This issue of Agency Spotlight magazine focuses on prospecting best practices from top agents, tips for managing slow periods, new tools for client relationship management, and improving office impressions. It also provides updates on company programs and recognition of top producers. Key articles discuss the systematic prospecting approach of Robert Edgin and how Brian Hayden achieves success through meticulous attention to detail.

1. SMART THINKING, REWARDED®
BRIAN
HAYDEN
Success is in
the details
PROSPECTING GOLD
Agents share
their best practices
Volume 2, Issue 4
What does your office
say about your business?

2. SMART THINKING, REWARDED®
WWW. AGENCY-SPOTLIGHT.COM | 3
4 LEADER OF THE PACK
Shannon Smith, executive vice president, chief agencies
officer, Multiple Line, wraps up 2015 and shares good news
for the company.
5 WHAT’S NEW?
Extra! Extra! Read about everything from program updates to
help you in your day-to-day business to enhancements to our
digital image.
8 PROSPECTING GOLD
Agents Robert Edgin and Scott Kelly, both well known for their
prospecting ability, talk about their best practices.
10 YOUR VOICE
We asked your fellow agents to share the steps they take to
help themselves get back on track during a slow period.
11 CLIENT RELATIONSHIP MANAGER
Searching for a better way to manage new leads and data?
Looking to make the most of Web quotes and an easy way to
import prospect lists? Find out what CRM can do for you.
14 FIRST IMPRESSIONS
What does your office say about you? We’ve got a few simple
tips to make sure clients see you as the business professional
you are.
16 BEST OF THE BEST
Check out the year-to-date production leaders.
17 FIVE QUESTIONS FOR ANDI PETROFF
Petroff, an MLGA in Maryland, will be going “into the bush”
in Uganda in 2016. Find out why and learn more about her
adventures.
18 BECOME MORE EFFECTIVE IN 2016
As the year comes to a close, take a moment to look back and
reflect on how you can improve your management skills.
19 BETTER THE RECRUITING ODDS
Learn from one of the best recruiters in the field. MLGA George
Cuzalina, shares his philosophy on selecting candidates.
6 SUCCESS IS IN THE DETAILS
Three-time Agent of the Year Brian Hayden
believes in providing a personal, professional and
top-notch experience for every client. The Million
Dollar Round Table member is well-known, not
only for his bow-ties, but for his work ethic.
10 CRASH COURSE
You have seen their dramatic videos with crash
test dummies and perhaps even bought a car
based on their Top Saftey Picks award – now find
out how the Insurance Institute for Highway Safety
can help your agency.
Happy
Holidays
As 2015 draws to a close,
we would like to take a moment to say thank you.
Your commitment to American National,
and especially our clients, has helped us continue to grow
as a leader in the industry.
It has been a privilege for us to serve you.
As we reflect on the past year’s accomplishments,
we know you are the reason our company
has continued to grow and prosper.
Looking ahead, we remain resolved to provide
the best tools and products possible
to help you succeed while striving to make our client
experience powerfully simple.
Again, thank you for your dedication and best wishes
for a joyous holiday season and a healthy,
prosperous new year.

3. v WHAT’S NEW?LEADER OF THE PACK
W
4 | AMERICAN NATIONAL | DECEMBER 2015 WWW. AGENCY-SPOTLIGHT.COM | 5
NEW STAFFING
PROGRAM ON THE
HORIZON
As your agency grows it becomes
apparent that there are not enough
hours in the day for one person to
provide the outstanding client service
that is essential for your business to
succeed. You need to hire help, but
where do you begin? The upcoming
Agent’s Staff Program (ASP) will
guide you through everything from
determining what staff you need to
job postings and how to interview.
This new program, to be introduced at
Professional Seminar, will also offer best
practices from top performing agents
on how to best use your existing staff.
RCT EXPRESS
AND ISOLUTIONS
INTEGRATION
RCT Express, the program that
calculates the most reliable
replacement cost value for virtually any
kind of home, is now available through
iSolutions! You no longer have to log
in to two systems to calculate a cost
valuation for residences insured on
an SFP 10 Policy. In addition, program
enhancements automatically link the
RCT with the correct location and
building number. For information or
questions about RCT, email kristen.
duesler@americannational.com.
Agency Spotlight magazine is created by
American National Multiple Line Agencies
and Marketing Divisions.
VICE PRESIDENT
DISTRIBUTION AND SALES/
PUBLISHER
Gary Lukovich
CONTENT DIRECTOR
Ashlie Huston
EXECUTIVE MANAGING EDITOR
Rosemary Shader
CREATIVE MANAGER
Scott House
MARKET MANAGER
Beth Stevens
MANAGING EDITOR
Donna Bell
EDITOR/WRITER
Donna Barton
GRAPHIC DESIGNER
Joel Loera
Nicole Edens
PHOTOGRAPHER
Chris Johnson
COVER PHOTOGRAPHER
Danny Klimetz
AGENCY SPOTLIGHT magazine is published
quarterly by American National. Any
correspondence should be directed to:
AMERICAN NATIONAL
ATTN: AGENCY SPOTLIGHT
AGENCIES DIVISION
1949 E. Sunshine
Springfield, MO 65899
Website: AGENCY-SPOTLIGHT.COM
Email:
AGENCYSPOTLIGHT@americannational.com
The publisher reserves the right to accept or reject
all editorial or advertising matters. The publisher
assumes no responsibility for unsolicited manuscripts,
photographs or artwork. Reproduction in whole
or in part of any text, photograph or illustration
without prior written permission from the publisher
is strictly prohibited. Printed in U.S.A. FOR AGENT
DISTRIBUTION ONLY. NOT FOR DISTRIBUTION TO THE
GENERAL PUBLIC. COPYRIGHT © 2014 AMERICAN
NATIONAL PROPERTY AND CASUALTY COMPANY.
