80013, had his application for an insurance license denied. This action was taken based on allegations of committing unfair insurance trade practices. Alex Redd, 7005 Chester Dr., Madison, WI 53719, had his application for an insurance license denied. This action was taken based on allegations of failing to obtain a federal crime waiver and failing to have authorization to work in the United States for the licensing period. John L. Wilk, 13402 7 1/2 Mile Rd., Caledonia, WI 53108, had his applications for an insurance license denied. This action was taken based on allegations of having a deferred criminal conviction that may be substantially related to insurance marketing type conduct and failing to complete the terms of the deferred prosecution agreement.
ALLEGATIONS AND ACTIONS AGAINST COMPANIES American Auto Shield, LLC, 1597 Cole Blvd., Ste. 200, Lakewood, CO 80401, agreed to pay a forfeiture of $4,000.00. This action was taken based on allegations of failing to comply with previous orders to provide information and to pay a forfeiture. Capital Investment Group, Inc., P.O. Box 32249, Raleigh, NC 27622, had its application for an insurance license denied. This action was taken based on allegations of failing to disclose
administrative actions taken by the states of South Carolina, South Dakota, Massachusetts, and Missouri on a licensing application; having a history of FINRA actions; having involvement in a lawsuit or arbitration containing allegations of fraud, misrepresentation,
misappropriation or breach of fiduciary duty; and failing to respond promptly to inquiries from OCI.
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Solving Problems Makes Us Attorneys; Anticipating Them, Makes Us a Partner. Our attorneys have extensive experience in the unique legal needs of insurance agencies. We have represented hundreds of agencies, agents and brokers in all aspects of their business. Agency Ownership & Operations • CSR & Producer Employment • Appearances Before OCI • Drafting Contracts • Mergers & Acquisitions • Perpetuation & Succession • E&O Consultations
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APRIL 19 9
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Ordinance and Law: Are You Discussing This Coverage With Your Clients? by Curt Pearsall, CPCU, AIAF, CPIA President – Pearsall Associates, Inc. and Consultant to the Utica National E&O Program Do you think everyone in your agency is knowledgeable about Ordinance and Law Coverage? There’s a good chance that not everyone is familiar with it. The coverage is fairly unique but is very important. Ordinance and Law Coverage is typically included on Homeowners policies. The standard coverage is usually a low percentage of the Coverage A limit, around 10% with higher percentage limits available for an additional premium. Ordinance and Law Coverage can pay not only for rebuilding a destroyed home but also upgrading the home, so it meets current building codes. When looking at a claim that involved Ordinance and Law Coverage, the lowest policy amount was not enough. The claim alleged the agency failed to procure the requested coverage for the agency’s client. The key issue was that the agency staff member was unaware of the differences in three options under the Ordinance and Law Coverage and thought the client had limits of $100,000 under this coverage when, in fact, they only had $10,000. After the client’s roof suffered hail damage, it was determined the building code had changed and required the client to add a membrane coating under the roof. The client was seeking $100,000 under the Ordinance and Law Coverage, far more than the $10,000 policy limit. The client sued for the additional $90,000 alleging the agency failed to procure the requested coverage and did not properly understand the options/coverage provided. An E&O claim was brought against the agency. Could this type of claim happen in your agency? Ordinance and Law Coverage can include three separate types of coverage:
for Loss to the Undamaged Portion of the Building − In some jurisdictions, the building code may require that a › Coverage partially damaged building be demolished. This type of coverage states that if this type of ordinance is in place and enforced by the local authorities, the insurance policy will treat the claim as a total loss even though the building was only partially damaged.
Demolition Cost − This type of coverage applies to the cost of the demolition to the undamaged portions of the building. › Increased Cost of Construction − This type of coverage applies to any increased expenses incurred to upgrade, repair, or replace › Increased the building while conforming to the current building laws or ordinances. The basic coverage in the Homeowners policy may not be enough for these associated costs, as in the claim example above. At a minimum, the agency should make the client aware of what the Ordinance and Law Coverage can provide and the limits available. Some agency staff may think the coverage is only for older homes, but that is not true. There is a possibility that homes built 10 years ago could have this exposure if the municipality where the client resides has undergone some type of a building code change. Agencies should consider the following tips for Ordinance and Law Coverage:
agency staff, Personal and Commercial Lines, with the necessary training to ensure they know the coverage and how to › Provide properly explain it. should include reference to this coverage and the additional limits available for purchase. › AllThereproposals should be clear documentation with the client’s signature of any agreed upon coverages and limits. › Consider educating and prospective clients on the importance and implications of this coverage, possibly in a social media › campaign that couldcurrent generate additional sales. Typically, when discussing Homeowners Coverage, the more prominent threats (fire, theft, etc.) are discussed. Agencies should not discount the importance of Ordinance and Law Coverage. The material contained in this article is for informational purposes only and is not for purposes of providing legal advice.You should contact your attorney to obtain advice with respect to any particular issue or problem.
APRIL 19 11 5-R-1274 Ed. 11-18
HOW TO DEAL WITH IMPROPER REQUESTS RELATING TO CERTIFICATES OF INSURANCE Attorney Judd Genda
Certificates of insurance is a topic that refuses to go
coverages that exist at a particular point in time. A certificate
away. It seems like every time I pick up a trade magazine
cannot be used to name additional insureds, nor can it be
or newsletter, I see an article or seminar dealing with this
used to expand policy coverages. The Wisconsin Office of
topic. In addition, we have received numerous inquiries from
the Commissioner of Insurance (OCI) has issued a number
agents dealing with the issue of modification of certificates
of bulletins advising agents and carriers that they cannot
of insurance. These inquiries arise in any number of factual
make these types of prohibited alterations to certificates.
