Kitty Ambers, CPIA, CIC, CPSR, CPIW, executive director of the CPIA Society, meets with Society member agents (from left): Keith A. Savino, CPIA, CIO, of Insurance Resource in River Edge, New Jersey; Michael G. Herzak, CIC, CPIA, president of Insurance Systems Agency, Inc., in Cleveland, Ohio; and Peter D. Beeson, owner of Seattle Insurance Agency, Inc., in Seattle, Washington.
There's a familiar adage that says, "Nothing happens until someone sells something." This was never so true as in today's insurance industry. Well-trained agency staff with technical knowledge and effective sales skills is a must; insurance company personnel with knowledge of the agency sales process is crucial; and strong, trusting relationships between agents and carriers are vital.
The Certified Professional Insurance Agents Society (CPIA) is the preeminent national organization dedicated to providing sales training, networking and marketing innovation to insurance professionals. The narrow focus of the CPIA Society mission provides a resource in the areas of sales and marketing to the entire industry, while not competing with industry trade organizations.
"When the organization was formed in 1968 as the Firemark Society, the sole purpose was to recognize sales excellence and promote an open exchange of sales and marketing ideas among agents," states Eldred Lee, CPIA, a charter member of the Society from Fredericksburg, Virginia.
The CPIA Society has focused its efforts and allocated its resources to create tools, techniques and technology that increase productivity and profitability for agencies and carriers, alike.
"The CPIA Society is strategically positioned at the right place at the right time to help insurance agencies and companies be more successful," says Robert N. Kretzmer, CPIA, CIC, of Dygve-Kretzmer Insurance Services in the Washington, D.C. metropolitan area. "We are a member-driven society of highly motivated individuals who share their very best marketing and sales techniques. There are no secrets here, and no politics to cloud our mission."
Further, Kretzmer relates that "the Society's goal is to provide better prepared agents who excel in sales and product knowledge to the insurance-buying public as well as to the carriers. Our hope is that our members will be more efficient, profitable and successful."
CPIA SOCIETY MEMBERSHIP--providing tools, techniques and technology to the sales-focused agency. The CPIA Society recognizes that to be successful in today's insurance market, it is imperative that the entire "agency" become a sales organization. The CPIA Society "Agency Member" opportunity was developed around this concept. Member programs and services benefit everyone from the agency receptionist, who is often the first person in the selling cycle; to the customer service agent, who should be an integral part of the sales process; to the sales producer, whose job it is to "close the deal"; to the insurance company underwriters and marketing representatives who should work in partnership with agents to provide client-centered solutions.
"The most effective member services we at CPIA can provide are education, information and resources to help our members adjust to our ever-changing industry. We provide 'a bang for your buck'," explains Paul Verisario, CPIA, of All-Security Insurance Agency, Inc., in Des Plaines, Illinois. Verisario goes on to stress that "CPIA has a tremendous amount to offer sales personnel from any sized insurance agency or company. The ideas and training I personally have received during my years of participation with the group have literally changed my business for the better."
For more information about membership in the CPIA Society, see specifics listed in the "CPIA Society Membership" sidebar on page 38.
Peter Beeson, CPIA, CIC, from Seattle, Washington, states, "The CPIA Society's new Agency Membership opportunity gives our agency staff the tools we need to effectively market our carriers' products and close accounts." According to Beeson, the unique CPIA Agency CD technology "has taken the guesswork out of our written communication with our prospects and clients by providing myriad business building letters. ... there is a letter for virtually every insurance situation that may arise. I consider our CPIA Society membership an investment in the future of our agency."
Richard Calfa, CPIA, CIC, of Calfa Insurance in Algonquin, Illinois, simply says, "The CPIA Agency CD changed the way my office conducts business!"
