“Strictly Sales” is written by the faculty of the Dynamics of Selling program. This month's column is from Tom Barrett, CIC, AAI.
A FEW weeks ago, a vice president of a large agency in New England called me to ask for help with her “wacko marketing manager.” This VP and the agency owners were convinced that there was a correct method for making submissions attractive to their carriers, and that the agency's marketing manager was responsible for figuring out what “trick” would accomplish this. Thinking about this phone call led me to consider some important questions:
o Why do agencies call their placement department the marketing department? An agency's sales effort involves three distinct functions:
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