PIA “Amazing Race In Roanoke” takes shape, is June 25, … Insider... · · 2014-09-25See how experience and cunning can outsmart youth and strength. ... PIA “Amazing Race

PIAVA/DC’s Young Professionals Council (YPC) is coordinating something very different for your 2012 PIA Conven-tion and Trade Fair, June 24-26, at Hotel Roanoke. The PIA Amazing Race in Roanoke will be a 4-5 hour (Monday, June 25, 2012) event from roughly 1 p.m. til 6 p.m. This fun urban adventure incorporates some of Roa-noke’s finest landmarks, restaurants, and merchants while teaching participants a lot of what Roanoke has to offer. Teams of two agents will travel from one checkpoint to the next on foot, by bicycle, and/or public transit to get a

clue to their next destination. Teams may have to complete a challenge (mental, physical or other) be-fore receiving their next clue. By incorporating different modes of transportation, greenways, city parks, historical landmarks, restaurants, shops and neighborhoods, the PIA Amazing Race in Roa-noke will expose PIA convention participants to some of the city’s most beautiful features. Getting “out and about” to enjoy Roanoke’s businesses, museums, and neighborhoods can make PIA’s Roanoke Con-vention unforgettable. Plan now to join the fun on June 25, 2012. Participants of all ages need basic road mapping skills; a digital camera (phone will do); at least one cell phone per team (for safety), and comfortable shoes and

clothes, including rain gear if needed. The professional orienteering firm planning this event recom-mends that participants carry a light weight back pack for snacks and water during the race. All racers will be staged at Hotel Roanoke leaving in 1-2 minute intervals, in three separate groups, leaving at the same time, but going on different race courses. All racers will go to the same places, just in a different order. At the beginning of the course and at each checkpoint, racers will be given a clue to their next checkpoint and instructions on what mode of transportation to use to get there. Some checkpoints require racers to complete a mental, physical or social challenge prior to receiving their next clue (and/or company goodies). Modes of transportation include by foot (jogging or walking), bicycling, and public transit (trolley). Fastest team to complete the course will be the winners; we’ll have cash prizes for first, second and third places. All participants up to 75 racers will get a race T-shirt. See how experience and cunning can outsmart youth and strength. Carriers: A very limited number of sponsorships are available; separate from Convention/Trade Fair sponsorships. Creative possibilities for sponsors include company logo drawstring backpacks; snack kits; water bottles; T-shirts with race art graphics and carrier logos for participants that will be worn throughout the convention hotel and the city, as well as retain value and usefulness beyond the PIA Convention. Call PIA at 804-264-2582 for sponsor details.

PIA “Amazing Race In Roanoke” takes shape, is June 25, 2012

Professional Insurance Agents Association of Virginia & the District of Columbia, Inc. 8751 Park Central Drive, Suite 140

Richmond Virginia, 23227 Web: www.piavadc.com - E-mail: [email protected]

November 30, 2011 Volume 75, No. 11

This is it for 2011: last CIC is Personal Lines, Dec 7-10, Richmond Do you need a CIC designation update at a convenient location? Are you planning on starting the Certified Insur-

ance Counselor (CIC) designation series of institutes? Is the Personal Lines CIC one of the last on your list to partici-

pate in? Whatever the reason for your interest in the most sought-after professional insurance designation on the

planet, you should plan to attend the last CIC of the year 2011, December 7-10, 2011, at PIAVA/DC Headquarters in

Richmond. Register online at www.piavadc.com or call PIA at 804-264-2582 for details.

This PIAVA/DC Personal Lines institute addresses the unique insurance coverage needs of individuals, families, and

family members. You will learn to handle the complexities of Virginia-specific personal lines forms.

Topics covered include Personal Residential Coverages; Personal Automobile; Personal Umbrella/Excess Cover-

ages; Watercraft ; Rental Car; Flood; Home-based Businesses; Condominiums; Farm and Ranch Coverages; Mobile

Homes; No Fault (PIP); Catastrophe/Earthquake/Flood, and Wind Pools. Participants will 1) complete an in-depth

study of the ISO Homeowner Policy with emphasis on the HO3 Form; 2) better understand the application of coverages

of a personal auto policy, and 3) obtain an overview of personal umbrella/excess liability coverages including underly-

ing limits and self-insured retention. Save time; save money: register to attend this Richmond CIC now.