June 2015.
ONE TEAM,
ONE DIGITAL PRESENCE
An exciting step toward providing a
powerfully simple experience for clients,
prospects, agents and employees
is coming in 2016. To further unify
our organization we are moving
from three websites to one: www.
AmericanNational.com. This means you’ll
soon benefit from enhanced content,
easier access to agent portals and a site
that matches and strengthens our brand
and features an updated, mobile-friendly
design. The old domain names will
remain active for more than a year and
will be automatically redirected to the
new URL. Stay tuned to Agent Central
for more information and official
launch dates.
NEW BROKER OUTLET
FOR WORKERS COMP
We have expanded our current
agreement with Foremost Insurance
Group to offer Workers Compensation
for business classes that do not meet
our current risk profile. This can also
be an outlet for states where we do not
offer this product. We know workers
comp is essential to a business client’s
insurance portfolio. We are pleased
to offer this solution to help you grow
and retain good ag and commercial
business.
If you’re not currently appointed with
Foremost and would like to be, or have
questions about the extended market
program, email ExtendedMarkets@
americannational.com.
CONTEST WINNERS
The winners of the recent Marketing
On Demand promotion contest were
Ashton Lethco, who won the Apple
watch, and Aaron Hoopes, who
won the holiday party for his office.
These agents won by using featured
materials that helped them reach
current and potential clients. Additional
promotion contests are in the works
for subscribers of the Marketing on
Demand Premium or Leadership
packages – look for more information
in the Marketing Division emails.
NEW DATES, VENUE
FOR 2016 MARKETING
CONFERENCE
The 2016 Multiple Line Conference
will now take place in Hawaii from
April 22 to 27 (the 2016 Gathering of
Eagles will begin April 21). This will be
a memorable experience providing
the type of recognition worthy of
your lofty achievements. This new
venue was chosen because your
safety, comfort and peace of mind
are paramount. Attendees will be
welcomed at the Fairmont Orchid,
a Four Diamond, 32-acre luxury
oceanfront resort located along the
big island’s Kohala Coast. You can
learn more about the resort at www.
fairmont.com/orchid-hawaii.
We operate in a highly competitive marketplace.
Traditional competitors and relatively new
entrants to our business fight for limited clients
and the premiums they pay. Thanks to our field
team, working closely with our home offices, we
can be proud of our growth and success.
Through the first three quarters of 2015 we have achieved or exceeded most
of our established growth targets. We are in our third consecutive year of
growing our field team. We are in our sixth consecutive year of growing our
paid life premium; delivering this important coverage to an ever expanding
number of households. Our personal lines new business production is up
double digits and we are growing our personal lines policies and units in
force. While we are not hitting our ag and commercial new business targets,
we are growing strategically and meeting our total premium growth goals.
And the good news doesn’t end there.
This year we also made substantial investments in the success of agents with
Marketing On Demand, enhancements to the Client Service Center, Recruiting
On Demand and the Client Relationship Management tool. This speaks to our
commitment to agents as well as our continued financial strength and stability.
It is certainly an exciting time to be in our business. And while it’s important to
stay mindful of all the changes and opportunities, I encourage you to take the
time to celebrate these collective accomplishments and successes. I also urge
you to keep this momentum by attending Professional Seminar in Galveston
where you can recharge, collaborate and learn in preparation for an even
better 2016.
With great appreciation,
Shannon L. Smith, CLU
Executive Vice President, Chief Agencies Officer, Multiple Line
THE GOOD
NEWS IS …

4. 6 | AMERICAN NATIONAL | DECEMBER 2015 WWW. AGENCY-SPOTLIGHT.COM | 7
Hayden does believe some key personal
philosophies have led to his success.
“At the end of the day I truly enjoy
running a business and being an
entrepreneur, and I just don’t let
myself get bogged down by the things
I can’t change,” Hayden said.
And the real story behind the bowtie?
Hayden admits he simply likes to stand
out and be different.
By Donna Barton, communications
specialist, Multiple Line Marketing Division,
Donna.Barton@americannational.com.
SUCCESS STORY
H
e’s affectionately referred to as “Mr. Bowtie” and “The Pro” by his peers, but spend a
few minutes with Brian Hayden and you’ll quickly realize those fun-loving nicknames
are actually glimpses into what make him a top achiever in his field.
Hayden, who is consistently among the company’s highest performers and a three-time agent
of the year, is a stickler for detail – in his dress, presentations and day-to-day interactions. The
epitome of the southern gentleman, he’s rarely seen in anything but a suit and bowtie. Even his
office – a renovated historic building located in downtown Oxford, Mississippi – exudes class.
From the handmade furniture and pressed tin ceilings to the bricked interior walls and pinewood
floors, quality is a must and emphasized at every turn.
These choices, however, are far from
random or simple personal preference.
Hayden strives to make each person
who walks through his door feel
confident they are getting the same
top quality attention.
Hayden acknowledges that he has
built his entire business and reputation
around delivering on what he says and
making every person feel valued.
“It is all about the execution,” Hayden
explained. “At the end of the day,
people don’t care as much about
the cost of insurance as they do the
representation, so I work hard to
create an experience whether it’s on
the phone, with an email or in person.”
Hayden began developing that
high-quality, high-class experience
even before he graduated college. He
worked as an intern for an American
National agent while attending
University of Mississippi. By the
time he graduated with his degree
in insurance risk management and
managerial finance he was well versed
in the industry and primed to apply
his personal touches to his business.
