2. Step Up to SuccessStep Up to Success
20092009
Reserve Agent Success ProgramReserve Agent Success Program
District 25-02District 25-02
Michael NorrisMichael Norris

3. Step Up to Success 2009Step Up to Success 2009
Mission Statement:Mission Statement:
To position the Farmers Reserve Agent career path as theTo position the Farmers Reserve Agent career path as the
#1 choice for insurance professionals by providing best in#1 choice for insurance professionals by providing best in
class training and support for new agents joining theclass training and support for new agents joining the
Farmers Team.Farmers Team.

4. Step up to Success 2009Step up to Success 2009
Motto:Motto:
The Farmers Way – There is no other!The Farmers Way – There is no other!

5. Our Commitment:Our Commitment:
 Structured Environment for Agents to learn and growStructured Environment for Agents to learn and grow
 Set high expectations and standardsSet high expectations and standards
 Deliver measurable valueDeliver measurable value
 Identify and quickly resolve challengesIdentify and quickly resolve challenges
 Maximize available resourcesMaximize available resources

6. Needs of the Reserve Agent Program:Needs of the Reserve Agent Program:
 Measurable improvement of Reserve & Career AgentsMeasurable improvement of Reserve & Career Agents
 Increased Reserve to Career Agent conversion ratiosIncreased Reserve to Career Agent conversion ratios
 Improve agents “sales skills”Improve agents “sales skills”
 Increased client retention and satisfactionIncreased client retention and satisfaction
 Improving the overall quality of all new agentsImproving the overall quality of all new agents
 Quickly identify agents’ weaknesses and decide if theyQuickly identify agents’ weaknesses and decide if they
are right for the Farmers team.are right for the Farmers team.
 Reduce DM turnover, liability, and lost opportunitiesReduce DM turnover, liability, and lost opportunities

7. Leveraging Farmers CoreLeveraging Farmers Core
CompetencyCompetency
 Reserve Business Builder world-class training modulesReserve Business Builder world-class training modules
 Proven agent success modelProven agent success model
 Dedicated experts to train on Farmers ProductsDedicated experts to train on Farmers Products
 Broad & highly desired portfolio of productsBroad & highly desired portfolio of products
 Market driven competitive ratesMarket driven competitive rates
 Best in the industry – VIP selling systemBest in the industry – VIP selling system
 Last but not least – Team OhioLast but not least – Team Ohio
As a leader within the company Ohio can leverage its
knowledge, expertise, and people in the following
areas:

8. Step Up to Success 2009Step Up to Success 2009
If we commit to success so can our agents!
Phase 1
Program
Design
Step Up to Success 2009 sequence of eventsStep Up to Success 2009 sequence of events
Phase 2
Finalize
Design
Phase 3
Roll out
Phase 4
Track
Results
Phase 5
Adjust

9. Strategy Overview:
Step up to Success 2009 is designed to work in monthly trainingStep up to Success 2009 is designed to work in monthly training
installments that drive Reserve Agents to succeed.installments that drive Reserve Agents to succeed.
The program is designed toThe program is designed to complementcomplement andand enhanceenhance the training thatthe training that
agents receive from their District Managers & The University ofagents receive from their District Managers & The University of
Farmers. This is not designed to replace or contradict ongoing training.Farmers. This is not designed to replace or contradict ongoing training.
Agents will be “battle tested” in a positive - high energy environmentAgents will be “battle tested” in a positive - high energy environment
where they will learn & demonstrate competency in the skills they needwhere they will learn & demonstrate competency in the skills they need
to thrive.to thrive.
We can only win as a team. For this program to succeed it requires theWe can only win as a team. For this program to succeed it requires the
full faith, support, and participation of the agents, individual districtfull faith, support, and participation of the agents, individual district
managers, and state officers.managers, and state officers.
The duration of meetings will vary depending on the subject but shouldThe duration of meetings will vary depending on the subject but should
not exceed two hours.not exceed two hours.

10. Agents will submit a weekly report of their activities and production numbersAgents will submit a weekly report of their activities and production numbers
to the Step Up to Success 2009 program director. Their individual results willto the Step Up to Success 2009 program director. Their individual results will
be grouped and compared to analyze critical variables such as VIP utilization,be grouped and compared to analyze critical variables such as VIP utilization,
calls/appointments, appointments/quotes, quotes/sales, average commission,calls/appointments, appointments/quotes, quotes/sales, average commission,
& average # of policies per household.& average # of policies per household.
These reports will be combined into a one page sheet which will be distributedThese reports will be combined into a one page sheet which will be distributed
at each meeting. Top performing agents can be recognized andat each meeting. Top performing agents can be recognized and
underperformers should feel peer pressure to improve. This will create aunderperformers should feel peer pressure to improve. This will create a
competitive atmosphere that all participating agents can benefit from.competitive atmosphere that all participating agents can benefit from.
Agents will be grouped into teams to create a competitive environment. TheAgents will be grouped into teams to create a competitive environment. The
teams will be further broken down into 2 & 3 person “swim team” groups soteams will be further broken down into 2 & 3 person “swim team” groups so
agents can practice and role play their new skills outside of the meetings.agents can practice and role play their new skills outside of the meetings.
Strategy Overview:

11. High value homework assignments will take place between meetings.High value homework assignments will take place between meetings.
These will include Univ. of Farmers modules, mystery shopping, attendingThese will include Univ. of Farmers modules, mystery shopping, attending
community events, preparing VIP quotes to bring to meetings, Quad 2, andcommunity events, preparing VIP quotes to bring to meetings, Quad 2, and
more.more.
Agents will be expected to bring a “best idea” to each meeting. These will beAgents will be expected to bring a “best idea” to each meeting. These will be
put into a hat and read at the end of each meeting. The winning best idea willput into a hat and read at the end of each meeting. The winning best idea will
be voted on by the group and that individual agent will win a prize.be voted on by the group and that individual agent will win a prize.
Guest presenters will be invited to cover a wide range of topics.Guest presenters will be invited to cover a wide range of topics.
Including:Including:
 Reps from lead generator & marketing companiesReps from lead generator & marketing companies
 Farmers experts in Life, Commercial, & Personal LinesFarmers experts in Life, Commercial, & Personal Lines
 State Execs when availableState Execs when available
 Successful Farmers Agents to “tell their story”Successful Farmers Agents to “tell their story”
 Others as neededOthers as needed
Strategy Overview:

12. Meeting Topic OutlineMeeting Topic Outline
I.I. Business PlanBusiness Plan
II.II. The Sales ProcessThe Sales Process
III.III. Sales Skills TrainingSales Skills Training
IV.IV. MarketingMarketing
V.V. Schedule of Agents ActivitiesSchedule of Agents Activities
VI.VI. Agency EmployeesAgency Employees
VII.VII. Reality of being a business ownerReality of being a business owner
VIII.VIII. Dedicated Life, Commercial, & VIP training sessionsDedicated Life, Commercial, & VIP training sessions

13. Outline BreakdownOutline Breakdown
I. Business PlanI. Business Plan
 What does a successful agents business plan look like?What does a successful agents business plan look like?
 What your plan must includeWhat your plan must include
 Plan your work – Work you planPlan your work – Work you plan
 Adjusting you plan as your agency growsAdjusting you plan as your agency grows
Homework: Begin writing business planHomework: Begin writing business plan

14. Outline BreakdownOutline Breakdown
II. The Sales ProcessII. The Sales Process
 Psychology of the Sales ProcessPsychology of the Sales Process
 The 7 Steps to the SaleThe 7 Steps to the Sale
 Meet & Greet – Build RapportMeet & Greet – Build Rapport
 Interview Wants & NeedsInterview Wants & Needs
 Product Evaluation & QualificationProduct Evaluation & Qualification
 VIP QuoteVIP Quote
 Close the SaleClose the Sale
 Process PaperworkProcess Paperwork
 Referrals & Follow UpReferrals & Follow Up
Homework: Put 7 Steps into immediate useHomework: Put 7 Steps into immediate use
Practice & Repetition w/ “Swim Team” PartnerPractice & Repetition w/ “Swim Team” Partner

15. Outline BreakdownOutline Breakdown
III. Sales Skills TrainingIII. Sales Skills Training
 The Rule of 4The Rule of 4
 Know the 4 most common objections that client s giveKnow the 4 most common objections that client s give
 Learn to love the 4Learn to love the 4
 Proper Handling of Customer ObjectionsProper Handling of Customer Objections
 Learn the correct & incorrect methods to overcome customer objectionsLearn the correct & incorrect methods to overcome customer objections
 What the client is really saying when they say “NO”What the client is really saying when they say “NO”
 Transition statements that direct conversationTransition statements that direct conversation
 Closing the SaleClosing the Sale
 Winning closing techniques for today’s client – the right tools for the jobWinning closing techniques for today’s client – the right tools for the job
 Vital Metrics - 86% of all sales are closed after the 5Vital Metrics - 86% of all sales are closed after the 5thth
attemptattempt
 Body Language + Selling PsychologyBody Language + Selling Psychology
Homework: Role play techniques with “swim team” partners & your DMHomework: Role play techniques with “swim team” partners & your DM
Complete VIP module & videos in the University of FarmersComplete VIP module & videos in the University of Farmers
Bring 3 completed VIP quotes to the meetingBring 3 completed VIP quotes to the meeting