contexts. For example: an agent represents a subcontractor
Indeed, several years ago the Wisconsin legislature amended
on a large construction project and receives a telephone call
s. 628.34(1) of the Wisconsin statutes, which deals with the
from the subcontractor indicating that the general contractor
issue of misrepresentation, to state: “No intermediary may
is withholding payments to the subcontractor, until the
provide a misleading certificate of insurance.” Accordingly,
general contractor receives a certificate of insurance that is
agents who give in to the pressure to alter the certificates in
“satisfactory” to the general contractor. In many instances,
the ways discussed above, run the risk of disciplinary action
this means that the certificate must name the general
by OCI. However, the threat of disciplinary action against the
contractor as an “additional insured,” must indicate that the
agent certainly does not solve the problem that continues to
subcontractor’s policy is primary, and must provide for 30
exist in the marketplace. That problem is that customers are
days advance notice of cancellation. Of course, the agent’s
continuing to make these unreasonable demands, and putting
customer wants this certificate to be issued immediately so
the agent in the unwarranted position described above.
payment can be made. Another example: an agent represents a general contractor who is the successful bidder on a public
Recently, the Wisconsin legislature amended s. 628.34 of the
works project proposed by a municipality. The contract
statutes to include a subsection dealing with “Evidence of
specifications, including the insurance requirements, have
Insurance.” That subsection provides in relevant part:
been prepared by the municipality’s engineering firm. These specifications provide that the engineer be named as an
No person may prepare, request, or require a certificate of
“additional insured,” the contractor’s policy be primary, and
insurance or other document used for evidence of insurance
the contractor’s policy provide coverage to the engineer for
to do any of the following:
its own negligence, exclusive of professional liability. The
Contain information concerning the policy referenced …
engineer will not accept a certificate unless it contains the
that is false, misleading, deceptive, unfairly discriminatory,
requested specifications. If the certificate cannot be provided,
or that otherwise violates public policy or law, as
the agent’s customer will lose out on the public works project. The agent is requested to issue a certificate containing the
determined by the Commissioner. 2.
Purport to alter, amend, or extend coverage provided by the policy… .
Alter the terms and conditions of any notice requirements
In both of these examples, the agent is put in an untenable
in the policy. A person is entitled to notice of cancellation,
position. The agent is being asked to make improper
nonrenewal, or any material change to the policy, or to
modifications to a certificate of insurance. It is common
any similar notice concerning the policy only as provided
knowledge that a certificate of insurance is NOT an insuring
in the policy or an endorsement.
document. Rather, it is simply evidence of insurance
12 APRIL 19
H OW TO D E A L W IT H IM PR OPER R EQU ESTS R EL AT ING TO C E R T IFI CATES OF INS U RANCE (CONT. )
The statute goes on to provide that no certificate of insurance may warrant that the policy referenced in the certificate “fulfills the insurance or indemnification requirements of a specific contract.” As a side note, some agents have been requested to sign a document entitled “Agent’s Certification,” that contains a warranty by the agent that the requirements of the underlying contract with the general contractor or the subcontractor are satisfied by the subject policy. Agents should NEVER sign such a certificate. In light of the statutory amendments, agents are now in a position to be proactive when confronted with unreasonable requests to alter certificates in order to conform with the way the certificate holder conducts business, or with the underlying contract requirements. When an agent receives such a request, we suggest that the agent contact the certificate holder and advise as to the provisions of the statute. In connection with this advice, it should be noted that the prohibitions contained in the statute are applicable not only to agents, but to persons who request or require a certificate that is contrary to the mandates of the statute. As such, the act of making an improper request is a violation of the statute. If someone persists in demanding such an altered certificate, we suggest the agent report the matter to OCI. Hopefully, word will get out that third parties, i.e. certificate holders, have to comply with the applicable statute, and can no longer use such tactics as withholding payments, or not awarding contracts, as a way to force agents to issue improper certificates. Agents can now effectively push back.
For more information:
Judd Genda email@example.com • 608.283.6700 Madison Office
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The Two Most Important Character Traits of Successful Salespeople
By: John Chapin We know there are many character traits that determine long-term sales success or failure. That said, I find there are two key traits that really separate the cream of the crop from everyone else. Two key traits of top-producers Trait #1: Extreme Ownership The most successful salespeople take complete ownership of everything in their life, and I do mean everything. From sales numbers all the way to car accidents, they see themselves as ultimately in control of, and responsible for, anything related to getting their job done and meeting obligations. In this way they are empowered so that when something goes wrong, they can immediately grab the bull by the horns and do what they have to in order to remedy the situation. They don’t spend time complaining, playing the victim, or throwing their hands up in a “what’s the use, it’s out of my control” fashion. I’ve seen the best salespeople overcome weather, power outages, tornadoes, car accidents, trips to the hospital, and almost everything else you can imagine, to make sales calls and hit their numbers. If you have a meeting scheduled with them and the world is coming to an end, you can bet everything you own that they’ll be there. Top salespeople are committed to and completely accountable to their clients, their family, themselves, their company and coworkers, and everyone else they come into contact with. They are hard workers and self-starters and have the willingness to push themselves harder than anyone else can possibly push them. If you tell them to make 20 calls, they’ll make 30. If you tell them they’re going to have to work nights and Saturdays, not only will they do that, they’ll also be the first one in in the morning 14 APRIL 19
and they’ll work Sundays too. You don’t need to look over their shoulder to make sure they’re doing what they should be doing. They understand they have an obligation to their clients, and to the company that pays them, to go above and beyond put in maximum effort. Top producers are completely sold on their product to the point which, if it’s one they themselves can own, they do, along with their family and friends. They have conviction and are passionate about helping others while at the same time saving people from the competition who at best, will not take as good of care of them as they will and, at worst, will even take advantage of them. They have a willingness to go far above and beyond for prospects and clients and will do anything and everything to win fairly and ethically. Top producers understand that success is completely up to them. They take complete ownership, extreme ownership, reminding themselves that they are 100% responsible for their success. If they fail, they own it. Everything begins and ends with them. They don’t blame anyone or anything outside of themselves. You won’t hear them complaining about the competition being cheaper, the supposed bad market for their product, or the new industry regulations. They know that even in the toughest of conditions, someone is thriving, and they’re determined it’s going to be them. You also won’t hear them blaming outside forces for a lost sale, past failure, or anything else that has put them in their
