08lavoz

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“La Voz” is the official monthly e-publication of the

a L

Independent Insurance Agents of NM 1511 University Blvd. NE Albuquerque, NM 87102.

(505) 843-7231. Fax (505) 243-3367.

Web site www.iianm.org.

This publication is intended to provide accurate and authoritative information on the subject matter covered, but is distributed with the understanding that neither IIANM, nor any contributing author, publisher, contributor or advertiser is rendering legal, accounting or any other professional service and assume no liability whatsoever in connection with its use.

Further, the electronic links to our advertisers and/or contributors found in this publication are provided as a courtesy to our readers and do not necessarily indicate an endorsement by IIANM. News items from members of Independent Insurance Agents of New Mexico and the general insurance industry are encouraged.

The advertising deadline is the fifteenth day of the month, preceding publication.

Advertising rates are available upon request.

Please contact Rachel Sheffield at rachel@iianm.org for details

IIANM Staff President/CEO Thom Turbett Chief Strategy Officer Marit Peters VP of Member Services Consuelo Trujillo Insurance Programs Administrator Suzie Dodds, CIC Communications Director Rachel Sheffield Member Services Associate Renee Trujillo

2012-2013 Officers

Features

o VZ

"The Voice" of Independent Agents since 1934

IIANM’s 2013 Company Partners

04

IIANM’s Last Chance Seminar, 15 Hours of CE

05

Check Out This Year’s Convention Line-Up!

06

The Five W’s of Marketing

08

Thank You & BEST WISHES, Julie Franchini

11

Consumer Portal Launches

13

Business Truisms That Aren’t True

16

Community Corner

17

The #1 Money Saving Tip for Insurance

19

Five Finer Points of Increasing New Business

21

Union Standard’s Heavy Hitters

22

Young Agent Spotlights Charlie Estrada, Pat Campbell Insurance

23

The Homeowners Policy & College Students

24

Why Your Agency Needs an Adaptive Website

26

Crafting the Customer Experience for People NOT Like You

28

In Every Issue Tech Talk

14

August's Clickable Calendar

30

Odds n Ends

31

Advertiser Index

Chair PJ Wolff

Acuity

Vice-Chair Diana Hobbs

Litchfield Special Risks

09

Secretary/Treasurer Gabe Portillo

Market Finders, Inc.

18

Mountain States Insurance Group

Burns & Wilcox

20

Back Cover

12

National Director Sam Conlee

New Mexico Mutual

02

Philadelphia Insurance Companies

27

Immediate Past Chair Scott Jones

Risk Placement Services (RPS)

10

The companies listed below have made a commitment to support the strongest agents' association in New Mexco. In turn, as members, please show your thanks by utilizing their varied products and services!

Become a Partner!

We invite companies to experience the networking, recruiting and branding opportunities presented by becoming an IIANM Corporate Partner.

Our Associate's Partnership Program puts supporters front and center in a meaningful and memorable fashion.

Click here for more info!

Pick any two days to receive 15 CE hours

Last Chance Seminar will be held here at our office: IIANM 1511 University Blvd. NE Albuquerque, NM 87102 800-621-3978

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 5

Celebrate, Innovate, Educate, Rejuvenate IIANM’s 79th ANNUAL

CONVENTION SEPTEMBER 18 & 19, 2013 - SANDIA RESORT & CASINO WWW.IIANM.ORG/EVENTS

&

MEGA TradeShow

IIANM’s largest and most anticipated event of the year is our Annual Convention. Several hundred member agents, young professionals, company representatives and other industry leaders will join together in a fun, festive, and informative atmosphere.

The Annual Convention includes the state’s largest insurance industry tradeshow, informative educational sessions from expert speakers, and lively social events in a Mardi Gras atmosphere with our own unique New Mexico ‘Big I’ flavor.

This is an invaluable opportunity to celebrate, innovate, educate and rejuvenate alongside insurance industry peers of all ages and experience levels!

Day 1 - Wednesday, September 18 9:00 am Young Agents Meeting We are revamping our traditional Young Agents program and will launch the ‘Next Gen’ version at this important meeting. We are so excited about this development that we have invited Jason Cass, the national Chair of IIABA’s Young Agent Committee to help us with the announcement. Please join Jason, IIANM staff, and other young professionals to learn about the exciting changes and innovations we have planned for this important association program.

10:00 am IIANM Board Meeting This is our IIANM ‘Annual Meeting’ and an opportunity for members and industry partners to learn how the association is doing and where we are headed. We think you will be more than a little impressed!

11:30 am Chairman’s Luncheon:

Company of the Year Award Ceremony Featuring world renowned marketing strategist, Steve McKee

Steve McKee is president of integrated marketing firm McKee Wallwork & Company, an advertising columnist for Businessweek.com, and the author of “When Growth Stalls: How it Happens, Why You’re Stuck and What to Do About It.” His company has been recognized by Inc. Magazine as one of the 500 fastest-growing private companies in America and by Advertising Age as one of ten top small agencies in America.

A marketing strategist for nearly three decades, Steve has been published or quoted in The New York Times, USA Today, Advertising Age, Adweek, Investor’s Business Daily and The Los Angeles Times, among others, and he has appeared on CNBC, ESPN2, CNNfn, Bloomberg TV, and network television affiliates across America. (See Steve’s piece, “The Five W’s of Marketing” on page 8, which is the 1st installment of a three-part series.)

1:00 - 4:00 PM Marketing Breakout Sessions: The 1 to 4 pm breakout sessions are meant to complement and augment the marketing knowledge you will receive from Steve’s McKee’s lunchtime keynote address. In these 3 consecutive one-hour sessions you will receive insurance industry specific marketing ideas, tools and strategies to help you compete in today’s rapidly changing sales environment. Please plan on spending the afternoon with us, because the consulting value that you will receive from all four sessions would cost you thousands elsewhere!

1. The Power of We: Us vs Them

The first session will teach you the unique advantages that the American Agency System insurance carriers and Trusted Choice independent agents have over our competition, and how we can all leverage those advantages as a distribution system to bring back market share.

2. Uniquely You: Creating Corporate Charisma

While the first session focuses on tapping into the collective strengths of our distribution channel, the second session will focus on creating a unique marketing brand for your particular agency or company.

3. Inspiring Action: Converting Your Qualities to Cash

The final breakout session in the series will teach you how to put it all together into a cohesive marketing plan. If done right, you can symbiotically combine the value of the Trusted Choice brand with a very individual ‘corporate charisma’ that will resonate with your clients and prospects.

2 to 4 pm Concurrent Breakout Session: NM Health Connections Certification Class

For the life & health contingent attending our convention, we offer a concurrent breakout session. Sponsored by our new health insurance carrier, New Mexico Health Connections, this two-hour session will inform agents about the differences between a health co-op and other carriers. Attendees will earn the required certification to be a NMHC producer, as well as a working knowledge of the New Mexico Health Insurance Exchange, which will launch in October.

4:00 - 7:30 PM MEGA TRADESHOW & Block Party!

Help kick off this year’s convention at the MEGA Trade Show that will feature 70 companies & vendors. The afternoon/evening hours will allow all agency staff to attend and enjoy great food & drinks while providing valuable opportunities for networking.

Come join the fun, Visit the exhibit booths, Register to win prizes!

Day 2 - Thursday, September 19 8:00 am

Golf Tournament

6:00 pm

Past Chair Reception & Induction

7:00 pm

Dinner & Entertainment

Don’t Just Sit There - Get Up & Laugh!

Join Shawn Rapier as he takes the traditional comedy show and turns it on its ear!

Join us for our Annual Convention!

September 18 & 19, 2013 / Sandia Resort & Casino Please note that the cut-off date for special room rate is August 30th, 2013.