PIAVA/DC MEMBER BENEFITS NEWS - November 30, 2011 Page 2

PIAVA/DC SWVA Education ExPO, March 27-28, Blacksburg

It will be Spring in no time, and agents will be checking their CE totals to see how many credit hours they may

need in order to remain compliant with their biennial CE requirement for insurance licensing prior to December 31,

2012. In Southwest Virginia, agents now have a brand new option for obtaining their ENTIRE 16-hour P&C license re-

quirement in just 2 days at a low, low cost. PIAVA/DC has created an entirely new education venue specifically for

Southwest Virginia that can provide the entire 16-hour VA P&C CE requirement ...That’s right - all your P&C CE for

just $199 in only two days away from your agency.

PIAVA/DC’s first Southwest Virginia Education ExPO will be conducted March 27-28,

2012, at the Skelton Conference Center and the Inn at Virginia Tech in beautiful

Blacksburg, VA. PIAVA/DC’s Education ExPO will include 11 hours of company-

sponsored CE classes and 5 hours of PIA-sponsored non-company CE classes, the latter

including a 2-hour Laws & Regulations class taught by the SCC’s Bureau of Insurance

senior staff, and an E&O Loss Prevention Seminar (3 OGI). Breakfast is included in

registration both days.

PIAVA/DC’s low-cost ExPO CE offering is made possible by carrier sponsors includ-

ing Johnson & Johnson, Southern Insurance of Virginia, Erie Insurance, and Augusta

Mutual.

Topics for PIA’s CE classes include business income interruption, food spoilage, and

power outage coverages; earthquake and unusual hazards coverage; unusual vehicular

risk & claims; insuring antiques and collectibles; flood & water/sewer backup damage

recovery; agency exposures from social media; insuring for fire and smoke damage,

and farm and ranch exposures.

Sponsoring insurance carriers will have tabletop exhibits and their representatives will be available to meet with

agents during the two-day ExPO. Contact PIAVA/DC at 804-264-2682 or [email protected] to learn more about spon-

sorship potential and limited table top exhibits at the ExPO.

Bingo dinner reception: PIAVA/DC’s Philanthropy Committee has scheduled its annual dinner reception and

“Bingo” fundraiser for Special Olympics of Virginia on the evening of March 27 at the Inn at VA Tech. Again generous

carrier sponsors have helped make this discounted dinner event possible, including Travelers and Southern Insurance

of Virginia.

2nd Annual Tacky Lights Tour hosted by PIA Young Professionals

Yes, this is it…again! The PIA Young Professionals Council (YPC) is hosting the 2nd Annual PIA Richmond Tacky

Lights Tour. It’s almost embarrassing that this bus trip is so much fun. It’s really em-

barrassing to find so many really tacky holiday light displays from Richmond, VA, all over

the Internet.

Your Tacky Lights Tour is Friday, Dec. 2, 2011, from 6 p.m. – 10 p.m. leaving from the

PIAVA/DC office, 8751 Park Central Drive, Suite 140, Richmond, VA 23227. The before

party is at PIA, starting at 6 p.m. Tour bus leaves

promptly at 7 p.m. for a 2-hour lights spectacular.

After-party begins at 9 p.m. at the PIA office.

Snacks foods, desserts, treats & beverages available before and during the tour.

Hot cider and desserts served at the after party.

YPC Chair Laurie Gray reminds

everyone that advance paid reserva-

tions are required. Only $7/person in

advance for PIA/IIAV members &

spouses. No children under 16. All

participants are encouraged to bring

your favorite snack food and drinks to share. Space is limited, so call PIA

to reserve your tickets TODAY at (804) 264-2582. Special thanks to our

kind sponsors SAFECO and Atlantic Specialty Lines.


Need to hire? Need a job? Job seekers, employers are here

PIAVA/DC dates to remember...