present position in life. Trait #2: Extreme drive and determination The best are extremely driven and determined. They know why they are doing what they are doing and they know who and what they are doing it for. They know that the super stars aren’t superhuman, they are average, flawed individuals just like the rest of us. The difference is they’ve found a reason, a purpose within them, that gets them up early, keeps them up late, and keeps the fire of motivation and determination burning brightly within them and they use it to outwork everyone. The champions are like extreme athletes when it comes to dedication, commitment and preparation. They make do-or-die commitments. They do whatever it takes to make their dreams and vision a reality and are willing to fight, or even die, for what they believe in. Top producers realize that there is no such thing as get-rich-quick or overnight success. They know that you must pay the price for success in advance and they do. They are willing to suffer and put in lots of work and they don't require immediate rewards or payoff. They are willing to work like no one will for three, five, or ten years or more, to live the rest of their life like no one can. Top salespeople understand that one of our biggest enemies of long-term success is the comfort zone, which can cause us to lose our fire. To defend against this the great ones create a mission statement that is so magnificent that they need to constantly be
growing and expanding in order to fulfill it. They also surround themselves with people who continually challenge them and force them to grow. From time to time they assess their values and what’s really important to them because they understand that priorities change as we go through life. They continue to make larger, grander goals and plans so as they approach the achievement of one goal, they have a bigger one keep their motivation strong. Finally, the best understand that, yes, shear will and determination will pretty overcome any obstacle and take you anywhere you want to go in life. They apply that will and determination at a level that few humans are willing to match. They decide on a goal and then cut off all avenues of escape, they burn the boats behind them. They made the decision to climb the mountain knowing they are either getting to the top, or they are dying on the side of the mountain, but they are not coming down, they aren’t quitting. It’s all-or-nothing, do-or-die. John Chapin is a motivational sales speaker and trainer. For his free newsletter, or to have him speak at your next event, go to: www.completeselling.com John has over 31 years of sales experience as a number one sales rep and is the author of the 2010 sales book of the year: Sales Encyclopedia. You can reprint provided you keep contact information in place. E-mail: firstname.lastname@example.org.
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AUTO | HOME | BUSINESS
MARCH 19 PB
Quit Fishing for Publicity, Reel in the Media
By: Russell Trahan
There is an old proverb that goes, “Give a Person a Fish, and You Feed Them for a Day. Teach a Person to Fish, and You Feed Them for a Lifetime.” The same can be said about publicity. If you do publicity once, you’ll only get business for a day. However, if you do publicity with frequency and repetition, you’ll build a business that will feed you for a lifetime. There are several other ways fishing is similar to publicity, there are a few: Knowing What You’re Fishing For/Knowing Who Your Target Market Is: First, you have to decide what you’re fishing for, then you go where they are. If you’re fishing for trout you would go to a lake. If you’re fishing for salmon you head to a river. And, if you’re fishing for Mahi-mahi you would gas up the boat for some deep sea fishing. The same is true for your target market. Once you decide who your target market is, you go where they are. If you want name recognition in front of business decision makers you would go to trade, industry, or business association publications. If you want the attention of single parents you would go to women’s magazines or mommy blogs. Every market has magazines and blogs they read regularly. Know who your target market is and where they’re located and you’ll get a bite every time. Having the Right Lures/Position Your Expertise: In a lake you would want a bobber and lures to attract the fish’s attention. In a river or stream you might want to use a fly-fishing pole. On the ocean, of course you’d want to be fully strapped in with a strong line and reel. The same is true to positioning your expertise in a way the reader wants to see it. You may think that since Entrepreneur, Fast Company, and BusinessWeek are all business publications you can send the same press release to all of them. Consider their core reader: Entrepreneur says who they are in the title; Fast Company attracts the reader who wants new, now, next; and BusinessWeek is the old steady blue-chip business person. So, if you tailor your press release to the reader of the publication you want to get into you’ll have them jumping out of the water for you. Using the Right Bait on Your Hook/Using the Right Content in Your Hook: Whether you use a worm, eggs, or chum depends on the fish you want to catch. The same is true for the content you use to hook the media’s attention. If you don’t get the media’s attention, 16 APRIL 19
your target market will never see your content, so you have to present your content in the right way. So many people make the mistake of presenting themselves as the story. What the media cares about is what you can do for their reader; who you are and why they should listen to you comes second. Press releases should not be advertorial or self-promotional; they should be educational, informational, and content-driven. Lead with your unique stance or controversial opinion. Offer the media additional information on a story they’re already running and they’ll be itching to take the bait. Telling a Fish Story/Using Your Publicity: Every fisher has a whopper of a story about the one that got away, but just as many have trophies mounted on their walls to prove their skills. The same is true with your publicity; you’ve got to tell a good tale about it, otherwise you might as well cut bait and walk away. Start an ‘in the media’ page on your website. Nothing impresses a potential client more than knowing the media considers you the go-to source for information on your expertise. Even if your business is just in the local market, don’t shy away from national press. Showing a local realtor you’ve been in a national real estate magazine will be just as impressive as being in the local newspaper. Use the publicity you receive in your social media as well. If you’re a B2B business you would want to focus on LinkedIn, or if you’re B2C you could use Facebook, Pinterest, Instagram, or others. If you’re hoping to build business name recognition, increase market awareness, or boost sales, you first need to drop your line into the water. Wading in to the mainstream media doesn’t have to be a scary situation. Knowing who you want to hook, and having the right bait in your tackle box will land you publicity without much of a struggle. Regardless if you’re standing on the banks, using a row boat, or in a trawler, it’s about positioning your content in front of your target market in a format they want to hear, then just sit back and reel them in. You’ll have a net full of media placements to use in your marketing for a lifetime. ABOUT THE AUTHOR: Russell Trahan is the Owner and President of PR/PR Public Relations and Author of Sell Yourself Without Saying a Word. For 20 years PR/PR has enjoyed a track record of getting 100% of their clients placed in front of their target market. For more information, please visit www.prpr.net.
Acuity loves you!
We are proud of the relationships we have built with the best independent agents in the world!