Part 1

The Five W's of Marketing You've heard of the Five W's:

T

by Steve McKee

Who What When Where Why

hey're the elements of information needed to get the full story, whether it's a journalist uncovering a scandal, a detective investigating a crime, or a customer service representative trying to resolve a complaint. There's even an old PR formula that uses the Five W's as a template for how to write a news release.

Most of the time it doesn't matter in what order the information is gathered, as long as all five W's are ultimately addressed. The customer service rep's story may begin with who was offended, while the journalist may follow a lead based on what happened. The detective may start with where a crime was committed while details of who and what (not to mention when and why) are still sketchy.

The Five W's are helpful in marketing planning as well. But unlike in other professions, the development of an effective marketing program requires that they be answered in a specific order: why, who, what, where, and when. The reasons may not be obvious, but by following this pathway you can avoid a great deal of confusion, trial and error, and blind alleys, preserving your company's precious time and resources.

Many marketers instinctively begin with questions about what and where, as in "what" their advertising should say or "where" it should appear. That's what gets them into trouble.

They may have some success putting their plans together by relying on intuition and experience, but both can be misleading in a rapidly changing marketing world. These days it's easy for anyone to become confused by (or fall prey to) the latest and greatest trends and tactics.

First, Why Marketing?

critical to ensuring that your subsequent efforts are on target.

The second question is "who"—who is essential to our achieving our goals? To whom should we be directing our message? Whose hearts and minds must we win in order to succeed? The answers to these questions should be derived from the business objectives identified above so that the target audience(s) for your effort are clearly related to them.

For example, a marketing plan meant to generate significant new top-line revenue would likely focus on new customer attraction. An effort that's meant to enhance margins may concentrate on improving your brand's value equation among existing customers. And a plan to enhance your company's price/earnings ratio would focus on prospective investors and industry analysts as its primary target. The better any company defines its "who"—and the more it can know about their lifestyles, behaviors, attitudes, opinions, wants, and needs— the more effectively it can address the remaining three W's.

Branding Issues Next comes "what," as in what it is you need to offer your target audiences in order to accomplish your objectives.

This, of course, encompasses a host of business decisions, from product to pricing, policy to packaging, and everything in between. But it is also where key branding issues are addressed, including positioning, differentiation, and a determination of the personality dimensions that are appropriate for both the brand and the task (see "Building a Better Brand").

To be sure, as market conditions and customer needs change, the "what" of your offering will be a continually evolving proposition. But by having a solid understanding of the "who" and "why" of your efforts, you'll be more likely to get, and keep, the "what" right.

Smart companies begin by asking "why"—why are we expending our limited resources in marketing? Why do we believe they're better invested here than in other aspects of our business? These questions, properly considered, force company leaders to clearly define their business and marketing objectives and confront their (often unrealized) assumptions before they get too far down the road.

Finally, the last two W's can be addressed as you dive into the specifics of campaign planning. The questions now revolve around where and when the best places and times are to communicate your "what" to your "who" in service of your "why." At this stage you'll be required to make many tactical decisions, but if you've effectively addressed the first three W's you'll have the context and perspective you need to make the final two work as hard as possible on your behalf.

In some cases they may have unrealistic expectations of their marketing efforts. In others, they may be looking to advertising to solve a non-advertising problem. In still others they may be reflexively reacting to a competitor's moves, or to any one of a number of other marketplace or internal dynamics (see "Who's to Blame When Growth Stalls?"). Beginning with the "why" can be challenging, but starting here is

In some ways the principles of marketing are simple, but their simplicity can be deceptive. Beneath them often lie hidden complexities that you ignore at your peril. The common way of citing the Five W's—who, what, when, where, and why— rolls off the tongue and is a great mnemonic device. But if you want to optimize your marketing efforts, think why, who, what, where, and when. The order makes all the difference.

Page 8

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

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Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Thank You and Best Wishes,

Julie Franchini!

It is with extreme regret that we announce that our Insurance Programs Administrator, Julie Franchini, has resigned her position with IIANM. Unfortunately, Julie was the victim of some rather petty New Mexico politics. When the enabling legislation for the new Office of the Superintendent of Insurance (OSI) was passed in the most recent legislative session, opponents of her husband, Superintendent John Franchini, were able to insert what is commonly known in legislative circles as a ‘poison pill’ into the bill.

The legislation originally carried a clause in the qualifications section that prohibited the Superintendent from having “a direct financial interest in an insurer, an insurance agency or insurance transactions except as a policyholder or claimant under a policy or as an owner of less than one percent of the shares of an insurer that is a publicly traded corporation.”

Of course, for the Superintendent, this requirement is reasonable and ethically prudent. However, that clause was later amended to also include a spouse or child of any candidate. Although we requested a ruling from the Attorney General of New Mexico and argued that IIANM was not an insurance agency and that Julie could have no ‘direct’ financial interest because we are a non-profit entity, the AG analyst ruled that due to the lack of defined terms in the legislation, John Franchini was likely ineligible to serve based on the way the law was drafted.

As a result, Julie offered to resign so that her husband could accept the job without ethical implications. It seems wrong to prohibit a talented insurance professional from working in her chosen profession, but sometimes you have to just take the high road and move on.

We wish to thank Julie for her courageous and unselfish decision to resign and for her many years of service; not only to the agent’s association but to the insurance industry as a whole. We hope you will all join us in wishing her well.

We would also like to announce that Julie’s replacement has been hired. We were extremely lucky to receive an application from a very talented insurance programs administrator from a Big “I” association in another state.

Suzie Dodds, CIC has joined our staff and will work remotely from her hometown of Indianapolis, IN. With her many years of experience doing essentially the same job as Julie, Suzie has been able to take over the position with almost no additional training.

We are thrilled that our members will benefit from the same level of professional service and insurance expertise from IIANM that they are used to. Suzie can be reached by email at Suzie@iianm.org, or by calling her extension at the association office (505-999-5802). She will also be with us at Convention this year so everyone can meet her in person, and we hope everyone will welcome her to her new BIG “I” family.

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 11

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Trusted Choice®

Consumer Portal Launches New site offers online shoppers information, quotes and ability to connect with independent agents.

A

t long last, the much-anticipated new TrustedChoice. com has officially launched. The goal of the new website is to attract millions of insurance consumers to Trusted Choice®—and thus, drive strong growth for local independent agents.

This website is a powerful new tool to help agencies appear in insurance Internet searches by consumers. In addition, the new website emphasizes the value of choice that independent agents provide through an online rate comparison tool, so consumers can complete one-stop shopping for quotes from multiple insurance carriers.

Currently, consumers in Minnesota and Indiana can obtain comparative quotes on auto and homeowners insurance on the site. Nationwide, the traditional “Find an Agent” feature will match consumers to local agents and will enhanced functionality to accommodate more specific consumer requests. This feature should be available in New Mexico in 2014.

Agents have already provided plenty of great feedback that has helped Project CAP make improvements. Project CAP wants to hear your concerns and ideas for site features that you would like to see in the future.

The goal is to continually improve functionality and balance everyone’s concerns. Though rating is initially available only in Minnesota and Indiana, Project CAP will drive prospects to agents through the “Find an Agent” feature nationwide, and therefore, it wants a critical mass of agents in all states.

Enrollment is open for all agencies that want to get register and update their profiles. As a member of IIANM, you can get started by clicking on the “sign up” link, click the blue “Get Now” button and follow the instructions. Remember, when you are asked to Log In, you must use your IIANM user name (typically your agency email address), and your IIANM password (6 or 7 digits) which you use for the IIANM

website. If you need help with logon, you can click the “Forget Your Password?” link or email us at rachel@iianm.org.

