The key to growth in a niche? Specialization. -Build expertise -Increased efficiency -Differentiate in the market = -Referrals for new business -Repeat customers REQUIRES TIME. COMMITMENT. RESOURCES.

What we’ll cover in this session: -Agency Alignment -Industry Research -Forming a Marketing/Sales Plan -Time Commitment -“Rinse and Repeat” HOW PROGRAMS CAN HELP YOU!

Agency Alignment: SWOT -Internal/External to agency -Enough prospects? Who insured with? (KID) -Producer experience/connections -Other staff capabilities -Program tools: talking points, flyers/letters, training -Do you have the time commitment?

Industry Research: “Hot Buttons” -“Pain Points” (What NOT to do) -Emerging Trends? (First Research) -What don’t they get from current agent? -Insurance requirements? -Screening: Do you WANT to write this type of client? (KIG Program Champions, UW, sales reps, associations)

Marketing/Sales Strategy: Elevator Speech -What sets you apart from the competition? (i.e., get them asking, “How do you do that?”) -Don’t focus on price! -Consultant vs. salesperson -Do you prepare for proposals? (Red Team)

Marketing/Sales Strategy: Marketing Campaigns -Website/Online presence -Enhance SEO -Social media (Get on the boat. Now.) -Make it easy for people to find/talk to you!

-Multi-Media campaign Twitter Website

-Multi-Media campaign: How do you keep it going? Blogging: How do you solve problems? Put it in layman’s terms! Guest blogging (testimonial) Share recent news Tout new products before launch LinkedIn Groups Get everyone at your agency involved

Marketing/Sales Strategy: Association Involvement -Avenue leading to industry decision makers -Tool to help you produce revenue -Networking opportunities - “Feet on the Street” / “Warm Introductions” -Want free leads? Attend a tradeshow with us! -Land a few smaller fish before catching the shark

“Rinse and Repeat” -How often do you review hit ratios by industry? -Do you debrief on proposals? -Do you share successes? Challenges? -Do you have a mentorship program for new producers? -Do you show clients some love?

Want more to share with your producers? Ask us for the Keystone Program Group Highlights Manual!