2018â€™s Cities & States with the Highest & Lowest Uninsured Rates â€“ WalletHub Study
WalletHub compared the rates for 547 U.S. cities and the 50 states, in addition to a breakdown by age, race/ethnicity and income level. The following are some highlights from the reports:
18 APRIL 19
PIAW Past Presidents Club Awards Scholarship The PIAW Past President Club awarded a $1,000 scholarship to Mikayla Gray. Mikayla is a student at UW-Whitewater, focusing on business and insurance and is employed by Anew Insurance Agency, a PIAW member agency in Edgerton. Following her graduation, she plans to continue working at the agency. Congratulation to Mikayla! The scholarship was presented by Ron Von Haden, Executive Vice President of PIAW. PIAW Past Presidents charge themselves an annual fee with the sole purpose of granting scholarships to deserving young people who are committed to entering the insurance industry. Thanks to the Past Presidents who give so generously to support the industry.
More than a trusted brand, AAA is the perfect lead — and close. Every sale has a beginning and end. And AAA can help your independent agency with both. Add AAA to your product mix and grow your bottom line selling quality insurance through AAA and the extensive benefits of AAA Membership – an unbeatable combination of security and savings. If you’re ready to grow, we’re here to help with the products and support that can help you earn more. n Quality insurance with competitive rates n Powerful brand recognition n Sales manager support n Product training n Extensive marketing co-op program
Learn more today. Call Leo Plese at 630-328-7076 or e-mail me at email@example.com APRIL 19 19
The Certified Insurance Counselors (CIC) Program has been the insurance industry’s premier, proven source for practical, real-world education since 1969. For insurance professionals everywhere, the 20 hour Institutes represent a thoroughly rewarding learning experience, led by accomplished insurance and risk management speakers. Are you ready to challenge yourself?
Andora Ayala, CIC Rural Mutual Insurance Madison, WI
Brian Hottmann, CIC, AU, ARM Schwarz Insurance Agency, Inc. Prairie du Sac, WI
Amber Stuettgen, CIC, CISR Integrated Risk Solutions, Inc. Waukesha, WI
Janel Bazan, CIC Johnson Insurance Madison, WI
Alec Johnson, CIC, CISR Hausmann-Johnson Insurance Inc. Madison, WI
Melissa Wade, CIC, CISR Maguire Agency Roseville, MN
Matthew Cleveland, CIC, CISR Hausmann-Johnson Insurance Inc. Madison, WI
Robert Ourada, CIC, CPCU Johnson Insurance Chippewa Falls, WI
Craig Hatch, CIC, AINS Smith & Hatch Ins. Agency, Inc. Eden, WI
Becky Ruddis, CIC Hibbs Hallmark & Company Stevens Point, WI
The CISR Program empowers outstanding individuals to provide exceptional customer service. Join the many thousands of insurance professionals who have already experienced the benefits.
Sherry Hendricks, CISR Bayland Insurance LLC Green Bay, WI
Amanda Piontek, CISR Johnson Insurance MT Pleasant, WI
Mary Thao, CISR Kunkel & Associates, Inc. Dubuque, IA
Barbara Klemp, CISR Badger Insurance Services LLC Brookfield, WI
Nicole Quint, CISR R & R Insurance Services, Inc. Waukesha, WI
Kashif Motlani, CISR, CPIA AAA Wisconsin Madison, WI
Corinna Swerig, CISR Hausmann-Johnson Insurance Inc. Madison, WI
Sara Weith, CISR Central Wisconsin Insurance Associates Inc Merrill, WI
Amanda Mussehl, CISR, CPIA Neckerman Insurance Services Madison, WI
Lisa Terrill, CISR TRICOR, INC. Janesville, WI
Stacey Wittenberg, CISR Valley Insurance Associates, Inc. Appleton, WI
NEW CISR ELITE This new status is for CISR’s who aspire to be the best.
Kristin Boevers, CISR Elite Spectrum Insurance Group Oshkosh, WI
20 APRIL 19
Joseph Micke, CISR Elite American Advantage Insurance Group/ADSI Inc. Green Bay, WI
Trisha Ours, CISR Elite IIAW Madison, WI
Nominate & Win!
Nominate the next Outstanding CSR of the Year® and win a $1000 cash award!*
2019 OUTSTANDING CSR of the YEAR AWARD
Nominate your best customer services representatives or account managers to compete for the Outstanding CSR of the Year® award. The competition is open to any insurance customer service representatives, account managers or candidates primarily responsible for customer service. Candidates interested in participating in the competition may also nominate themselves.
How does the competition work?
Nominees compete at state level to become one of five finalists. The winner is announced in June.
What does the nominator win?
*Individuals who nominate the national winner receive a $1000 cash award.
Please print or type. Do not fill out if you are nominating yourself.
Name: Designations (if any): Years of Experience: Position: Agency/Company: Address: City, State, Zip: Email: Phone:
Advancement to National Competition
Framed Certificate Finalists $500 Cash Award National Recognition Gold and Garnet Pin
Please print or type
I am nominating myself
Keep nomination anonymous.
Name: Address: City, State, Zip: Email: Phone: Fax:
Return this form to:
National Award Winner $2000 Cash Award National Recognition Gold and Diamond Pin
PIA of Wisconsin, Inc. 6401 Odana Road Madison, WI 53719 Ph: 608-274-8188 • Fax: 608-274-8195 Email: firstname.lastname@example.org
The Outstanding CSR of the Year® Award is sponsored by The National Alliance for Insurance Education & Research
APRIL 19 21
Learn to analyze risks, policies, forms and claims data so you can communicate clearly with clients.
Take your career to the next level!
Become a CISR
Become even more valuable to your employer, carriers, and clients. Advance to Elite Status!
WHERE EXPERTS BECOME EXPERTS
WHERE EXPERTS BECOME EXPERTS
Register at www.piaw.org Or call 1-800-261-7429
Register at www.piaw.org Or call 1-800-261-7429
22 APRIL 19
CERTIFIED INSURANCE SERVICE REPRESENTATIVE
Open to Anyone!