TrustedChoice.com “qualified” CAP agents are those that fill out their agency profiles and provide a credit card for use when exclusive leads are delivered to your agency.

These agencies are listed at the top of the agency locator for your geographical area.

All Trusted Choice agencies are listed on the agent locator, but CAP agencies are listed at the top because they are operating in real time and providing updated agency profiles for consumers.

Agencies can learn more by attending a Project CAP tutorial webinar, which is held each Tuesday at 11 a.m. ET. If you need assistance or have any questions, contact Project CAP at 855-372-0070, support@projectcapmarketing.com or marit@iianm.org.

Steve

Anderson.com by, Steve Anderson (Always feel free to email me with comments, new ideas or products that have worked for you.

I will check them out and spread the word!)

You Need More Than Two Monitors ing to scroll up and down. And, depending on the size of your monitor, that full page will be larger than life-size. This simple step will make it much easier for your staff to be able to read and review electronic documents.

I’m not exactly sure when I first started talking about agencies needing to use more than one monitor for their staff. I think it was over 10 years ago. At the time, agency owners and staff did not think adding a second monitor to their desks would help them be more productive.

Today, it’s hard to find an insurance agency that does not have dual monitors on most every desk. The productivity gains are significant. If you haven’t yet made dual monitors the standard office feature, you need to do that as soon as possible.

But I figure that if two monitors help improve productivity, then why not add a third or fourth?

Adding a third monitor is a trend I have seen in agencies over the last couple of years. These agencies report an additional increase in productivity for certain positions in the agency. For example, I believe that every personal lines and small commercial CSA should have at least three monitors on their desk. Given the variety of insurance company portals and rating systems that staff is required to use daily, it just makes sense to have that additional monitor real estate.

Another option I recommend you consider is to use the third or fourth monitor as a document viewing monitor.

The advantage of using a monitor in portrait mode (not landscape) is the aspect ratio of a standard 8.5 x 11 piece of paper that fits almost perfectly the screen size when mounted in portrait mode. This means that staff will be able to view the full page of a policy on that monitor without havPage 12

Optimizing a monitor for viewing documents is a simple process.

1) Most monitors come set up in landscape mode (horizontal). You simply need to change the orientation of the monitor to portrait mode (vertical). This likely will require a screwdriver to change how the screen is actually mounted to the stand. You can purchase monitors that easily swivel between landscape and portrait mode, although they are typically more expensive.

2) Next, you will need to change the orientation of the graphics card for that monitor from landscape to portrait mode. In Windows 7 this is a simple process. Right-click on your desktop and choose screen resolution in the pop-up menu. You should now be able to see the number of monitors you have attached to the computer.

3) Click on the monitor that you have changed to portrait mode, select the orientation drop-down menu, and change the setting from landscape to portrait. You should see the change reflected in the monitors displayed. Click Apply to view the new setting on your monitors.

I recommend you experiment with adding a document viewing monitor with a couple of people in your organization. This will allow you to determine any issues or problems that might come up before you roll it out to others.

Using multiple monitors has provided the biggest productivity boost for the least amount of money. Adding a document viewing monitor will continue to enhance the productivity of your staff.

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

iPad External File Storage Options The popularity of tablets – especially iPads – continues to grow. While these tablet devices are great, they don’t come with very much storage space. Pictures, videos, apps, magazines, and who knows what else can rapidly fill up your 32G or 64G device.

The iPad would be the perfect device if there was an easier way to move files on and off. I know you can use iTunes to sync and manage files, but I’m not always around my big computer. Why can’t it be used as an external hard drive the way an iPod can?

Luckily, there are two ways for people to connect external hard drives to iPads and easily transfer files from other devices to them.

Wireless External Hard Drive Connection A wireless Seagate GoFlex Satellite hard drive can be connected to an iPad to provide an extra 500GB of storage for $150. The Seagate GoFlex Satellite is Wi-Fi accessible, so people can connect to it the same way they connect to other network devices. The steps to connect to a Seagate GoFlex Satellite are listed below.

1. Download the Seagate Media app from the iTunes App Store to an iPad and install it. Seagate Media is what will be used to control the files on the wireless hard drive a person has.

2. Power on the wireless Seagate hard drive.

3. Connect to the Wi-Fi network of the hard drive called GoFlex Satellite. This is done by going to the settings of an iPad, clicking on Wi-Fi, and then clicking on the GoFlex Satellite network connection. If a person has a password set up for their GoFlex Satellite, they will have to enter it before they can access the network.

4. Open the Seagate Media app and access the files on the hard drive.

Non-Wireless External Hard Drive Connection An iPad does not have enough power by itself to power a traditional external hard drive, but that doesn't mean they cannot be used. In fact, connecting a non-wireless hard drive to an iPad is simple if the right equipment is used. To connect a non-wireless hard drive to an iPad, three things are needed: 1. A Lightning-to-USB camera adapter.

2. An external hard drive powered by an AC adapter.

3. The iFiles app from the iTunes App Store.

Once a person has these three things, connecting an iPad to a non-wireless hard drive is easy to do.

1. Plug the Lightning-to-USB camera adapter into an iPad.

2. Plug the external hard drive power supply into a wall, and then plug the USB cord of the hard drive into the Lightning-to-USB camera adapter USB port.

3. Open the iFiles app. Wait a couple of minutes for iFiles to recognize the hard drive. Once the hard drive is recognized, it will show up as a flash drive under the Devices menu. Once it shows up, the files on the hard drive can be accessed.

Warning: Privacy, Smartphone Location Services, and Your Pictures In the last six years, smartphones have become great, all around tools that have allowed us to combine multiple devices into one small, easy to carry combination tool. Oh, and it also allows you to make phone calls.

One of the devices the smartphone has replaced is the digital camera. Today, pictures are easy to take and even easier to post on many different platforms, including Facebook and Google+. And because of the GPS functions, your phone knows the exact latitude and longitude of where you took each picture. Many devices actually embed this geographic information into the meta data contained within the picture file.

And therein lays a possible problem. This four minute video of a news segment explains the problem and offers some solutions.

The privacy implications are that if you have your phone location information services turned on for your camera apps, when you post those pictures the location information can be embedded within the picture file. There are some situations where location information within photos can be quite helpful. For example, remembering six months later where you were when you took that picture.

However posting that information to a social platform may unwittingly expose unwanted geographic information about you and/or your family.

It is actually easy to manage these settings if you know how. Following are links to some of the more popular phone manufacturers’ support sites that offer detailed explanations on how to turn location services on and off for all the apps on your phone, not just the camera.

• Apple Support Site • Android Location Services • Windows Phone • BlackBerry I’ve turned the location services off on my iPhone. If I want to have locations information included in a picture it’s easy to turn back on.

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 13

Business Truisms That Aren’t True... and that cause trouble

There are times when doing something for free makes sense, just don’t justify doing it because it’s tax deductible.

By John Graham

S

ome business ideas seem to have a life of their own, particularly since they sound so reasonable. They’re so much a part of the culture and so obvious that they go unchallenged, requiring neither proof nor explanation.

Since they’re “self-evident,” they gain truism status. But once unmasked, they’re revealed to be what they really are – untrue.

But that’s not all. Some truisms aren’t only false; they can also be downright dangerous. Here are seven popular business truisms that deserve a closer look:

1. “It takes money to make money.” This one is so obvious that it has earned a permanent place in the pantheon of business lore. Yet, it has taken a life of its own for a less than obvious reason. Strangely enough, it may survive because it offers unparalleled comfort.

“Comfort?” you say? How could not having money be consoling? If I believe that it takes money to make money and I don’t have money, then I’m off the hook; home free. Why work hard, be persistent, make sacrifices, put yourself at risk, or even try when the cards are stacked against you?