It wasn’t long before he found his
niche with life insurance and financial
planning. Hayden has been a Million
Dollar Round Table member since
2011. He was the 2011, 2013 and 2014
American National Multiple Line Agent
of the Year as well as the 2012, 2013
and 2014 Southern Stars Regional
Agent of the Year.
Regional Director Dave Lamont says
clients immediately know with Hayden
they’ll get top-notch service.
“You know in the first 30 seconds you
want to do business with Brain,” Lamont
said. “There is no doubt that he is
committed and will work hard for you.”
MLGA Mike
Washburn echoes
that sentiment.
“Brian gets to work
early, he stays late
and he studies a
variety of newsfeeds
to stay current and
be able to interact
on just about every
subject…he just
does everything
right,” he said.
“We love to tease him about being
such a sharp dresser, but the reality
is he’s a very impressive young man
who has success written all over him,”
Washburn added. “Every client, every
person is made to feel like they are
the most important person when they
interact with Brian.”
Another key to Hayden’s success is his
desire to learn (he is currently working
to obtain his chartered financial
consultant designation) and acquire
best practices from others. He is a self-
proclaimed sponge. If the company
suggests a particular process he follows
it to the letter. He doesn’t wing it.
“The first year he was an agent he
did good, the second year he did
great. You don’t do that unless you
are learning, absorbing and paying
attention to what is happening in the
field and applying it,” Washburn said.
Hayden sums it up this way: “You
don’t have to have all the answers for
clients, but you have to be engaged
and willing to figure it out.” He also
says it’s key to treat all clients the same
whether they are a $500 account or
$500,000 account.
While he is quick to credit his mentors
and staff for his accomplishments,
BRIAN HAYDEN
SUCCESS IS IN
THE DETAILS
From left, Client Care Specialist Morgan Turner, Senior
Associate Rusty Bolger and Associate Partner Cade Clanton
with Hayden at his office in Oxford, Mississippi.
HAYDEN’S
TIPS FOR SUCCESS:
■ Enjoy the role of entrepreneur and
make the most of the opportunity
■ Be engaged with clients by creating
a personalized experience from
day one
■ You’ll never have all the answers,
just be willing to do the leg work
when you don’t
■ Don’t get bogged down with things
you can’t change
■ Put in the time and simply outwork
the next guy
■ Find a way to distinguish yourself
and stand out in the industry
■ Always schedule yourself some
downtime

5. 8 | AMERICAN NATIONAL | DECEMBER 2015 WWW. AGENCY-SPOTLIGHT.COM | 9
PROSPECTING TOOLS
CLIENT RELATIONSHIP MANAGEMENT
CRM is a web-based program that allows you to
manage new leads and the data associated with
them. The data and information is stored in one central
location and can be accessed from anywhere and on most
internet accessible devices.
Find CRM on Agent Central>Application Links>
Client Relationship Management>CRM .
PROSPECTING LISTS ON
MARKETING ON DEMAND
Build, order and receive a targeted lists of prospects. These
lists can be automatically imported into CRM.
Find prospecting lists by going to Agent Central>Plan Your
Marketing>Marketing On Demand>Prospecting Lists.
QUARTERLY CLIENT NEWSLETTERS
AND BUSINESS CARDS
Marketing offers quarterly newsletters that provide valuable
information and tips for clients. It is offered in three versions –
personal lines, agribusiness and business owner. Choose from email
or print format.
Find newsletters and business cards on Agent
Central>Marketing On Demand.
CLIENT SERVICE CENTER
The CSC, located in Springfield, Missouri, is staffed with more
than 70 client specialists. CSC staff can schedule professional
insurance reviews (PIRs) for subscribers for a nominal fee per
scheduled PIR.
Email CSC at clientservicecenter@americannational
for information.
PATHWAYS TO SUCCESSPATHWAYS TO SUCCESS
THE SYSTEMATIC APPROACH
Robert Edgin, of Colorado Springs,
Colorado, became an agent in 2000.
His systematic, proactive approach to
prospecting keeps a steady stream of
clients and referrals in his pipeline.
Edgin methodically breaks down
prospecting into four distinct
categories: center of influence
referrals, client-based referrals,
existing client cross-sell and cold
market prospecting.
Center of influence: Edgin has
developed mutually beneficial
relationships with more than 50 local
business people, including realtors
and mortgage brokers. Each month
he delivers literature to them and
then meets personally with his top
15 referral providers. That meeting
also includes a token of appreciation
to match fun events like National
Popcorn or Pecan Pie Day to thank
them for the potential clients they
send his way. Edgin receives more
than 10 referrals a month from this
group of people.
Client-based referrals: Agency
staff works to keep regular contact
with existing clients through client
newsletters and by offering a theme-
based referral reward program (each
state has strict regulations regarding
rewards for referrals, so be sure to
check the rules that apply to your state
before you implement a program).
This year’s theme is entertainment and
the more referrals a client offers the
bigger the reward – from coffee, to
movie tickets to dinner and more.
Existing client cross-sell: Each
month existing clients receive an
email or phone call from staff. Those
contacts continue until the agency
has the client’s property and casualty,
investment, personal and life business.
Cold market prospecting: When
Edgin was a new agent, he would
place 10 business cards in his pocket
each morning and wouldn’t go home
until all 10 were given away. Even
though he now has a prosperous
business, he still doesn’t leave the
house with less than four cards to
hand out. He considers it a challenge.
Edgin’s Philosophy:
“The more systems you
put in place, the more
productive you will be.
You can’t wake up and
say, ‘What am I going to do today?’
That is the difference between being
productive or just busy.”
KNOW YOUR CLIENTS
Scott Kelly, 12-year agent out of East
Quogue, New York, wishes he knew a
decade ago what he knows today.
