Read this blog if you've ever bought a value added service that your employees insisted you needed to have, yet never used after you signed the contract.

If you're reading this blog, you probably already have at least 1 value added service you give your clients for free. Maybe you have two. Maybe you're a national insurance broker who has everything that's available on the market today to give your producers every competitive edge imaginable.

It's that simple, right? All you need to do is spend revenues on this service - revenues that have gone down year-over-year-over-year-over-year. Just buy this service and you will see a huge return on your investment to the tune of <puts pinkie finger to corner of mouth, raises eyebrow> $1,000,000!

If you never saw the ROI, or just haven't realized the return yet, then here are a couple of tips from inside the insurance industry to help you turn your ship around. Because the reality is most of these services are good and can provide your clients with value. But it is entirely up to you & your team to execute.

1. Lead by Example

You have to use whatever it is you bought. If its in no way practical for you to use, then you need to be talking about it in every single employee interaction. If you don't value it neither will they.

2. Empower Employees to Write the Process

How will you market your new and exciting service to your clients? Who will train them? Is there a cost to the clients, if so what should it be? Ask for volunteers, these will be your early adopters, your champions, and your allies that you will need later. Ask any InCite Performance Group (formerly Sitkins International) member how important it was to have their employees contribute to the design of their company Playbooks.

3. Set Goals

How many clients will you introduce to this program? How often does your agency need to discuss the value with them? How many meetings did this service get you? How many BOR's from those referrals? Your objective is to be able to quantify the ROI.

4. Identify Early Adopters

Don't just identify who is on-board with the program, embrace them! If you have ten employees, you can expect three to be super excited about the new program, three to absolutely hate it and do what ever they can to disparage it, and four that haven't made their mind up yet. Guess which seven you should focus on? These are your Allies. Ignore the Axis of Evil.

5. Inspect what You Expect

This is a staple of management. If you're not already doing this today in your business your'e probably not a good manager of people. Stop worrying about value added services and hire a good manager because you have more money tied in to payroll then you have tied to this service.

Run a utilization report. Spot check client calls. Go on appointments. If you have managers to do these things than you need to spot check the managers. It's your house, don't leave the backdoor unlocked.

6. Reward Success

Every single opportunity you have to celebrate any type of quantifiable victory you should take it. Sally told a client about the new thing today when they called with a benefits question - cup cakes for everyone! Mike talked about the thing in the prospect meeting today - pizza party Friday! Lisa won the BOR on a 300 employee group over the national guys - LISA'S BUYING DRINKS!

7. Keep it Simple

After all it's just insurance.

- R