In other words, if it takes money to make money, why waste your time trying to climb the ladder of success when you lack what it takes to do it? We put limits on ourselves when we permit an idea such as this to guide us.

2. “I know, but it’s a tax-deductible expense.” The worst money mistake I ever made was agreeing to make a presentation at a conference that was scheduled halfway across the country. The convener held out the occasion as an opportunity to meet and present to possible clients. He described it as “a free pass to the hen house.” This was his justification for not paying a speaker’s fee or covering travel expenses.

Page 16

I can still hear myself justifying spending the money since at least the expenses were tax deductible.

One way or the other, everyone in business is lured into footing the bill for things that may not be worthwhile.

Just because something may be tax deductible doesn’t make it a smart move.

3. “The harder you work, the luckier you get.” How could anyone question this idea? It not only seems so obvious, but it’s ingrained in our culture. All that’s needed is to hear it enough times and we become believers.

Not too long ago, insurance agents were lured into the business with a compelling enticement: “Work hard in the business for 20 years and then the business will work hard for you for the next 20 years.” Many professions offered similar lures. It sounds like a good deal: If you pay your dues, there will be a positive payoff.

Of course, the reality is quite different. There’s no guarantee to “get lucky” just by working hard. Today, such effort may not guarantee getting or keeping a job, having your business survive, or live comfortably in retirement.

Or, to put it another way, entitlement is a myth.

4. “Look at it from 30,000 feet.” Seeing the big picture is certainly helpful when it come to keeping things in perspective. At the same time, it can ignore the reality of coming face-to-face with problems. Looking at wildfire fires or a flood from the window of airplane is quite different from what someone sees who races from a home engulfed in flames, waits to be rescued from the rising waters of a raging river or is a first responder to a threatening situation.

Some in business can take too much pride in being “big picture” people and do a disservice to those who don’t fly quite so high. Because they fight the frontline battles, put out endless fires, correct the mistakes, satisfy customers, make things happen or all of the above, they may the best resource for solving and identifying problems.

5. “You have to believe in yourself.” It’s a given that it takes a certain amount of self-confidence to do well in business. But quite often, as we’ve all seen, self-confidence

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

races out of control, leaving a trail of destruction in its wake.

There are those who know all the answers, believe they do everything right, make brilliant decisions, possess the formula for success, fabricate facts –– and focus attention on themselves rather than the company or their customers.

true – but it isn’t! While self-deception is complicated, most of us are masters at the everyday garden variety: convincing ourselves – and then others – something we want to be true is, in fact, true. And it’s a useful tool for shaping the way others see us.

This can be a dangerous game today, particularly when it’s so easy to be tripped up by increased transparency. Once again, the emperor has no clothes.

Here’s just one example of how we BS ourselves in business: resumes and business bios (see LinkedIn): facts are fudged, twisted, exaggerated and ignored, claims are made that stretch credibility beyond the breaking point, and achievements are piled as high as an elephant’s eye (and every week, the pile grows higher). Many are little more than exercises in creative writing.

6. “If you’re not part of the solution, you’re part of the problem.” Wow! That’s not only tough talk, but it’s also nonsense. We all face enough challenges without adding ideas that only make our task even more difficult and demanding – and this is one of them. For some people, there are only two teams, two views, two answers, two ways of doing things, and two attitudes: one is right and the other is wrong. That’s it.

With a duality mindset, we create the enormous problem of cutting ourselves off from the many “shades of grey” and reducing complicated problems to simple solutions.

7. “You can BS others but you can't BS yourself.” And, finally, here’s the granddaddy of them all. If only it were

All of which suggests that it’s far easier to BS ourselves than it is others. And there may be nothing worse than selfdeception.

Seven business truisms that aren’t just untrue, they’re dangerous because they limit success, undermine credibility, create distrust and inhibit achievement.

John Graham of GrahamComm is a marketing and sales consultant and business writer. He publishes a free monthly eBulletin, “No Nonsense Marketing & Sales.” Contact him at johnrg31@ me.com, 617-774-9759 or johnrgraham.com.

Heather Fortner Receives Emerging Leader & Soaring Eagle Awards At 2013 NAHU conference in Atlanta, Georgia AVI Risk Management & Insurance Brokers and the National Association of Health Underwriters would like to announce Heather Fortner has received two very prestigious industry recognitions the Emerging Leader and Soaring Eagle awards.

The Emerging Leader Award honors NAHU members who have significantly contributed to volunteer efforts at the local, state, and national level. Heather qualified for this award due to her extensive work with the National Day of Care, Special Olympics, and Farmington Chamber of Commerce. The Soaring Eagle Award is the highest honor given by the Leading Producers of the Round Table (LPRT) to recognize members who have achieved the greatest success in demonstrating exceptional professional knowledge and outstanding client service.

Heather is a Healthcare Reform specialist and has completed several professional development and continuing education courses regarding the key components of ObamaCare. Heather is able to counsel clients and businesses with the most up-to-date information regarding healthcare changes and new options for health plans.

Currently, Heather is the only certified PPACA (Patient Protection and Affordable Care Act) agent in Farmington “which makes her part of an elite group who is uniquely qualified to assist clients in complying with the new laws,” says NAHU CEO Janet Trauchwein. Heather also serves on the Advisory Board for Lovelace Health, the Leading Producers of the Roundtable (LPRT) for the National Committee, and the National Association of Health Underwriters as the PresidentElect for the state of New Mexico.

Way to Go, Heather - Congratulations!

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 17

Representing some of the most financially strong and innovative insurance companies in the specialty marketplace

“FINDING MARKETS FOR THE AGENTS OF NEW MEXICO SINCE 1977” WE THANK YOU FOR YOUR BUSINESS!!

Top-Tier Markets For:

Commercial / Public Auto General Liability Property / Vacants Garage / Dealers Liquor Liability Special Events Inland Marine Directors & Officers Liability Professional Liability / E&O Commercial Umbrella Watercraft / Motorcycles / ATVs Personal Umbrellas Homeowners Mobile Homes Dwelling Fire / Vacants New Mexico’s Locally Owned Managing General Agency

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This is a recommendation from one of our top consumer advocates in the country. Please share with your clients:

by Dave Ramsey from daveramsey.com

The #1 Money-Saving Tip for Insurance Now that it's cool to be thrifty, it's easy to find money-saving tips on everything from groceries to your mortgage. You'll find lots of advice about cutting insurance costs, and the advice is usually pretty good. A few of the most popular tips for lowering your insurance premiums are: • Getting several quotes • Increasing your deductible • Applying for discounts (multiple policy discount, safe driver discount, etc.)

But if you're looking to save hundreds, even thousands, on your insurance costs, consider Dave's number-one tip: Purchase your coverage through an independent insurance agent, which is an agent who represents several insurance companies instead of working for just one carrier.

How can an independent agent save you money?

Think about how long it would take you to gather quotes from several companies on your home, auto and life insurance policies. Then, imagine comparing each policy's features and costs to find the best coverage. After that, you'd have to determine which discounts you qualify for and apply for them with each individual company.

couldn't be happier."

Melinda, who'd earned several discounts with her insurance company for being a long-time customer, contacted her ELP in Pickerington, Ohio, to see what he could do for her. He saved her $635 on her annual insurance premiums.

"I was shocked that my insurance company's prices could be beaten by that much," she said.

Scott decided to review his insurance coverage after taking Financial Peace University. "Troy (the local ELP) was able to save us $2,000 a year on our auto and home insurance," Scott said. On top of the savings, Troy was able to increase their coverage and add an umbrella policy. "Our only regret is that we didn't do this months ago!" Scott said.

