Happy 2015! You know what that means—it’s time for our annual New Year’s Resolution.

Yes, singular. Long ago, after a great deal of experimentation, research and practical application, I stumbled upon the perfect number of New Year’s resolutions that actually stand a chance of surviving longer than a brat on a bowl-game grill—exactly one.

With full credit given to my good friend Bill Wilson, grand high wizard of the IIABA Virtual University, my resolution for 2015 is—drum roll on the beverage cooler—insurance is not a commodity.

Yes, friends, it’s time to embrace a simple reality: advertising is not truth-telling. Just because it’s simpler, quicker, cheaper or has a cool name doesn’t mean that it’s attractive. But it’s also time to move past the bromides and “wishing will make it so” claims that price doesn’t matter, less expensive always means less coverage, and deep down every consumer truly wants to deal with an agent.

For more on Chris' New Year's Resolution, read his column in the January issue of NU P&C.

Barry Zalma
NU P&C Down to Cases columnist
California attorney, insurance consultant and expert witness

I resolve to thoroughly review every application for insurance to determine that every question has been answered by the insured and that the answers are only from the insured.

I resolve to thoroughly and promptly investigate every claim assigned to me and to deal with the insured or claimant with empathy and good faith.

I resolve to only underwrite risks that fit within the underwriting authority provided to me by management.

I resolve to only deny a claim when, after a thorough and fair investigation, I can find no potentiality for coverage under the facts and the policy wording.

I resolve to obtain the advice and counsel of a competent insurance coverage lawyer if I have questions concerning coverage that I cannot resolve without legal advice.

I resolve to never obligate myself to a client as a fiduciary who will select all the appropriate coverages for the insured's needs.

Rick Gilman
NU P&C Agency Technology columnist
Executive director of the Personal Lines Growth Alliance

Agencies are often talking about carriers that go out of their way to be easier to do business with. Carriers often invest large sums of money to implement tools or technology to present themselves that way.

This year, I believe, should be the year agents do the same for their clients. One way to do that is to be where the customers are--mobile. Consumers are spending more time on their smart devices than on computers.

With any New Year’s resolution, the best way to achieve one is in small steps. So, begin by making sure your website is mobile optimized. There are some very inexpensive ways to do this. Next, consider creating a completely responsive website which will adapt your site to any size footprint. Then finally leverage the unique functionality of native apps and create one of your own. Only then will you have a strong and formidable mobile presence that will stand you out from the competition.

Jeffrey Brewer
NU P&C Legislative Roundup columnist
Vice President Public Affairs at Property Casualty Insurers Assn. of America

With an increasing number of Americans living in disaster-prone areas, we should resolve in 2015 to make consumer education and disaster mitigation high priorities for policyholders and public policymakers.

All of us in the insurance industry can play an important role in educating the public on the value of being prepared for life-changing weather events, natural disasters and other emergencies. Additionally, through the advancement of tough standards for building codes, property development and other loss prevention and mitigation requirements, we can help implement long-term natural catastrophe strategies that will save lives, reduce losses and shorten the time it takes to recover from major events.

Steve Anderson
NU P&C Strictly Sales columnist
Authority on insurance agency technology, productivity, and profitability

Fix Follow-up Failure

Prospects are seldom ready to buy when a producer is ready to sell. A key to organic growth is to follow up with prospects on a consistent and regular basis. Just like it takes time to grow vegetables in a garden, every producer should take time to “nurture” the prospects they want to do business with. A campaign management process allows the producer to stay in front of the prospect consistently over time. Polite persistence works.

Kenneth L. Fields
NU P&C Strictly Sales columnist
Assistant vice president/director sales development, State Auto Insurance Cos.

A top commercial producer I know has a mantra that he repeats regularly. I think it makes for a good new year’s resolution. It is, “Stay out of the office during business hours.” His goal is to reserve business hours for prospecting and selling, and maximize time with clients, prospects, and centers of influence. Administrative work is relegated to those hours before the office opens, and after it closes. Almost everything he does is by appointment. Meetings with agency personnel, and phone conversations with underwriters are scheduled just like appointments with clients.

This minimizes phone tag, and time wasted waiting on associates to be available. He frequently starts his day with breakfast with a prospect or client. He is a master of his virtual office, utilizing his cell phone and lap top to the fullest extent possible, and spends minimal time in his physical office. Committing to stay out of the office during business hours allows a producer to invest his time where the return is greatest – prospecting and selling insurance.

Tom Barrett
NU P&C Strictly Sales columnist
President, SIAA MidAmerica Inc.

Every year, we choose a focal point for concentrating our efforts. With significant revenue growth over the past decade and an individual focus for the organization to concentrate on, the results become very predictable. For this new year our concentrated focus is on a strategy of Concept/Strategy/Implementation.

This includes reviewing new concepts of the buying experience, a strategy for making our value a tangible product that puts each buyer in a better place, and a strategy for implementing that experience by delivering a customized solution to each client based on their issues and value systems. We need to redefine what a “qualified prospect” looks like for personal and commercial lines. We focus on managing risk (of which insurance is one element) and a holistic approach to each client rather than being a vendor selling policies.