The CPIA Society is committed to the electronic age. Membership offers access to a robust Web site (www.cpia.com) that includes a member message board, full search capabilities and member news. Information available includes up-to-date insurance news, products and services with links to insurance carriers and vendors; an online membership application and registration for the Pro-to-Pro Sales and Marketing Forum; $alesWise Success Seminars scheduling information and links to program sponsors; the ability to contact the CPIA Society Board of Directors directly; and more.
Keith Savino, CPIA, of Insurance Resource Brokerage Group in River Edge, New Jersey, says, "Learn to reinvent yourself as a producer for the new millennium. Prepare to do business on line. This is not just an agency issue; this is a producer issue and a service issue, too. Aggressive producers will be able to take advantage of new sales opportunities. Insurance is not just bought ... it is sold. With that in mind, the CPIA Society is committed to educating insurance sales professionals on how to become more successful by embracing technology. Those ready for the millennium will be technology-proficient."
Dennis Templeton (left) of the Templeton Southwest Insurance Agency in San Antonio, Texas, served as president of the CPIA Society from 1997-1999. Paul J. Verisario, CPIA, is president from'99-2000.
SALES AND MARKETING TRAINING--developing sales skills that lead to profit. "We get our sales and marketing training exclusively from the CPIA Society, and our technical training from other designation programs," says Ted Zylstra, CPIA, CIC, of the Tulip City Agency in Pella, Iowa.
The CPIA Society's $alesWise Success Seminars are a series of three, six-hour "hands-on, how-to" sales and marketing training workshops designed to enhance the ability of producers, sales support staff and company personnel to efficiently create and distribute effective insurance programs. Participants leave with ideas that will produce sales results immediately. In fact, the $alesWise Success Seminars come with the following guarantee: Implement the principles covered in these sessions and experience a 20% increase in personal production within six months, or the registration fee will be refunded. Participants who complete the $alesWise Success Seminars series and comply with other technical education requirements are eligible to receive the Certified Professional Insurance Agent (CPIA) designation. As an added bonus, continuing education credit has been granted for this training in many states.
Joe Treece, CPIA, CIC, of Sawyer, Cook & Company in Redlands, California, relays this message: "The CPIA Society provides quality sales education at a fair and reasonable price, and classes that keep you away from the office for only one day. This hands-on training by insurance industry experts brings real-life situations and case studies to the table."
The three $alesWise Success Seminars are titled:
CPIA 1--Quality Quest: The Risk Analysis Approach, which addresses "before the sale" issues such as developing an image, identifying partner carriers, focusing on target markets and creating a prospecting program
CPIA 2--Delivering Solid Solutions: Designing the Insurance Program outlines "during the sale" techniques such as knowing the personality of your buyers, developing an effective sales presentation, and closing the sale for keeps
CPIA 3--Exceeding Expectation: Responsibilities of an Agent focuses on "after the sale" activities which help retain, maintain and obtain business for higher retention ratios, lower expense ratios and increased profits
According to Cal Yngve, CPIA, of North Attleboro, Massachusetts, "The CPIA Society's $alesWise Success Seminars are one-day workshops that can make a difference. Workshops are designed so that participants can actually start the implementation process before they leave the training session. Agencies are sending new producers so they'll develop good sales habits early in their career, while seasoned agents attend to re-ignite their sales initiative. Company underwriters and marketing representatives attend $alesWise Success Seminars with agents and producers to work together to develop sales strategies."
PARTNERS IN SALES EXCELLENCE--promoting cohesiveness between carriers and agents. "Agents and carriers in today's market have a common goal--to increase production and profit," according to Michael G. Herzak, CPIA, CIC, of Insurance Systems Agency in Cleveland, Ohio. "To that end, the CPIA Society has developed its 'Partners in Sales Excellence' program which is a unique blend of customized sales training and access to CPIA Society member benefits." In partnership with the CPIA Society, companies will benefit from their agency force being "top-notch" selling organizations better prepared for the millennium and beyond.
