We used Apple's IMovie to “sex up” the video, adding graphics, contact information, etc. The total time to shoot and create the video was about 10 minutes. We don't do multiple takes, just review the proposal, pointing out the areas that we are discussing and then move on.

I left my cell phone number, knowing that at some point there might be a question as to why we were recommending workers' compensation for this entity that seemingly had no employees. I told the board that I answer my cell phone 24/7 and if they had any questions to call me; I would be available during the board meeting.

I did get a call asking about co-insurance — and why we were recommending workers' comp. After a brief conversation, they understood the perils and agreed to use the savings we were offering to purchase the work comp as a risk management decision. At the end of the phone call, the prospect decided to hire us to manage this entity's risk.

We have used video over the last few years as an educational tool and sometimes to help sell an account, but this was the first time using it due to our inability to attend a meeting to seal the deal.

Concerned friends wondered if everyone can see the video posted online. The answer is no: When you post a video on YouTube, you can make it private, only viewable to those that have the link.

The tools we all have at our fingertips are game changers. Every independent insurance agency should outfit their producers with iPads. Every agency should have the know-how to use video for not only education but as a sales tool, and embrace all the different tools that can help us be more efficient risk mangers.

One final note. We just purchased a new VoIP phone system, and I found it refreshing that there was no “human” personal training — only a video link of a nice person using the system and demonstrating its features and benefits. The more you wanted to learn about the system, the more video you could watch.

Having a video overview on your website about your agency is not a bad idea. Neither is having a library outlining various everyday insurance questions (like “Why do I need workers' compensation?”) or other juicy tidbits that you can share with your prospects and clients. We usually add 1 cup of humor and 1 tablespoon of sarcasm to make our videos a little more viewable.

Don't ever forget, we are selling insurance–a product and service that sometimes needs just a little sizzle to make it interesting.