PERSONAL AUTO – NEW 2018 ISO 7 WI CE Credits. New Course # 6000035268 • • • • • •
Introduction to the Personal Auto Policy Personal Auto Policy Definitions and Liability Coverage Medical Payments/Personal Injury Protection Uninsured/Underinsured Motorists Coverage Coverage for Damage to Your Auto May Coverage for a Rented Vehicle
1 – Waukesha May 2 – Green Bay
DENISE SEMROW, CIC, CISR, AIS SECURA INSURANCE
COMMERCIAL PROPERTY 7 WI CE Credits. Course # 69332 • • • • •
Fundamentals of Commercial Property Insurance Building and Personal Property Coverage Form Causes of Loss Forms Basics of Time Element Insurance Basics of Commercial Inland Marine Insurance
June 6 – Madison PATTI GARDNER, CIC, CRM, CPCU
COMMERCIAL CASUALTY I 7 WI CE Credits. Course # 69334 • • • • •
Essentials of Legal Liability CGL Introduction Commercial General Liability Coverage Parts CGL Other Provisions Additional Insureds
June 11 – Rothschild JOHN DISMUKES, CIC, CPCU, AAI, AIS
Instruction 8:00 a.m. – 3:45 p.m. Group Lunch 12:00 p.m. – 12:45 p.m. Optional Exam 4:15 p.m. – 5:15 p.m.
$170 Per Course Includes Lunch
Register at www.piaw.org or call 800-261-7429 APRIL 19 23
NEW! Certified Insurance Counselor Institutes 16 Hours LIFE & HEALTH
August 20-22, 2019
June 12-14, 2019 Holiday Inn Wausau – Rothschild, WI
Conducted at West Bend Mutual Insurance Company – West Bend
OPEN to ANYONE! Sleeping Rooms at Hampton Inn 262-438-1500 or online at piaw.org $102 PIA room rate through 7/19/19 Approved for 16 WI CE
715-355-1111 or online at piaw.org $109 PIA room rate through 5/13/19 Approved for 16 WI CE •
COMMERCIAL PROPERTY COVERAGE FORMS & ENDORSEMENTS Duane DiPirro, CIC, CPCU, AU
COMMERCIAL PROPERTY CAUSES OF LOSS & ENDORSEMENTS John Dismukes, Jr., CIC, CPCU, AAI, AIS
TIME ELEMENT COVERAGES & ENDORSEMENTS Jacklyn Reindl, CIC, CPIA, CPIW
NEW WI CE COURSE # 6000039207
LIFE AND ANNUITY POLICIES
BUSINESS LIFE CONCEPTS David Grunke, CHC, RHU
HEALTH INSURANCE AND EMPLOYEE BENEFITS CONCEPTS Dr. Victor Puleo, CIC, CFP
NEW WI CE COURSE # 6000033932
Day One 8:00 – 5:15 / Day Two 8:00 – 5:00 / Day Three Optional Exam 8:00 – 10:00
$415.00 per Institute Register at PIAW.org or call 800-261-7429
Sharpen your skills with a CIC designation.
Become the expert your clients, agency, and career depend on.
Impact Credibility Respect
Register at www.piaw.org or call 1-800-261-7429
WHERE EXPERTS BECOME EXPERTS
24 APRIL 19
Education Committee Spotlight ATT Wireless has a series of ads out right now featuring just OK doctors, tattoo artists, baby sitters, mechanics, restaurants, that humorously asks the question; “is just OK. OK?” If you’ve seen the ads I don’t think you’d find yourself in the service of any of these folks. My mind races to the possible content of the “just OK” insurance agent saying something like, “but I got you the cheapest coverage I could find” after being unable to step up to a client’s loss. This begs the question are you just an “OK insurance agent”, or more importantly, do the prospects you want to insure think OK is OK. I think you’d agree, just OK is not OK. Neither is “I used to be” or “when I get time” I’ve been calling on Wisconsin insurance agencies in my past rolls as a field claims rep.; commercial underwriter; agency trainer and now as a Company Sales Manager for decades. In that time I’ve called on 100s of different agencies and thousands of agents. Quite honestly, with the exception of the current crop of excellent agencies in my territory :), there are a lot of “just OK” agents and agencies out there. That’s good news though! That is opportunity for you to set yourself apart, and be in the small minority of excellent, state of the art agents. The best way I know to do that is to stay informed. In this ever changing, fast paced, evolving marketplace of coverage changes, acquisitions of
carriers and agencies, COI’s, waivers of subrogation, social media, and on and on, you’ve got to stay on top of things to be relevant. A few years ago did you ever think you’d be worried about Uber, drones, self-driving cars and Air B&B? Today is not like yesterday and it won’t be like tomorrow. This of course, coming from a member of the PIA Education Committee, is a heartfelt endorsement and plug for, not just an OK, but the industry’s best continuing education classes. It is bar none the best educational opportunity there is. The topical sessions are timely and comprehensive. The designation programs; CISR, CIC, CPIA are meaningful and a mark of distinction and differentiation. The learning methods of many of the classes are practical, experiential formats. Candidly, many of the top agencies I call on require some of these designations of all their licensed associates and it is no coincidence that they are thus the top shops.
“Are you one of THE insurance agents in Wisconsin that is ‘just Ok’?”