“My best prospecting tips are all about
the mistakes I should have fixed long
ago,” he said, saying it is essential
to know and understand the client
so that you can service them today
and years into the future when their
circumstances may change.
Keep detailed records: Kelly not
only keeps information about the
entire family, but also a record of prior
conversations that detail everything
from birthdays to a client’s reasons
for declining coverage and follow
up dates. Before he calls a client,
he goes back and reviews those
prior conversations.
“It is impossible to remember the
details of 800 clients,” Kelly said. “I
never want to go into a conversation
asking the client a question that they
have already answered for me.”
He pays particular attention to
birthdays because an age change can
provide motivation for the client to act
now, rather than wait.
Don’t make assumptions: Don’t
assume your clients know you are a
multiple line agent.
When meeting with clients for non-life
related issues, Kelly simply mentions
that he “just came from a life insurance
meeting from another client.”
“The worst thing a client can tell you
is that they just bought a policy from
someone else because they didn’t
know you sold life or disability,”
he said. Another assumption Kelly
works to avoid is dismissing a client
as a good prospect because of their
circumstances.
Planting seeds for future sales: The
majority of Kelly’s sales are not based
on the first conversation – it could be
years before the sale is realized. He just
keeps the conversation going until the
timing is right.
When it comes to term insurance, he
tells clients immediately that he will
be having serious conversations about
converting their policy in the future
and explains he is planning ahead so
that the client can receive the best
price and product.
Create a daily routine: “Prospecting
has to be a conscience effort and part
of your daily routine. There is just an
element of brute force to it,” said Kelly,
who sets aside time to make calls
every day, even if it is only a half hour.
Kelly’s Philosophy:
“Learn all you can about
clients and really know
the products. Keep an
eye on changes in your
customers’ lives and anticipate their
future needs.”
By Donna J. Bell, communications
specialist, Multiple Line Marketing Division,
Donna.Bell@americannational.com.
Prospecting is the life blood of your agency. You can easily be the most knowledgeable agent in your town – but if you are
not in front of people, you have no business. Agency Spotlight magazine recently spoke to Robert Edgin and Scott Kelly – two
agents who are well known in the field for their prospecting ability – and asked them to share their best tips.
PROSPECTING GOLDPROSPECTING GOLD
Tips and hints from successful agents

6. CLIENT RELATIONSHIP
MANAGEMENT
What steps do you take to get back on
track during a slow period?
BOB SINOPOLI
Great Barrington, MA
“When I hit a slow period
I focus on my existing
book. Being a good agent
means taking care of
clients and making sure
they are being accurately
served. I do a lot of PIRs
– identify gaps and look
at their annuities and
life insurance. I ask what
is happening in their
personal lives. Existing
clients are not a hard
sale. They know you are
working to make sure
they get everything
they need. “
JENNIFER MESSING
Glenmont, NY
“During a slow period, I
like to go back to basics
by focusing on things
that can get pushed to
the side when you are
dealing with servicing
your book rather than
growing it. This means
creating a plan of action
for prospecting on new
clients, and reaching
out to current clients to
set up policy reviews
or to discuss additional
insurance products.
These activities can easily
turn a slow period into a
fast-paced one!”
GALLEN STOKES
Fort Smith, AR
“Cross selling is always
key during the quoting
process and even more
so during slow periods.
Many times you are
receiving calls asking for
a quote on only one line
of business but you must
convince the potential
client it is in their best
interest to allow you to
gather all the info needed
in order to present them
with quotes for all their
needs. Make every
unit count!”
ROBERT SPIKER
Martinsburg, WV
“Slumps are something
we’ve all hit. The best
slump buster I’ve seen
is getting out there. Go
cold call or conduct PIRs
with a couple “A” clients
and ask for referrals. If
life production is down,
get a list of young parent
clients and write some
juvenile life applications.
We all know the best time
to make a sale is after one
was just made; grab an
easy one and GO!”
CAROLE WILLIAMS
Weatherford, TX
“We all have cycles of ebb
and flow in production
from a loss of focus, a
break in our good habits
or something as simple as
the holidays. During slow
times, focus on reviews for
clients who need advice
on securing their existing
retirement dollars with
annuities, maximize their
ability to transfer wealth
in CD or investment funds
or investigate how you
might use property and
casualty products that
are not among your usual
conversations.”
KICK START 2016
Your turn: What is the best tip, hint or inspiration you learned from Professional Seminar? We want to hear what you have to say.
Email your your 50 to 75 word answer to agencyspotlight@americannational.com. You may be featured in an upcoming Your Voice column.
PATHWAYS TO SUCCESS
COMPLETE AN END
OF THE YEAR REVIEW
Identify what worked well and duplicate those efforts. On the flip side, drop activities
that were unproductive.
CREATE A CLIENT
ENGAGEMENT PLAN
Newsletters, emails, hand-written cards, posts on social media – these materials on
Marketing On Demand allow you to connect with existing clients base on a regular basis.
BE A “GO-TO”
RESOURCE
FOR THE CLIENT
This doesn’t just mean responding to client inquiries and emails – it also means being
proactive and relevant. PIRs are a perfect time to provide recommendations and
information that addresses challenges.
ESTABLISH
A DAILY RITUAL
Define a non-negotiable routine – perhaps you set aside one hour a day for prospecting
calls or an half hour a week on goals. Don’t finish your day until the plan is accomplished.
Be productive, not busy.
TRY SOMETHING NEW
Have you delved into social media or the CRM yet? Don’t get too comfortable in your well-
established sales strategies – think outside the box. Innovation is often a key to success.
AND REMEMBER…
“Opportunity does not knock, it presents itself when you beat down the door.”
