It’s Saturday night and you know you have a date with the girl or guy of your dreams. What might you do to get ready for the date? Well, if you’re interested in making a good impression, you’re going to want to clean up and dress up. You’re going to “put your best foot forward.”
The same is true if you’re presenting your business and its risks to insurance carriers, in the hope of negotiating the best coverage and terms. Try to think of your agent as a matchmaker and the carriers as your partner in protecting your business from personnel, asset, income, and liability loses, which can impair your ability to survive a loss and/or affect your ability to generate income to pay overhead and make a profit.
1.) The Matchmaker
Well, to start the process, we have to pick our matchmaker. You don’t just want anybody finding a partner in protecting the business you built. Your agent should understand your business and industry. Should have the credentials to prove he/she is a commented professional and be able to supply you with a list of accounts of similar class and size that is currently being serviced by the firm.
2.) An Effective Strategy
Have the agent explain how they intend to handle the marketing process. Are they a commodity seller (lowest up front price) or are they a valued seller (price, service, non-insurance alternatives to achieve and maintain, the, “lowest net cost of risk) (LNCR).” An example of commodity price failure in achieving LNCR, would be writing your Workers Compensation insurance with a carrier offering the lowest going in price, but performing poorly on handling claims. This results in a 25% increase in your experience modification. Which approach had the lowest net cost?
3.) The Importance of Timing
Start early. Give the process the amount of time it deserves to produce a good result. This is usually 120 days prior to renewal. It may seem like a lot of time, but when your potential partner has sufficient time to know all aspects of your operation, they have more of a willingness to offer favorable terms.
4.) A Compelling Story
In presenting the required underwriting information, keep in mind that you are presenting your story. Most owners and/or managers are very proud of the business they have built. By telling your story, your demonstrating “pride of ownership” and management’s level of involvement in the business operations. Here are some of the questions you and your agent should include in your story (narrative):
1. Description of operations, history, and organizational chart of the
business
2. Owner’s and manager’s experience and background
3. Radius of marketing area, key customers and suppliers
4. Management’s involvement in safety and risk management
5. Safety and claims cost control programs in place
a. Safety committee, membership makeup, certification, sample of minutes
b. Fleet safety committee, MVR program, CDL/DOT program
c. Hiring practices, wage & benefit levels, turnover rates, position descriptions including light duty
d. Employee orientation and ongoing training
e. Any incentive/accountability programs
f. Claim reporting procedures
g. Accident investigation programs, and sample report
h. Preventive maintenance programs
i. OSHA compliance programs
j. Claims administration procedures, RTW, Doctors Panels
5.) A Kodak Moment
It’s been said, “A picture is worth a thousand words.” Have your agent make a DVD of a walk through of your operation. I’ve used this in my past agency experience and it makes a great impression with the carrier’s underwriter. It adds to your presentation and gives your risk a priority in being worked on and getting those favorable terms. If a DVD recorder is not available, at a minimum, include pictures of each building.
6. A Personal Touch
Make sure your agent personally meets with the carrier underwriter and presents your risk in a binder. It might make sense for the agent to send the binder beforehand so questions can be noted prior to the meeting.
7.) Getting to Know You
If the carrier is seriously considering being your partner, they will schedule a risk control specialist to meet with you. Take the time to meet (COURT) him/her and explain what, where, when and how your business is committed to controlling your frequency and severity of loses.
8.) You Can Do What?
Let them know any risk control and/or special claims handling you are looking for (i.e. safety committee certification, supervisor training, dedicated adjuster, notice on large reserve changes, claims reviews, etc.). Make sure the agent and the underwriter also accompany you during the visit and any walk through; the more involvement by each stakeholder the greater their buy in to the partnership. Remember the saying, “There is only one thing worse then not being married, and that’s being married to the wrong person.” You want to make sure that all the parties are committed to the proposed business relationship.
9.) Get it in Writing
Make sure you get a written proposal from your agent outlining the terms and conditions being offered and a copy of the service plan.
10). How are we going to pay for this?
Finally, get the carriers payment terms, with any customization to meet your cash flow needs.