It’s Game Time! Let’s Advance the Ball by Employing our PR Campaign Resources

“Advance the Ball” – to literally hold the ball and protect it in order to maintain possession while attempting to advance it on the field, ultimately in pursuit of a touchdown.

“Offense wins games”

“Defense wins Championships”

Now that it is football season, I thought I would pull out my sports axioms. As I looked at these, it struck me that these are very applicable to the strategy we need in our current surety market and in the implementation of our Be Guaranteed To Succeed public relations campaign.

We’ve been playing a strong defense for a long time. Once we set an account in motion, the bond needs come to us and we field them. The outcome is good surety results and fewer claims. As surety professionals, we pride ourselves on our knowledge and expertise, on our ability to get the job done, to solve our customers’ problems, and come up with a solution. We get the bond written. Like defensive linebackers and the offensive line, we are the “behind the line” advisor to our customers, steadily blocking and tackling…always there.

This is great, but we haven’t been nearly as focused on advancing the ball by expanding the need for bonds. Some of our opponents have come to play and they are pushing us down the field and gaining yardage. It’s time for our offense to get in the game and score some points. Bring on the #beguaranteedtosucceed offense!

The NASBP Producers Communications Toolkit provides individual pieces that you can add to your existing marketing/sales plan. There are print and digital materials you can put your logo and contact info on. You can also use the provided outline that has talking points and tailor it for your personal approach and style. There are social media pieces and some social media “best practice” tips to take your game to the next level. Members, Affiliates, and Associates can find the NASBP Producers Communications Toolkit at www.nasbp.org/guaranteed. (Access to the Kit requires your NASBP login and password.)

There are videos at www.nasbp.org/guaranteed that can provide support to your “offense,” with testimonials to the value of surety and surety agents. In these 90-second videos, clients mention the assistance and role we play in helping and growing their businesses.

You know surety and how it works. You know the benefit to your customers and owners. As an industry, our product is solid–it performs. NASBP is a producer-focused Association. We are the National Association of Surety Bond Producers!! I hope you take advantage of these marketing tools that your friends and peers have spent a lot of time pulling together and that will assist all of us in advancing the “surety ball” locally and nationally.

Now let’s get out there and SELL MORE BONDS! Go, Team!

#beguaranteedtosucceed

The Sales Nugget Provided by Chad Martin of TIS Insurance Services of Knoxville, TN

Success in sales in no mystery. A sale doesn’t just happen by accident, and it takes self-discipline and time. To succeed, you must develop relationships before you need them. There is no way to rush the progress of relationships and trust. One universal truth remains constant, we all buy from people who we know, like, and trust. One way to build this is to consistently prove that you care. People must believe that you are capable and have their best interest at heart. Have you ever lost on an opportunity, even though your proposal was bigger, shinier, better, or cheaper? The fact is, you probably lost because the relationship wasn’t strong enough. You must be disciplined every day, every week, every month to set time aside to nurture the connection and earn that person’s trust and respect. We all get caught up in managing a book of business, putting out fires, or just life in general, but are you intentionally setting time aside every day to make that phone call or visit? Try this, make a list of 10 clients and prospects, and reach out to them just to see how they are doing professionally and personally. No sales, no pitch, just call because you care.

Robert E. Shaw is President of Skillings Shaw & Associates, Inc. in Lewiston, ME . He can be reached at RShaw@ssasurety.com and 207.753.7300.