2012 PIAVA/DC SWVA Education ExPO—March 27-28, Skelton Conference

Center and the Inn at Virginia Tech, Blacksburg; 2012 PIAVA/DC Convention

- June 24-26, Hotel Roanoke; 2013 PIAVA/DC Convention - June 23-25, Wil-

liamsburg Lodge; 2014 PIAVA/DC SWVA Education ExPO, March - Southwest

VA; 2014 PIAVA/DC Convention - June 22-24, Virginia Beach; 2015 PIAVA/

DC Convention - June 28-30, Williamsburg.

Got an agency to sell? These folks are buying…. 1) Agent is buying agencies in Southwest VA as far East as Bedford. Contact 540-493-3913. 2) Buying

agencies; Contact Wm. Boseman. Call 252-537-8338 office, 252-532-1931 cell, e-mail

[email protected]. 3) Buying agencies for cash. Rob Wagner, Brown & Brown - 804-627-1002,

804/433-6379.

Affordable, Insightful & Timely AGENCY EVALUATIONS &

APPRAISALS are just a phone call away: call 757-486-9610.

E-mail [email protected] Target Marketing Management

Consulting Inc. Proudly participating in

PIAVA/DC Agency Assist™

Every agency wants to save money. When you meet any one of the criteria listed below, a 5% credit is applied to your premium – up to a maximum of 10% credit. There is no minimum premium threshold for an account to be eligible for the credit, which will be applied after the application of any schedule rating modifiers. The criteria must be met every year for the credit to be continued. The criteria are: 1) Enactment of an annual exposure analysis program. 2) At least 60% of agency staff achieve recognized designations: CIC, CISR, CPIA, CPSR, ACSR, CPCU. 3) Attendance at an approved E&O seminar within the last 15 months or within the first 30 days after inception date… including CIC Agency Management; CISR Agency Operations; Dynamics of Service, PIA Insurance Services E&O Loss Prevention Seminar or one CPIA class. 4) All required* staff attend a PIAVA/DC-conducted in-house E&O/Loss Prevention Seminar including all internal CSR employees as well as the principle or office manager of the agency.

Qualification by agency size 1-3 staff size 1 principle/office manager or CSR 4-10 staff size 1 principle/office manager and 1 CSR 11-20 staff size 1 principle/office manager and 2 CSR 21+ 20% of staff Call PIA Insurance Services, 804-264-2582 or e-mail [email protected]

CSR needed Hampton, call (757) 722-2889; CL producer needed in Richmond reply at [email protected]

or PO Box 4332, Glen Allen, VA 23958-4332; BOI P&C Division has positions available in the CL Rates &

Forms. Visit the SCC’s Career Center at http://www.scc.virginia.gov/hr/index.aspx for details; P&C producer

wanted for Metlife Fin Serv, Richmond, call 804-582-5880; CL CSR seeks job, 26 yrs exp, Richmond: 804-615-

1502; CL CSR needed in DC agency. Contact Ken at (202) 638-2498; Dillwyn P/T Life & Health Producer

needed, visit www.davidwise.com/careers; Marketing Mgr needed at Brethren Mutual, contact John Stoner at

[email protected]; Richmond producer, 27 yrs P&C/L&H, call 804-592-9072; Roanoke CSR needed, call Jeff

540-776-6401; Adjuster seeks work, Cent VA, 804-448-2586; UR grad seeks ins work, 804-467-4277

[email protected] Leesburg CSR needed, TAM experienced, send resume to [email protected];

F’burg CSR needs work 540-786-3614; NOVA CISR needs work, 757-270-4641; NOVA agency seeks CL agent,

703-840-7979; Winchester agent seeks work, 540-333-2230. CSR needed in Herndon, email résumé to: jcass-

[email protected]; P’ducers needed, F’burg agency, fax: 540-301-6347; CL CSR needed Richmond,

804-672-1038. NOVA producer, 5 yrs agency, 703-608-9357; Agent seeks Richmond job, 25 yrs, 804-716-

1818; CSR needs Richmond job 23 yrs, 804-323-1214. CSR seeks R’mnd job, call 804-652-0131.