"I believe the carriers will benefit drastically by having their agency force become a part of all that the CPIA Society is doing," says Mike Grace, CPIA, of Wright & Percy Insurance Agency in Baton Rouge, Louisiana. "From learning about sales through the $alesWise Success Seminars to networking with CPIA Society members, it's a win-win for companies."
NETWORKING AND MARKETING INNOVATION--experience something different. "I can honestly tell you that the networking aspect of CPIA is reason enough for any insurance agency to join," comments Jon Moore, CPIA, of United Insurance Services in Indianapolis, Indiana.
Dennis Templeton, CPIA, CIC, principal of Templeton Southwest Insurance Agency based in San Antonio, Texas, shares these thoughts about the CPIA Society's annual sales and marketing forum: "The Pro-to-Pro was one of the most productive two days my producers have spent in many years. Besides the high quality of this sales meeting, we were able to network with other successful agents from around the country. The right blend of business and pleasure made this conference a must for my producers to attend next year."
During the 2000 Pro-to-Pro Sales and Marketing Forum, attendees will "Experience Something Different." This three-day forum offers three educational tracks: one for agency principals, CEOs and sales mangers; one for agency producers and company personnel; and one offering all three of the CPIA Society's $alesWise Success Seminars. Each track is comprised of 20 hours of training by the country's top-notch sales and marketing professionals. Participants will take home a written plan, which includes implementation steps, a timeline, and monitoring procedures.
"Our goal for our annual Pro-To-Pro is simple--hands-on training that can be used the day you leave the workshops--training that will stimulate your thinking and increase your bottom line," explains Doug Miller, CPIA, CIC, of Witting & Miller Insurance Agency of New Braunfels, Texas. "This is a results-oriented program that will definitely set you apart from your local competitors. You will leave CPIA's Pro-To-Pro with a blueprint for success."
The Society's 13th Annual Pro-to-Pro Sales and Marketing Forum will be held February 24-26, 2000, at the Clarion Plaza Resort in Orlando, Florida.
CPIA SOCIETY HEADQUARTERS --a staff that makes a difference. The CPIA Society has a full-time staff in its Richmond, Virginia, headquarters. Professionals who have years of experience in both the insurance and association businesses staff this office. CPIA Society Executive Director Kitty Ambers, CPIA, CIC, CPSR, CPIW, directs the day-to-day operations of the Society. Kitty's primary responsibilities include implementing the directives of the Board; assisting committees in the creation of programs and services; editing various Society publications; coordinating public relations efforts; and planning the annual Pro-to-Pro Sales and Marketing Forum. Kitty is the common link between the CPIA Society Board and the general membership and is an integral part of the "Partners in Sales Excellence" program.
"The CPIA Society has a tremendous amount to offer anyone involved in the insurance industry," states Ambers. "With the alternative distribution systems being adopted and the misconceptions created by the 'buy based on the lowest price' mentality, it's exciting to watch CPIA Society members thrive and grow by implementing innovative marketing and sales initiatives created through their affiliation with CPIA. Never do I hear from CPIA Society members that 'business is bad because the market is so soft'. These folks are out there finding the niches and targeting the markets using the skills acquired during CPIA training. It's really exciting to be a part of!"
For more information about the many CPIA Society programs and services, call Society headquarters, toll-free, at (877) 674-CPIA or visit their Web site: www.cpia.com. *
The CPIA Society's Agency Membership includes the innovative CPIA Agency CD. This comprehensive sales tool provides:
* Risk Management Survey--prompts an agent with risk-specific questions to uncover exposures to loss, allowing even a new producer to make recommendations with the comfort of knowing he/she has done a thorough job.
* Coverages Applicable--lists and explains coverages applicable to more than 700 commercial lines of business.
* Policy Form & Manual Analysis (PF&M)--provides answers to everyday questions about insurance policies and can serve as an educational tool to assist new producers and long-time agency employees.
* ISO Forms--provide the actual language to more than 4,500 ISO forms.