So you can “stay in your lane bro” or you can stay relevant by not only having you and your staff participating, but also keeping us sharp by suggesting ideas for future classes and enhancements. Sign up, you won’t be sorry you did….OK? About Steve Edwards, CIC, CPIA Steve is an industry Veteran of well over 20yrs. Having come from a direct writer, he is a Senior Regional Sales Manager at West Bend, The Silver Lining, a mutual property and casualty carrier In West Bend. Stephen C. Edwards CIC, CPIA Sr. Regional Sales Manager / West Bend – A Mutual Insurance Company West Bend, WI 800.236.5010 ext. 7003 / email@example.com
E D U C A T I ON T E S T I MONI AL "The CIC class last week was one of the best classes I have ever attended. Great, great, great information. However, I think I just created another 6 months of additional work for myself. LOL" Save the Date - March 21, 2019
Perian M. Heffner, CIC Personal Lines Manager/Agent Coverra Insurance Services
CIC RUBLE SEMINARS
Exciting update options for CICs, CRMs & now CISRs! 16 WI CE (Includes 4 optional Ethics) May 8 & 9 / Graduate Ruble / Crowne Plaza - Madison, WI (Please contact PIA for availability.) October 29 & 30 / Graduate Ruble / Radisson - Green Bay, WI Visit www.piaw.org or call PIA at 1-800-261-7429 APRIL 19 25
NEW PIAW Webinars! Legendary Bill Wilson has developed a four-part series consisting of four 3-hour CE webinars using content from his recent smash-hit book: “When Words Collide: Resolving Insurance Coverage and Claims Disputes.” William C. Wilson, Jr., CPCU, ARM, AIM, AAM
These stand-alone courses can be taken in any order. Attend as group and be ready at claim time! The webinars will also feature book giveaways. The value of this content cannot be understated. Insurance companies have bought and distributed copies of his book to their entire claims departments and law firms have done the same for their respective teams. There is, quite frankly, no one in this industry responsible for more claims dispute resolution in favor of insureds than Bill Wilson. • • • •
Part One: Policy Interpretation Basics April 3, June 19 Part Two: Legal & Contractual Principles April 25, June 24 Part Three: Insurance Policy Interpretation May 20, July 17 Part Four: Finding Resolution May 28, July 30
Visit the Education tab at piaw.org. Contact Brenda Steinbach at firstname.lastname@example.org or 800-261-7429 for the group process.
26 APRIL 19
New Topics! Each Approved for 3 WI CE Credits. Live. No Test. No Proctor. Visit the Education tab at piaw.org for a complete list of topics, descriptions, webinar demo and registration. Several approved for Utica credit. Ethics is offered each month. Fee per Webinar: $55 PIAW Member, $70 Non Member – Includes WI CE fees.
April 2019 Webinar Schedule TITLE & WI CE
When Words Collide: Policy Interpretation Part One 3 WI CE # 6000043660
Ethics and E&O: Synergy Not Rivalry 3 WI ETHICS CE # 6000042406 Utica Approved
Chris Amrhein, CIC
Commercial Liability Claims that Cause Problems 3 WI CE # 6000042393
Terry Tadlock, CIC, CPCU, CRIS
How Savvy Businesses Use Life Insurance to Hedge Against Financial Losses 3 WI CE # 6000039287
Karin Klaassen, CLU, LUTCF
Construction Contracts: What the Agent Should Know, Do and Not Do 3 WI CE # 6000042031
Catherine Trischan, CPCU, CRM, CIC, ARM, AU, AAI, CRIS, MLIS
Life Insurance: The Magnificent Seven 3 WI CE # 6000042421
Jerry Rhinehart, CIC, CLU, ChFC, RHU
Insurance Issues For Today’s World 3 WI CE # 600042042
Catherine Trischan, CPCU, CRM, CIC, ARM, AU, AAI, CRIS, MLIS
E&O Reasons and Solutions 3 WI CE # 6000018528 Utica Approved
Becky Lathrop, CIC, CPIA
Everything’s Soaked and My Stuff Stinks: The Water Damage Webinar 3 WI CE # 6000039309
Nicole Broch, CIC, CISR, PLCS
When Words Collide: Legal and Contractual Principles Part Two 3 WI CE # 6000043649
Alphabet Soup: The Mistakes and Coverage Behind D&O, EPLI, FLI, and EBL 3 WI CE # 6000039321
Chris Amrhein, CIC
Register online at piaw.org or call 1-800-261-7429. Contact Brenda for in-house webinar opportunities. email@example.com APRIL 19 27
For an upcoming schedule and to register, visit the Education tab at www.piaw.org or call 1-800-261-7429.
Gives You the Credit You Deserve! The following PIAW education classes are approved for the Utica premium credit. • Any CIC Update • CIC Agency Management • CISR Agency Operations • Dynamics of Service • Select PIAW Webinars • PIAW Conducted E&O Seminars (classroom or in house) To register online and view upcoming CE courses visit www.piaw.org Please contact Heidi Hodel, CIC, Member Benefits Coordinator firstname.lastname@example.org or 1-800-261-7429 to find out how you can benefit from Utica’s E&O Loss Control Program. 28 APRIL 19
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• $6.6 Billion in Premium • Full & highest commissions • Big is Better – size, clout, stability • No minimum volume requirement for profit sharing and excess compensation • 6,100 signed member agents can’t be wrong • Your clients and companies are always yours To learn how we can help you increase your agency income and value, contact us today. email@example.com | 920.494.5000 | www.siagl.com
National Flood Insurance Program
In or Out of the High-Risk Flood Area, Everyone Needs Flood Insurance In the wake of Hurricane Harvey in 2017, nearly half of all flood insurance claims were for properties located outside high-risk flood zones-for properties that, on flood maps, are shown to be at low -to -moderate flood risk. Did you know?... ✓ Floods are the nation's most common and costly natural disaster and cause millions of dollars in damage every year. ✓ Homeowners and renters insurance does not typically cover flood damage. ✓ Floods can happen anywhere--more than 20 percent of flood claims come from properties outside the high risk flood zone. Check out The Big Cost of Flooding, at www.fema.gov/media-library/assets/documents/132744. ✓ If your property is in a low-to-moderate flood risk area, your flood insurance could be much more affordable than you might think. ✓ Flood insurance can pay regardless of whether or not there is a Presidential Disaster Declaration, at www.fema.gov/disaster-declaration-process. ✓ Most federal disaster assistance comes in the form of low-interest disaster loans from U.S. Small Business Administration (SBA) and you have to pay them back. ✓ A claim against your flood insurance policy could, and often does, provide more funds for recovery than those you could qualify for from FEMA or the U.S. Small Business Administration after a disaster declaration--and you don't have to pay it back.