Ralph Waldo Emerson said; “Can anybody remember when times were not hard and money not scarce?” Every-

one is really watching their costs and agency expenses these days. In the fourth year of the persistent economic

recession, it is a serious responsibility for any business manager or agency owner to ensure that every dollar spent

is a worthwhile investment in their business. It is a duty they owe themselves, their stockholders, their clients and

employees. It is right and appropriate to look at serious competitive bids for every business cost. Your agency

errors and omissions insurance premium is one of those costs. Most agencies do look; there are many ways to go

about it.

Most agencies go through a process of analysis. The most common comparisons are limits, deductible and ma-

jor coverage terms. I would like with this article to address those and add some additional points of comparison.

The normal routine is to look at the limits and deductible first. Then the major terms such as insolvency are com-

pared. But does this address cost differences in their entirety? From my experience, the price variances in a single

year are usually around seven to fifteen percent. In heated competition, it can become a lot more. And some real

one-year savings can be had.

If you step back and look, you’ll see there’s more to this picture when you consider whether your agency is

really saving anything over, say, a five-year period… or even a two-year period.

What if you save $5,000 and then find out that the new deductible applies to company expenses other than at-

torney fees and they hit you for $7,500 on a “no indemnity” claim that would not have applied on your old policy?

Your $5,000 savings just turned into a $2,500 loss.

There is a whole range of other variables that can have a huge impact on the cost of your E&O that you should

consider. The first goal is managing the overall, long-term cost of protecting your agency. The one-year premium

is only one part of that cost.

Agents’ Errors & Omissions insurance is a specialized line of business. Many standard insurance company claims

and underwriting practices don’t apply in E&O. You only gain that insight with experience.

Take management of loss history from an underwriting perspective. If the loss ratio becomes too high, non-

renewal is an industry practice. It is not desirable with E&O because of the nature of the tail coverage. If a carrier

gives you a significantly better deal on the first year but non-renews you for claims in an unfavorable part of the

market cycle your costs can go up 100%.

Because we offer very broad extended reporting period options it is in our best interest to work with an agency

as opposed to using non-renewal. When looking at other carriers you may want to see how long they have been in

the E&O line as a test of stability.

Another soft cost is claims expertise. Better claims handling results in more efficient claims handling. This can

have major impact on your office operation, because knowledgeable E&O claims people are going to take up less of

your time and mitigate the lost revenue, lost time and lost productivity your agency will spend dealing with a loss.

While it is difficult to quantify, look at it this way: An agency with $2 million in revenue over 250 days of operation

makes $8,000 a day. Or look at the revenue generated per person for a sense of what may be lost due to deposi-

tions and staff time pulling together information. You want to make sure that your E&O carrier is not taking a sec-

ond more than is needed in addressing your claim. That can only be done with highly experienced claims profes-

sionals with a superb panel of attorneys.

So it’s worth asking a prospective E&O carrier directly, “What is the experience of your claims staff and what

attorneys do they use?” (Continued on page 6)

What does my Agents’ E&O insurance really cost my agency?



Agents: Got an employer-client who wants supplemental health benefits; like cancer; critical illness, accident, or a hospital indemnity coverage for employees, but you have zero time to handle it? Call PIAIS; we have great carriers, like Washington National, and a team of experienced L&H sales agents ready to work for you on sale & enrollment and serious monthly commission in your pocket. Call Kat Willis or Sandra Smilek-Edward at PIAIS: 804-264-2582 for info. Give us one test case. Our agents can help you start a steady revenue stream of new L&H commission that can last. Our PIAIS agents also can handle major medical product sales and enrollments. Call today.

( E&O Cost - Continued from page 4) Service can also be a major unseen cost factor. Do you have direct ac-

cess to decision makers? If you have an immediate question such as a merger acquisition question, can you get an

answer that day? If you can’t, what is the potential cost in lost revenue while the details are put through channels?

This leads to the question of future needs. We will occasionally hear an insured say that they don’t need broad cover-

age. What is true today may not be true in the future, particularly as your agency grows. An example is coverage for

temporary workers and interns. Utica provides this coverage. If an agency has an opportunity to purchase another

agency, might the sudden increase in business make it necessary to hire temps? You would, of course, want coverage!

Limits are important. Most agencies scale their limits with their worst case loss exposures. Consider your future

needs. If you now have coverage for one million dollars and you sign to represent a new carrier in your office that

demands five million in limits, can your E&O carrier meet the request? If not, what is the potential lost revenue oppor-

tunity?