– Kyle Chandler
WHAT IS CRM?
CRM stands for Client Relationship Management.
WHAT DOES IT DO TODAY?
At its simplest, CRM is a web-based program that allows you to manage
new leads and prospects and the data associated with them. The data
and information is stored in one central location and can be accessed
from anywhere and on most Internet accessible devices.
HOW WILL IT HELP ME?
Here are the big three ways using the CRM will help your business:
1. Web quotes. These are generated through your American National
agent website or the American National corporate website and are
fed into your CRM dashboard.
2. New lead management. Enter your new leads and follow them
through the sales pipeline – add notes and personal information.
3. Upload prospect lists. Import purchased lists from Prospect Select
in Marketing On Demand in one automatic and seamless process.
HOW DO I GET CONNECTED TO THE CRM?
CRM is live on Agent Central. Go to Agent Central>Application
Links>Client Relationship Management>CRM. Be sure to check out the
step-by-step Quick Start Guides.
WHAT IS COMING IN THE FUTURE?
Future upgrades will automatically add current clients into CRM,
integrate with Outlook and gradually add client policy data.

7. 12 | AMERICAN NATIONAL | DECEMBER 2015 WWW. AGENCY-SPOTLIGHT.COM | 13
P
erhaps best known for their Top
Safety Pick ratings and vivid
slow-motion videos of crash test
dummies flailing in staged car crashes,
for decades the Insurance Institute for
Highway Safety has been instrumental
in helping to reduce motor vehicle
deaths in the United States.
From researching the human side of
the equation (drunk driving, fatigue,
safety belt use, teen drivers) to the
mechanics of vehicle crashworthiness,
crash avoidance and even assessing
roadway designs, the IIHS’s purpose
has remained the same: to reduce the
losses – deaths, injuries and property
damage – from accidents.
The independent, nonprofit
organization, founded in 1959, is
funded by insurance companies and
associations like American National.
Through research and communications
programs, the institute works to help
protect people in accidents, prevent
crashes from occurring in the first
place, recognize manufacturers that
lead the way in safety and educate
consumers and lawmakers.
In the past year, the organization
conducted 87 crash tests to evaluate
how well vehicles held up. The
researchers work to give answers to
questions like: What is the best used
car for teenagers? How many accidents
are caused by distracted driving and
why? What road design changes
could make roundabouts safer? How
effective are crash avoidance systems?
Their Top Safety Pick awards also
reward manufacturers who are
meeting rigid safety criteria for
vehicles and child booster seats.
As a sponsoring member, agents
affiliated with American National have
access to the institute’s analytics, videos
and brochures, and are even invited
see a test crash and tour the research
facility located in Ruckersville, Virginia.
The public and the media are
extremely interested in what IIHS has
to say. The institute’s YouTube channel
(youtube.com/IIHS) has been viewed
more than 28 million times and in 2014
alone, 771 million people viewed their
video news releases. These videos,
ranging from the top car picks to
choosing the best used car for a teen
driver, are good picks for your social
media and to link to emails. Not only
are you reaching clients with messages
tailored to their needs and interests,
you are providing a public service by
sharing information that helps keep
them safe.
If you are using our Marketing On
Demand social media platform you
can take advantage of our pre-
approved posts to automatically
schedule links to the videos. Just
search for the tag “IIHS.”
As technology continues to improve,
new safety features aimed at crash
prevention (as opposed to crash
protection) are already on the horizon.
Innovations like wirelessly connecting
cars to a network that provides real-
time accident alerts and upcoming
road conditions to augmented
windshields with enhanced night
vision to highlight obstacles like deer
are currently being tested. And while
it may seem like science fiction, three
states have already legalized testing
for self-driving cars. With all these
advances shaping the future of the car
industry, it seems safe to say that the
IIHS has decades more work ahead of
them.
By Donna J. Bell, communications
specialist, Multiple Line Marketing Division,
Donna.Bell@americannational.com.
KNOWLEDGE NETWORK KNOWLEDGE NETWORK
CRASH
COURSE
As a sponsoring member, agents affiliated with
American National have access to the institute’s
analytics, videos and brochures, and are even
invited to see a test crash and tour the research
facility located in Ruckersville, Virginia.
Member website: iihs-hidi.org
Public website: iihs.org
youtube.com/IIHS

8. 14 | AMERICAN NATIONAL | DECEMBER 2015 WWW. AGENCY-SPOTLIGHT.COM | 15
PATHWAYS TO SUCCESSPATHWAYS TO SUCCESS
FIRST
IMPRESSIONS
W
e’ve all heard the saying
dress for success, but are you
applying that same sentiment
to how you present your office?
Regardless of the size of your space or
whether you are an established agent
or just starting out, your credibility
and your client’s confidence in you rely
heavily on your office – your layout,
how you organize, cleanliness and
your décor. In fact, environmental
psychologists say it takes as little as
three seconds for a client to form a
first impression of your business. A
welcoming yet functional work space
can be easily achieved if you keep
some key points in mind.
AN OFFICE ISN’T A
ONCE-AND-DONE ENDEAVOR
We’ve all been to businesses that
haven’t updated their furnishings
since the 1980s; veneer is peeling,
fabric and walls are stained, plastic
plants are dusty and paperwork is
piled high. What does that say to you?
It is important for your business to
critically assess your space annually.
Take pictures from where your
visitors will sit or stand and look for
wear and tear to
furniture, holes
in walls, clutter,
left over pieces of
tape, and outdated
or seasonal
decorations. Taking
care of your space
signals you will take
care of clients. Make
this a key part of
someone’s job in
your office.
