By Lyne S. Metcalfe
From AA&B February 1944
Persistent, efficient and intensive training has long been recognized in the insurance industry as a prerequisite to successful selling. Perhaps in no large field of activity has more been done to codify successful business-getting methods and to convey their "mechanics" to the man in the front line - the agent - than in insurance.
However, the vast training program which has been integrated with the war effort, both in the Armed and Technical Forces, and in industry, hasproved that a teacher or instructor is effectual only to the extent that he is expert in passing along what he knows to others. In the insurance field we have two types of experts in business development upon which we must lean for effectual business promotional education: first, the expert who lacks any special ability to teach; second, the "born" teacher who may not have had the experience of the first group.
It is, of course, a definitely established fact that the techniques of teaching - teaching anything - are basic, and it makes very little difference whether the teacher is teaching the best ways to sell insurance or to operate a lathe in a factory.
The nation has found it necessary, especially in industry, to take persons skilled in various fields and , by a system of special training, enable them more quickly and efficiently to pass along what they know to others and to a large extent the picture screen is being used for this purpose.
There are, of course, other methods for transmitting the techniques of teaching, but the motion picture and slidefilm method offers the advantages of speed and thoroughness since they visualize, show, while they explain. Recently, some of the films which have been produced for this purpose, and some of which have been used effectively in the Armed Forces, have been made available to the insurance field for the purpose of aiding those in charge of personnel and instruction to improve their techniques. These same pictures are also now available to industry generally, and to the schools of the country, where so much is being done in war education.
For instance, a series of nine sound slidefilms, supplemented with a sound motion picture, in 16mm., is now available under the general title: "Tips for Teachers." This series was produced in cooperation with the Aviation Service Schools, United States Navy, and provides a speed-up course in teaching techniques applicable to any subject. It deals with teaching fundamentals as they have been established and codified in education and industry, and gives the insurance sales instructor suggestions ( in sound and pictures) by which he may make his work more quickly effectual - a time when speed is the watchword - when the insurance company and its agents must train so many new people in the selling end. This series is accompanied by a printed instructor's guide.
Another set of sales training pictures which contain valuable teaching techniques tips, comes under the title, "Selling in America." This consists of five sound slidefilms, the material having been gained in 87 lines of business, and the result of experience in holding thousands of sales training meetings in recent years.
A series titled, "Bridging the Gap Between School and Business," consists of four sound slidefilms which are aimed at young man (or woman) about to enter the insurance field and who is to be given as quickly as possible a proper "background."
This type of slidefile is a strip of 35mm. safety motion picture film, on each frame or segment of which is a picture - special photograph, drawing chart, diagram or other pictorial exhibit - logically arranged to provide step-by-step procedure "patterns" - all amplified by a disc record providing commentary and speaking "patterns." This latter series, "Bridging the Gap," of course, is for use by the insurance instructor, a supplementary feature to the techniques of teaching series.
After all, the basic principles of selling are now recognized is applicable to selling anything since they deal with human emotions, human reactions, and psychological situations of people - people to whom all salesmen must look for sales. Around films of this type the insurance organization may build its own particular business promotional story.
It is a foregone conclusion that the rapid development of standardized films of the type in the war effort will make it possible for insurance companies and agents to use the picture screen more widely now and in the postwar period than has been the case in the past, although the power of the screen has long been recognized in the insurance industry, by such companies as the Aetna, Metropolitan, Prudential and many others.
Proper training tends to reduce the turnover rate of agency and company personnel. Improvement of any insurance training system must depend upon the improvement of the quality of the instruction. The field certainly has an unusually competent group of instructors although it frequently happens, as in the case of industry, that the best informed are not always the most skillful when it comes to passing their knowledge along.
A more complete understanding of what makes instruction most effectual eases the burdens of the instructor at a time when he usually is much overburdened. It saves him time in the preparation of material, in planning his sessions and meetings, in getting and holding attention, and in getting over his points so that they will stick.
"A friend in need is a friend indeed," as the old saying goes, and this certainly holds true in the insurance business. The agent, who handles every claim quickly and efficiently and uses this opportunity to form a real friendship with his client, is building solidly for good, steady business and a constant inflow of new prospects. The client, who learns that he can depend on his insurance agent to act quickly in case of emergencies, and to keep in close touch with the customer until the claim is handled, will be very likely to pass the good word on to his friends and recommend the coverage and the agent to others.
Every claim is an opportunity for the agent to prove how valuable his service is-and to take a real sincere interest in the client's welfare-forming many lasting friendships and creating a general good will for the agent his company and his policy. As soon as the claim is received, the agent should call and get the details of the mishap. After all necessary reports-including the doctor's statements-have been filled out and handled properly the agent should make it a point to forward the check immediately. This speedy service is certain to impress the assured and his family.
If the agent takes advantage of these claims to build up good will, he is going to find a rich source of new prospects and a good name for his business. The assured who has been helped through a hard spot by the agent is going to tell his friends about it-and the fact that he speaks from experience adds weight to his praise. Here is a good way to get some excellent referred prospects and it's all in the line of regular duty with just a few added licks.
Never Give Up
Never give up when things seem wrong - Day always follows night and the dawn.
The sun always shines soon after rain, the heart is made glad right after pain. Diamonds are hidden and hard to find but the tranquil heart is peace of mind. So if your task seems hard today-remember where there is a will there is always a way.