It is important to remember that the premium for your E&O is just one part of the cost. More than any other line

that I can think of, the overall service is a package deal. If you focus only on the premium amount you may short-

change yourself in the end.

The main things that you should look at are:

Coverage: How broad are the coverages?

Experience: Does the company have a successful track re-

cord? Does it have the ability and motivation to hang on

through tough times?

Service: Do you have access to decision makers in claims

and underwriting?

Cost: Is the pricing aimed at being a long term overall

value?

Good luck with your E&O analysis process.

If you need admitted P&C carrier markets in VA or DC, PIA Insurance Services has your solution. PIAIS’ Property

& Casualty Admitted Carrier Market Access Program for PIA members and PIAIS-insured agencies can connect your

agency with more than 50 standard market carriers. You own all your accounts, and you earn all available commission

(meaning PIAIS takes none of your commission split) on new and renewal business written through the providers in

PIAIS’ program. With 50+ standard P&C flagship companies, PIAIS’ program offers help for start-up agencies; help for

agencies needing a specific admitted product for a one-of-a-kind client; help to agencies that want to "try out a new

carrier" or work with a carrier on a limited basis without an appointment, and help for L&H agents interested in P&C

business. PIAIS' program provides participating PIA agents with fast turnaround time on quoting, and if needed, poten-

tial for a direct appointment. Direct carrier appointments are not required, however, approval by our carrier sources is

required. Participating admitted market sources (from 8 MGAs) provide participating PIA member-agencies with profes-

sional back office service, claims and client support, and will work with PIA members to scrub applications for carrier

underwriting. PIAVA/DC and PIAIS strongly endorse these program benefits for all member-agents and insured agen-

cies. If you need markets, contact Kat Willis at PIAIS - 804/264-2582 - or [email protected] for full details of the

PIAIS P&C Admitted Markets program.

Also ask Kat about PIAIS’ Life & Health Markets program. PIAIS offers products from most all major medical

carriers in VA; high value life, annuities and LTC products through several admitted carriers, and of course, voluntary

health programs on a group worksite platform from four major supplemental health carriers. Call today.

PIAIS’ admitted carrier access = 50+ standard markets


Your CPIA designation is all about your sales production A great sales motivator, Zig Ziglar once said,” Stop selling; start helping.” He also said, “An optimist is someone

who goes after Moby Dick in a rowboat and takes the tartar sauce with him.” That’s what you do, isn’t it? You meet

prospects and clients in person or through various media and, as a well-prepared insurance professional, you help them

with good counsel and great products. Or do you?

Are you somewhat new to the profession and feeling like your past marketing experiences

don’t quite fit in with the P&C world? Or are you an experienced P&C veteran, but you’re feeling

like your skill set is dated and not up to par like you know it should be to compete in a market

that changes daily? Whether you’re at one of these extremes or somewhere in the middle, you

know that sales is the lifeblood of the insurance business. The P&C business had not had the benefit of adequate sales

training for many, many years. Truth be told, many producers never had formal sales training other than shadowing an

older experienced producer. That’s why the success rate for producers is so abominable. Even seasoned producers

burn out and forget some of the more successful tactics that made them successful.

PIAVA/DC has the tools and the talents to help producers, new or seasoned, to get motivated, be more productive

and feel energized. Two years ago, PIAVA/DC partnered with the American Insurance Marketing and Sales Society

(AIMS) to offer the Certified Professional Insurance Agent (CPIA) designation series in Virginia and DC. As the unrivaled

leader in insurance education, PIA has a solid reputation for outstanding technical education programs, such as our CIC

and CISR designations. With the CPIA program, PIA has added exceptional sale training for Virginia and DC agents, as

well as sales managers, CSRs and carrier marketing reps.

The CPIA series is three, one-day seminars that provide you

practical techniques to use before, during and after the sale.