Lou Danna of White Bear Lake,
Minnesota, moved into his space – a
house that had been previously used as
a mortgage office – in 1999. Each year
he makes it a commitment to update
or enhance at least one or two things
in his space. Recent projects have
included new industrial doors on the
building and an updated conference
room to large screen TVs that are used
for presentations and information
sharing. He says every update is
designed to improve aesthetics and
make business easier to conduct.
“It is easy to let things get shabby or
simply become complacent about
your space even when your space isn’t
conducive to doing business,” said
Danna. “But I can tell you first hand
that giving your space its due attention
is well worth the time and effort …
it will benefit your business and add
pride to what you do every day.”
STRIVE FOR WARM
BUT MODERN
Color is known to impact mood and
even productivity. Muted colors are
generally preferred but don’t be
afraid to accent with slightly bolder
colors for a contemporary look. Also,
artwork, lamps and plants shouldn’t
be an afterthought. Use them as a
means to add warmth and a deliberate
complement to your décor, including
signage or literature that highlights
what you can offer. Even something as
simple as a thoughtfully placed candy
dish or prominent local award can
make a real impact.
Sean Moore, who recently held an
open house for his newly remodeled
office in Bethlehem, Pennsylvania, says
he spent the most time picking colors
for his office because he not only
wanted to help his staff feel motivated,
he also wanted to establish an energy
that draws people to his agency.
“In this industry you want to convey
professionalism, and people need to
feel that from the moment they walk in
to your office,” said Moore. “And having
a professional, quality business means
more than just a banner on the door.”
THINK DURABILITY
While you don’t want your office to
look the same forever, you do want
to pick choices that will last and
have timeless appeal. Tiled carpet
has become a popular office choice
because if an area gets worn or stained
you simply replace that section versus
the entire surface.
DON’T FORGET THE STORAGE
AND TECHNOLOGY
Always consider the location of
outlets, areas for printers and
especially storage in all spaces. This
will help you avoid some real office
faux pas like extension or cable cords
in walkways, having to leave a room
to retrieve confidential prints or piling
paperwork in open sight. It will also
help you plan for any future growth or
technology needs.
ACHIEVING THE
MODEL OFFICE
While there’s a lot to think about
when creating the perfect business
environment, you aren’t without
resources to help you achieve the
model office. Marketing on Demand can
help you with everything from signage
to furniture and accessories. And
nothing says it has to break the bank
and be completed all at once. Even the
pros suggest taking it in phases to make
it less of a chore and to truly establish
a space that’s an extension of the
professional you are.
By Donna Barton, communications
specialist, Multiple Line Marketing Division,
Donna.Barton@americannational.com.
Office signage, pull up banners, posters and brochures are
available to order on Marketing On Demand.
Design your space to make business
easier to conduct.
The office furniture shown is by Martin One Source. For information on ordering, go to
Agent Central>Marketing>Marketing On Demand>Events>Furniture/Office Supplies.

9. 16 | AMERICAN NATIONAL | DECEMBER 2015 WWW. AGENCY-SPOTLIGHT.COM | 17
AWARDSAWARDS
BLUE VASE WINNERS
THIRD QUARTER 2015
JOE FARMER
MLGA - Brad Ingle
TRENTON FEARS
MLGA - Chet Caldwell
KAMERON IVIE
MLGA - Darrin Ivie
NYOMIE PITTINGTON
MLGA - Dan Neale
LEADERS IN AG &
COMMERCIAL PREMIUMS
JAN. 1- OCT. 31, 2015
1. DAVID SINNES, $810,954
2. JAMES LYMAN, $714,177
3. SCOTT BROWN, $439,066
4. DONNA CLOPPER, $412,516
5. MICHAEL ILG, $345,858
6. SCOTT GILSENAN, $317,186
7. GEORGE GROSSMANN, $303,899
8. TERRENCE GALLAGHER, $289,603
9. JASON POLI, $287,766
10. HOWARD LANE, $279,168
11. JEFF KAVOVIT, $242,907
12. CAMILLE BUNICCI, $218,256
13. ANDY BENNETT, $214,575
14. ANDY PENNISI, $211,906
15. ERIC KIRK, $208,375
16. BRIAN HEFFERAN, $206,207
17. BRIAN SHEAHAN, $202,622
18. MATT BROGAN, $201,633
19. JAMIE NAURATH, $200,335
20. JENNIFER MESSING, $194,457
21. ANDREW PELLETIER, $190,032
22. BILL RANDOLPH, $187,689
23. THOMAS LETIZIA, $185,474
24. RICHARD ISABELLE, $180,116
25. ALEX ARRIGO, $179,847
LEADERS IN
LIFE PREMIUMS
JAN. 1- OCT. 31, 2015
1. JOEL HAYES, $395,356
2. CAROLE WILLIAMS, $166,544
3. NATHAN IVIE, $149,821
4. ANDY BLEICH, $130,729
5. RICK REGER, $129,064
6. RANDY MCKINNEY, $112,605
7. KENNY BREEN, $105,695
8. BRIAN HAYDEN, $85,301
9. ELIZABETH JACOBY, $81,608
10. PAUL LETIZIA, $80,634
11. TIM DANIELS, $79,030
12. BRIAN STAGNITTI, $76,640
13. ADRIAN BYBEE, $75,598
14. SUNNY CHOPRA, $73,989
15. TODD JONES, $71,620
16. JAROD MORGAN, $71,456