It's Your Turn To Save Contact your local insurance ELP and find out how much you can save on your insurance. Each of Dave's ELPs is an experienced insurance professional who will give you the same great advice Dave would. Contact your ELP today!

And even after all that work, you'd still wonder if you could be getting a better deal somewhere else.

Independent insurance agents have access to a network of insurance providers, not just one individual company.

That's great for two reasons: • The agent's loyalty is to you, the customer, not the insurance provider. If a company's policy isn't a good fit for you, he won't try to get you to buy it just for the commission.

• Your agent will track down the best policies for your family and budget—no hunting and gathering required!

There's really no reason to wait to find out how much you can save on your insurance premiums.

Susan from Tulsa was happy with her old insurance, but she decided to check out her local independent insurance agent, one of Dave's Endorsed Local Providers (ELPs), anyway. Within 24 hours of her call, her ELP set her up with a better auto policy and saved her $500 a year on her homeowner's policy. "Isn't that awesome?" she said. "I Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 19

Have u heard the latest about ACUITY ?

YES! Every1 is talking about them : )

See what they’re saying at: www.acuity.com

For All That Matters

facebook.com/acuitywow

Whether you are relatively new to insurance, or simply want to add more business to your book, the following five ideas will help you do it quickly and effectively. While some of these are more subtle than others, all are important factors when growing your business.

Five Finer Points of Increasing New Business

by John Chapin

1

(Click to read John’s Bio)

Spend three to four hours a day prospecting.

Your most important activity when building a book of business is filling your funnel with lots of prospects who are ready, willing and able to invest in your product. While items such as closing, a solid presentation, and good follow-up are important, having lots of good, qualified leads is by far the most critical aspect of building a business and one that will make up for a lot of mistakes in other areas.

Producers who don’t have an abundance of good prospects tend to keep unqualified prospects in their funnel, they also tend to harass and over-contact the qualified leads because they have no one else to call. The answer is to spend a large portion of the working day finding prospects. You need to have several different prospecting methods in place, from getting solid referrals to cold calling. The objective is to have more prospects than you can handle, that way you won’t hang on to the unqualified ones and you won’t over-contact and irritate the good ones because there is no one else to call.

2

Zig when others zag.

3

Speak a different language.

These days it’s more important than ever to stand out from the competition. Generally speaking, unless you’re getting chased by lions, it’s never been a good idea to run with the herd. This is true in many areas of insurance, for example, if everyone is calling three months before the x-date, call six months before the x-date. Also, when you do call, it’s important that you don’t sound exactly like the competition. You need to have three key differentiators, three important items that are unique and set you and your company apart from the competition. Your overall objective here is to sound, look, and act differently, in a good way, from the competition.

It’s said that the most important conversation you have is the one you have with yourself. When agents talk to themselves about self-discipline, prospecting, and other challenging aspects of the business, I find that their selftalk tends to ensure that they constantly fight an uphill battle in these areas. Many refer to these aspects as hard, difficult, and in some cases even impossible. Remember, our subconscious brain is extremely powerful and it does not want to make a liar out of us. When we tell ourselves a task is difficult, the brain immediately goes to work to make us right. As a result, something as simple as picking up a

phone receiver, dialing ten digits, and having a conversation with the person who picks up, becomes an onerous task in which the phone seems to weigh one hundred pounds and we mentally struggle to get the task done.

Try changing your perspective and your language around these seemingly difficult tasks. Realize that there are literally tens of thousands of people easily and successfully doing what you think is hard. Also realize that the only difference between them and you is that they never told themselves these activities are difficult or hard, they understood that it simply comes down to learning how to do them effectively and then doing them to the point where they become simple and routine.

4

You need to be a self-starter.

If you need someone standing over you to make sure you are doing what you have to do, you will never be successful at the highest levels possible. While having someone that you’re accountable to is important, you need to have enough drive and personal motivation to push yourself harder than anyone else can possibly push you. If you need some help in this area, start by looking at your purpose behind what you do during the day. Why do you get out of bed in the morning, go to work and do what you do?

What do you want for yourself and the people in your life?

Why is it important that you not only survive but thrive at the highest levels possible? If you have enough powerful reasons in these areas, you will push yourself to do what you need to do in order to achieve a high level of success.

If you are motivated and driven enough, you simply will find a way.

5

Read a book a week.

It’s extremely important to constantly be growing both personally and professionally. One of the best and most effective ways of doing that is to read a book a week. The most successful people in every profession are continually getting better and learning more. The saying “when you’re green you grow and when you’re ripe you rot” applies here.

Keep in mind also that personal and professional development are your responsibility, not that of your employer. No one is going to threaten or otherwise force you to develop yourself and become better at who you are and what you do. Strive to learn something new, stretch your brain, and grow a little every day.

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 21

Union Standard Insurance Group®® Union Standard Insurance Group

League of Heavy Hitters League of Heavy Hitters

Union Standard is committed to working with Union is committed to working young Standard independent agents because they with are the young independent agents because they are the future of our business. That’s why we are partfuture business. why we are partneringof forour success withThat’s New Mexico’s Young nering success with New Mexico’s Young Agents.for Union Standard recognizes the need Agents.

Standard recognizes the need to fosterUnion the growth of new talent to to foster thethe growth of new talent to System perpetuate Independent Agency perpetuate the Independent Agency System as well as provide young agents a competitive as well as provide young agents a competitive advantage. advantage.

Union Standard and the League Union Standard thethat’s League of Heavy Hitters,and Now of Heavy Hitters, a Winning Team! Now that’s a Winning Team!

POW, BAM...WOW! POW, BAM...WOW!

Congratulations 2013 Congratulations Congratulations, 2013 League of Heavy2013 Hitters League of Heavy Hitters Anna Byers Anna Byers Brad Tillotson Brad ChadTillotson Hewitt Chad Hewitt Charlie Estrada Charlie Estrada Jeff Wilson Jeff Wilson Joe Cito Joe Joe Cito Menicucci Joe KellyMenicucci Mancha Kelly Mancha Michael Dennis Michael Dennis Michelle Wilson Michelle Wilson Mike Parisi Mike Parisi Robert Lilley Robert Lilley Ryan Brennan Ryan SadieBrennan Ary Sadie Ary Sanchez Samantha Samantha Sanchez Tanesha Vigil Tanesha Vigil Will Gorham Will Gorham

J. S. Ward & Son J. S. Ward & Son Consultants Cress Insurance Cress Insurance J. S. Ward & SonConsultants J. S. Campbell Ward & Son Pat Insurance Pat Campbell Insurance OneInsurance Insurance One Berger Briggs Berger Berger Briggs Briggs Berger Briggs Insurance One Insurance One Free Market Insurance Free Market Insurance Meridian Financial Holdings Meridian Financial Holdings Western Assurance Western Assurance Wells Fargo Wells Fargo Berger Briggs Berger BriggsInsurance Free Market Free Market J. S. Ward & Insurance Son J. S. Grande Ward & Insurance Son Rio Rio Grande Insurance Wells Fargo Wells Fargo

Artesia Artesia Albuquerque Albuquerque Carlsbad Carlsbad Las Cruces Las Cruces Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Roswell Roswell Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Albuquerque Artesia Artesia Santa Fe Santa Fe Albuquerque Albuquerque

Commercial Insurance >> Done The Right Way >> By a Company of People >>The Who Care Commercial Insurance >> Done Right Way >> By a Company of People >> Who Care

A Berkley Company 6501 Americas Parkway, NE Suite 600 Albuquerque, NM 87110 . www.usic.com Page 18 Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013 A Berkley Company 6501 Americas Parkway, NE Suite 600 Albuquerque, NM 87110 . www.usic.com

PRESENTED BY

Young Agent Spotlight!

