News seems to be my new years resolution.  I have found that news on social media has been extremely beneficial for me.  Following those that have blazed the road ahead of me seem to be sharing useful information, or just interesting and thought provoking. 

Josh Bernoff wrote a blog post a few weeks ago about treating each other like humans.  It has truly stuck with me since I read it.  Everyone wants to be treated like a human being and really remembers it when they are.  Compassion, patience, kindness, and delivering quality product is worth it’s weight in gold.    

I was in Starbucks today treating myself to my final peppermint stick mocha of the year.  While standing in a four person deep line, I had some time to notice the crappiness of the store.  Truly it’s really a terrible location, you must do a u-turn on a busy street to get to it!  Plus the place just looked like a tornado had hit it.  There were shipping boxes everywhere!  Despite this  inside the store the line was now six people (including me and the guy behind me) and three cars deep outside.  What makes this product so wonderful?  Nothing special about this trip made me love Starbucks more, but I really didn’t mind waiting.  How is it that this cooperation, that I personally have protested has turned me into a lover of their product?  I enjoy it enough to make the illegal U-turn, and wait in line for 13 mins…. WHY? 

1. Consistency and Image- I can always count on getting good coffee that tastes great.  Yes… many local coffee shops can screw up a mocha, I’ve drank many.  I love my local coffee shops and still patronize them but love that Starbucks doesn’t call me a sissy for ordering a pumpkin spice latte; if you drink coffee in seedy coffee shops you know what I mean.   

2. They are always available.  Yes this year they struggled and had to shut down many stores, but as a traveling customer I appreciate it.  I can always find one, that’s a benefit and a value to me.  Their presence is everywhere.  I follow them on Twitter they follow me on Twitter.  They ran a marketing campaign this year asking the public what they should do next.  Check out MyStarbucksIdea.com  

3. They have a plan… and it seems to be the same across the entire cooperation.  Example- If I’m in the drive thru and they don’t have change for the bill I’m paying with they give me my drinks for FREE no matter how many.  I have heard this from other Starbuckers, that is cool and keeps me coming back. 

4. They are focused and good at one thing, COFFEE.  They have mastered it and people love them for it. 

So!  Let’s make a quick model based on Starbucks for independent insurance agents I think it can be translated for your use. 

1. Consistency and Image- Take a look at your agency and what you look like.  Do you look the same constantly?  website, newsletters, emails, letterhead, flyer’s, ads, envelops, EVERYTHING should look the same.  When something leaves the agency you should ask yourself, is this conveying our image and is it consistent.  Produce a consistent product.  I believe in this business the product is you.  You are the difference between your agency and the other independent agent in town.  Your service, your consistency, your care and concern.  I will still say that price isn’t the difference and if you are competing on that, you will lose every time… sorry.

2. Make yourself available.  Phone, cellphone, email, facebook, twitter, office hours, home hours, 24hrs.  We all know claims don’t happen during office hours usually, and that’s when you prove your pudding.  Be there.  If you don’t know how to do this ask your youngest staff member, they should know.  If not leave a comment I’ll get back to you. 

3.   Have a plan across the agency.  Everyone should follow the same protocol everytime.  Everyone should know what the  protocol is.  This seems elementary but sometimes it isn’t.  If friends, aka clients, get the same consistent good and fair treatment they will think it’s cool, and keep coming back. 

4. Consider focusing your business and being good at one thing, find a niche.  Steve Anderson suggests that you become the expert…. man I want an expert to be my insurance agent, don’t you? It makes the client feel special, important, and safe.  Keep the phrase Jack of many trades master of none in mind when looking at your business. 

Every business needs something to make them different.  It’s better to plan it out than just let it happen.  Sometimes people get lucky and their differences are happy accidents, however most are planned and executed.  Make it a New Years Resolution! 

By the way for those of you that hate Starbucks, look at a company that you do like that is successful, do what they do.  It might be worth examining why you like them, and trying something they do in your agency. 

Happy New Year everyone!

Best,

Liz