The nationally-recognized CPIA designation seminar provides 7

hours of practical CE at each hands-on, how-to sales train-

ing seminar. CPIA seminars enhance the ability of producers,

sales support staff and company personnel to efficiently create

and distribute effective insurance programs. Participants leave

with ideas that will produce sales results immediately. The CPIA

program is so successful that results are actually guaranteed -

use the principles covered in the three sessions and see a 20%

increase in personal production within six months or your regis-

tration will be refunded. Now that’s a real guarantee!

CPIA is not a boring lecture or a “pump you up and send you

out” program. It is an interactive environment that helps you

achieve long term success. There are no tests and you only

need an update class every two years to keep your designation.

PIA repeats seminars throughout the year. The next CPIA classes

are January 27, February 21, and March 27 in Richmond. If you

miss a seminar, you can take another in any order you choose.

This is a great opportunity to energize a new producer or CSR

with real-world sales skills, and it’s a great refresher for veteran

agents. Registration is open now for all classes. Cost is $175 for

members and $225 for non-members. Contact Jeannie Powell at

[email protected] for details; register online at

www.piavadc.com or call 804-264-2582 for more information.

Please respond with a copy of resume to [email protected].


Insurance sales: Marketing stories tell THE marketing story By John Graham Every kid loves stories. They so excite the imagination that they can’t get enough of them. How many times does a

child ask for The Little Engine That Could? Stories are the way to captivate children and ignite their curiosity.

It doesn’t take long for adults to convince us that stories are kid stuff and they force us to focus on facts and fig-

ures. That may be the worst part of “growing up.”

Yet, every successful speaker knows that you can hear a pin drop when they tell a story. If the truth were known,

adults never lose what seems to be an innate love of stories.

Like nothing else, stories make ideas clear and compelling, even memorable. They touch us at a depth that facts and

figures rarely reach. Every business has great stories that are often buried but never forgotten.

At its core, marketing is about stories. The more we listen for the stories, the better we are as marketers. Here are

four stories that tell the marketing story:

1. Fun experiences get attention. Marketers know both how immensely difficult it is to grab customers’ attention;

they also know how critical it is to do so.

Always being alert for some new attention-getting twist, my eye caught a patch of bright red in a used car lot one

morning on my way to a meeting. Then, a few seconds later, it hit me what it was –– an old fire engine. Later, I pulled

in and couldn’t believe my eyes. It was a 1923 fire engine that had been restored by Friendly’s restaurants and pre-

sented to none other than the famed Arthur Fiedler of the Boston Pops, one of the best-known “sparkies.” On that mag-

nificent hood were the words, “Fiedler #3.”

The old fire engine had been rebuilt with a row of benches along each side, perfect for taking people for rides. The

bell was clear and the siren was exhilarating. Right then and there, I bought it and then added our company name on

the side.

Needless to say, the fire engine went to business outings, school and civic events, parades and parties. Everyone

loved seeing it go by with the bell ringing and the siren going. Some just couldn’t wait and they jumped on for a ride.

Instinctively, they connected a fun experience with our business.

Here’s the point: if you start with the idea of what customers would like and not what interests you, there’s an explo-

sion of possibilities. The bells ring and sirens blare.

2. Take advantage of the power of marketing. The guy on the telephone was quite blunt. He said he wanted to meet

and he would like to come to our office. So far, there’s nothing surprising about that.

As soon as he arrived, he handed me a sheet of paper. “I’ve carried this in my truck for the past seven years,” he

said. “I read it just about every day.” That was unusual. As soon as I saw it, I realized it was one of my marketing arti-

cles that had been published seven years before.

He went on to explain that the ideas made sense to him and now that he was in charge of marketing for his com-

pany, he wanted to hire our firm. It turned out to be the largest account in our history. No proposal. Now show-and-tell.

No song and dance.

Here’s the point: the right ideas have the power to pull customers. You may not know who or where they are, but

they’re out there waiting to connect with an idea that makes sense to them.

3. Leverage your resources. Along with the marketing agency, we had a printing company, both located in a city of

about 90,000, just south of Boston. One of our top objectives was to “take care of our front yard.” It was always good

to have business from afar, but cultivating the immediate territory also made sense. There was plenty of business and

we wanted a good share of it. This meant that business owners and company executives needed to think of us when

they were ready. To make it work, the message must be delivered consistently and in a way that engaged them.

