In insurance sales, anyone can be an “expert.”
Just ask and they’ll give you instant ironclad answers. They maytake a pass on other issues but not this one. All that’s needed are“fake facts” (opinions) to be an authority.
This may help explain why so much time, money and effort goesdown the drain in countless ill-conceived marketing initiativesand sales programs. So, if you want to look smart, then here arefaulty assumptions you should avoid:
The role of marketing is to serve sales.
Even though it may come as a surprise to salespeople, salesmanagers, and CEOs, marketing’s role is not to be a handmaiden tothe sales department.
Continue Reading for Free
Register and gain access to:
- Breaking insurance news and analysis, on-site and via our newsletters and custom alerts
- Weekly Insurance Speak podcast featuring exclusive interviews with industry leaders
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical converage of the employee benefits and financial advisory markets on our other ALM sites, BenefitsPRO and ThinkAdvisor
Already have an account? Sign In Now
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
