1. 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.

2. 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!

3. 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?

4. 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)

5. 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)

6. 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!

7. -Multi-Media campaign Twitter Website Email

8. -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

9. 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

10. “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?

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