Section 3: Client Retention And Acquisition

Question 1

What factors influence or create an agency brand?

Answer 1

The quality of personal relationships
Better coverage than what’s offered by other agencies
Better personal service through direct and anytime contact
Better overall value
A welcoming, secure, comfortable environment in which clients know they are valued
A willingness and ability to solve problems

Question 2

What are the five steps to a successful marketing plan?

Answer 2

Identify a target market
Evaluate resources
Develop the marketing plan
Apply metrics
Analyze the plan’s success

Question 3

What are the three guiding principles that form the basis of the client retention process?

Answer 3

Build rapport and trust
Provide quality customer service
Educate clients