16. Outline BreakdownOutline Breakdown
IV. MarketingIV. Marketing
 Farmers Marketing ResourcesFarmers Marketing Resources
 Lead CenterLead Center
 5 Congruent Marketing Efforts5 Congruent Marketing Efforts
 Client Focus ConnectionClient Focus Connection
 What materials to use & whenWhat materials to use & when
 Outside Marketing ResourcesOutside Marketing Resources
 Eagle IEagle I
 Insure MeInsure Me
 Net QuotesNet Quotes
 OthersOthers
Homework: Create your marketing planHomework: Create your marketing plan

17. Outline BreakdownOutline Breakdown
V. Schedule of Agent ActivitiesV. Schedule of Agent Activities
 Working you plan + time managementWorking you plan + time management
 Activities = Results “track for success”Activities = Results “track for success”
 Working Smart vs. Working HardWorking Smart vs. Working Hard
 Pareto’s Principle – “The 80/20 Rule”Pareto’s Principle – “The 80/20 Rule”
 What metrics they need to followWhat metrics they need to follow
 Cold Calls / AppointmentsCold Calls / Appointments
 Appointments / QuotesAppointments / Quotes
 Quotes / ClosesQuotes / Closes
 Policies per HouseholdPolicies per Household
 Average CommissionAverage Commission
 Commercial – Stop in / QuotesCommercial – Stop in / Quotes
Homework: Track activities to resultsHomework: Track activities to results
Find the 20% of activities that = 80% of your incomeFind the 20% of activities that = 80% of your income

18. Outline BreakdownOutline Breakdown
VI. Agency EmployeesVI. Agency Employees
 When to hire agency employeesWhen to hire agency employees
 Hire before you can afford to or you will never hireHire before you can afford to or you will never hire
 Hire to grow – Don’t grow to hireHire to grow – Don’t grow to hire
 Legal issuesLegal issues
 Pay plansPay plans
 How successful agents pay their employeesHow successful agents pay their employees
 The business of your businessThe business of your business
 Outside services to help with payroll, taxes, etcOutside services to help with payroll, taxes, etc
Homework: From your business plan refine your employment modelHomework: From your business plan refine your employment model
Circle of Influence – potential employeesCircle of Influence – potential employees

19. Outline BreakdownOutline Breakdown
VII. Reality of Being a Business OwnerVII. Reality of Being a Business Owner
 Being a business ownerBeing a business owner
 Working on your business vs. working in your businessWorking on your business vs. working in your business
 The big pictureThe big picture
 Improved Customer SatisfactionImproved Customer Satisfaction
 Increased business from referralsIncreased business from referrals
 Increased policies per householdIncreased policies per household
 Decreased loss ratios for new agentsDecreased loss ratios for new agents
Homework: As NeededHomework: As Needed

20. Outline BreakdownOutline Breakdown
VIII. Dedicated Life, Commercial, & Personal LinesVIII. Dedicated Life, Commercial, & Personal Lines
Individual sessions with company trainers:Individual sessions with company trainers:
 Life Boot CampLife Boot Camp
 VIPVIP
 Commercial Boot CampCommercial Boot Camp
 My Commercial ExpertMy Commercial Expert
 BristolBristol
 Mid-CenturyMid-Century
Homework: As neededHomework: As needed

21. Step Up to Success 2009Step Up to Success 2009
Chain of CommandChain of Command
State Office
Monitor Success
• Approve of General Topics
• Arbitrate disagreements
• Enforce doctrine
• Provide prize & budgetary items
North & South Div.
Local Level Approval:
• Determine Location
• Send Participants
• Support Meeting Agenda &
homework projects
Step up Director
Execute the Master Plan:
• Ensure execution of meetings
and agendas
• Moderate over meetings
• Monitor metrics
Dedicated Trainers
Provide Content & Support
• Agent support outside of
meetings
• Provide high value training
material

22. Measure ResultsMeasure Results
 What impact to critical metrics from this program?What impact to critical metrics from this program?
 What level of participation from the Reserve Agents?What level of participation from the Reserve Agents?
 Reserve Agent feedback?Reserve Agent feedback?
 District Level feedback?District Level feedback?
 In regards to the Step Up to Success 2009 program –In regards to the Step Up to Success 2009 program –
what does success look like?what does success look like?

23. Next StepsNext Steps
 Final Approval of Program StructureFinal Approval of Program Structure
 District Manager “buy in”District Manager “buy in”
 Finalize Meeting Topics & Homework assignmentsFinalize Meeting Topics & Homework assignments
 Selection of Program DirectorSelection of Program Director
 Determine Meeting locations, dates, timesDetermine Meeting locations, dates, times
 Program Roll OutProgram Roll Out