Specialty Agents Florida Conference A Resounding Success

More than 650 members attended the May 20-21 annual conference and trade fair held in Orlando, Fla. by the Specialty Agents of Florida. The event was described as a resounding success, featuring the best turnout to such an event since 1996. The exhibit hall highlighted the products and services of 65 exhibitors, up from 45 last year.

A well-attended early-morning discussion of legal issues of concern to the association was presented by attorney Jed Berman of the Winter Park, Fla., law firm, Infantino and Berman. He said SAG had a good year when it came to settling disputes, outlining legal achievements he accomplished on behalf of SAF members in 2004 and describing insurance-related licensing issues, which will soon be amended by the state.

Members were interested to hear Florida regulators are in the process of establishing a new personal lines-only license which can be attained by taking either a 50-hour course or a five-week course.

SAF president Susan Graves welcomed approximately 650 members to the annual luncheon meeting, which featured special awards and a presentation by Ralph Morten, director of marketing for American Southwest Insurance Managers on “How to Increase Your Revenues.”

Morten pointed out the values of what he called the three R’s, renewal business, repeat business and referral business. He said referral business was half sold when the prospect calls.

He said that a client’s initial contact with an insurance agency is during the initial phone call and illustrated different types of phone greetings and how they can be improved.

“Most sales are not lost because people can’t close,” Morten explained. “They are lost in the presentation phase.”

He went on to describe how such conversations can be controlled by asking questions to which the caller has to respond.

One of the biggest weaknesses, according to Morten, is when insurance company employees fail to recognize the buying signals and go on to close the sale.