The other day, a producer sent me an email. In part, he said,“I've been selling workers' comp for years, but I really don't knowvery much about it. I now realize how critical it is to be anexpert. Workers' comp is the linchpin to an employer's entireinsurance account.”

Truer words were never spoken. Workers' comp is complex on theone hand, but perhaps more significant is the fact that itstentacles reach into the cracks and crevices of a company's entireinsurance program.

Here's just one example that makes the point. Knowing what ishappening with your clients' open claims is critical to keeping anemployer's Experience Modification Factor (MOD) as low as possible,something that is not often given the serious attention that itdeserves.

I'm sure you can see why this work is important to your clients,and therefore to you: it reduces their costs, and, in somecases, might even keep their MOD low enough so they can continue orbecome eligible to bid on jobs. In the current economy, we aretalking about major issues.

What we're talking about is work. So, why should youmake the effort to follow up with adjusters and maybe even contactdoctors to help adjust reserves to the correct level?

Some would answer that it's part of the “great service” thatevery agency on earth claims they provide, which, in most cases, istrue. The question is how often are you communicating what you dofor a client, which is the same as taking credit for how thatservice benefits your clients?

Read More ofKevin Ring's Insights on Workers' Comp

Workers' compensation, like no other insurance coverage,provides agents with the unique opportunity to monetize theirvalue. Here's how it can work:

You can show your clients the actual amount each of theclaims on their MOD costs them in premium. You can do thesame with reserve reduction. If you are able to reduce the value ofa claim from $4,500 to $3,500, you can show your clients exactlyhow many dollars that reduction saved them.

You have now placed a measurable value on your work fora client. In effect, this is showing your clients thevalue of doing business with you and bulletproofs them againstattacks by your competitors. It makes it very difficult for yourclient to be interested in a conversation with the agent who callsand offers to put their workers' compensation out to bid.

There's no reason to wait until the valuation date tomonetize your value to a client. When you can help yourclient build a relationship with local medical providers and stayinvolved when employees are injured, you can measure the impact ofthat work and present it to your client.

Help your client prepare prior to the arrival of the premiumauditor to ensure that the check they write is for the correctamount and you can monetize that work.

When you meet with your clients prior to the renewal, it isextremely powerful to show them the work you have done and what itmeant to them. Show them that you put performance into yourpromises, and you'll have a client for life.