The fourth Young Agent Spotlight in our 2013 series is:

Charlie Estrada from Pat Campbell Insurance, LLC Charlie was born and raised in Las Cruces where he currently resides with his wife Maribel. Charlie’s son, Karl is in the US Air Force and he has a daughter-in-law Tiffany and grandson Cristian. Charlie enjoys spending time with his family, riding his motorcycle and following the Tennessee Titans.

Q:

Are you involved in any professional or civic activities?

Earned AAI-Accredited Adviser in Insurance designation in January 2013. Proud supporter of the Las Cruces Farmers & Crafts Market.

Q:

Where do you work now and what are your responsibilities?

I am a Commercial Lines producer for Pat Campbell Insurance in Las Cruces. Also responsible for servicing and rounding out the agency’s small business accounts.

Q:

How and why did you choose insurance as your career?

I feel like insurance chose me rather than the other way around. I definitely believe in the adage “it’s not what you know, but who you know.” I’ve been fortunate that when a door closes on me, another one opens with a better outlook. I’m very grateful for the opportunity that Kerry and Debbie Hixon have given me to become a member of the Pat Campbell Insurance team.

Q:

Do you have any influences / role models that have helped to shape your career?

My parents have always been a great influence in my life. From my dad’s work ethic and my mom’s faith, they have always been an example to me. They instilled in me at an early age to work hard and to believe strongly in what you do. My wife, Maribel has also been a steady force. She has stuck by me through thick and thin and I’ve always been able to rely on her for strength and support.

Q:

What do you think are the key challenges that young professional agents face in our industry?

A key challenge is the educational part of insurance. If I want to be able to access the needs of the client and to help clients understand the value of the protection products that I’m providing and to educate clients and to communicate insurance terms and concepts in a way that they can understand then I need to have a great educational foundation in insurance myself.

The Importance of Education in Today’s Insurance Market

by Steve McElhiney, Insurance Journal Insurance is the lifeblood of our capitalist society; without it commerce cannot function. A vibrant insurance industry requires skilled and trained knowledgeable workers who can understand the broad aspects of risk in a changing dynamic. The past decade has presented enormous challenges, and unpondered “Black Swan” events. Major companies have disappeared entirely.

In the age of predictive analytics, CAT modeling, telematics, and structured solutions, the fundamental risk principles remain. The combination of technical training, practical experience, judgment, and ethics are as relevant today as at any point in time.

Our world is evolving and changing with amazing speed.

New definitions of risk are only beginning to be anticipated and evaluated. As we look to a future with much uncertainty, even more unpondered challenges will appear.

Organizations prompted by stakeholders and ratings agencies are delving into the broader definitions of enterprise risk. New skill sets and backgrounds are required, and insurance education is a critical in this changing risk dynamic.

Click here to continue reading...

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 23

The Homeowners Policy and College Students (& Expert Advice)

Author: David Thompson

Virtual University’s Ask an Expert Kids away at college often present unique exposures to loss, many of them potentially catastrophic.

So, it's important to know how much coverage if any, is provided by the parents' personal lines package. In this article, based on a question received from a life agent by our "Ask an Expert" service, we'll examine what HO property coverage is available.

"Is a computer provided by my daughter's school for use while she is attending covered for theft out of her locked room while she is out of the room?

Toward the end of the school year, someone came through her suite mate's room, through the bathroom, and into my daughter's room and stole the computer she had signed out to her by the school. I just received a letter from the school stating that she had to pay $1,600 before she would be allowed to return to school. Does homeowner's insurance normally pay for such losses? Do you have any idea why my [insert captive agent company name here] agent would say this was not covered and it was the responsibility of the school?"

After reviewing the pertinent policy provisions (not identical to the ISO form in language, but the coverages are the same), we're unable to explain why the agent would have said there was no coverage...we have suspicions, but can't prove them. :-) Clearly this is a covered loss. Though this company's policy form is not identical to its ISO counterpart, we'll use the applicable ISO HO 00 03 04 91 form to follow along with the coverages.

The homeowner's policy covers any personal property "owned OR USED by" an insured if it is damaged or lost due to a covered peril. The student was certainly using the property and theft is a covered peril. The term "insured" includes a resident relative, and courts have determined consistently that a dependent child away at school is still a resident of the named insured's household. And, under the theft peril, the 1991 policy says, "Property of a student who is an 'insured' is covered while at a residence away from home if the student has been there at any time during the 45 days immediately before the loss." In this case, the student was there at the time of loss, so this theft restriction does not apply.

There is, however, one limitation that does apply. For personal property "usually located at" an insured's "residence" other than the residence premises, only 10% of the CoverPage 24

age C limit (or $1,000, if greater) is available for losses.

In this case, 10% of the Coverage C limit is more than adequate for the loss of the computer. Of course, there is a deductible to contend with, though it may be offset by the $500 of coverage under Section II Additional Coverage "Damage to Property of Others" IF the loss can be considered to be "caused by" an insured, which is questionable in this case.

In addition, policy conditions require that theft losses be reported to the police. Although "police" is not defined, it is presumable that notice to the campus police would suffice. That being done, this appears to be a clearly covered claim, the only mystery being why the agent would say that it isn't covered.

Impact of the ISO Homeowners 2000 Program Before we leave this issue, let's examine how students away at school may be impacted by the ISO HO2000 program...

Under HO 00 03 10 00 the definition of "an insured" has

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

changed. We still have, as "an insured," the person named, resident family members, and those under 21 in your care. However, a new item in the definition is" "A student enrolled in school full time, as defined by the school, who was a resident of your household before moving out to attend school, provided the student is under the age of: (1) 24 and your relative; or (2) 21 and in your care or the care of a person described... above."

This new definition presents several potential problems.

First, the person must be a "full-time" student. We polled five universities and all five said twelve (12) hours was a full-time load per their standards. So what happens if the kid can't get into a class and gets only nine hours? Or, how about a child staying over for summer school and carrying only six hours? He is no longer a full-time student and a literal reading of the form says he isn't an insured any more.

(I'll tell you why I think that's not the case in a minute.)

Another problem is the age restriction. An agent called me just today saying his "kid" was 23 and in grad school. Mom and dad support the kid 100%. The kid will be away at school out of state for at least another year, so he will soon be above the age 24 cutoff. At that point, a literal reading of the policy makes him uninsured, necessitating his own HO4 (most likely) and umbrella.

So, to "remedy" the problem ISO created in this new definition, they have introduced a new endorsement, HO 05 27 10 00 - Additional Insured - Student Away At School, for use when a student is not full time or is under the age limit. With the endorsement, you simply list the student and the address at which he/she resides. Therein lies another problem. The endorsement asks for the address and then states again that coverage applies only while the kid is at the address shown. With college kids moving as they do, weekly it may seem, as soon as the kid moves and mom/ dad fail to call the agent, we have another problem -- kid not at the address shown, thus no coverage. A literal reading of the form says that the kid will be an insured without the endorsement only if full time and under 24.

This seems to be a "fix" to a "problem" that clearly did not exist. Every scholarly insurance publication states that kids are covered at college for 10% of the Coverage C limit and are "an insured" for all coverages, liability included. The kid has liability because he/she is a family member (more on that in a second) and the place they are living (dorm, frat house, apartment, rental house) is a location not owned by an insured and where an insured is temporarily residing. I've never heard of any company having a problem with kids at college. As an agent for 10+ years and as an instructor for the last 4+, I've seen numerous claims paid for kids at college and nary a one denied.

By the way, even with the new endorsement, the 10% limit still remains so the HO 04 50 10 00 - Personal Property at Other Residences - Increased Limit is still needed at times...the 45-day theft limitation has been broadened to 60 days. (The HO-15, (under the HO91 program) or, under later programs, the HO-5, fixes that by the way...but that's another story.)

