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Articles List
February 2011
Choose Which Month's Article You Want To Read
Target Marketing - Why Does It Work For Some But Not For Others?
Target Marketing Tip - June 2010
Why And How To Target Market
Target Marketing Tip - July 2010
One Good Idea
Target Marketing Tip - August 2010
Centers Of Influence
Target Marketing Tip - September 2010
Target Marketing Fallacy #1
Target Marketing Tip - October 2010
Target Marketing Fallacy #2
Target Marketing Tip - November 2010
Does Your Agency Require Success?
Target Marketing Tip - December 2010
Target Marketing Is A State Of Mind
Target Marketing Tip - January 2011
Protecting Yourself When Dealing With Associations
Target Marketing Tip - February 2011
Four Winners
Target Marketing Tip - March 2011
Creating A Captive Insurance Company
Target Marketing Tip - April 2011
Working With Boards of Directors
Target Marketing Tip - May 2011
A Game of Numbers
Target Marketing Tip - June 2011
Centers of Influence #2
Target Marketing Tip - July 2011
Getting Past the Gatekeeper
Target Marketing Tip - August 2011
The Best Target Marketer I've Ever Known
Target Marketing Tip - September 2011
Fallacy #3 in Target Marketing
Target Marketing Tip - October 2011
Showing That You Are The Expert
Target Marketing Tip - November 2011
Branding Yourself As The Expert
Target Marketing Tip - December 2011
Referrals...Referrals...Referrals
February 2011
Four Winners
This is the ninth article in a series of Target Marketing ideas that I hope will help you to think differently and set yourself apart from your competition. In this article I will deal with a sales concept that I call the Four Winners.
Very often people enter into contracts where someone wins and someone loses. The great thing about a well structured target marketing program is that there are no losers…only winners. The winners include the sponsoring organization, the policyholder, the agent and the insurance carrier.
I was recently hired by an agency to structure a contract and make a presentation to a sponsoring organization on their behalf. I began by explaining the Four Winners concept and giving examples of why each entity is a winner. There are at least five reasons that the sponsoring organization is a winner, at least five reasons why the policyholder is a winner, 10 reasons why the agency is a winner, and at least four reasons why the insurance carrier is a winner. When I finished this part of the presentation the people we were presenting to were in agreement and saw the value in the program that we were proposing.
It is not enough just to have an idea of something you would like to target; you must be able to show the sponsoring organization, the client and the insurance carrier that it all makes sense for them. This presentation, plus the sample contract that I use makes all of this happen.
The “Four Winners” story and the sample contract is part of my Target Marketing Seminar. If you are interested in this seminar please give me a call at 714 813-3221. Four hours could change your entire career. (4 CE credits available in California)
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