Whatever we came up with needed to let us leverage our capabilities, those of our printing company, mailing opera-

tion and the marketing agency. Considering the possibilities, we pursued the idea of “owning” the business news in the

city.The daily newspaper seemed to be reducing its coverage of local business news and the weekly paper and local ra-

dio station were focused heavily on community activities.

That’s how we came to publish a monthly business newsletter. We gathered the information, wrote the stories,

printed it and mailed it to 3,500 businesses without charge.

Starting with the first edition, there were edgy editorials, rated restaurant reviews, attention-getting features about

businesses, recognition awards and dozens and dozens of tidbits about people and companies. Some pieces were

tongue-in-check, which added to the excitement. (Continued next page)


(Marketing Story - Continued from page 9) The publication was a hit from day one. We accepted ads, but did-

n’t push them. We didn’t want the readers to think that garnering ad dollars was the goal; we wanted the newsletter to

be perceived as a business awareness vehicle, which is why we bore more than 90% of the cost.

The newsletter ran for 10 years and exceeded our expectations. Readers looked forward to receiving it and after we

ceased publication, they often asked, “When are you going to bring it back.”

The point is this: the goal is to leverage a company’s resources in ways that will engage customers, that send a con-

sistent message and lets customers know what you can do.

4. Do what’s unexpected. It was a surprise when the executive VP of a regional bank called and asked if I could

come to the bank ASAP. The situation was serious. A federal task force was announcing the next morning that the

bank was being indicted for improper handling of cash transactions of $10,000 or more and was being fined $50,000.

“What should we say to the press?” was the first question the bank’s executives asked. I suggested that they avoid

any “spin” and simply tell the truth. The next morning the president stood before a well-attended press event and said,

“We were wrong.” And then he listed the changes that the bank was making to avoid any further occurrences.

“We were wrong” was the headline that night in the newspaper. And that was the end of the story. The bank owned

up to its mistakes and put the event behind it. Later, a bank officer reported that deposits actually increased in the

next few days.

Here’s the point: Negative situations can have a positive outcome by doing what’s unexpected. Coming clean by

saying “We were wrong” actually enhanced the bank’s credibility. Many companies take a different direction and try to

put a “spin” on such events, which only makes the situation worse.

Stories can dramatize a message and make it personal and compelling. It’s easy to talk, but it’s difficult to say what

someone wants to hear. In the case of marketing, the best messages come wrapped in timely stories.

John Graham, a marketing and sales consultant and a business writer, lives in Boston. He can be contacted

at 617-774-9759 or [email protected].

Each year, PIAVA/DC creates new services to help its members be more profitable. Many new offerings focus on pro-

fessional education, but other new services, like PIAIS’ Life & Health Division in 2009, are aimed at directly helping agen-

cies to generate new revenue streams and help grow or liquidate their businesses. Launched in August 2010, PIAVA/DC

Agency Assist ™ is designed to help agency owners grow their business and to prepare for retirement. It’s an exclusive

PIAVA/DC member benefit that can help agency owners save money and resolve agencies problems.

Need tax advice or have a regulatory issue with the BOI? Need an appraisal for a book of business or need to resolve a

tough employee contract problem? Free help for PIA members is a simple call away...think of PIAVA/DC first and call

804-264-2582. These services are provided to you exclusively through PIAVA/DC Agency Assist ™, a suite of PIA pro-

fessional consultative resources that help PIA member-agents solve everyday agency and personal problems, including

how to grow your agency value, be more profitable and prepare to buy, sell, perpetuate, merge, appraise or transfer the

ownership of an agency business, with the help of experienced professionals in a variety of business pursuits. There is no

cost to you as PIAVA/DC member; it’s one of the many benefits of your annual PIA membership.

PIAVA/DC Agency Assist ™ offers PIA members a one-hour free consultation per year with each of up to eight ex-

perienced professional practitioners. PIAVA/DC Agency Assist ™ provides one hour per year of local assistance from

one of our seven practicing attorneys each in a different area of the Commonwealth. Additionally, PIAVA/DC offers one

hour per year of free consultation from each of our seven professional service providers, including CPA and tax consulta-

tion; agency perpetuation, agency management and workflow analysis; sales and marketing, producer compensation and

productivity analysis; relationship brokerage between agency purchasers and sellers; financing for agency purchases;

agency human relations consulting; business planning; agency valuation and insurance agent business coaching services.