17. HOWIE HOPKINSON, $70,523
18. GREGG REID, $69,668
19. SAM DANNA, $64,035
20. JOE ASHCRAFT, $63,932
21. MARK HAAS, $62,620
22. PETER BROWN, $61,295
23. JONATHAN DESTEFANIS, $60,717
24. ASHTON BLOUNT, $58,382
25. CHRISTOPHER KRUTZ, $57,975
LEADERS IN PERSONAL
LINES PRODUCTION (MBS)
JAN. 1- OCT. 31, 2015
1. JEFF KIESAU, 1,410 units
2. DAVE HOGAN, 1,179 units
3. PAUL LEUENBERGER, 737 units
4. MARK COLE, 667 units
5. DAVID LARSEN, 542 units
6. SCOTT LUNSFORD, 540 units
7. GREGG REID, 525 units
8. PHIL MAGGARD, 511 units
9. MATTHEW KEMP, 495 units
10. NIC ESKEW, 486 units
11. COLT HENDERSON, 451 units
12. RANDY NORMAN, 436 units
13. TREVOR MURRAY, 422 units
14. JASON BASTIAN, 416 units
15. PATTI THORSTENSON, 415 units
16. JASON YEITER, 414 units
17. PATRICK RICHBURG, 410 units
18. ROBERT EDGIN, 409 units
19. KYLE REVELLI, 407 units
20. STEVE LEONE, 403 units
21. JACK BROWN, 378 units
22. KEVIN CAMPBELL, 375 units
23. CHRISTOPHER KRUTZ, 375 units
24. ALI MOHAMMADZADEH, 372 units
25. CHRIS LARSON, 370 units
MLGA AWARDS
MLGA LEADERS
BALANCE SCORE CARD
JAN. 1- OCT. 31, 2015
1. BOZENA BRINKMAN Score - 158.145
2. JIM GNIADY Score - 134.105
3. GEORGE CUZALINA Score - 127.975
4. JEFF HUFF Score - 123.295
5. VINNIE DALEY Score - 120.3
MLGA LEADERS
RECRUITED AGENCY
INTERNS
JAN. 1- OCT. 31, 2015
GEORGE CUZALINA 11 interns
RD - Dennis Popplewell
MELVIN YOUNG 11 interns
RD - Ken Gallacher
JIM GNAIDY 8 interns
RD - Jeff Johnson
RANDI TAYLOR 7 interns
RD - Dennis Popplewell
TERRY THOMASON 7 interns
RD - Dennis Popplewell
MLGA LEADERS
CONTRACTED AGENTS
JAN. 1- OCT. 31, 2015
GEORGE CUZALINA 7 agents
RD - Dennis Popplewell
SHAWN ELLINGSON 7 agents
RD - Dennis Popplewell
BOB FRUEND 7 agents
RD - Dennis Popplewell
MARK MILETELLO 7 agents
RD - Ken Gallacher
MELVIN YOUNG 7 agents
RD - Ken Gallacher
BELL COW AWARD
Congrats to our latest recipients:
MLGA JOE MILLER, for his
efforts arranging off-site events
and temporarily managing an
additional office.
MLGA KEVIN SCHNEIDER, for
mentoring Justin Valenzuela, state
growth director for Pennsylvania.
MLGA HARRY CORBIN, for
mentoring a MCP intern.
PAT LEEPER, for his support of
ACP efforts.
Congrats to our latest recipients:
efforts arranging off-site events
MLGA KEVIN SCHNEIDER, for
mentoring Justin Valenzuela, state
growth director for Pennsylvania.
, for
, for his support of
You recently helped create a
Wine to Water chapter in your
area. Can you tell us a little bit
about the group?
Wine to Water is a nonprofit
organization that focuses on providing
clean drinking water to people around
the world. It is a way for like-minded
people to come together through
happy hours and wine tastings to raise
awareness of the problem and money
for the cause.
There are many charities, why
did you choose Wine to Water?
I heard about the group when the
founder, Doc Hendley, spoke at the
LAMP conference in March. I was
shocked to learn that more than 700
million people around the world
don’t have access to clean water. It
really tugged at my heartstrings. This
group installs wells, rainwater harvest
tanks and teaches the importance
of sanitation. It also spoke to the
entrepreneur in me because they
go out and teach the locals how to
provide for themselves. We recently
held our inaugural event with about
50 people and many more have shown
an interest.
You are doing much more than
just hosting events for Water
to Wine. Can you tell us about
your upcoming trip?
In January, I will be traveling to
Uganda for two weeks with the CEO
and founder to go “into the bush” as
they say. We will teach the locals to
make water filters and educate them
about hygiene and the benefits
of clean water.
Going to Uganda is pretty
adventurous. Have you been
anywhere else off the beaten
path?
I have the travel bug. I’ve been to the
Caribbean, Europe, backpacking in
the mountains…let’s just say, I’m not
afraid of sleeping in a hammock with
mosquito netting.
Where is the most exotic place
you have traveled?
Iceland. I had seen pictures and just
had to go. The raw beauty of Iceland is
spectacular.
Andi Petroff, an MLGA in
Annapolis, Maryland, began
working for Farm Family
in 2004 and became an
MLGA in 2012. You can
learn more about Wine
to Water, how to begin a
local chapter or how to donate at www.
winetowater.org. You may also contact
Petroff at Andi.Petroff@farm-family.com.
We are looking for interesting people to interview for the Five Questions column – if you, or someone you know has an
interesting hobby, volunteer work or accomplishment, email agencyspotlight@americannational.com
FIVE QUESTIONS
FOR ANDI PETROFF

10. 18 | AMERICAN NATIONAL | DECEMBER 2015 WWW. AGENCY-SPOTLIGHT.COM | 19
MANAGER’S CORNER
A
s an MLGA, we’re all challenged
to strike a balance between
recruiting new agents and
supporting current agents. So
when it comes to finding potential
agent candidates, we must identify
productive strategies to help us
determine candidates that are the
right fit.
