Position
Yourself as an
Expert
Ed Lamont
IIA of Texas
114th Annual Conference and Trade Show
Houston, Texas
Edwin L. Lamont CIC, CRM
Lamont Consulting Group, Inc.
Palm Beach, FL
June 23, 2011
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Training Objectives
Understand how buyers benefit from your expertise
Develop topics based on experience that provide
value
Identify strategies to communicate expertise in
writing
Learn ways to speak as an authority
Define venues to showcase your expertise
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“I believe the true road
to preeminent success in any line
is to make yourself master of that
line.”
- Andrew Carnegie
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AGENT vs. EXPERT
Legal Responsibilities
“Holding Yourself Out to be an Expert”
“Reasonable Standard of Care”
Procure – Notify – Act - Meet
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BETTERMENTS = GREATER VALUE
Cost
Coverage
Relationship
Risk Management
Service
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DEPTH OF KNOWLEDGE
Develop Focus and Clarity of Ideas
Practical Application of Protection Plans
Practical Application of Risk Management
Discover How Buyer’s Benefit
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PROFESSIONAL SEPARATION
Be Known for the Problems You Solve
Impact Client Profitability
Provide Added Value
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INCREASED EFFECTIVENESS
Time Management
Personal View
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RAISED PROFESSIONAL STANDING
Greater Influence
Liberate Time to Prospect
Increase Time Available to Clients
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DISCOVER YOUR EXPERTISE
Niche Markets
Coverage Specialization
Products Specialization
Risk Management Strategies
Insurance Trends
Business Operations and Profitability
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Contractors VIP Personal Lines
Manufacturers Technology
Agri-business Marine
Aviation Hospitality
Transportation Churches
Private Schools Non-Profits
_____________ ______________
Kidnap and Ransom
W/C
Builder’s Risk Vintage Cars
EPLI Fine Arts
GKLL Collections
“Wrap-ups” Flood
Excess Liability Domestic
_____________ Employees
______________
Surety Financial Services
◦ Life
Risk Management ◦ Disability
◦ Claims Deterrence
◦ LTC
◦ Pre-employment
◦ HI
◦ Safety Programs
Pre-employment
Property Valuation ◦ Background Checks
Consulting ◦ Drugfree Workplaces
Physical Transfer
Avoidance/Elimination
Prevention/Reduction
Separation/Segregation
Disaster Planning
Financing
Insurance Trends Profitability
Rates Indirect Labor Burden
Regulatory Ex. Mod. Projections
Legislative Balance Sheet/
Income Statement
Impact
DISCOVER YOUR EXPERTISE
Create a SOLUTIONS LOG (page8)
1. Protection Solutions
2. Service and Client Support Solutions
3. Risk Management Solutions
4. Management/Profitability/Non-Insurance
Solutions
EXPERT POSITIONING OPTIONS
Communicate Expertise in Writing
Speak as an Authority
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Communicate Expertise in Writing
Write About What?
Niche Markets
Coverage/Product Specialization
Risk Management Strategies
Trends
Business Operations/Profitability Ideas
Solutions
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Communicate Expertise in Writing
Get Published Where?
Agency Newsletter or Web Site
Trade Association
Magazines/Newsletters/Web Sites
Insurance Industry Journals or Web Sites
Business Journals
Social Networking Sites or Web Logs
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Communicate Expertise in Writing
Writing Help
Read the Publication First
“Hi – 3 – Bye”
Open – Body – Close
“5 Ways to …”
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“To write well
is to think clearly.”
- David McCullough
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Speak as an Authority
Speak Where?
In-house Seminars
Webinars
Networking/Lead Group Events
Trade Associations
Community Groups
TV-Radio-Internet Interviews
Audio or Video Web Logs
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Speak as an Authority
Here’s How
Lectures Lose
Conversations Engage
Questions Keep You in Control
NO SELLING FROM THE PLATFORM
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Speak as an Authority
Get Help
Toastmasters www.toastmasters.org
Dale Carnegie www.dalecarnegie.com
Bill Gove Speech Workshop www.govesiebold.com
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Expert Positioning Results
1. Expertise = Greater Value for Clients
2. Professional Separation
3. Depth of Knowledge, Focus, and Clarity
4. Greater Problem Solving Ability
5. Expanded Centers of Influence
6. Trend Awareness
7. Effective Stewardship
8. Buyers Get the Best Value for the Dollar
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Take It To The Street
1. Identify a place to get your insurance, risk
management, or non-insurance topic
published.
2. Identify an audience who would benefit
from your expertise or problem solving.
3. How will you measure results?
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Edwin L. Lamont CIC, CRM - President
Lamont Consulting Group, Inc.
PO Box 2363
Palm Beach, FL 33480
561.737.7388
www.lamontconsultinggroup.com
www.linkedin.com/in/edlamont
Visit http://bit.ly/gNxlBu to order: STREET SMART SELLING:
The Beliefs, Strategies, and Management Ideas of Professional
Insurance Agents
PO Box 2363
Palm Beach, FL 33480
lcgspeak@aol.com
www.lamontconsultinggroup.com
www.linkedin.com/in/edlamont
561.737.7388
“Don’t let the start stop you.”
- Mary Wollney
“Knowledge is Power”
– Sir Francis Bacon
“Knowledge is only power when you have the
courage to act.”
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