Sales are always driven by theperson as well as the product. Successful brokers and agents havethe ability to connect with clients in a way that fosters trust,confidence and security. They also understand that building abusiness requires more than sales skills — it involves acommitment to networking and to building a first-classreputation.

Today, consumers are increasingly inclined to do business withcompanies and individuals who share their values. Enter a new wayof networking — social responsibility — which does notinvolve shaking hands at city council meetings or joining localclubs. Instead, it involves bonding with your community anddemonstrating a sustained spirit of caringthrough giving back in ways that reflect your company's overallbusiness.

Related: A closer look at one insurance agency's mission ofservice

If you feel you are too busy at the moment building yourbusiness and do not have time to become involved in your community,please think again. It might help to know that doing good cancontribute to a reputational — and financial — return.Social responsibility is an enormous differentiator for today'sconsumers when it comes to deciding if they want to do businesswith you.

Consider these statistics:

• 87% of consumers will purchase a product because a company advocated for an issue they care about.
• More than half of consumers are willing to drive somewhatfarther and pay slightly more to shop at a store viewed associally responsible.
• 92% of consumers say they have a more positive image of acompany when the company supports a social or environmental issue.
• 66% of consumers are willing to pay extra for products andservices that come from companies committed to positive social and environmental impact.
• 52% of consumers say they have purchased at least one productor service in the past six months from a socially responsible company.

So, how does one get started with giving back? The good news isthat there is something for every comfort zone:

• Are sports an interest? Try influencingup-and-coming athletes through coaching or mentoring.
• Do you share an affinity for the elderly?Visit a senior center to help with the facility's needs.
• Is the health of the environment a passion?Volunteer with a group organizing community cleanup — or evencoordinate your own.
• And most all, charities and causes can use financialsupport.

As a pioneer in cancer insurance, for example, Aflac ispassionate about the treatment and cure of childhood cancer, whichhas become our primary philanthropic cause. In fact, sales agentslicensed to sell Aflac products have joined in this movement to thetune of donating more than $500,000 each month from theircommission checks. It's a natural fit that enables them to help thecommunity while being able to relate that goodwill in a way that isrelevant to the business. Since Aflac has been involved with thiseffort for more than 20 years, it is sustainable.

Related: Charitable work is part of Aspen Insurance'sDNA

In the case of social responsibility, however, it's important tonote that patience is indeed a virtue. It's not a “quick win”strategy and must be authentic to have any chance of influencingbusiness in a meaningful way. Certainly, attracting consumersand potential investors is a priority, but giving back must begrounded in an honest attempt at solving a societal challenge forit to have a chance to succeed.

More likely, you will experience gradual results, but therewards you reap personally and professionally along the way willmake the initiative worthwhile for you, your business and yourcommunity.

Catherine Hernandez-Blades is senior vice president,chief brand and communications officer at Aflac. Herresponsibilities include Advertising, Brand Strategy, Social Mediaand Corporate Communications, including Aflac's award-winningcorporate social responsibility program.