What I tell my seminar students is that I feel that there is still coverage under the policy -- without the endorsement -- even if the kid is part-time and/or 24 years or older. I also tell them that they need to poll their companies to see what their take on this is, and I caution not to use my professional opinion as carte blanche to argue for coverage. Why do I feel that there is still coverage? I will argue that the child is still a family member and nothing has changed from the 1991 HO Program. I'll look for coverage under the definition of family member, i.e., the resident relative reference in the "insured" definition.

The company of course may look past that part and argue that the kid is not full time or is 24 or older. I don't think it really matters that ISO has added a new definition of "insured" because the kid fits the old definition. If there was an intent that a part time kid or 24 year old not be covered, I would suggest that ISO could have stated an insured is "residents of your household who are your relatives, BUT NOT YOUR CHILDREN AWAY AT COLLEGE UNLESS DESCRIBED IN ITEM 3.C. BELOW." Others, even on the IVU faculty may disagree with this position, but I will defend to the death my right to hold it!

Numerous court cases here in Florida address the residence of a child. While the ones I know of deal with auto coverage, courts have held that a kid can have a residence in more than one location. In one court case, a kid moved out from mom and dad's place "to test the waters" the case said. The kid had a key to mom/dad's house and stopped by to do laundry, etc. He was hurt and claimed PIP or UM and the company denied. The court ruled he was a family member. In another case a kid joined the military and had been gone several years. He was hurt and claimed UM. Even though he was in the military, gone pretty much full time, the court said, "absent of any manifest intent not to return, the subject is a resident of the parent's household."

In yet another, kids of a divorced household stayed mostly with mom, but dad had them a night or two a week and a weekend or two a month. The kids were injured in a wreck and the court ruled the kids were residents of BOTH households. I'd argue that these cases, while auto examples, clearly show that a kid can be a family member under the HO policy too.

For a more detailed analysis of auto and homeowners exposures, check out these two articles: • The PAP & College Students • Kids in College...Time for an Insurance Review

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

Page 25

Why Your Company Needs an

Adaptive Website

by Daniel Burrus

W

e are currently in the midst of one of the biggest software and hardware revolutions we’ve ever witnessed.

With processing power, storage and bandwidth increasing exponentially, smart phones and smart tablets are quickly becoming our main personal and business computer.

Customers, employees and other stakeholders are bringing and using their smart phones and tablets everywhere, and that definitely impacts how they see and interact with your company online.

For organizations of all sizes, this means it’s time to take a good look at your website. Sure, your site might look great on a desktop or laptop computer screen. Bu how does it look on all of the different sizes of screens found on today’s wide variety of tablets and smart phones? Chances are the answer is “not good.” That’s why at this point in time all companies need to make their site adaptive and design their websites for mobile first.

Today’s mobile websites

To address the mobile revolution, many companies have created a second mobile version of their website so their content can be viewed on smart phones without a problem. But there are big problems! First, you have to design, maintain and pay for two separate websites. When you update one, the other is in most cases not automatically updated. Additionally, the mobile site is designed for a specific mobile screen size. If your user does not have that phone model, they will still have to scroll around to see your mobile site version.

The new adaptive website imperative To get a better idea of why a traditionally designed website doesn’t work for mobile devices, try this little experiment.

Using a laptop or desktop, go to your company’s website.

Depending on the size of your screen, the website will either fill the entire screen or there will be a border on the right and left side.

Using your mouse arrow, grab the bottom right corner of the browser window for your website. Drag it from the right to the left diagonally up and start making the window smaller. If your website is not adaptive, you”ll see that all Page 26

you”re really doing is covering things up. And as soon as the window gets smaller than the pre-defined width of the site, you’ll see scrollbars appear on the right and bottom.

Now the only way to move around on the page is to scroll.

Keep making the window smaller until it”s about the size of a smart phone screen. How does it look? You’ll see that it doesn’t look good at all. As a matter of fact it’s probably not useful either.

If your website was adaptive, as you move that window and make it smaller, the text would automatically reformat and the pictures would move accordingly to fit the smaller screen size. The menu would also adapt and change so your website and content would work on any device. That last point is important, because, as I mentioned earlier, not all smart phones have the same size screen. An Android screen is different from an iPhone screen, which id different from a Blackberry screen. Even tablets have different size screens. So if you don’t have an adaptive site, the person viewing your site on their tablet or smart phone will end up having to scroll somehow, somewhere, because of the wide variety of screen sizes. To see a real example of how an adaptive site would look, go to my website at www.burrus.com.

Other site examples include: http://calebogden.com, http://owltastic.com and http://thinkvitamin.com Visit any of those sites and give them a try. View them on your laptop first and shrink the browser window as described earlier and notice how the site changes to fit any size screen. Now try them on your tablet or smart ohone.

Regardless of screen size, they will all look great. The good news is that any website developer can do this once they understand the concept! So the message is clear: The time to create an adaptive site is now! That means you have two choices. You can go back to whomever designed your current site and have them take your current look and make it adaptive, or you can start over and design a new website.

Design for mobile first

If you decide it’s time to design a new website, an impor-

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

tant key to success is to design it for mobile first. When you design for mobile first, you have to re-evaluate all your content. Business owners as well as website designers are still in laptop and desktop design mode. And because they’re thinking in terms of large screens that need to be filled, they put a lot of content online - often way too much. As a result, the vast majority of websites are bloated with way too much information. It’s time to throw all that nonessential stuff out. The best way to help you make those tough decisions of which content to cut is to think in terms of mobile first. After all, if your mail design is optimized for a small screen that adapts by getting bigger when viewed on a laptop screen (as opposed to shrinking when it gets viewed on a smaller screen), it will be easier to take out all the content and graphics that are not really necessary. If you think that all the content on your current site is necessary, you’re only fooling yourself. Most companies have websites that are way too busy. And while their website may look nice and be “cool” or “trendy,” it’s not getting to the essence of what people need to make decisions or to buy your products.

This gives you a strategic reason to get rid of the clutter.

Designing for mobile first forces you to make the hard decisions of what should stay and what should go. It’s similar to when someone moves from a large house to a small

condo. When you have the big house, you fill it with a lot of furniture you don’t use, a lot of artwork you don’t look at and a lot of “must-have” gadgets you don’t need. Once you downsize your space, you realize you really don’t need all that stuff. Even though letting go is painful at first, it gradually gets easier once you realize how free and uncluttered you feel. The same concept applies to your website. You have a big screen to fill, so you fill it. Now put your website on a small screen and decide what your prospects and customers really need to make a buying decision.

Daniel Burrus is considered one of the world’s leading technology forecasters and strategists. He is the founder and CEO of Burrus Research, a research and consulting firm that monitors global advancements in technology-driven trends to help clients better understand how technological, social and business forces are converging to create enormous, untapped opportunities. The New York Times has referred to him as one of America’s top three business “gurus” in the highest demand as a speaker.

For more information on the services and products offered

by Daniel Burrus, please visite www.burrus.com. For Burrus’ mobile Web app. text DANBURRUS to 99000.

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It doesn’t matter where you live or work: Wherever you are, your community today does not look anything like it looked ten years ago.

And ten years from now, it won’t look anything like it looks today.

Crafting The Customer Experience for People Not Like You

T

he Census information reveals just how diverse our country has become: one in three people living in the U.S. is not White. One in six people in the U.S. is Hispanic.

Among children, that ratio shifts to one in four. Blacks are moving to suburbs at a pace that’s never been seen before.