While there’s no one-size-fits-
all formula for successful agent
recruitment, in my experience there
are ways to improve your odds.
RECRUIT EVERYWHERE
Don’t limit recruiting to job sites and
postings – everyone is a potential
candidate so have the conversation. I
have even talked agent careers with my
office supplier. Nobody is off limits if they
have the right personality and demeanor.
ALWAYS FOLLOW UP
When you do use job sites and social
media, put in the time and follow up!
You cannot rely on email. If you have
a really good prospect, call them on
the phone.
PERSONALITY MATTERS
Look for people who like to be the
wheel, not just a cog in a wheel.
Of course agents don’t have to be
extroverts, but they do have to
W
e’re near the end of 2015,
which makes it a great time
for self-reflection. What can
you learn about how you managed
yourself and your time this past year
that could help you better manage
your time and your team next year? To
get started, think back over the past
year and rate yourself on a scale of
1 (poor) to 5 (great) on the following
three statements:
1. I remembered that doing
more things faster is no
substitute for doing the
right things.
Ineffective sales managers value their
ability to fight fires, to juggle a million
to-do’s, to have a calendar crammed
with activities. For many, this stress
is intoxicating. They like feeling busy.
These managers would rate low in
this area.
Effective sales managers know that
every minute they spend performing
tasks that others can do is one less
minute they have to accomplish
their most important tasks: sales
opportunity coaching, funnel reviews,
training, etc.
Managers who rate high in this area
ask themselves, “What should I not
get distracted by today so I can spend
more time coaching?”
be warm and able to comfortably
manage a meet-and-greet. That’s why
I always favor people who make good
eye contact.
Insurance is as much about the
presentation as it is the
product. Look for those who
have a strong desire to help
people and willingness to go above
and beyond. These are the people
who tend to make it in the business
long term.
APTITUDE OUTWEIGHS
EXPERIENCE
Previous sales experience, even in
other industries, can be helpful but
I don’t make it a must-have. One of
my top performers had worked in
health fitness and he sold $25,000 in
premiums in his first few months.
2. I solved problems in ways
that helped my sales team
develop their skills.
This is a tough one. Our natural
instinct as managers is to solve
problems for our people.
We tend to tell our teams: “If you have a
problem, bring it to me and I will solve
it for you.” So we get more problems.
Solving problems can be a good thing.
Solving them in ways that excludes
salespeople from learning how to solve
these problems themselves in the
future is not a good thing.
Those who rate low in this skill
mistakenly believe that if they solve
the problem their reps will have more
time to make more sales calls. That’s
not how the real world works.
Effective sales managers treat
seemingly common daily tasks
as opportunities to develop their
salespeople.
3. I became a better
sales coach.
Managers who rate low in this area
are often trapped in a
vicious cycle of guilt:
A rep doesn’t perform
well. The manager feels
responsible for the
rep’s poor performance
but isn’t sure what to do (because
the manager hasn’t been observing
the rep closely enough). So the
manager steps in and takes over sales
opportunities for the rep - rather than
TOUT OUR CULTURE
We truly take care of our people here.
I recall receiving 75 or more welcome
notes and well wishes when I started.
The career will sell itself when you
talk honestly about how much we
appreciate, recognize and support our
field force.
Bottom line is you have to kiss a lot of
frogs to get a prince. Don’t be afraid
to get creative with your search/
recruiting methods, but most of all
let your enthusiasm and passion for
the business come through and the
right people will naturally gravitate
to you.
MLGA George Cuzalina has been a
consistent leader in recruitment. As of
the publication of this magazine he has
recruited 11 interns and contracted nine
new agents.
coaching. The rep continues doing
poorly or even gets worse.
If you rate yourself a “5” in this area,
your salespeople are getting better
and requiring less hands-on support.
New-hires ramp up faster. Emerging
contributors (reps with 6 to 12
months tenure) are able to apply your
coaching to recent sales scenarios.
The goal of coaching isn’t so much
to solve an immediate problem but
to build skills that will prevent future
problems and mistakes. Your coaching
advice needs to be tailored to each
individual’s needs, which means
you have to really listen to what that
person has to say. Attentiveness
and good listening shows that you
respect this person and value their
contributions.
How did you do? Which of these areas
did you rate the worst in? The best?
How can you leverage what you do
well to improve in the other areas?
To become a better leader
next year, think about how you
need to change the daily choices
you make about how and what to
do with your time. Throughout each
day, keep your eye open for situations
that could be turned into coaching
opportunities.
Kevin Davis is president of TopLine
Leadership, Inc., a leading sales and
sales management training company
serving clients from diverse sectors.
He is the author of two books on sales
effectiveness: “Slow Down, Sell Faster!”
(Amacom, Jan. 2011) and “Getting
Into Your Customer’s Head” (Random
House, 1996).
“Bottom line is you have to kiss
a lot of frogs to get a prince.”
“Effective sales mangers treat
seemingly common daily tasks
as opportunities to develop their
salespeople.”
BY GEORGE CUZALINA
MLGA, Plano, Texas
RD Dennis Popplewell
BY KEVIN DAVIS
Do you have advice you would like to share with fellow leaders or do you know a field leader who sets an example on a specific
area of expertise? The Manger’s Corner is always looking for best practice columns. Contact Managing Editor Donna Bell at
518-431-5151 or agencyspotlight@americannational.com with your ideas.
BETTER THE
RECRUITING ODDS
BECOME A MORE
EFFECTIVE MANAGER IN 2016
MANAGER’S CORNER
Of course agents don’t have to beOf course agents don’t have to be
extroverts, but they do have to

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TH E E XP ER I EN C E M AT TERS .
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