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Building personal relationships with the RVP/Branch manager,
VP of Field Operations, and even the company president can
provide you with enormous relationship presence and defines
your personal brand. Every carrier has its cadre of well branded
and well known agents. You have to work at it both personally
and performance-wise to become a member of that inner circle.
Once established as a cherished "key agent", please
avoid the common mistake of trying to use your relationship
as leverage for resolving routine differences of opinion with
your underwriting team, asking for favors, or for reporting
occasional slips in service. In other words – honor
the chain of command as it has just honored you. To work,
these high level relationships must be mutually beneficial
and much more global in scope than any single account. Usually,
these interactions are geared toward problem solving, game
planning, idea exchanges, industry observations, trends &
challenges, and the occasional joint call. If your side of
the discussion is all about what you need and want or your
interactions regularly turn into finger pointing dog-fights;
it won't be long before you are sent back to the pound.
Were you born with social karma? Inasmuch as your job requires
constant face-to-face interaction you probably were. So, why
not exploit it? The social aspects of your company relationships
are extremely important and like it or not, our business and
social interactions intertwine.
To build an all-encompassing-totally-balanced relationship;
establish and schedule a few social occasions which bring
your clients, underwriters, and your team together. Deem these
events an annual agency "tradition" and build
on their social success. Use these platforms to build "tradition
upon tradition" by presenting your staff/company/client
"person of the year awards". These gatherings
also provide you with a built-in audience and a perfect opportunity
to articulate your leadership view on the value of relationships
and how they undergird your agency's raison d'etre.
It can be a powerful combination of business in a social environment.
Make a top ten list and entitle it "10 simple things
I can do to display my trust and love for my carrier".
Once listed, you'll find not one item which neither
dents your pocketbook nor consumes a lot of effort. Start
out simply: try sending not only your underwriter but each
of his/her immediate unit-mates a basket of oranges or send
in donuts, coffee, and tea for everyone two days a year. Missionaries
are pledged to simplicity which means don't overdo it.
There is a fine line between generosity and influence pedaling
so be careful and sincere in your intent.
A somewhat often used crossword puzzle word is "aper";
one who apes; a mime; a copycat. Most companies have agents'
councils whose value lies not in the agenda, but in the interpersonal
dynamics that play out during the course of the meeting. Their
unstated purpose is relationship building and it works magnificently
well. "Ape" their process and create an "agency-underwriters
council." Invite your underwriters from each of your
markets to sit at the table along with your producers, include
your marketing reps if you feel inclined. A half day at a
hotel/conference center followed by lunch provides everyone
enough time to exchange ideas and to network. The stated goal
is to discuss issues of business process while the unstated
goal is relationship building; creating better synergy and
alignment between carriers and your agency. When participants
with a substantive agenda in a well orchestrated session start
feeding off each other's ideas, momentum will build
and inevitably someone will recommend that "we do this
again next year."
Alas . . .Your first tradition is born. Now, go shake some
hands and kiss some babies.
Polestar Performance Programs Inc., (www.goPolestar.com)
is the nationally recognized leader in performance development
and consulting services for the insurance industry. Their
diverse client list includes large and small agencies, regional
and national carriers, and a host of associations and affinity
groups. Polestar was founded in 1992 by current President
Scott. M. Primiano.
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