No homeowner or renter can afford not to have flood insurance. Call your insurance agent and buy a policy today. If your community participates in the NFIP, you can buy flood insurance for your property. There's typically a 30-day wait period between when you purchase the policy and when it becomes effective. Discuss this and find questions to ask to ensure you get the coverage you need, at www.fema.gov/national-flood. For more info contact Heidi at Professional Insurance Agents of Wisconsin, Inc. Direct: (608) 274-8254 / Phone: (608) 274-8188 / firstname.lastname@example.org "FEMA's mission is to support our citizens and first responders lo ensure that as a nation )lie work together to build, sustain, and improve our capability to prepare for, protect against, respond to, recover from, and mitigate all hazards.” March 2018 30 APRIL 19
Protect the Reputation and Assets You’ve Worked Hard to Build: Choose the Right Agents’ Errors and Omissions Program! Utica National and Agents Service Corporation can help. More than 10,000 agencies have placed their trust in Utica National over the last 50 years because they offer:
› › › ›
Access to staff, including a claims team, who is dedicated 100% to Agents’ E&O Tailored levels of coverage based on your needs Risk management services that stay ahead of emerging issues to help you prevent claims A variety of ways to pay your premium without premium financing or interest charges
Invest a few minutes in the future security of your agency. Go to www.uticanational.com/eo to get started on an Easy Estimate, and then add and subtract coverages to get the
combination of protection and premium you need! Contact Heidi Hodel at PIA Wisconsin by phone at 608-274-8188 or via email at email@example.com for more information.
There’s no room for apologies today It’s the little things that make a big impression. For example, Cox Communications sent its subscribers an invitation to a Grand Opening of a new store in one its service areas. It was clearly a big deal. Later, a second invitation arrived with a new date. The date on the first invitation had been incorrect, which was embarrassing to say the least. Just a little thing? Insignificant? Not when cable companies are doing everything possible to stop “bleeding” subscribers. Cox is no exception and was attempting to put its best foot forward by creating a “celebration” featuring a “special appearance by Grammy nominee and finalist on NBC’s The Voice, Bill Gilman.” Among an assortment of prizes were “tickets to Billy’s Home for the Holidays concert.” You don’t need to be a cynic to hear the chatter: “What do you expect from a big company like that. They can’t do anything right.” An incorrect date on an invitation only goes to prove it. It’s too bad that when companies make the effort to do something to show they care and wind up letting it make a negative impression by shooting themselves in the foot. Takeaway: Details make a difference. There’s no room for apologies today.
[Source: GrahamComm] APRIL 19 31
We look for the best independent agents and build relationships that last the duration. We are committed to the independent agency system as the only means to deliver our products. Because of that, we work hand-inhand to help our agencies grow profitably.
Our agents set us apart. For information about becoming a Partners Mutual Insurance Agent please contact Brian Martin at 262.432.3439 or Mike Ottman at 262.432.3418.
32 APRIL 19
S A V E T H E DA T E !
“Why Can’t I Grow My Business?” BWO = Independence AND Opportunity.
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BWO agents enjoy… 100% ownership · Contingency participation · Generous commissions Agency perpetuation · No joining or membership fees · No non-compete
Companies we represent: Acuity, Auto-Owners Insurance, Badger Mutual, GMIC, Hanover, Integrity, Partners Mutual, Pekin, Progressive, Secura, Society, West Bend Mutual…and more.
Contact Tom Budzisz to join at 414-768-8100!
By: John Waid
Sales Culture Eats Strategy for Breakfast How to Create a Sales Culture for Increased Profits, Faster Revenue Growth, and Better Salesforce Retention Don’t you wish your salesforce sold twice as much as your competitors, your business was extremely profitable and your salespeople and customers loved you? Is this even possible? Chik-fil-A produces twice as much revenue as any other fast food chain and they are closed on Sundays. An investment in Southwest Airlines in the early 1970’s of $10,000 dollars was worth close to $12 million in 2000—the highest return of almost any company in a 30-year period—and it’s a low cost airline in a very competitive industry. Zappos shoes went from start-up to being bought by Amazon in 10 years for more than 1 billion dollars. These companies all have one at least one thing in common. When sales managers are asked what makes for a great salesforce they’ll often cite characteristics like great products and services, excellent strategies, sound processes and systems, and being in the right place at the right time. Although these elements are important, there is one secret that the really successful sales leaders have. When the founder of Chik-fil-A was asked why they were so successful, he mentioned that the company’s success comes from its people. Regardless of your particular industry, once you establish the mindset that you are in the “People Business” 34 APRIL 19
then it almost does not matter what you sell. The mindset of the great salesforces starts with focusing on the salespeople and their attitudes and behaviors Below are three mindsets you can work on with your sales leaders to move towards having much better employee and customer loyalty and amazing financial results. Salespeople First, Customers Second, Money Third Let’s face it: we are driven in companies to push the salesforce for results, and in many cases, financial results. This focus on money first leads us to then focus on customers (where the money comes from) and then as a distant 3rd, 4th, 5th or more, we spend some resources on the salespeople. This order is actually leading to less profits, upset customers and high employee turnover. What would happen if we changed the order in which we focus on these three elements to employees first, customers second and money third? Richard Anderson, the former CEO of Delta Airlines, realized that if his company was to survive (he helped bring two airlines, Delta and Northwest out of bankruptcy) it was going to be because of the people. During his tenure at Delta he focused
his time and communication on employees (who he thought of as all selling the Delta brand) and making sure they followed the company founder’s values and behaviors. To do this, Richard found an employee manual from the 1940’s and rewrote it into what became the driving principles at Delta. This led to a rebirth in a sales and service culture which led to record profits. If you want to be truly successful, change the order in your mindset to focus on salespeople/employees first; this drives customer satisfaction and as a result more profits. Sales Culture First, Structure Second, Strategy Third For at least the last century the focus has been on sales/company strategy, creating a structure to support it and finally (as an afterthought many times) creating a generic culture. What has this led to? As companies focused on getting things done, too many strategies) were completed which did not fulfill the key element of strategy, which is to create a sustainable competitive advantage. While sales managers pushed to get things done, they created structures to support this frantic activity. After the strategy and structure were created (with little employee involvement) sales managers wondered why employees did not want to execute the strategy and why restructuring the salesforce was not working. Make your sales culture the focus of your efforts and then the structures and strategies to support that culture. This will lead to highly productive and happy salespeople who customers love and buy more from. A good culture to start out with is one based on the C.A.P. values of Curiosity, Accountability and People Skills. Sales Leaders First, Coaching Second and Managing Third A leader focuses on salespeople and sales culture, a coach on sales processes and a manager on sales strategies and results. It is important as a sales leader to focus on all three of these areas, in the order mentioned, as people first need to be inspired and have a culture to live, then be in a structure that grows and then be held accountable for producing great results.