All are experts in their fields, and all are a just one phone call away at 804-264-2582. Limit one attorney call per year.

Your one-hour per year per consultant is a $250/hour value. If you take advantage of all 8, that's $2,000 of free consult-

ing time every year. It’s another value-added benefit of PIAVA/DC membership.

Professional consultants available to PIAVA/DC members include 6 local lawyers such as Attorney Jo Nolte, Richmond;

CPA Jon Persky, Tampa, FL; Appraiser Ed Curry, VA Beach; Buy/Sell Expert Al Diamond, Cherry Hill, NJ; HR Expert Vicki

Lewis, Stafford, VA; Agency Management Expert Becky Lathrop, Tampa, FL; Motivator & Sales Expert Brandi Hinen, Twins

Falls, ID, and Business Coach Sheri Winesett, Washington, DC. For help, call PIAVA/DC at 804-264-2682 or e-mail

[email protected] for information on PIAVA/DC Agency Assist ™ .

Members: Got your $2,000 of free consulting yet this year?

PIA of VA/DCComplete 2012 Schedule

Month Day Location Topic Proposed Location

January 19 Chesapeake AO Towne Hall

25‐28 Richmond CIC‐AM PIA Office

27 Richmond CPIA 1 PIA Office

31 Fredericksburg PA Liberty Center

February 2,3,9,10 Richmond PC Pre‐L PIA Office

9 Richmond IP PIA Office

16 Chantilly AO Travelers


28 Roanoke PR Roanoke Country Club

March 1,2,8,9 Richmond PC Pre‐L PIA Office

6 Richmond PA PIA Office

14 Harrisonburg PA Rockingham Group

21‐22 Richmond CIC‐GS PIA Office


27‐28 Blacksburg SWVA Expo Skelton Conf Ctr/VA Tech

28 Fredericksburg AO Liberty Center

April 4 Chantilly IC Travelers

5,6,12,13 Richmond PC Pre‐L PIA Office

11 Chesapeake PR Towne Hall


18 Richmond WTH ‐ ML PIA Office

25‐28 Northern VA CIC‐PL Northern VA

May 2 Roanoke PA Roanoke Country Club


16 Harrisonburg AO Rockingham Group


June 6‐9 Richmond CIC‐CC PIA Office

12 Richmond PR PIA Office

14 Chesapeake PA Towne Hall

as of 11/21/11

PIA of VA/DCComplete 2012 Schedule

Month Day Location Topic Proposed Location

July 11 Chantilly PA Travelers

17 Roanoke IP Roanoke Country Club


August 2 Fredericksburg IP Liberty Center

8 Harrisonburg PR Rockingham Grp

14 Richmond AO PIA Office



September 6 Chesapeake IP Towne Hall

12 Richmond IC PIA Office

19‐20 Virginia Beach CIC‐GS Wyndham Oceanfront

19‐22 Virginia Beach CIC‐CP Wyndham Oceanfront

23,24 Richmond PC Pre‐L PIA Office +Oct 1,2

27 Fredericksburg IC Liberty Center

October 1,2 Richmond PC Pre‐L PIA Office +Sep 23,24

3 Chantilly PA Travelers

10 Roanoke AO Roanoke Country Club

17 Harrisonburg IC Rockingham Grp


24‐27 Roanoke CIC‐LH

25,26 Richmond PC Pre‐L PIA Office +Nov 1,2

November 1 Richmond DOS PIA Office

1,2 Richmond PC Pre‐L PIA Office +Oct 25,26


8 Fredericksburg PR Liberty Center

14 Chesapeake IC Towne Hall

28 Roanoke IC Roanoke Country Club

December 5‐8 Richmond CIC‐CP PIA Office

12 Chantilly IP Travelers


as of 11/21/11

Documents

PIA “Amazing Race In Roanoke” takes shape, is June 25, … Insider... · · 2014-09-25See how experience and cunning can outsmart youth and strength. ... PIA “Amazing Race