* Business Building Letters--provides the appropriate way to say something for marketing and sales activity, adding or deleting coverage, as well as regular business correspondence.
* The Insurance Marketplace--allows an agent to complete accounts or find specialty markets.
* Rough Notesmagazine--captures 12 months of interesting, motivating articles about our industry.
Agency Members receive a monthly update to all of the information contained on the CPIA Agency CD, as well as CPIA Society member-only communications including the biweekly Quik Sales Tip broadcast fax; monthly Bright Ideas broadcast fax; quarterly The Selling Edge newsletter; and annual Membership Directory and Networking Guide.
CPIA Society members enjoy access to the Members-Only chat room located at www.cpia.com; an Internet-based library of past Quik Sales Tips and Bright Ideas; and an opportunity for the full agency staff to participate in unique, national sales teleconferences. Prior to these one-hour teleconferences, members will receive a discussion outline complete with handouts for reproduction. CPIA Society members simply gather staff for this informational, motivational sales-enhancing experience.
Agency Membership in the CPIA Society costs $750 annually for agencies with 1-4 producers and $1,175 annually for agencies with 5-10 producers. Agencies with more than 10 producers qualify for customized pricing. Individual Memberships are available for $225 annually but do not include the CPIA Agency CD technology.
The CPIA Society's Certified Professional Insurance Agent (CPIA) designation program is first-of-its kind, hands-on, how-to training. To earn the CPIA distinction, candidates are required to successfully complete a two-part program.
Part one is a program of three, one-day $alesWise Success Seminars. These seminars are designed to enhance the ability of producers, sales support staff and company personnel, to efficiently create and distribute effective insurance programs. Participants leave with ideas that will produce sales results immediately. In fact, the $alesWise Success Seminars are guaranteed: Implement the principles covered in these sessions and experience a 20% increase in personal production within six months, or your registration fee will be refunded.
Part two includes an additional 24 continuing education hours on technical insurance topics. Course work completed for other designation programs and for compliance with state continuing education requirements is considered for credit toward the technical portion (part two) of the CPIA designation.
The three $alesWise Success Seminars are entitled:
--Quality Quest: The Risk Analysis Approach
--Delivering Solid Solutions: Designing the Insurance Program
--Exceeding Expectation: Responsibilities of an Agent
Seminars are offered throughout the country through local sponsors. Continuing education credit has been granted in many jurisdictions. The CPIA Society's Certified Professional Insurance Agent designation stands for professionalism, commitment to professional training and results, and technical knowledge. The designation does require a biannual continuing education update.
Enhance your commitment to sales excellence by affording your agents and employees the opportunity to develop the marketing and sales skills necessary to make product knowledge pay off. The CPIA Society's $alesWise Success Seminars provide a common source for hands-on, how-to training for a variety of insurance professionals including agents, agency support staff, underwriters and marketing representatives. Results include increased productivity and profitability; and cohesiveness between carriers and agents during the sales and marketing process. Various commitment levels allow for flexible, tailor-made and affordable training options.
Partners in Sales Excellence Benefits:
* Customized training for your organization through the CPIA Society's three $alesWise Success Seminars.
* $alesWise Success Seminars workbooks, customized to include your organization's logo, for distribution to participants at each session.
* Continuing Education Credit processing for participants (where approved by state insurance departments).
* Follow-up with participants after each $alesWise Success Seminar to enhance follow-through and implementation of sales and marketing practices by participants.
* Recognition of participants as Certified Professional Insurance Agent (CPIA) designees following successful completion of the Seminar series.
* Link to the CPIA Web site (www.cpia.com).
* Recognition of your organization in CPIA Society publications.
* "Partner Representative" membership(s) in the CPIA Society.
Contact CPIA Society headquarters for detailed "Partner" information by calling (877) 674-CPIA.
©COPYRIGHT: The Rough Notes Magazine, 1999