There are currently too many sales managers, a few sales coaches and hardly any sales leaders. This heavy emphasis on managing the salesforce with quotas and a “Beatings will continue until morale improves attitude” is leading to salespeople who sell because they have to, customers that buy because they have to, and profits that come in below expectations because everyone is being forced to do something sometimes against their will. When you lead first, coach second and manage third you will have a salesforce that likes and is successful at selling, treats customers well and produces great results. A secret to having a great salesforce is to hire and promote well and this is again done with an emphasis on hiring people that fit your culture, growing them with coaching and training and holding them accountable to reach the high levels they are capable of. Remember: Sales culture eats sales strategy for breakfast, and ensure that you adopt a culture-driven selling mindset. ABOUT THE AUTHOR: John Waid is the founder of C-3 Corporate Culture Consulting, a keynote speaker and author of the book, Reinventing Ralph. With a specialty and passion for corporate culture, sales and global business, John believes culture is the engine that drives companies to better results, higher morale, and increased profitability. An active speaker, trainer and subject matter expert, John Waid holds an enduring belief that corporate culture is the key to success for companies. For more information on John Waid, please visit: www.CorporateCultureConsulting.com.
APRIL 19 35
Ellington Mutual Insurance Company
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Homeowners • Farmowners • Commercial • Rental Properties • Seasonal Properties • Umbrella
APRIL 19 37
PROFESSIONAL INSURANCE AGENTS OF WISCONSIN, INC. 6401 Odana Road - Madison, WI 53719 / Phone: 608-274-8188 / Toll Free: 800-261-7429 / Fax: 608-274-8195 / Toll Free Fax: 866-203-7461 / www.piaw.org
Mr. Matt Cranney, CIC, CRM President M3 Insurance, Inc. 3133 W Beltline Hwy Madison, WI 53713 Phone 608-273-0655 Fax 608-273-7783 firstname.lastname@example.org Mr. Sean M. Paterson, CIC Vice President Robertson Ryan & Associates 12750 W. North Ave., Building A Brookfield, WI 53005 Phone 262-782-5373 Fax 262-782-6327 email@example.com Ms. Julie Ulset, CPIA Treasurer Grams Insurance Agency LLC 103 W Fulton St. Edgerton, WI 53534 Phone 608-884-3304 Fax 608-884-9616 firstname.lastname@example.org Mr. Dan Wolfgram AINS, CPIA Secretary R & R Insurance Services, Inc. 1581 E. Racine Ave. Waukesha, WI 53186 Phone 262-574-7000 Fax 262-574-7080 email@example.com
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Ms. Sandy L. Hardrath, CIC, CPIA Ansay & Associates 4712 Expo Dr. Manitowoc, WI 54220 Phone 920-370-4283 Fax 920-682-7799 Sandy.Hardrath@Ansay.com
Mr. Ryan Butzke, CIC, CISR Northbrook Insurance Associates, Inc. P.O. Box 780. Menomonee Falls, WI 53052 Phone 262-783-5533 email@example.com
Mr. Michael Keener, CIC Keener Insurance Solutions, LLC W 175 N11081 Stonewood Dr Ste 105 Germantown, WI Phone 262-293-9144 Fax 262-293-9254 firstname.lastname@example.org
Ms. Jodi Cordes, CIC, CRM, CPIA Past President A.F. Glass Insurance Center P.O. Box 1149 Lake Geneva, WI 53147 Phone 262-248-5555 Fax 262-248-5544 email@example.com Mr. Jeremy Cordova, CIC Cordova Agency, Inc. 716 E 2nd St. Merrill, WI Phone 715-536-9576 Fax 715-539-3349 firstname.lastname@example.org
Mr. Dennis Kuhnke, CIC, CPIA PIAW National Director Robertson Ryan & Associates Inc. 330 E Kilbourn Ave. Suite 650 Milwaukee, WI 53202 Phone 414-271-1561 Fax 414-271-3012 email@example.com Mr. Mitchell Tarras Nett Insurance Agency LLC 607C Eastern Ave Plymouth, WI 53073 Phone 920-893-3252 Fax 920-893-3250 firstname.lastname@example.org
Ronald Von Haden, CIC Executive Vice President email@example.com Pete Hanson, CAE Executive Director firstname.lastname@example.org Heather Falk, CISR Bookkeeping email@example.com Heidi Hodel, CIC Member Benefits Coordinator firstname.lastname@example.org Becca Prestbroten Administrative Assistant email@example.com Brenda Steinbach Education & Convention Director firstname.lastname@example.org Tiffanie Yocum Administrative Assistant email@example.com
Coming Events APRIL 2019 9-11
CIC Agency Management West Bend, WI (16 WI CE - 3 of 16 are Ethics)
MAY 2019 1
CISR Personal Auto Waukesha, WI (7 WI CE)
CISR Personal Auto Green Bay, WI (7 WI CE)
CIC Ruble Graduate Madison, WI (16 WI CE credits - 4 of 16 are optional Ethics) (Please contact PIA for availability.)
JUNE 2019 6
CISR Commercial Property Madison, WI (7 WI CE)
CISR Commercial Casualty 1 Rothschild, WI (7 WI CE)
CIC Commercial Property Rothschild, WI (16 WI CE)
CISR Commercial Casualty 2 Green Bay, WI (7 WI CE)
CISR Commercial Casualty 2 Tomah, WI (7 WI CE) 38 APRIL 19
JULY 2019 9
CPIA 1 – Position for Success West Bend, WI (7 WI CE)
CPIA 2 – Implement for Success West Bend, WI (7 WI CE)
CPIA 3 – Sustain Success West Bend, WI (7 WI CE)
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