One of the fastest-growing groups in the suburbs is people living alone. Rural counties are losing population to metropolitan areas. And young people are postponing marriage – but not postponing having babies.

These changes and shifts in our population – and our lifestyles - have significant implications for business. It’s not just about who we are and what we look today – it’s also about how we live. And smart businesses are recognizing that taking a more customized approach to the customer experience pays off: in sales, in satisfaction and in loyalty.

A “one size fits all” approach to customer service is no longer a viable option. In order to best serve your customers before, during and after the sale, you need to take a good look at what the customer experience is like for different and diverse groups.

ethnicity. While those are important, I think we can be greatly different from one another in numerous ways: gender, religious views, political views, age/ generations, lifestage, U.S.-born or foreign-born, parenthood, military vs. civilian, gay or lesbian, pet owners, marital status, even rural vs. metro. You get the picture – there are many ways we can be different from each other and a key part of what drives us and defines us is our values. If I can tap into your values, I promise I can tap into your wallet. That’s where crafting a customer experience for people not like you comes into the picture: what better way for you to show customers that you see them, value them and their uniqueness and want to put the welcome mat out for them to earn their business?

When you create a customer experience for someone that makes them feel special and valued and understood, you create a bond. And that bond translates to business growth. In my new book, Crafting the Customer Experience for People Not Like You, I outline seven principles that will help you build a meaningful customer experience for all your different types of customers and potential customers.

But let me first define what I mean by different and diverse.

What I don’t mean is simply racial and ethnic diversity.

What I really mean is “people not like you”.

Here are 3 of the 7 principles:

There are so many ways we can be different from one another and many ways have nothing to do with race or

This is your single best tactic for creating a fantastic customer experience for people not like you. Who knows bet-

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Hiring & Staffing Diverse Talent

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

ter than a Gen Y person what another Gen Y may want or need or value? Who better than a retired person to connect with others who are also older and/or retired? Who knows better than a mom what the A “one size fits all” approach demands of to customer service is no a busy family longer a viable option. are like? An African-American sales associate or female sales associate may connect better with other African-Americans or women than anyone else on your staff. An Asian employee may have unique insights into the local Asian community that you simply don’t have. A bilingual employee who speaks Spanish as well as English will be a huge asset, because they are likely to understand the culture, not just the language. When you hire people who are not like you, you’ll find your business will grow with new customers very quickly. That’s because we all have a network: of friends, neighbors and family, and we tell people about where we work and what we do. So when you hire someone who is tapped into a whole new network, word will get around that your place of business is the place to go. Then, when you treat these new customers with respect, care and understanding, you show that you value them. And assuming they like whatever it is that you sell or provide, they’ll stay with you and become loyal, repeat customers.

Product or Service Tweaks To reach people not like you, or not like the customers you are already getting, sometimes you need to “tweak” your product or service. Tweaking or modifying a product or service can mean a great deal to someone of a specific market segment. It can be a small tweak, such as creating an app for your business that Gen Y customers will want to use. Or it can be a big tweak, where you create an entirely new product to serve someone different from your core customers.

I recently saw a new type of umbrella that impressed me.

What could possibly be new in the world of umbrellas? This umbrella has a fourfinger grip that is ergonomically correct so that you can hold the umbrella and still hold your mobile phone. The basic product is a typical umbrella, but the “tweak” shows that they “get” how tech-dependent customers live: their phones are never out of their hands.

Customer Service & Support You can enhance the customer experience for people not like you by thinking through all aspects of what it’s like to do business with you. An example of great customer support for different groups is one for a public storage facility near a military base. They have three types of customers: people who simply have too much stuff and would rather store it than sell it, young people who have lost a job or a home and have had to move back in with their parents temporarily, and those in the military who are being deployed and need to store some or all of their belongings. This storage facility realized that the payment needs of the young people living with their parents are very different from the payment needs of those in the military. Military customers want to set everything up to be paid automatically from their checking accounts once a month. It’s clean, easy and automatic – and one less thing for someone overseas to worry about. But the young person who is financially struggling may find it difficult to make a payment once a month.

It may be easier for them to come up with $15 each week than $60 all at once at the beginning of the month. So the storage facility created different ways that customers can pay. This is a great example of offering different customer service and support to different types of people. Both groups need storage. It’s the way they prefer to pay for this that differs.

You can’t control the economy or the stock market. You can’t really control the cost of goods and labor. But the one thing that is in your control at all times is the customer experience. It’s more important than ever. It’s good for business and it’s great for the bottom line.

Kelly McDonald is a nationally recognized marketing expert, with deep specialization in multicultural and diversity marketing. She works with clients such as Toyota, HarleyDavidson, Sherwin-Williams, State Farm and Miller/Coors.

Kelly is the author of “How to Market to People Not Like You” and has been featured on CNBC, in BusinessWeek, on CNNMoney.com and on Sirius/XM Radio. Her company, McDonald Marketing, has twice been named one of the top advertising agencies in the U.S. by Advertising Age magazine.

Independent Insurance Agents of New Mexico - www.iianm.org - * August 2013

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August 2013

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IIANM’s Job Bank Looking to fill a position within your agency? Trying to find a job but don’t know where to look?

Whether you are looking for somewhere new to share your special skills or an employer looking for quality, professional employees, we are here to lend a helping hand.

Click here to take advantage of IIANM’s Job Bank.

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August: What’s in a name?

August is named for the Roman emperor Augustus Caesar, grandnephew of Julius Caesar.

When Augustus defeated Cleopatra and Mark Antony at the Battle of Actium in 30 B.C., he became emperor of Rome, and the Roman Senate quickly decided that since the month of July was named for Julius, their new emperor should also have his own month. At the time, Sextillius (the sixth month of the year in the pre-Gregorian calendar) had only 30 days, so the Senate also decreed that the newly named August should be equal to July, and took a day from February to keep the calendar in balance.

Other emperors tried to get months named for them: May was called Claudius for a while, and April became Neronius, but the names didn’t stick. Only Julius and Augustus Caesar’s names apparently had the staying power to last 2,000 years.

The @ symbol: It’s come a long way

There are so many words in the English language that it’s not surprising that the definitions for some of them have gotten mixed up over the years.

Click here to view.

If at first you don’t succeed, skydiving is not for you.

—unknown

We know @ as a standard symbol in email addresses, but it obviously originated long before the first computer was ever built. According to some historical sources, the @ symbol was created by medieval monks during the Middle Ages, when copies of books had to be painstakingly transcribed by hand, one at a time. The monks developed ways to reduce the number of pen strokes for common words. The result was to loop the “t” in the word at around the “a.”

The @ symbol has different names in different languages and cultures. The Useless Knowledge website provides these names and translations from various countries: • apenstaartje: Dutch for “monkey’s tail” • snabel: Danish for “elephant’s trunk” • kissanhnta: Finnish for “cat’s tail” • klammeraffe: German for “hanging monkey” • papaki: Greek for “little duck” • kukac: Hungarian for “worm” • dalphaengi: Korean for “snail” • grisehale: Norwegian for “pig’s tail” • sobachka: Russian for “little dog”

Walk or run? Maybe it all evens out in the end Walking and running are two of the simplest ways to exercise. Aside from a good pair of shoes, you don’t need any training or fancy equipment, just some space and time. But which is better for you?

In some senses, according to a study reported in USA Today, they’re equally beneficial, depending on how much time you’re willing to invest. Two scientists studied data from over 33,000 runners and 15,000 walkers, monitoring blood pressure, cholesterol, blood sugar, and other vital health indicators over six years. They found that, although walking requires more time than running an equal distance, the health effects come out the same as long as the amount of energy expended is equivalent.

Running does burn more calories in less time, but a long, brisk walk can be just as healthy—and easier on your knees.

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