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For The Manager: Getting P&C and benefits producers to exchange leads

When a P&C agency and a benefits agency--or even two such divisions of the same agency--think about exchanging referrals, several factors should be considered to increase the odds the arrangement will work. The success of such efforts is

By Chris Burand | Updated on October 31, 2006

When a P&C agency and a benefits agency–or even two such divisions of the same agency–think about exchanging referrals, several factors should be considered to increase the odds the arrangement will work. The success of such efforts is quite low, when measured by the additional business both parties write, so it’s all the more important to give them attention. Let’s look at eight factors that can have a bearing on how well things turn out.

Physical location: P&C and benefits divisions within a single agency should share the same floor space. That way, communication is enhanced, everyone gets to know one another, and the employees of one division don’t feel like second-class citizens. I don’t think I’ve ever seen a cross-selling program work where the divisions did not share the same floor space.

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