That's when a friend said, “Talk to my agent.” And he did. “This agent saved my business,” said the contractor, after getting the proper insurance within a few days and starting the job. “The other agent didn't know anything about insurance,” he added.

The contractor nailed the problem facing many independent agents. They may know how to sell, but they don't know enough about insurance. And that's an insurance agent's challenge: not to be better at sales, but to be better at insurance.

Don't try to fool clients and prospects

Yet, fooling prospects, for example, is exactly what many agents do to win accounts. They get the declaration page from the prospect's policy, copy the information, and make sure they get a low-ball quote from a carrier with an appetite for new business. The prospect is impressed and takes the bait. Then, over time, the rates go up or the client discovers that the values are inadequate, there are gaps in the coverage, and the price was a loss leader.

It doesn't take selling expertise to operate this way, since the agent's mission is to do whatever it takes (“How about a round of golf on Friday?”) to get the order. And then get back to the office and hand the account off to the backroom. From then on, it's random emails, a birthday card, and maybe a dozen donuts when the agent stops by to “see how things are going.”

Related: The No. 1 reason most people buy insurance from you

Sure, this may seem like a somewhat cynical view, but not really. If clients fail to perceive significant value from an agent, few, if any, will have a reason to say to a friend, “You should call my agent. She helps me manage risk and has reduced my insurance costs.” More than likely, they might ask a friend or associate, “I am thinking about looking around. Can you tell me something about your agent?”

Take insurance knowledge seriously

It's faulty thinking to assume there is value in having an insurance agent. There can be significant value, but all insurance agents aren't equal. In other word, it takes more than calling yourself a “Trusted Advisor” to be one.

At a time when property values are high (ultra-high in some locales) and there are immense risks inherent in even very small businesses, clients don't just want to hope they're in good hands; they want to know they are.

If you want to build a solid reputation as a go-to insurance person, here are some thoughts on how to do it:

1. Get started right. Begin by gathering information about the business. Get acquainted with the critical issues facing the industry. Never call on prospects unless you're prepared. They will see you as a salesperson, not an insurance professional.
2. Win with the right process. Establish yourself as a competent insurance professional who wants to be embedded in your clients' businesses:

— When you meet with the owner or manager, learn all you can about the business and then ask for a tour so you get a good feel for the operation, paying particular attention to risk exposures.

— Ask if you could do a risk management analysis. Request a copy of the declaration pages of their policies with the values.

— Armed with what you learned from the meeting, your tour notes, and the declaration page values, prepare your risk management analysis, including comparing the declaration page values with the physical reality to uncover coverage mistakes and gaps.

— Arrange a meeting with the owner to present your findings and recommendations for correcting the problems, setting up a loss control program, as well as strategies for reducing insurance costs.

—If your report is thorough and compelling, ask for the business.

When you get the account

Watch out because you're now entering the Danger Zone. With a Broker of Record letter in hand, you head back to the office excited about your success in winning the account. It took time and you worked hard. Now, you're ready to hand it off to the account manager.

For the first time, it isn't your voice that the client hears. Even though you've prepared the client, a change is occurring, even though in your mind as well as the client's, it's your account, and you want to keep it.

While the transition goes smoothly and the client finds the account manager responsive, knowledgeable, and helpful, the client can feel let down, that you've moved on.

Demonstrate you are involved

As an agent, your task is to demonstrate to the client that you are involved. To avoid letting the doubts creep in, here's how to go about it:

— Arrange with the account manager to notify you when certain issues arise so you can contact the client.

— Conduct an annual insurance program review with the client.

— Provide the client with periodic report on insurance issues.

— Guide and assist the client in preparing for the workers' comp audit.

In other words, the strategy for maintaining the account is to reinforce the message that you are personally involved.

Related: 9 things insurance agents can do to help employers manage workers' comp costs

John Graham is the co-owner of GrahamComm, a marketing services and sales consulting firm specializing in the insurance industry. The firm's unique “Magnet Marketing” strategy is designed to attract and hold customers. His articles on marketing, sales and business trends can be found on his website, johnrgraham.com, and his free monthly eBulletin, “No Nonsense Marketing and Sales Ideas,” is also available there. Contact him at [email protected].